The purpose of this study is to develop a model of media communication to achieve sustainable development of media agriculture. Qualitative research was grounded in theory through interviews and saturation with selected experts in the theoretical sample. In order to validate the research findings, using the views of professional media reporters, experts, professors and agricultural experts of Isfahan Jihad Agricultural Organization and the Ministry of Jihad AgricultureFor this purpose, the data theory method was used, including three stages of open, axial and selective coding, Strauss and Corbin. 45 in-depth and semi-structured interviews were conducted with theoretical sampling with related experts and in order to evaluate the validity of the model, it was developed and presented to 10 professors separately and their opinions were obtained for correction and adjustment.The main phenomenon of the research was media exploitation for agricultural development and improvement. Conditions due to drought and water shortage, lack of expertise, lack of responsibility, lack of interaction, inability of public opinion, distrust, inappropriate media content, secrecy and tasteful gatekeeper, inappropriate media policy, low communication ability, social dissatisfaction is identifiedAnd interfering factors in filtering issues and lack of free access to some media such as Telegram and Facebook, lack of progress in reform in the process of dialogue between the parties, financial abuse of a special class and lack of National Association of active journalists in agriculture and diversity of agricultural audiences and diversity Agricultural media audience.
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