Communication on New Agricultural Production Models According to the Tccnnn Policy

According to the survey results, in 54 months, there were 90,966 news and articles from 4 types of press in 3 surveyed areas, the content of communication about the Party's and State's guidelines, policies and activities related to the State's TCCNNN accounted for 32.2-33.1% of the news and articles about the State's TCCNNN. In the 3 surveyed provinces, Can Tho had the largest amount of news and articles about this content, followed by Dong Thap and finally Tra Vinh. This content accounted for the highest proportion among the 6 media contents about the State's TCCNNN [chart 2; appendix 5].

This result shows that the Mekong Delta press has focused on communicating the Party and State's policies, guidelines and activities related to the TCCNNN, helping sectors, levels, businesses and farmers promptly grasp the policies as well as the meaning and purpose of the TCCNNN.

2.3.2. Communication about new agricultural production models according to the policy of TCCNNN

TCCNNN is a new policy, so in agricultural production, each locality will have appropriate directions and methods. Therefore, the press in general and the Mekong Delta press in particular play an important role in discovering, introducing, and analyzing the advantages as well as the conditions for implementing the model. In addition, the Mekong Delta press also introduces many modern agricultural production models of advanced countries to help farmers grasp the world's modern agricultural production trends. Through the press, many TCCNNN models have been applied, thanks to which the quality of many agricultural products has been improved, and farmers have significantly increased their income.

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As the report in the sub-section "Rural Economy" of THĐT broadcast on June 1, 2017 introduced "Organic rice production model using the method of reducing production costs" by Prof. Dr. Vo Tong Xuan in Thap Muoi district, Dong Thap province (author group: Van Loi, Huu Loc). This report analyzed that when

Applying methods to save rice seeds, fertilizers, and pesticides has reduced costs by 600 VND/kg of rice and the quality of rice is also cleaner and safer. From information in the press in the Mekong Delta, other localities have widely applied this method since the 2017 winter-spring crop, helping farmers have a new way of thinking, that is, agricultural production according to the TCCNNN project must implement solutions to reduce costs, increase profits, and more importantly, agricultural products have quality and safety.

On the "Can Tho Farmers Integration" page of Can Tho Daily Newspaper, published on June 7, 2017, there is an article on "The effectiveness of urban agricultural production models" (author Khanh Trung) specifically stating each farmer who has successfully applied cultivation and livestock farming. Farmer Vo Ngoc Tai, in Long Tuyen ward, Can Tho, converted from 2 hectares of land growing oranges and tangerines to growing 200 mangosteen trees and 500 Thai rambutan trees for high income. Meanwhile, farmer Tran Van Toan in Binh Yen B area, Long Hoa ward, Binh Thuy district, Can Tho has succeeded by converting from raising Dong Tao chickens to raising peacocks, bringing high economic efficiency. For each pair of mature peacocks, Toan sells for 25 - 40 million VND. From the specific models mentioned in the article, farmers nationwide can refer to and apply urban agricultural production models to increase income and develop the economy.

Chart 6: Number of news and media articles about new agricultural production models according to the TCCNNN policy

Source: Survey results

In 54 months, 4 types of press in 3 surveyed provinces had 74,476 news and media articles about new agricultural production models according to the policy of TCCNNN, accounting for 25 - 28.4% of news and articles about TCCNNN. This proves that the content about new agricultural production models according to the policy of TCCNNN is of interest to press agencies and farmers really need to access new agricultural production models. This content has the second largest amount of news and media articles after the content about the policies, guidelines, and policies of the Party and State and activities related to TCCNNN [chart 3; appendix 5].

2.3.3. Communication on technical solutions, application of scientific and technological advances in agricultural production according to the TCCNNN policy

Production according to the TCCNNN policy requires farmers to change their thinking. If in the past farmers could produce based on experience, when implementing TCCNNN, they need to apply scientific and technical advances, produce according to processes, standards of safety, cleanliness, quality and must reduce production costs to be able to compete in the domestic and world markets. Press and media agencies from many different perspectives, at the same time have articles, notes, reports introducing and guiding the application of advances, science and technology in agricultural production according to the TCCNNN project to meet clean, safe standards, large-scale production, high quality and oriented to the export market. News and articles on the application of agricultural production techniques according to the TCCNNN policy appear in most programs from news to sub-sections, columns, and discussions, but are most concentrated in specialized pages on agriculture and TCCNNN in printed and electronic newspapers. For the type of PTTH, this content is informed and reflected in many sub-sections, agricultural and fishery extension programs, seminars on agriculture, live television programs on agriculture, TCCNNN, and TCCNNN magazine.

The article “Organic rice cultivation initially changes the position of rice grains” (by author My Ly) published on the “Economy” section of Dong Thap newspaper on March 16, 2017 analyzed in depth how farmers of Tan Binh Agricultural Cooperative, Thanh Binh District, have boldly converted from producing low-quality rice, using a lot of fertilizers and toxic pesticides to producing organic rice, which is safe, sustainable and has brought high income. The message from this article has made many farmers realize that it is necessary to promote the application of safe agricultural production solutions to bring high economic efficiency and, most importantly, sustainable production.

