Approaches And Acceptability Of Development Communication For Agricultural Development In Central Ethiopia Case Of Adaa Wereda

Agricultural extension efforts in Ethiopia are criticized for not helping bring notable agriculturalrndevelopment, due to, among the main reasons, faulty communication approaches along the researchextension-rnfarmer linkage. This qualitative study was an attempt to examine the approaches andrnacceptability of development communication practices and strategies for agricultural development inrnUde, Ankaka, Wajitu, and Tedicha Kebeles of Ada’a wereda, Central Ethiopia. Illustrative data wasrncollected through focus group discussions and in-depth interviews held with farmers, developmentrnagents (DAs), Ada’a Wereda Agriculture Bureau Extension Team Leader, Extension ResearchrnCoordinator of Debre Zeit Agricultural Research Center, Extension Communication experts from thernExtension Department of the Ministry of Agriculture (MoA), Public Relations experts with MoA, andrnjournalists who produce agricultural programs for Ethiopian television, Ethiopian radio, and AddisrnZemen newspaper. Results showed that the development communication approach in use for sharingrnand/or exchanging agricultural extension messages is participatory when interpersonal and grouprncommunication methods are used and in which a multi-directional flow of information was witnessed.rnThe approach was identified largely non-participatory when mass media methods of communicationrnare used, in which programs or texts are shaped by journalists with little involvement of farmers andrnagricultural experts. Shifting from previous assumptions of researchers, DAs and extension workers asrnexpert, benefactor and non-participant, researchers, DAs and extension workers today have startedrnassuming collaborator, participant, risk-taker and activist roles. It was also found that most farmersrnprefer and accept interpersonal methods and group methods of communication, which are central tornthe participatory communication approach. Reasons mentioned as bases for these preferences includernthe fact that interpersonal methods allow farmers to receive individual support from DAs andrnresearchers, to participate actively in extension activities, and to feel a sense of belongingness with thernextension system. Many farmers preferred group methods because these methods allowed them thernchance to learn from each other. Farmers’ preference for the mass media method was the least owingrnto: a) the limited access of farmers to the mass media especially printed materials and television, b) therninappropriate timing of agricultural programs broadcast on radio, c) the lack of farmers’ directrnparticipation in programs, d) the mistrust of farmers to messages communicated through mass media,rnand e) the generality of extension messages communicated through mass media. Absence ofrnalternative broadcast stations such as rural community radio stations where farmers can producernextension messages for farmers was mentioned as the most likely reason for the top-down approach inrnmediated extension communication.

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