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

Share To

Article Url


Manuscript ID : IJASRT-2210-1257 (R1) Visit : 337 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.

References:


  1. Abukari, A. B. T., Bawa, K., & Awuni, J. A. (2021). Adoption Determinants of Agricultural Extension Communication Channels in Emergency and Non-emergency Situations in Ghana. Cogent Food & Agriculture, 7(1), 1872193.
    2.
  2. Adejoh, S. O., Edoka, M. H., & Shaibu, U. M. (2016). Assessing the availability, accessibility and use of media channels for sourcing agricultural information by urban and rural farmers in Kogi State, Nigeria. Asian Journal of Agricultural Extension, Economics & Sociology,14(2), 1-8.
    3.
  3. Adejoh, S. O., Adejo, P. E., & Edoka, M. H. (2014). Comparative Study of Interpersonal and Mass Media Usage among Rural Farmers in Kogi State. International Journal of Agricultural Science, Research and Technology in Extension and Education Systems, 4(4), 215-220.
    4.
  4. Albarran, A. (2002). Management of Electronic Media (2nd Ed.). Wadsworth, Thomson Learning, USA.
    5.
  5. Amir, M., Peter, N., & Muluken, W. (2016). The role of mobile phones in accessing agricultural information by smallholder farmers in Ethiopia. RUFORUM Working Document Series, 14(1), 395-402.
    6.
  6. Ango, A. K., Illo, A. I., Abdullahi, A. N., Maikasuwa, M. A., & Amina, A. (2013). Role of farm-radio agricultural programmes in disseminating agricultural technology to rural farmers for agricultural development in Zaria, Kaduna State, Nigeria. Asian Journal of Agricultural Extension, Economics & Sociology, 54-68.
    7.
  7. Asemah, E., Anum, V., & Edegoh, L. (2013). Radio as a tool for rural development in Nigeria: Prospects and challenges. An International Journal of Arts and Humanities Bahir Dar, Ethiopia, 2(1), 17-35.
    8.
  8. Baghestan, A. G., Rahmati, M., & Hassan, M. A. (2010). Factors Influencing Media Choice for Interact with Their Students among Lectures of Two Academic Institutions: Case of Iran. Asian Social Science, 6(1), 115.
    9.
  9. Bjornlund, V., Bjornlund, H., & Van Rooyen, A. F. (2020). Why agricultural production in sub-Saharan Africa remains low compared to the rest of the world–a historical perspective. International Journal of Water Resources Development, 36(sup1), S20-S53.
    10.
  10. Campos, A., Villani, C., Davis, B., Takagi, M. (2018). Ending extreme poverty in rural areas – Sustaining livelihoods to leave no one behind. Rome, FAO. 84 pp. Licence: CC BY-NC-SA 3.0 IGO.
    11.
  11. Castañeda, A., Doan, D., Newhouse, D., Nguyen, M. C., Uematsu, H., & Azevedo, J. P. (2018). A new profile of the global poor. World Development, 101, 250-267.
    12.
  12. Chhachhar, A. R., Osman, M. N., & Omar, S. Z. (2012). Role of television in agriculture development of Sindh, Pakistan. A publication of the pacific and asian communication association, 15(1), 1-11.
    13.
  13. Cheffo, A. (2016). Mass Media and its Role in agricultural technology transfer: the case of Dendi and Ejere weredas, Oromia, Ethiopia
    14.
  14. Danjuma, N. U., Agir, H. M., Zubairu, E., & Agya, A. (2021). Role of Radio Agricultural Programmes on farmers’ education: A case study of Radio Benue, Makurdi, Benue State. Journal of Agricultural Economics, Environment and Social Sciences, 7(2), 152-160.
    15.
  15. De Roo, N., Amede, T., Elias, E., Almekinders, C., & Leeuwis, C. (2021). Diffusion of agricultural knowledge in Southern Ethiopia: finding the real opinion leaders through network analysis. The Journal of Agricultural Education and Extension, 1-17.
    16.
  16. Diriba, G. (2020). Agricultural and rural transformation in Ethiopia: Obstacles, triggers and reform considerations. Policy Working Paper: ISBN 978-99944-54-72-3
    17.
  17. Farooq, S., Muhammad, S., Chauhdary, K. M., & Ashraf, I. (2007). Role of print media in the dissemination of agricultural information among farmers. Pak. J. Agri. Sci, 44(2), 378-380.
    18.
  18. Fasina, O. O. (2015). Determents of radio agricultural programmes listenership: a case study of FUTA FM 93.1 radio station in Ondo state, Nigeria. Agricultural communications, 3(1), 50-55.
    19.
  19. Goggin, G. (2012). New technologies and the media. Macmillan International Higher Education.
    20.
  20. Ichplani, P., Kumar, A., & Mayberry, J. (2018). Engaging Rural Communities in Communication Processes. The Journal of Development Communication, 29(2), 62-75.
    21.
  21. Imoh, G. O. (2013).Application of Development Communication in Africa’s Rural Development-Need for A Paradigm Shift. Global Journal of Arts Humanities and Social Sciences, 1(4),15-33
    22.
  22. Inagaki, N. (2007). Communicating the impact of communication for development: Recent trends in empirical research: The World Bank.
    23.
  23. Israel, G. D., & Wilson, K. M. (2006). Sources and channels of information used by educational program clients. Journal of Applied Communications, 90(4), 6.