The article “Towards the formation of a pangasius breeding center” published in An Giang e-newspaper on August 18, 2017 (author: Ngo Chuan) said: An Giang province is actively implementing the project of linking the production of three-level pangasius breeds. An Giang Seafood Import-Export Joint Stock Company (Agifish) has signed a contract with the AFA Pangasius Breeding Association (three-level pangasius breeds) to produce 70 - 100 million fish. Participating households in breeding must meet the conditions on pond area, technical standards of the pond, breeding technical process, origin of fry... so the quality of the produced fry will be guaranteed and traceable. Information from this article has helped aquaculture households in the Mekong Delta to be excited because in the near future there will be a source of quality pangasius breeds, this is one of the important factors to help improve the quality and economic efficiency of exported pangasius products.

Compared to the above two contents, the Mekong Delta press communicated about technical solutions and the application of scientific and technological advances in agricultural production according to the TCCNNN policy at an average level. In 54 months, there were 33,310 news and articles about TCCNNN, accounting for 11.5 - 14.5% of news and articles about TCCNNN of 4 types of press in 3 surveyed provinces. This is one of the solutions to reduce production costs, improve the quality and value of agricultural products [chart 4; appendix 5].

Chart 7: Number of news and media articles on technical solutions and application of scientific and technological advances in agricultural production according to the TCCNNN policy

Source: Survey results

According to the survey results, only 11.5% of people access this information [chart 14; appendix 1], ranking fourth among the 6 TCCNNN contents that the public accesses. Press agencies need to review the content and form of communication on this content to see if it meets the needs, as well as the arrangement of posting and broadcasting time to see if it is suitable for the characteristics of the public's activities and information reception needs.

2.3.4. Communication on production planning and consumption of agricultural products

From the story of individual, spontaneous agricultural production, following trends and movements, the refrain " Good harvest, low price - bad harvest, high price " always makes farmers miserable. When implementing TCCNNN, planning and compliance with recommendations and warnings from managers and specialized sectors are vital issues for the agricultural sector. The Mekong Delta press has promoted communication.

Information on agricultural production and consumption planning, many news and articles have analyzed and demonstrated the advantages of production according to planning, while linking with consumption and export, the value of agricultural products is increased and the consumption market is stable, thereby influencing and helping farmers understand the necessity of production complying with planning and participating in the industry chain... In the evening news program of Tra Vinh Radio and Television on September 15, 2017, there was news about "Tra Vinh province's policy on agricultural production planning" (author Thanh Hoa). Accordingly, Tra Vinh province will focus on 6 areas including: cultivation, livestock, aquaculture, forestry, salt industry, development of agricultural, forestry, fishery processing and rural industries associated with ensuring food safety and hygiene and promoting product consumption.... Thanks to this information, sectors and levels grasp the general policy and proactively plan production according to the agricultural production planning project. Farmers are more confident in participating in product chains to increase income and sustainable production. This shows that the press plays an important role in communicating production planning and agricultural product consumption.

Chart 8: Number of news and media articles on production and consumption planning of agricultural products

Source: Survey results

On August 31, 2017, the Vietnam Agricultural Newspaper published an article on "Can Tho City issues a plan to implement the project on agricultural restructuring towards increasing added value and sustainable development in the period of 2017 - 2020" (author Hung Phu). This information has attracted the attention of sectors, levels and farmers in Can Tho City and the Mekong Delta. According to this policy in agricultural production, farmers need to follow the province's agricultural restructuring plan, including promoting the application of high technology in agricultural production, complying with the planning of high-quality rice production areas in large fields. In addition, farmers need to actively respond and participate in building a closed industry chain from production to consumption.

This is one of the contents that the Mekong Delta press communicates with a low frequency compared to other contents. In 54 months, 4 types of press in 3 surveyed provinces have 24,058 news and articles about production planning and consumption of agricultural products, accounting for 8.5 - 9.5% of news and articles about TCCNNN, less than 1/3 of the amount of news and articles about the guidelines, policies of the Party, the State and activities related to TCCNNN. Through research at press agencies, the reason is that documents and activities related to this content occur less frequently than other contents, while the press only follows the activities of management and professional agencies to communicate [chart 6; Appendix 5].

2.3.5. Communicate about linkage models and build industry chains through expert advice

Since the TCCNNN project was launched, through the consultation of experts, the Mekong Delta press has had many news, articles, and reports analyzing the advantages and disadvantages in linking production and consumption at home and abroad. The Mekong Delta press has collected and published articles introducing the construction of industry chains in countries with advanced agriculture such as Japan, Thailand, Israel, Korea, etc. In addition, many press agencies have also sent reporters and journalists to follow specialized industry delegations to visit.

reality of TCCNNN models abroad. From these trips, journalists will have news, articles analyzing and reflecting on the implementation of models to build chains linking industries to increase added value and ensure sustainability between production and consumption of agricultural products.

The television magazine “Agricultural Panorama” of Dong Thap Radio and Television Station regularly broadcasts new models and agricultural production situations at home and abroad. Among them is “Clean rice production model of Japanese farmers” by author: Minh Dong, broadcast on March 12, 2017. This is a modern agricultural production model with large-scale production and all production stages are mechanized and automated. Most importantly, this model has built a closed chain, building a clean, safe, and reputable rice brand for domestic and foreign markets. The report has changed the thinking and awareness of farmers in agricultural production, which needs to keep pace with modern agricultural production associated with building brands, reputation, and quality for sustainable development [chart 7; appendix 5].

Chart 9: Number of news and media articles about models of Linking and building agricultural product chains

Source: Survey results

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