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_e _e _aOlarte-Faigmane, Lilia. _d _b4 _u _c0 _q16 |
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_a _aA research study on the National Agricultural Communication Plan of the Philippines based on actual communication patterns of agricultural agencies / _d _b _n _cLilia Olarte-Faigmane. _h6 _p |
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_3 _3 _a _d _b _c46 |
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_e _e _c28 cm. _aiv, 58 pages _b |
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_b _atext _2rdacontent |
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_3 _30 _b _aunmediated _2rdamedia |
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_3 _30 _b _avolume _2rdacarrier |
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_a _aThesis (M.A.) -- Pamantasan ng Lungsod ng Maynila, 1978.;Submitted to the faculty of the Graduate School Pamantasan ng Lungsod ng Maynila in partial fulfillment of the requirements for the degree Master of Arts (Mass Communication). _d _b _c56 |
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_b _b _c _aABSTRACT: There is no doubt that in a developing country like ours with an agriculture base economy, agricultural development must be stressed since improved agriculture means improved economy and well-being. An important factor that propels agricultural development is the application of appropriate technology. Technology transfer, in turn, can only be effectively enhanced through communication. Despite the big outlays expended annually in money, manpower and efforts, however, technology transfer and diffusion of appropriate information to end-users at the farm level remain unsatisfactorily and call for a lot of improvements. The five respondent agencies of the Department of Agriculture indicated that each has its own communication program geared at the farmer level, especially the small farmers. However, information actually disseminated are usually results of the agency's own studies and, therefore, may not necessarily be the most effective and relevant. All five practicing minimal coordination among themselves since the consensus was that their jobs are specific in nature and inherent to their respective agencies. No other agency can do their communication role as effectively as they could for technical reasons. The three respondents from the research/ educational agencies, on the other hand, also have their own, individual communication programs. Some of these are aimed at the farmers, but most are directed to research agencies and researchers only. The three indicated that results of their research studies are not directly and immediately made available to end-uses although they agree that there is a need to disseminate the results to them. Mainly, this is due to lack of resources to include communicating what they have researched on. A review of popular publications from 1975 to date and actual participation in eight major information/ extension programs during the same period indicated the farmer's failure to take advantage and make use of appropriate technology and modern cultural practices to enhance production. Farmers reported inadequacy of the extension and information activities of the government to reach them regularly and punctually. All eight respondents felt the need for a national coordinative and integrative body to oversee the communication roles of the various agricultural agencies to serve as a clearing house and depository of relevant research results and latest technological findings. However, they ascribe that this agency should not take over the extension functions presently exercised by the different agencies, nor should it put all these agencies under its direct management and supervision. The eight respondents and a number of participants in the programs opined that a combination of interpersonal extension and use of the radio is the most effective way of reaching the farmers. This supports the findings of various communication research studies conducted on the same subject. A model national agency to integrate and coordinate the communication functions of the various agricultural agencies was proposed at the end of the report, taking into account the findings of this study. This proposed agency is intended merely to oversee and set directions-but not take over the extension of responsibilities presently delegated to the Bureau under the Department of Agriculture or by other agencies for that matter. An inherent function of the proposed agency will be to practice budgetary control over the communication programs of the agencies it will oversee. Likewise, it will establish well-defined coordinative linkages to and from the researchers and research agencies on the one hand and the extension people and agencies on the other hand. A feedback mechanism to evaluate interactions and efforts of the various communication patterns and messages adopted by the end-users will be the concern of the proposed agency, too. As presently organized, the different levels of communication will be maintained and reinforced through establishment of agency-to-agency understandings and observance of set guidelines of coordination. Main consideration will be the present policy to decentralize activities and let the regions exert more initiative in mapping out their own development programs. Finally, it is hoped that the model will bridge the communication gap between the researchers and extension people within and among the various agencies. _u |
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