Application of communication strategies in the diffusion of agricultural innovations and technologies: the case of Amhara Regional Agricultural Research Institute, Ethiopia
AbstractResearch institutions generate plenty of agricultural technologies which is capable of improving agricultural productivity. However, most of research outputs developed by research institutions were not properly communicated to the intended users. The current study, therefore, examined the fa...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2024-12-01
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| Series: | Cogent Social Sciences |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2024.2306704 |
| _version_ | 1797341756496281600 |
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| author | Bewket Sisay Melaku Enkuye Yizengaw Sefereh Minas Hiruy Emunu Dessalegn Yeshambel Wassie |
| author_facet | Bewket Sisay Melaku Enkuye Yizengaw Sefereh Minas Hiruy Emunu Dessalegn Yeshambel Wassie |
| author_sort | Bewket Sisay Melaku |
| collection | DOAJ |
| description | AbstractResearch institutions generate plenty of agricultural technologies which is capable of improving agricultural productivity. However, most of research outputs developed by research institutions were not properly communicated to the intended users. The current study, therefore, examined the factors that affect the application of communication strategies in the diffusion of agricultural innovations and technologies at the Amhara Regional Agricultural Research Institute (ARARI). To conduct this study, in-depth interviews and focus group discussions were conducted with senior experts from ARARI and purposefully selected farmers, respectively. The study also incorporated document analysis as a data collection instrument. The study predominantly used a qualitative approach to the research design. The findings of the study indicated that ARARI has dominantly followed traditional extension services that are slow, linear, hierarchical, and poorly funded. In relation to communication strategies, agricultural extension workers mostly used interpersonal communication strategies, while agricultural innovations and technologies were diffused to the end users. The findings also revealed that farmers still have a negative perception of the adoption and utilization of agricultural innovations and technologies that emerge from illiteracy, knowledge gaps, inexperience, fears, and lack of clear communication between extension workers and end users. Therefore, to clearly diffuse agricultural innovations and technologies to wider users, ARARAI as an institution should work largely in the adoption (cognitive activity), especially in awareness creation, knowledge management, and behavioral change communication to allow the users of the innovation as well as better to adopt and spread the technology to many users. |
| first_indexed | 2024-03-08T10:22:40Z |
| format | Article |
| id | doaj.art-63c1a827e3f74322bcb07bdd5eacdb30 |
| institution | Directory Open Access Journal |
| issn | 2331-1886 |
| language | English |
| last_indexed | 2024-03-08T10:22:40Z |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj.art-63c1a827e3f74322bcb07bdd5eacdb302024-01-27T14:54:57ZengTaylor & Francis GroupCogent Social Sciences2331-18862024-12-0110110.1080/23311886.2024.2306704Application of communication strategies in the diffusion of agricultural innovations and technologies: the case of Amhara Regional Agricultural Research Institute, EthiopiaBewket Sisay Melaku0Enkuye Yizengaw Sefereh1Minas Hiruy Emunu2Dessalegn Yeshambel Wassie3Department of Journalism and Communication, College of Social Sciences and Humanities, Debre Markos University, Debre Markos, EthiopiaDepartment of Journalism and Communication, College of Social Sciences and Humanities, Debre Markos University, Debre Markos, EthiopiaDepartment of Rural Development and Agricultural Extension, College of Agriculture and Natural Resources, Debre Markos University, Debre Markos, EthiopiaDepartment of Journalism and Communication, College of Social Sciences and Humanities, Debre Markos University, Debre Markos, EthiopiaAbstractResearch institutions generate plenty of agricultural technologies which is capable of improving agricultural productivity. However, most of research outputs developed by research institutions were not properly communicated to the intended users. The current study, therefore, examined the factors that affect the application of communication strategies in the diffusion of agricultural innovations and technologies at the Amhara Regional Agricultural Research Institute (ARARI). To conduct this study, in-depth interviews and focus group discussions were conducted with senior experts from ARARI and purposefully selected farmers, respectively. The study also incorporated document analysis as a data collection instrument. The study predominantly used a qualitative approach to the research design. The findings of the study indicated that ARARI has dominantly followed traditional extension services that are slow, linear, hierarchical, and poorly funded. In relation to communication strategies, agricultural extension workers mostly used interpersonal communication strategies, while agricultural innovations and technologies were diffused to the end users. The findings also revealed that farmers still have a negative perception of the adoption and utilization of agricultural innovations and technologies that emerge from illiteracy, knowledge gaps, inexperience, fears, and lack of clear communication between extension workers and end users. Therefore, to clearly diffuse agricultural innovations and technologies to wider users, ARARAI as an institution should work largely in the adoption (cognitive activity), especially in awareness creation, knowledge management, and behavioral change communication to allow the users of the innovation as well as better to adopt and spread the technology to many users.https://www.tandfonline.com/doi/10.1080/23311886.2024.2306704Agricultural technologiescommunication strategiesdiffusioninnovationethiopiaGuangchao Charles Feng, School of Communication, Hong Kong Baptist University, Hong Kong |
| spellingShingle | Bewket Sisay Melaku Enkuye Yizengaw Sefereh Minas Hiruy Emunu Dessalegn Yeshambel Wassie Application of communication strategies in the diffusion of agricultural innovations and technologies: the case of Amhara Regional Agricultural Research Institute, Ethiopia Cogent Social Sciences Agricultural technologies communication strategies diffusion innovation ethiopia Guangchao Charles Feng, School of Communication, Hong Kong Baptist University, Hong Kong |
| title | Application of communication strategies in the diffusion of agricultural innovations and technologies: the case of Amhara Regional Agricultural Research Institute, Ethiopia |
| title_full | Application of communication strategies in the diffusion of agricultural innovations and technologies: the case of Amhara Regional Agricultural Research Institute, Ethiopia |
| title_fullStr | Application of communication strategies in the diffusion of agricultural innovations and technologies: the case of Amhara Regional Agricultural Research Institute, Ethiopia |
| title_full_unstemmed | Application of communication strategies in the diffusion of agricultural innovations and technologies: the case of Amhara Regional Agricultural Research Institute, Ethiopia |
| title_short | Application of communication strategies in the diffusion of agricultural innovations and technologies: the case of Amhara Regional Agricultural Research Institute, Ethiopia |
| title_sort | application of communication strategies in the diffusion of agricultural innovations and technologies the case of amhara regional agricultural research institute ethiopia |
| topic | Agricultural technologies communication strategies diffusion innovation ethiopia Guangchao Charles Feng, School of Communication, Hong Kong Baptist University, Hong Kong |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2024.2306704 |
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