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
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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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