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A survey of communication media preferred by smallholder farmers in theGweru District of Zimbabwe

Agricultural Communications Documentation Center (ACDC)
Moyo, Rachel (main author), Salawu, Abiodun (author), Department of Communication, North West University, Private Bag X2046, Mafikeng, 2735, South Africa
Online journal article
Publication Date:
South Africa: Elsevier
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
communication analysis, communication barriers, demonstrations, extension services, farmer education, Internet, rural development, small farms, television, extension communications, agricultural extension, information and communication technology (ICT), communication preferences, farmer communication, social media, agricultural communication, survey research, Zimbabwe (Africa, Eastern), communication media
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.