Content analysis of the agricultural extension channel in Iraq on the YouTube platform of the Directorate of Agricultural Extension and Training

الملخص

The aim of this study was to analyse the content of the agricultural extension channel in Iraq on the YouTube platform operated by the Department of Agricultural Extension and Training at the Ministry of Agriculture during the period 2012–2025, using a content analysis tool developed in accordance with specialist literature and digital publishing standards. The tool comprised three main areas: the first was the extension content area, the second was the digital-institutional area, and the third was the synthetic-aggregative area. The study adopted a descriptive approach using content analysis, and the sample consisted of 417 videos, from which a purposive stratified sample of 64 videos was selected, distributed evenly across four time periods, taking into account the representation of agricultural seasons and the nature of the content. The results showed that the channel achieved clear progress in the content of its advisory discourse and its responsiveness to context, whilst its technical and administrative structure remained completely static throughout the study period. This suggests that the main issue is not related to the content, but rather to the absence of a digital institutional framework capable of utilising and disseminating this content efficiently. The research recommends entrusting its management to a team specialising in digital media to enhance its advisory effectiveness.