The Role of Media in Achieving Sustainable Agricultural Development from the Point of View of Agricultural Employees in Salah Al-Din Governorate |1

Abstract The research aimed to identify the role of the media in achieving sustainable agricultural development from the point of view of the respondents, as well as to identify the variation in the point of view of the respondents according to their personal variables in achieving agricultural development in Salah al-Din Governorate, which are (age, training in the field of sustainable agricultural development, sources of obtaining information, attitude towards sustainable agricultural development), A questionnaire form was prepared consisting of two sections. The first section included some independent variables related to employees, while the second section included (48) paragraph, each which represents a role for the media in achieving sustainable agricultural development, divided into four field: (the economic field, the social field, the environmental field, the field technical). The research community included all agricultural employees in the Salah al-Din Governorate Agriculture Directorate and its affiliated agricultural divisions. A simple random sample of (50%) was selected from the agricultural divisions, bringing the number of divisions included in the final research procedures to (13) agricultural divisions that include (216) employees. A percentage of (50%) of the employees of each division was selected, so that the number of respondents reached (98). The results showed that the role of the media in achieving sustainable agricultural development, from the point of view of the respondents in Salah al-Din Governorate, medium tends to be high. It also showed that there is a discrepancy in the views of the respondents regarding the role of the media in achieving sustainable agricultural development according to the personal factors of the respondents. The researchers concluded the need to activate the role of the media in achieving sustainable agricultural development through programs and publishing scientific recommendations that would achieve social and economic development for rural people through good farm management while preserving means of production. The researchers recommend paying attention to developing and diversifying programs for agricultural development in order to reach the largest number of farmers in the research area and assigning employees who have a positive attitude towards sustainable agricultural development to prepare programs and videos that explain how to apply modern technologies and preserve means of production and the environment.