Agile Communication Channels for Enhancing Adoption of Extension Services

Abstract

Many governments and multi-national agencies have directed a lot of resources towards improving agricultural extension communication but without coordinated, responsive, and audience-focused agricultural extension channels, these efforts have gone to waste. The main objective of this study is to examine the agility of communication channels for enhancing the adoption of agricultural extension services. The study examined the appropriateness, and interactivity of channels; A total of 279 farmers selected from Migori and Homa Bay Counties were interviewed to share their experiences on the agility of channels used during extension services in the production of orange fleshed sweet potatoes. The study population consisted of farmers who participated in Accelerated Value Chain Development (AVCD) project which was implemented by International Potato Centre (CIP) in the two counties in 2017 and 2018. The respondents were identified using systematic random sampling. Quantitative data collection was conducted by use of mobile phone application, Kobocollect. It was established that there was channel agility in terms of venue appropriateness (49%) and the impact of training received (90%) by farmers. There was average interaction agility whereby face to face engagement recorded (48%) most of the time and (49%) half the time. Emerging channels interaction agility was observed in the use of digital platforms (mobile invitation) for meetings at (52%) and inclusion of channel interaction through demonstration was high at (61%). This implies that there is average channel appropriateness and interaction. The extension officers of government and NGOs can use this knowledge of the sensitive, flexible, iterative nature of communication channels to vary their approaches as they communicate during their extension programmes.