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Farmers' Perception of the Agricultural Radio Program in Northeast Thailand
Thesis Abstract:
This study tried to: 1) determine the farmers; listenership to the "Agriculture for Farmers" radio program; 2) know the farmers' perception of the "Agriculture for Farmers" radio program; 3) determine the relationship between the farmers' perception of the "Agriculture for Farmers" radio program and some demographic, socioeconomic, and communication factors; and 4) discuss the relationship between the farmers' listenership to the "Agriculture for Farmers" radio program and their perception of it. The study also formulated some guidelines for broadcasting to improve information dissemination through radio programs for agricultural development.
Only 48 percent of the respondents listened to the "Agriculture for Farmers" radio program. They perceived that the information from the program was useful, understandable, credible, and appropriately presented. The majority also perceived this program as very favorable.
The demographic, socioeconomic, and communication factors showed no significant relationship to the farmers' perception of the "Agriculture for Farmers" radio program, The listenership to the "Agriculture for Farmers" radio program of the respondents also showed no significant relationship to their perception of the program.
The study provided some guidelines in using radio as an effective tool to disseminate information for agricultural development. To be effective, the radio program should be aired in local radio stations and promotional campaigns should be conducted so that listeners will know about this. Government agencies and the radio station staff should collaborate in producing the radio program. Information released should be localized, relevant to the needs of the listeners, practical, and applicable. The announcer or the resource speaker should be very familiar with his topic and should always be well-prepared. The program should be conducted in the local dialect. It should use a magazine-type presentation, composed of different items on agricultural subject matters and different styles of presentation but ties together with music, narration, or sound effects to make it sound smooth and to avoid monotony. Finally, it should encourage the listeners to be involved or to participate in the program.
