The Process and Practice of Development Communication among the Stake Holders in Kochore Woreda Agro Forestry Land-use System SNNPR.
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Date
2010
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Addis Ababa University
Abstract
This paper investigates the process and practice of development communication among
the stakeholders in Kochore woreda indigenous agroforestry land-use system, SNNPR. It
examines the appropriateness and effectiveness of development communication strategies
and approaches employed by DAs and experts to promote indigenous agroforestry
practice. Currently, literature on development communication asserted that participatory
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development communication strategy that: value local knowledge (IK), encourage
communityinvolvement at all level, and consider people's need proved to be an effective
communication strategy in the process of attaining rural development programs. It is thus,
in light of this perspective that this research is carried out using qualitative research
design: focus group discussions and individual in-depth interviews were employed to see
how communication approaches are functioning in agroforestry development. However it
is found out that appropriate and effective communication approaches are not employed;
the communication strategy being used by DAs and experts were found to be nonparticipatory;
indigenous knowledge was not acknowledged; and in general, extension
communication strategies give little emphasize to agroforestry development. In regard to
the method, interpersonal communication method is found to be more convenient than
group; this is because it allow farmers to actively interact and exchange information with
DAs. The c'ontributions of broadcasting and print media become insignificant. This is due
to the limited access to the mass media, specially TV and print media. Absence of
community radio also makes the community unable to get information related to
agroforestry and participate interactively. The overall finding of the study shows that lack
of appropriate communication strategies and the continuation of old routine, i.e. topdown
approach contribute to the failure to address and communicate agroforestry
development effectively.
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Keywords
Agro forestry Land-use system, SNNPR