Content Analysis of Farm Magazine ‘Vigiyanik Pashu Palan’: A Study

Abstract

The present study was conducted to quantitatively analyze the contents published in Vigiyanak Pashu Palan (VPP), the monthly Punjabi magazine of Guru Angad Dev Veterinary and Animal Sciences University, Ludhiana, during Time Period I (2008-2010), Time Period II (2014-2016) and Time Period III (2020-2022). A total of 105 monthly issues were selected. The study revealed that the mean number of articles per issue stood at 11.65 ± 1.98, occupying an average space of 25.93 ± 5.04 pages (72.03%). The average number of advertisements per issue was 3.77 ± 2.37, encompassing 2.28 ± 1.91 pages (6.33%). The articles published in VPP were mostly related to animal health (25.3%), their format being essay type (92%), authored by two experts (75.6%) mostly designated as Teachers (58.9%). The majority of articles (77.7%) focused on a single species, while 18.5 percent did not cover any livestock species. A major focus was on bovine species, appearing in 46.8 percent of articles. The average article length was 2.23 ± 0.84pages. Articles typically comprised of 8.29 ± 4.20 paragraphs, 127.77 ± 65.18 lines, 49.37 ± 24.10 sentences, and 890.27 ± 687.22 words, with an average of 2.66 ± 1.56 technical words in each article. Additionally, articles included an average of 2.26 ± 3.29 pictures, figures, or illustrations. The average readability index of VPP was 9.26 ± 10.37 suggesting that 9th or 10th standard students can read it with fair understanding. The present study suggests that Vigyanak Pashu Palan magazine has consistently served as a crucial medium for transferring veterinary extension education and innovative agricultural technologies to livestock farmers in Punjab and adjacent area.