Recently Liu, Rajagopal and Wiedemann (LRW) [hep-ph/0605178] proposed a first
principle, nonperturbative quantum field theoretic definition of ``jet
quenching parameter'' \hat{q} used in models of medium-induced radiative parton
energy loss in nucleus-nucleus collisions at RHIC. Relating \hat{q} to a
short-distance behavior of a certain light-like Wilson loop, they used gauge
theory-string theory correspondence to evaluate \hat{q} for the strongly
coupled N=4 SU(N_c) gauge theory plasma. We generalize analysis of LRW to
strongly coupled non-conformal gauge theory plasma. We find that a jet
quenching parameter is gauge theory specific (not universal). Furthermore, it
appears it's value increases as the number of effective adjoint degrees of
freedom of a gauge theory plasma increases.Comment: 14 pages, latex; v2: PRD versio
