CONTENT ANALYSIS FOR AGRICULTURAL EXTENSION TELEVISION SHORT FILMS (INTIMATIONS) | ||
| Egyptian Journal of Agricultural Research | ||
| Article 17, Volume 93, Issue 2, July 2015, Pages 675-702 PDF (735.04 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ejar.2015.154823 | ||
| Abstract | ||
| this research aimed at identifying the extent of compliance in production rules and specifications for form and content for the TV short films (TV spots-video clip) called intimations that produced by The Central Administration of Agricultural Extension Services CAAES, to increase the effectiveness of these intimations and achieve their educational goals with the verification of educational content match with the agricultural extension services goals in Egypt according to 2030 agricultural development Strategy. The research was focus on 63 films, which represents about 44.06% of the total number of films produced, which were 143 films, where it was analyzed in terms of content and form. The main results were as follows:First, the results of content analysis: 1- The results of content analysis showed that, the main fields derived from the 2030 agricultural development strategy gained the attention of producers, especially the second & third main goals and its sub-goals except the development of the fisheries, and achieve some sub-goals in the main goals first; fourth; fifth; & sixth, develop the production of intimations films in the next stages in accordance with the achievement of the goals derived from the strategy. Also there are four main fields of extension; these were in descending order as follow: the field of plant production; animal production; the preservation of environmental resources and maintenance; and public affairs, these in terms of the number of films and the time it takes to broadcast in minutes.Plus the results showed that all studied films as a percentage of 100.00% the part of the educational content to the total time of the film in the category of 50.00% or more of the total time, well it turns out that all the films content under study been directly related to the main objective of each one, and that the content of the expressive elements and the elements of the scenes components, and the script all where carried ideas and lead to right interpretation meanings. 3- Also, results showed that, 42 films included over agricultural extension recommendations repeated more than once with deferent treatment, so it was not tedious, as well as were 16 films by percentage 25.39% from studies films the technical agricultural extension recommendations were not indicative, plus all studies films were not found silence p4- The results showed, that the source of scientific technical subject matter content of all the studied films were the ARC in collaboration with the CAAES of the Ministry of Agriculture and land reclamation, also average number of recommendations was seven recommendations per film, also the content of films under study deal with the needs of the target groups in all fields that have been counted, also it became clear the lack of a summary at the end of each studied films.eriods to allow target groups to interact withSecond: the results of form analysis: 1- The results showed that it was the use of two types of technical effects were montage & popular sayings, with multiple shooting locations characterized the whole filming in the actual reality of the events in their natural places, so came elements form expressive & influential in all the films in the content service, as showing the ability of all studied films skipped the time & place span and represent this in view photos and actual scenes of plants in various stages of growth, according to the recommendation and implementation of the recommendation in the same circumstances required in its own time span. 2- As well as the results of content analysis showed that it has been treated to fit the differences between the target audiences and facilitated the understanding & receiving of information process, in simple and easy manner with the promote of educational treatment of the agricultural extension messages in the most appropriate means of illustration of images, graphics/charts, symbols and text illustrations of this, in addition to the commentary narration depending on supporting text in sync with the picture.As well as, there were 46 films integrated with each other by 79.31% of the total studied films, as most of the scenes of the studied films logical sequence was characterized, also that more than half of the studied films were the scenes perfectly suited up to 58.62% of the total studied films, with the presence of 39 films were used medium and telephoto shots and camera movement by 61.90% of the total studied film, photography the use of slow motion and focus in 31 films to illustrate how to do the practice by 49.21% of the total studied films.Finally, the results showed that appropriate methods of influence and persuasion were used such as: repeated recommendations; identified the source of the scientific subject matter; the applicable of the educational content for films and appropriate recommendations, and the use of various forms of effects, graphics, images, text illustrations, and diversity in the use of the shots and the use of slow motion, with this offer positive aspects of the application of the recommendation, with a recommendation to go to the subject matter specialist in the case of critical situations. the scene or a particular information. | ||
| Keywords | ||
| CONTENT ANALYSIS; TELEVISION SHORT FILMS | ||
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