Upland farmers comprehension and preferences for pictorial messages in environmental protection

Date

1991

Abstract

This study was conducted to explore upland farmers' comprehension and preferences for the following pictorial messaaes on environmentaretection: colored and black-and-white photograph and illustration of a nortoured farm, realistic and cartoonized drawing of contour bund/canalesblishment, line drawing and reverse reproduction of soli trapsmtilizing farm stubbles, photograph and illustration of a farmerlowing along the contour with %...-"""""", photograph and illustration of a terner burning farm stubbles with ""X"", photograph and illustration with arrow indicating where to plant hedgerows, sequential visuals on A. frame construction connected by numbers and arrows, and sequentialon the effects of deforestation arranged from left to right and to bottom.Data were aathered through individual interviews with 60 randomly and purposively chosen upland farmers. Focused-group and key informant trterviews were also conducted.Results revealed that respondents had generally low visual _:teracy. Their ability to interpret visual ressaries is a learn Ed skill.Except for the line drawing and reverse reproduction, all the visuals tested are not significantly different in terms of comprehensibility. But in terms of preferences, all visuals are highly significantly different.Age is inversely related to visual comprehension. On the other hand, educational attainment, visual exposure and knowledge on environmental protection positively influence visual comprehension, NOTeover, knowledge on environmental protection and visual exposure contribute joint effects on visual comprehension.Among the sociodemographic variables (age, sex, educationalfarming experience andmrganizational affiliation), literacy, visual exposure and knowledge on environmental protection, only age influence preference for tho rtiotograph and illustration with arrow indicating where to plant tedgerows.

Document Type

Master Thesis

Degree

Master of Development Communication

Language

English

LC Subject

Communication in agriculture, Environmental protection, Visual communication

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 995 1991 D46 G73

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