Communication media preferences by rural communities for acquisition of agricultural information in Mvomero and Kilosa Dstricts, Morogoro, Tanzania
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Date
2016
Authors
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Publisher
Sokoine Univesirty of Agriculture
Abstract
It has not been established yet whether or not the availability, accessibility and
content of communication media and their related factors influence heteregeneous
groups in their preferences for communication media for acquisition of agricultural
information in rural communities in Tanzania. This study aimed at establishling
preferences for communication media for acquisition of agricultural information by
rural community members in Mvomero and Kilosa Districts. It comprised a sample
size of 240 community members, whereby data were obtained using a semi-structured
questionnaire, focus group discussions, key informant interviews, observations and
document reviews. The quantitative and qualitative data were analysed using SPSS
and NUD*IST Vivo (Nvivo) computer softwares respectively. Results indicated that
availability and accessibility of radio influenced men, women and youths in their
preference for the medium; while based on availability of agricultural information
that meet their needs: Men preferred broadcast media (radio and television); women
preferred booklets, while youths preferred mobile phones. In addition, acceptability
of print media was influenced by readability. The study established the readability
Flesch index of 54.99 for leaflets and booklets in the study area that had not been
established. This means that people with low level of education in the study area had
problems in understanding the content of print media. Furthermore, accessibility of
leaflets and television was influenced by education level and income of community
members. This is an added knowledge in the Preference Theory. Finally, the study
identified organisational constraints as most influential constraints to utilisation of
communication media. In conclusion, preference for communication media by rural
community members is influenced by their availability, accessibility and content ofcommunication media. The study recommends establishing at least one farmers’
resource centre per ward in rural areas to enhance availability of communication
media; government intervention to reduce costs of television and its accessories for
boosting usage and accessibility of television to low income earners in rural areas,
and increasing funds for print media production to facilitate production of quality and
readable leaflets and booklets among others.
Description
Dissertation
Keywords
Heteregeneous groups, Communication media, Agricultural information