Communication system analysis of rice technology transfer in the Bohol Agricultural Promotion Center-Department of Agriculture

Date

1995

Abstract

The study analyzed the rice program of a provincial R and D system from the perspectives of the clientele, change agents, and management and policy systems.The adoption behavior of rice farmers, their perceptions and those of the change agents and management and policymakers were determined using both quantitative and qualitative methods. The role of communication in rice technology transfer was analyzed.Rice farmers significantly increased their yield from2.2 t/ha in WS 1990 to 3.24 t/ha in WS 1994. Comparing the APC- trained and non- trained respondents, those trained had significantly higher yield than the latter. This could be attributed to their high level of adoption on the recommended cultural practices andthe higher adoption rate on fertilizer application.Results indicated that the farmers' adoption response, their adoption rate of fertilizer application and rice yiel were linearly correlated to some demographic and farming variables. However, their adoption behavior was notcorrelated with their perceived credibility and effectiveness of the change agents and R and D center, respectively.Bohol APC change agents had positive work attitudes, although incentives and rewards available on the job was perceived to be inadequate. This attitude could be attributed to their perceived high degree of personal involvement and participation in the rice program, leading to high self- esteem. Majority of them perceived the program to be successful. This perception was not correlated with their work attitudes, degree of involvement, availability of incentives and rewards, and the R and D efforts undertaken by the center.The rice program had likewise been perceived as successful at the management and policy level, which was attributed to several factors. A major factor to increased productivity provincewide was the dispersal of high-yielding varieties at no cost to farmers, coupled with the introduction of improved practices. Other factors identified included its corps of capable staff, the open- door policy of management, the full funding and facilities support from the Philippine government and JICA, and a cultural bias onthe willingness of Boholano farmers to accept change. Itwas observed at this level that collaboration and linkage was strong among the rice R and D network, but coordination and tie-up with the LGUs was found weak.The integrative and pro- active role of communication enabled both research and development functions to work at the interface and the orchestration of all possible resources to influence the adoption behavior of rice farmers. The presence of the different communication structures facilitated information flow between and among the clientele, the change agents, and management and policy systems.This study showed the interrelatedness and interdependence of the three systems of the clientele, change agents, and that of management and policy, operating collectively to effect rice technology adoption. More importantly, this study proposed a development communication model in technology transfer which reflects the critical place of communication in the process. It identifies the resources to be tapped and the processes that ought to be considered by development planners and implementors who aim to make a much better chance at program success, especially at the micro- level.

Document Type

Master Thesis

Degree

Master of Development Communication

Language

English

LC Subject

Agriculture, Communication in agriculture -- Philippines, Rice

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 995 1995 D46 D65

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