Abstract:
This study is a quantitative survey of communication media preferred by smallholder farmers resettled under the Fast Track Land Reform Programme (FTLRP) in the Gweru district of Zimbabwe. Data were gathered using a questionnaire and simple random sampling. Communication is integral to agricultural development, particularly so in the context of the FTLRP characterised by a dearth of information, education and training, ensued by the discriminatory command agriculture (Murisa and Chikweche, 2015). Farmers' preferences of communication media in receiving agricultural innovations should be prioritised to improve agricultural communication and subsequently, productivity, which is dire in Zimbabwe in the light of the continuing food insecurity. The findings indicated that farmers prefer media that are stimulating and engaging such as television and emonstrations; convenient such as mobile phones and detailed such as books probably because the majority of them do not have training in agriculture. Demographic variables of age-group and education were found to be associated with communication preferences of some media. The study has implications for agricultural communication media policy. Beyond prioritisation of farmers’ preferences, a model of a multi-media approach to agricultural communication has been developed, that could widen communication reach if implemented.
