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Item ROLE OF MEDIA TO HIGHLIGHT THE PROBLEMS OF FARMERS' COMMUNITY(UMT,Lahore, 2011) MUNAWAR ALI; AYSHA WAHEEDThis study determines the role of media to highlight the problems of farmers' community. For this purpose researcher selected two largely circulated Urdu newspapers of Pakistan, daily Jang and daily Nawa-i-Waqt. The quantitative research method has been applied to get data through content analysis. The study also focuses on comparative analysis of both newspapers with reference to agriculture and farmers coverage. The researcher collected 3-month data (April 1, 2011 to June 30, 2011) of the said newspapers. This is the season of Khareef Crops. The study reveals that mainstream national print media is totally ignoring the key issues of the agriculture of Pakistan, which is by its structure an agricultural country. The researchers also made comparative analysis of these two newspapers. During the whole khareef season only 82 news related to agriculture were published in daily Jang newspaper and 62 news were published in daily Nawa-i-Waqat. In editorial comparison, daily Jang published 8 Op/Ed and daily Nawa-i-Waqat published only 3. A little or almost no coverage was given to farmers' problems and as most news were based on just happenings. The study also supported to the hypothesis, the coverage of farmers' problems is imsatisfactory and daily Jang newspaper giving more coverage as compare to daily Nawa-i-Waqat. Daily Nawa-i-Waqat gave no coverage to farmers' issues and agriculture in its editorial during the whole khreef season.