Assessing the Communication Strategies in Agricultural Research: with Special Emphasis on Moret -Jiru Woreda
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Date
2019-06
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Addis Ababa University
Abstract
Agricultural extension communication efforts in Ethiopia are criticized for not helping bring
notable agricultural development, due to, among the main reasons, faulty communication
approaches along the research extension- farmer linkage. This qualitative study was an attempt
to examine the approaches and acceptability of agricultural communication practices and
strategies for agricultural development in Moret-Jiruworeda, (Mnagudo, Gerba and Woyramba)
Kebeles. The revealing data were collected through four focus group discussions held with
farmers and DAs in Moret-Jiruworeda,(Mnagudo, Gerba and Woyramba) Kebeles. And nine
in-depth interviews within four Researchers and two PR experts from ministry of agriculture
(MoA) and Debrebirihan agricultural research center (DBARC), three Journalists who produce
agricultural programs for Ethiopia radio, Fana FM and Addis Zemen newspapers. Results
showed that agricultural communication strategy in use for sharing or exchanging agricultural
extension messages is not yet applied. Group and one to five communication methods are more
acceptable approach on the stated area. The approach was identified largely non-participatory
and the community perceives public relation experts as a political practitioner. Farmers also
perceive extension workers as political cadre and tax collectors. mass media methods of
communication also almost nil on the woreda; in which programs or texts are shaped by
journalists with little involvement of agricultural experts on this causeFarmers put down all
agricultural activities under political propaganda of government. Ministry of agriculture (MoA)
and Debrebirihan agricultural research center (DBARC), have not agricultural communication
strategy. The organization without integration and communication strategy they would not
achieve the proposed goal become successful. This study also recommends that designing
national agricultural communication strategy having implications for future interventions and
researches are forwarded.
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Journalisme