Effectiveness of development-radio programming among poor farmers
A case study
Bibliographic Data
| ID | 9849022 |
|---|---|
| Authors | Srinivas R Melkote (0000-0003-2336-6382, Bowling Green State University, corresponding author) |
| Year | 1989 |
| Volume | 43 |
| Issue | 1 |
| Pages | 17-30 |
| Publication date | 1989-02-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Gazette (Leiden Netherlands (JOURNAL) |
| Journal identifiers | ISSN: 0016-5492 • E-ISSN: 1460-3594 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/001654928904300102 |
| PMID | 12316206 |
| OpenAlex | W2107337460 |
| Language | EN |
| References cited | 4 |
The number of radio receivers has increased 118% worldwide since 1966, and the penetration in developing countries is substantial and growing. Radio is much more effective then printed media with illiterate and neo- literate people in the 3rd world. A recent research project measured the effectiveness of a radio messages broadcast as part of an agricultural extension project. The radio component of an agricultural project in India, organized under the training and visit system of the World Bank ongoing to disseminate information on improved seeds, fertilizers, pesticides, and better cultivation methods to selected farmers was analyzed. The information was transferred in 2 steps, workshops and scheduled visits. The agricultural radio program broadcast the information every morning and was taped for the study. The data analysis for the study was limited to rice crop knowledge and technical terms associated with the extension materials. Most of the farmers were 45 years old or younger. 90% had less than 6 years of schooling. Most were poor and 94% owned less than 6 hectors of land. 96% of those interviewed were males, and over 50% listened to the radio broadcast everyday. The results indicate very little convergence between the extension source and the farmers. In order to communicate effectively, the proper subjects must be selected and presented in simple, colloquial, and familiar words. None of the material was tested, nor were the recipients involved in the process of message preparation. The study suggests that no matter what medium is used, message content and presentation have an important effect on the distribution of the information, and the comprehension and the behavior of the recipient. To be most effective it is important to study not only the content of the message, but the code, structure, and treatment, and to determine the extend of adequate comprehension of those with low literacy
Advertising · Agricultural extension · Agricultural science · Agriculture · Business · Dissemination · Geography · Information Dissemination · Mass media · Radio program · Telecommunications · World Wide Web · Agricultural Innovations and Practices · Computer Science · Environmental Science · ICT in Developing Communities · Innovation and Socioeconomic Development
| Citation velocity | historical |
|---|---|
| Highly cited | No |