Effectiveness of communication channels in changing knowledge and attitudes of potato growers in Hamadan province, Iran

• Main Author: Darakhshan, Hassan
• Published: University of Reading 2007
• Subjects: 630.14
• Online Access: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.553088

Potato is one of the most important foods in the world. Hamadan province ranks first in Iran in potato cultivation, though it is only the twelfth largest province in the country. In recent years the Potato Moth (Phthorimaea operculella) has become a serious pest, causing significant damage to the crop in the field and in store throughout the province. It has become necessary to train potato growers in how to prevent and control the pest and this is now a priority for the agricultural extension system in the province. This study addresses the question of which communication channels are appropriate to convey information on prevention and control of the pest to potato farmers in Hamadan. The communication channels which are generally used in agricultural extension in Iran as well as in the province are interpersonal communication, print media, radio and television. A review of literature showed that each have their strengths and weaknesses in terms of effectiveness in facilitating change in knowledge and attitudes in farming populations, which are seen as essential precursors to change in farming practices. An empirical study was carried out to assess the short and long- tern effectiveness of these channels in changing the knowledge and attitudes of Hamadan's farmers in respect of potato moth and its control. An experimental design with control was used to determine the effectiveness of the channels. Using a common set of information on potato moth and its control, four interventions (treatments) were designed and implemented: a training session, a printed leaflet, a radio programme and a television programme. A random sample of 250 potato growers was selected and allocated to four experimental groups and one control group. The four experimental groups were each exposed to one of the interventions. Knowledge and attitude scales were developed, tested and incorporated into survey questionnaires. Data from all five groups were gathered at three times: shortly before the treatments, within one week following the treatments, and four weeks after the treatments. Quantitative methods were mainly used for data analysis.