Quad Media Integration in Agricultural Extension Services: Its Impact on Rice Production Outcomes in Region 02, Philippines
DOI:
https://doi.org/10.65141/jeraff.v5i1.n5Keywords:
Agricultural communication strategies, rice farmers, information dissemination, Spearman correlation, communication effectivenessAbstract
This research assessed the use, efficacy, and recognition of different communication and extension approaches utilized by the Department of Agriculture – Regional Field Office 02 among rice farmers in Region 02, Philippines. With the descriptive quantitative design, data were collected from 846 farmer-respondents in 60 municipalities using a structured survey questionnaire. Descriptive statistics and Spearman's rank correlation were used to analyze the data gathered. Findings showed that interpersonal and print strategies, such as flipcharts, brochures, and techno-demo field days, were the most highly rated and utilized for effectiveness and preference. In comparison, digital platforms, broadcast, and mobile-based strategies were rated with limited reach and scope. Moreover, the use of communication strategies was not statistically significantly related to rice production in wet as well as dry seasons. These findings suggest that even though traditional channels of communication are still effective, digital literacy, infrastructure, and content clarity must be enhanced to promote adoption of newer platforms. The study recommends combining farmer-priority channels with improved digital support to enable inclusive, efficient, and effective agricultural extension delivery.
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