Moyo, Rachel (author), Salawu, Abiodun (author), and Department of Communication, North West University, Private Bag X2046, Mafikeng, 2735, South Africa
Format:
Online journal article
Publication Date:
2019-02
Published:
South Africa: Elsevier
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 151 Document Number: D10129
7 pages., Via online journal., This study is a quantitative survey of communication media preferred by smallholder farmers resettled under the Fast Track Land Reform Programme (FTLRP) in the Gweru district of Zimbabwe. Data were gathered using a questionnaire and simple random sampling. Communication is integral to agricultural development, particularly so in the context of the FTLRP characterized by a dearth of information, education and training, ensued by the discriminatory command agriculture (Murisa and Chikweche, 2015). Farmers' preferences of communicationmedia in receiving agricultural innovations should be prioritised to improve agricultural communication andsubsequently, productivity, which is dire in Zimbabwe in the light of the continuing food insecurity. Thefindingsindicated that farmers prefer media that are stimulating and engaging such as television and demonstrations;convenient such as mobile phones and detailed such as books probably because the majority of them do not have training in agriculture. Demographic variables of age-group and education were found to be associated with communication preferences of some media. The study has implications for agricultural communication media policy. Beyond prioritization of farmers’preferences, a model of a multi-media approach to agricultural communication has been developed, that could widen communication reach if implemented.
The OCIAC Update series is maintained in the Agricultural Communications Program records > "International" section > "OCIAC" file., "Despite their efforts with this and other programs, television producers have not been able to reach large segments of the rural population."
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 113 Document Number: C11087
Journal Title Details:
365 pages
Notes:
"... compilation of some of the articles that have been published in ACCE's journal, Africa media review"--Introd. Includes bibliographical references and index., Nairobi, Kenya : African Council for Communication Education, c1996.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C19056
Notes:
Pages 120-152 in Rajab Ali Memon, managing author, and Elena Bashir, editor, Extension methods. National Book Foundation, Islamabad, Pakistan. 378 pages.
