Public communication of science and technology is generating knowledge and a rapid awareness in a variety of areas including rural, agro-based and related disciplines. Quick scientific and technical packages are developed for dissemination to the pertinent clientele mostly located in countryside areas. At times, this knowledge was transferred to rural communities by an all-time well-known method of ‘face to face communication’ via a large team with hundreds of field workers and additional mediators. The alarming people bomb has made it impracticable to reach a certain target group or individual farmer families on regular intervals to modernize them on most recent developments on a regular basis. With the advent of the concept of science communication particularly through the electronic and news print media, cable TV and particularly through the Internet which has emerged rapidly over a short span of time. This is the most powerful and effective medium of communication that human history has ever witnessed so far. This medium has provided web based systems, services and solutions to many of the communication-oriented activities in the sharing of scientific research knowledge which could have only been dreamed about, a few year ago. In Pakistan, agriculture was and still remains a mainstay of the economy not only for the rural sector in particular but also for Pakistan itself in general. The adoption of science communication is becoming a significant successful factor for protecting the economic and social viability of the agricultural sector. Agriculture being the ancient professions on the planet earth and has been a way of life for millions of people since the time unknown. Agro-based community in Pakistan has been practicing agriculture on the basis of information provided by their intimates and added up with various new concepts over the time. This research is based on a survey in some selected model villages near Pakpatan, well known for its cash crop yield. The results of this survey indicate that the idea of public science communication has modernized the local rural community in terms of most recent awareness regarding the agricultural practices to increase their agro-yield manifolds.They can now handle their crops now against deadly disease and their long term protection. This awareness has brought a kind of prosperity in their day-to-day life and also they dedicate this prosperity to the revolutionary advent of science and technology communication and its access to common man.">
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Public Communication of Science and Technology

 

Towards the understanding of science communication and its potential to bring prosperity in the rural and agro-based community of Pakistan

Saima Siddiqui   Department of Earth System Sciences, University of Modena and Reggio Emilia, Italy

Naeema Siddiqui   Instiute of Social and Cultural Studies, University of the Punjab, Lahore, Pakistan

Uzma Bano   Beacon house school systems, Lahore, Pakistan.

Ayesha Khalid   Department of Economics, Forman Christian College (A charted University) Lahore Pakistan

Muhammad Butt   Department of Economics, Forman Christian College (A charted University) Lahore Pakistan

Amer Mahmood – Remote Sensing Group, Institute of Geology, Freiberg University of Mining and Technology Germany.

Public communication of science and technology is generating knowledge and a rapid awareness in a variety of areas including rural, agro-based and related disciplines. Quick scientific and technical packages are developed for dissemination to the pertinent clientele mostly located in countryside areas. At times, this knowledge was transferred to rural communities by an all-time well-known method of ‘face to face communication’ via a large team with hundreds of field workers and additional mediators. The alarming people bomb has made it impracticable to reach a certain target group or individual farmer families on regular intervals to modernize them on most recent developments on a regular basis. With the advent of the concept of science communication particularly through the electronic and news print media, cable TV and particularly through the Internet which has emerged rapidly over a short span of time. This is the most powerful and effective medium of communication that human history has ever witnessed so far. This medium has provided web based systems, services and solutions to many of the communication-oriented activities in the sharing of scientific research knowledge which could have only been dreamed about, a few year ago. In Pakistan, agriculture was and still remains a mainstay of the economy not only for the rural sector in particular but also for Pakistan itself in general. The adoption of science communication is becoming a significant successful factor for protecting the economic and social viability of the agricultural sector. Agriculture being the ancient professions on the planet earth and has been a way of life for millions of people since the time unknown. Agro-based community in Pakistan has been practicing agriculture on the basis of information provided by their intimates and added up with various new concepts over the time. This research is based on a survey in some selected model villages near Pakpatan, well known for its cash crop yield. The results of this survey indicate that the idea of public science communication has modernized the local rural community in terms of most recent awareness regarding the agricultural practices to increase their agro-yield manifolds.They can now handle their crops now against deadly disease and their long term protection. This awareness has brought a kind of prosperity in their day-to-day life and also they dedicate this prosperity to the revolutionary advent of science and technology communication and its access to common man.

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