Motivations for the Exposure of Farmers and Peasants in Kirkuk Governorate to Agricultural Programs on Al Iraqiya Channel and the Satisfactions Achieved from Them: The 'Our Food from Our Land' Program as a Model

Abstract

This study investigates the motivations behind audience engagement with agricultural programs on Al Iraqiya Channel, focusing specifically on the program “Our Food from Our Land.” The primary research question explores the underlying motives that drive farmers and peasants in Kirkuk Governorate to watch these programs, along with the perceived benefits or approvals achieved from them.

     The study aims to: (1) identify the agricultural topics most preferred by the target audience, (2) explore how the audience is exposed to the program, and (3) assess the level of interest and engagement with the content. Adopting a descriptive research design, the researcher employed the survey method using questionnaires and scales to gather quantitative data. A purposive sample of 445 individuals, consisting of farmers and peasants, was selected from various districts in Kirkuk, including Yayji, Taza, and Daquq, covering both western and eastern parts of the governorate.

      The findings revealed that the program enjoys a high level of viewership, particularly among individuals who watch it more than three times per week, indicating its effectiveness and strong advisory value. The most influential motive for watching the program was its persuasive presentation style and production quality (67.5%), followed by its ability to satisfy the audience’s cognitive and informational curiosity (65.75%). In terms of content, the most followed topics were news updates from the Iraqi Ministry of Agriculture (95.5%), followed by information on seed supply schedules (88.25%).