Assessing the Communication Strategies in Agricultural Research: with Special Emphasis on Moret -Jiru Woreda

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Addis Ababa University


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.