Approaches and Acceptability of Development Communication for Agricultural Development in Central Ethiopia: Case of Ada’a Wereda
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Date
2006-08
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Addis Ababa University
Abstract
Agricultural extension efforts in Ethiopia are criticized for not helping bring notable agricultural
development, due to, among the main reasons, faulty communication approaches along the researchextension-
farmer linkage. This qualitative study was an attempt to examine the approaches and
acceptability of development communication practices and strategies for agricultural development in
Ude, Ankaka, Wajitu, and Tedicha Kebeles of Ada’a wereda, Central Ethiopia. Illustrative data was
collected through focus group discussions and in-depth interviews held with farmers, development
agents (DAs), Ada’a Wereda Agriculture Bureau Extension Team Leader, Extension Research
Coordinator of Debre Zeit Agricultural Research Center, Extension Communication experts from the
Extension Department of the Ministry of Agriculture (MoA), Public Relations experts with MoA, and
journalists who produce agricultural programs for Ethiopian television, Ethiopian radio, and Addis
Zemen newspaper. Results showed that the development communication approach in use for sharing
and/or exchanging agricultural extension messages is participatory when interpersonal and group
communication methods are used and in which a multi-directional flow of information was witnessed.
The approach was identified largely non-participatory when mass media methods of communication
are used, in which programs or texts are shaped by journalists with little involvement of farmers and
agricultural experts. Shifting from previous assumptions of researchers, DAs and extension workers as
expert, benefactor and non-participant, researchers, DAs and extension workers today have started
assuming collaborator, participant, risk-taker and activist roles. It was also found that most farmers
prefer and accept interpersonal methods and group methods of communication, which are central to
the participatory communication approach. Reasons mentioned as bases for these preferences include
the fact that interpersonal methods allow farmers to receive individual support from DAs and
researchers, to participate actively in extension activities, and to feel a sense of belongingness with the
extension system. Many farmers preferred group methods because these methods allowed them the
chance to learn from each other. Farmers’ preference for the mass media method was the least owing
to: a) the limited access of farmers to the mass media especially printed materials and television, b) the
inappropriate timing of agricultural programs broadcast on radio, c) the lack of farmers’ direct
participation in programs, d) the mistrust of farmers to messages communicated through mass media,
and e) the generality of extension messages communicated through mass media. Absence of
alternative broadcast stations such as rural community radio stations where farmers can produce
extension messages for farmers was mentioned as the most likely reason for the top-down approach in
mediated extension communication.