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A survey of communication media preferred by smallholder farmers in the Gweru District of Zimbabwe

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dc.contributor.author Moyo, Rachel
dc.contributor.author Salawu, Abiodun
dc.date.accessioned 2019-08-14T10:37:57Z
dc.date.available 2019-08-14T10:37:57Z
dc.date.issued 2018-12-13
dc.identifier.issn 0743-0167
dc.identifier.uri http://hdl.handle.net/11462/1989
dc.description Published Article en_US
dc.description.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. en_US
dc.language.iso en en_US
dc.publisher Elsevier en_US
dc.relation.ispartofseries Journal of Rural Studies, Volume 66, Pages 112-118;
dc.subject Communication media en_US
dc.subject Gweru en_US
dc.subject Productivity en_US
dc.subject Preference en_US
dc.subject Smallholder farming en_US
dc.subject Development en_US
dc.title A survey of communication media preferred by smallholder farmers in the Gweru District of Zimbabwe en_US
dc.type Article en_US

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