Communication Interventions Used in Agricultural Extension: An Exploratory Study in Sidama Region, Ethiopia
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Date
2024-06
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Addis Ababa University
Abstract
This study explores the nature and strategies of existing communication interventions and their role in enhancing agricultural production that improves the livelihood of rural communities in Sidama region, Ethiopia. It further pinpoints challenges that prevent the application of effective communication techniques of farm practices in the region. This descriptive study used exploratory sequential mixed design, and two woredas, Hawassa Zuria and Dara woredas, were sampled from the Sidama region. Agricultural agents, farmers, journalists, and agricultural experts were subject to surveys, focus group discussions, and in-depth interviews. The results of the study show that top-down communication is still the most common approach. Development agents created the majority of project proposals, which were then altered by experts without consulting the farmers. Additionally, it was discovered that the communication intervention targeted model farmers exclusively, depriving other farmers of the extension services, since they were more receptive to DAs. Despite the belief held by development agents and agricultural specialists that participatory communication plays a crucial role in guaranteeing community involvement, the implementation of the participatory approach was hindered by the usual tasks performed by these individuals.There were not enough opportunities for farmers to engage and talk about agricultural concerns.There was no regular, planned communication between farmers and development agencies. Many of the farmer training centers were not running efficiently and were in bad shape. Woreda and local specialists mostly relied on the monthly reports provided by DAs and did not frequently visit and inspect farm locations. Additionally, communication between DAs and farmers was limited to the plowing season. It was also discovered that there were no dialogue sessions accessible for the community to talk with the resource people about issues. It was also discovered that farmers had very little interest in taking part in the training that the DA had initiated. There was a concerning tendency among farmers to link any kind of involvement to assistance. In addition, several DAs were searching for chances elsewhere due to their dissatisfaction with their jobs. Due to certain farmers engaging in non-agricultural activities as a means of generating additional money, DAs' complete participation in the extension was impacted. Additionally, it was discovered that DAs lacked the required expertise. The findings suggest that agents exhibited suboptimal information-seeking conduct and little interaction with researchers. DAs participated in non-agricultural activities. The culture of attending agricultural programs is not good, and there is limited access to and use of the media for spreading agricultural programs. Therefore, it was advised that interventionists employ an inclusive, multilayered intervention in rural agriculture. Promoting non-model farmers' policies is necessary to involve the community's marginalized individuals. Investigating the causes of DAs' disinterest in their work is essential. Development agents need to improve their information-seeking behavior by reading, attending to the media, and browsing agricultural knowledge from different sources. Agricultural offices and research centers need to strengthen their link to make research findings more accessible to the end-users. It is necessary to learn more about agriculture from a variety of other sources. The manner in which aid promotes dependency in communities requires proper attention. Media coverage of agricultural programs needs to be improved.
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