Agricultural information perceptions and behaviors of smallholder farmers in the central region of Malawi

Fallys Masambuka-Kanchewa, Purdue University

Abstract

Low levels of adoption of agricultural technologies are among the problems affecting agricultural development in most African countries, including Malawi. Research shows that limited access to information is one of the major factors affecting adoption of agricultural technologies. To ensure increased access to agricultural information, the Malawian government established the Agricultural Communication Branch (ACB) through the Department of Agricultural Extension of the Ministry of Agriculture and Food Security. The ACB is mandated to disseminate print and electronic agricultural messages to all farmers in the country. However, little is known regarding farmers' use of such communication media to access agricultural information because no established mechanisms exist for collecting audience feedback. Regular audience feedback is important in improving delivery of agricultural information. Equipped with these data, communicators have a better understanding of audience needs and preferences and a more solid basis for targeting information to farmers. The current research was aimed at describing and understanding Malawian farmers' perceptions and use of communication channels for accessing agricultural information. The study was based on the following objectives: To identify communication channels used by Malawian farmers when accessing agricultural information; to identify demographic factors associated with Malawian farmers' preferences for and use of communication channels; and to identify common information delivery methods used by ACB in transmitting agricultural messages to Malawian farmers. In-depth interviews were conducted with 20 farmers and survey research techniques were used to collect data from 12 ACB communication officers in support of study objectives. Farmer data were collected using a question route developed by the researcher. Farmers were randomly selected from a list maintained by the Department of Agricultural Extension. The researcher visited farmers in their respective homes and administered the interviews in Chichewa, Malawi's vernacular language. Responses were then translated into English and transcribed. Communication officer data were collected using a semi-structured questionnaire that was mailed to participants. The researcher made follow-up phone calls to encourage completion and return of the questionnaires. Farmer data were entered into Microsoft Excel for analysis, in which the researcher tabulated frequencies and identified themes in the data. Communication officer data were entered into SPSS for descriptive analyses that included tabulation of frequencies and percentages. Findings from this research showed that radio was most-used medium among the farmers who participated in the study. However, it was indicated that farmers prefer print media when accessing information despite observations that farmers in the study had never accessed information in print media. This finding demonstrated farmers' use of a communication channel does not necessarily indicate that farmers prefer that channel, but that in the absence of a preferred channel, will use whatever channel is available to them. Findings also revealed that most women who participated in the study do not have control over the use of communication devices and, further, that some women would not participate in the study because their husbands were present at the time of data collection. Findings also revealed that most communication officers participating in the study were not aware of the communication channels used by the farmers and also that the officers were not familiar with channels used by ACB. However, officers expressed the view that the ACB does not meet all farmers' information needs due to such challenges as inadequate financial resources, limited support from other players, inadequate skills, and mobility problems. Findings from this research have the potential to improve delivery of agricultural information to Malawian farmers. Realizing this potential will require the consideration of recommendations pertaining to both communication officers and administrators in ACB and the Ministry of Agriculture and Food Security. Among the recommendations are to increase communication staffing levels to ensure adequate communication capacity in the organization. Also recommended is an organizational needs assessment to assist the Ministry of Agriculture and Food Security in identifying strategic priorities, resources and a timeline for establishing or restoring important organizational functions such as audience and impact analysis. Finally, it is recommended that research and evaluation capability be re-established within the ACB to allow ongoing audience analysis and collection of farmer feedback on which to base future agricultural communication efforts. Implications for future research are offered in the closing section of the document.

Degree

M.S.

Advisors

Tucker, Purdue University.

Subject Area

Agricultural education

COinS