- Title
- Farmers' exposure to communication media in receiving agriculture extension and rural advisory services for farm sustainability
- Creator
- Billah, Md Maruf; Rahman, Mohammad Mahmudur; Mahimairaja, Santiago; Lal, Alvin; Naidu, Ravi
- Relation
- Journal of Sustainable Agriculture and Environment Vol. 3, Issue 3, no. e70000
- Publisher Link
- http://dx.doi.org/10.1002/sae2.70000
- Publisher
- John Wiley & Sons
- Resource Type
- journal article
- Date
- 2024
- Description
- Introduction: Effective communication among agricultural stakeholders is the part and parcel of sustainable agricultural development. The study investigated farmers' exposure to communication media in receiving agriculture extension and rural advisory services (AERAS) for strengthening sustainable agricultural development. Materials and Methods: The blended method research was conducted in Bangladesh employing both qualitative and quantitative approaches with 390 selected respondents utilizing structured questionnaire during 2022–2023. Statistical package for social science (SPSS) version 29, along with appropriate scales and scoring techniques were utilized to analyse the data. Results: Findings indicated that most (94.6%) of the respondents get low to medium exposure to communication media, but majority (75.4%) of them were interested in contacting extension and advisory services without payment (73.6%). A significant portion (70.3%) of the participants perceived that, services delivered by extension officers facilitate farm sustainability. It was also found that respondents were mostly exposed to personal media ((Formula presented.) = 377.4) whereas less exposed to mass media ((Formula presented.) = 177.8) for desired services. Moreover, knowledge, proximity to office, access to extension services, organizational participation, innovativeness, training exposure were identified as influential factors increasing the extent of communication exposure. Conclusion: The results can assist concern departments as well as policymakers to update the curriculum, principles, or module for incorporating effective communication at farm level and modifying the diffusion of innovation systems for farm sustainability.
- Subject
- agriculture extension; communciaton media; Sustainable Development Goal; farm sustainability; farmers' exposure; rural advisory services; SDG 2; SDG 8; SDG 9; SDG 12; SDG 17
- Identifier
- http://hdl.handle.net/1959.13/1512720
- Identifier
- uon:56662
- Identifier
- ISSN:2767-035X
- Rights
- © 2024 The Author(s). Journal of Sustainable Agriculture and Environment published by Global Initiative of Sustainable Agriculture and Environment and John Wiley & Sons Australia, Ltd. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
- Language
- eng
- Full Text
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