Impact of - IDL-BNC @ IDRC - International Development Research ...

extension officials will not have the opportunity to attend training or to keep
themselves abreast of new information.
Use of the mass media has not been satisfactory; they have little influence and
are unable to motivate farmers to change unfavourable behaviour. Farmers
still seek information from their peers. If a farmer uses innovative technology
to improve production in economic terms, other farmers will become interested
spontaneously. However, the current flow of information to farmers is
scant in both quantity and quality. Even though there are some laws and
regulations to limit chemical use or to provide application instructions (the
Poisonous Article Acts of 1967 and 1973), some farmers continue to use chemicals
carelessly. Farmers use their own judgement and are influenced by
advertisements and salesmen's recommendations.
Lessons from the communication program
Drawing firm conclusions is difficult because only a few communication
activities have been fully evaluated. However, an overview of 12 knowledge,
attitudes, and practices (KAP) studies and experience offer some information
on the impact of the programs.
Both mass media and interpersonal communication disseminate information
effectively to certain groups. Interpersonal communication
depends partly on individual competence and ability to transfer knowledge.
The effectiveness of mass-media programs depends on the
messages.
Some misuses of pesticides persist despite extensive exposure to correct
information.
Mass-media programs can motivate people to seek information from
other sources.
Group and organizational communication have encouraged discussion
about the hazardous effects of pesticides among villagers and agricultural
extension personnel.
Young people are more likely to comply with new practices and to
change their attitudes in the desired direction.
Of the three types of beliefs - descriptive, inferential, and informative
- descriptive beliefs are the most critical, but also the most difficult
to change.
The lessons learned from the communications program include:
Feedback and feedforward are crucial steps in the design of communication
programs.
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