    24.
  24. Kaske, D. (2020). Information needs and seeking behavior of farmers in Southern Ethiopia. Library Philosophy and Practice(e-journal), 4341.
    25.
  25. Khan, S., Rahman, M. H., & Uddin, M. N. (2017). Effectiveness of selected mass media in agricultural technology transfer to the farmers of Bangladesh. Research in Agriculture Livestock and Fisheries, 4(1), 7-13.
    26.
  26. Kothari, C. R. (2004). Sample size determination. Research Methodology. New Age International Publications, 1, 74-1.
    27.
  27. Langat, G. K., Phylis, B., & Josphine, K. (2018). Role of Television in Communicating Agricultural Information: the Case of Citizen Television’s Shamba Shape up Programme in Kenya. International Journal of Language and Linguistics Vol. 5, No. 2.
    28.
  28. Lee, Y. C. (2020). Communicating sustainable development: Effects of stakeholder‐centric perceived sustainability. Corporate Social Responsibility and Environmental Management, 27(4), 1540-1551.
    29.
  29. Livondo, L. J., Anderson, K., Macharia, E. W., & Oduor, P. O. (2015). Factors affecting communication channels preference by farmers in access of information on adoption of agricultural technology for striga control: A case of Bungoma County, Kenya. International Journal of Current Research, 7(11), 23057-23062.
    30.
  30. McQuail, D. (1987). Mass communication theory: An introduction. Sage Publications, Inc.
    31.
  31. Mezbah-ul-Islam, M., & Akter, R. (2016). Television as a Medium of Information for Rural Development in Bangladesh: A Case Study of Dinajpur District. 10th convention Planner, Nflibnet Centre
    32.
  32. McPhail, T. L. (Ed.). (2009). Development communication: Reframing the role of the media. John Wiley & Sons.
    33.
  33. Michael, H.,& Sundaraa, R. (2019). Analysis of Mobile Phone Technology Usage in Farmer Situation: The Case of Sodo Zuria District, Wolaita Zone, Southern Nation Nationalities and Peoples’ Region, Ethiopia. International Journal of Research Studies in Biosciences (IJRSB)
    34.
  34. Mtega, W. P. (2018). The Usage of Radio and Television as Agricultural Knowledge Sources: The Case of Farmers in Morogoro Region of Tanzania. International Journal of Education and Development using Information and Communication Technology, 14(3), 252-266.
    35.
  35. Muhammad, S. (2005). Agricultural extension: Strategies and skills. Unitech Communications, Faisalabad, Pakistan.
    36.
  36. Okwu, O. J., & Daudu, S. (2011). Extension communication channels usage and preference by farmers in Benue State, Nigeria. Journal of Agricultural Extension and Rural Development, 3(5), 88-94.
    37.
  37. Okwu, O. J., Kuku, A. A., & Aba, J. I. (2007). An assessment of use of radio in agricultural information dissemination: a case study of radio Benue in Nigeria. African Journal of Agricultural Research, 2(1), 14-18.
    38.
  38. Okunola, A. (2015). The Effect of Broadcast Digitalization on Agricultural Information Dissemination in Nigeria. International Journal of Agricultural Science, Research and Technology in Extension and Education Systems (IJASRT in EES), 5(4), 231-234.
    39.
  39. Okafor, G. O., & Malizu, C. F. (2013). New media and sustainable agricultural development in Nigeria. New Media and Mass Communication, 20(1), 66-73.
    40.
  40. Oxford Business Group (2021) Agriculture in Africa 2021: Focus Report. https://oxfordbusinessgroup.com/blog/bernardo-bruzzone/focus-reports/agriculture-africa-2021-focus-report pdf
    41.
  41. Philipos, M., Mesfin, Y., Bukero, G., Mitiku, G., Girma, T., & Nurhussen, H. (2014). Source, Availability and Use of Agricultural Information by Extension Agents in Southern Ethiopia. International Journal of Recent Research in Interdisciplinary Sciences, (14-24
    42.
  42. Phuong, V. T., & Ibrahim, A. M. (2020). The Media, Journalism and Sustainable Development Communication for Nation Building: Literature Review
    43.
  43. Spurk, C., Schanne, M., Mak’Ochieng, M., & Ugangu, W. (2014). Shortcomings of Information for Small Scale Farmers in Agricultural Knowledge Transfer in Kenya. African Communication Research, 7(3), 339-364.
    44.
  44. Timalsina, M., & Pradhan, P. M. (2019). Role of Local/Community Radio on Rural Development. Nepalese Journal of Development and Rural Studies, 16, 46-52.
    45.
  45. Ye, L., & Yang, H. (2020). From digital divide to social inclusión: A tale of mobile platform empowerment in rural áreas. Sustainability, 12(6), 2424.
    46.
  46. Zakariyau, I. T. (2020). Assessing the Effectiveness of Communication Channels for Promotion of Agricultural Policy Among Rural Farmers in Nigeria. Journal of Global Business and Social Entrepreneurship (GBSE), 6(17), 44-56.
    47.

Related articles

The rights to this website are owned by the Raimag Press Management System.
Copyright © 2021-2024

Home| Login| About Us| Contact Us|
[فارسی] [العربية] [fa] [ar]