THE EFFECTIVENESS OF PRINT-BASED INFORMATION, EDUCATION AND COMMUNICATION MATERIALS IN COMMUNICATING NEW AGRICULTURE TECHNOLOGIES TO FARMERS IN MITUNDU AND CHILEKA AREAS IN LILONGWE, MALAWI

Abstract

This research assessed the effectiveness of print-based Information, Education and Communication (IEC) materials in communicating new agriculture technologies to farmers in Mitundu and Chileka areas in Lilongwe, Malawi. The general understanding is that using print IEC materials drives end-users into desired practices in a wide range of sectors including agriculture. In this study, fifty-seven participants with different educational levels responded to the questions. The study adopted three research methods; randomised block design (RBD) experiment with farmers, focus group discussions (FGDs) with farmers and key informant interviews (KIIs) with extension workers and representatives from agricultural communication branch. The study is founded on the theory of strategic communication. The findings revealed that print materials on agriculture technology promotion, were suitable for the rural audience since the materials were designed in an attractive manner but also written in farmers‘ mother tongue, Chichewa. The study discovered that there was inclusivity in the dissemination methods since materials are pasted or placed in tearooms, trading centres, village resource centres, and notice boards in EPAs. Farmers also engage in discussions facilitated by either extension workers, lead farmers, neighbours or children in order to assist illiterate farmers. However, results also showed that there were other challenges including producing and distributing low quantities of printed IEC materials, extension workers low knowledge of dissemination mechanisms and approaches. Furthermore, there was minimal consultation between agriculture extension workers and Agriculture Communications Branch on the content of print materials suiting farmer needs. The overloaded content in most leaflets brought confusion during interpretation of the messages. The findings are expected to help agriculture print-based lEC material developers and users to adhere to processes recommended by communication for development (C4D) experts in material production and dissemination modes for better results.