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Manuscript ID : IJASRT-2210-1257 (R1) Visit : 364 Page: 189 - 202

20.1001.1.22517588.2022.12.4.2.7

Article Type: Original Research

Farmers’ Access to and Utilization of Mass Media Channels for Communicating Agricultural Information in Southern Ethiopia

Subject Areas : Agricultural Extension

Teshale Tegene 1 , Padraig Wims 2 , Dinku Gebeyehu Gebeyehu 3 , Tagesse Melkato 4

1 - Department of Public Relations & Communication Studies, Wolaita Sodo University, Ethiopia, and School of Agriculture and Food Science, University College Dublin, Ireland
2 - School of Agriculture and Food Science, University College Dublin, Ireland
3 - Department of English, Ethiopian Technical University, Ethiopia
4 - Department of Rural Development and Agricultural Extension, Wolaita Sodo University, Ethiopia

Received: 2022-10-24 Accepted : 2022-12-25 Published : 2022-12-01

Keywords: development, Mass Media, Communication, Information, Channel,

Abstract :

AbstractThe purpose of this paper is to identify mass media channels accessed by farmers and analyse how they are used to communicate agricultural information in the Wolaita Zone, Southern Ethiopia. This study involved a proportionate sample of 364 farm households that were selected using a systematic random sampling technique. A pre-tested semi-structured interview schedule was administered to collect primary data during June and July of 2020. Descriptive statistics and bivariate analysis were employed for the analysis. Three focus group discussions with progressive farmers were held, and the data obtained was thematically analysed. The results indicated that mobile phones, radio, television, and print media were accessed by farmers to receive agricultural information. However, mass media methods have not been extensively used by farmers for agricultural knowledge and information sharing. The study found low ownership of media devices, lack of communication infrastructure, low coverage of agricultural programmes, and high levels of illiteracy were attributed to low access and usage of mass media. To improve this, the study issued recommendations for the government and development organizations to improve rural communication. Mass media should be encouraged to increase the number of agricultural programmes they broadcast and make them more suitable for local contexts.

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