From Awareness to Action: Influence of Agricultural FM Radio Broadcasts on Innovation Adoption among Farmers
DOI:
https://doi.org/10.58932/MULA0071Keywords:
Radio, Agricultural, Communication, Diffusion, Innovation, FarmersAbstract
The study examines how radio serves as a main medium for diffusing agricultural innovations among farmers of the selected two districts. The research focused on the role of radio programs in influencing farmers’ awareness, knowledge, and their adoption of modern farming techniques. A quantitative survey was conducted among 260 farmers. One hundred thirty from each of the Mansehra and Multan districts were selected randomly through a triangulation approach that combined stratified and purposive sampling research techniques. The findings further revealed that selected farmers who regularly listened to agricultural radio programs were more likely to adopt innovative farming methods compared to those who did not listen to FM agriculture-based programs. However, the study found that FM radio programs effectively promote the adoption of innovation. Listeners do not consistently seek further confirmation and validation before implementing new research techniques. The results further indicate that radio plays a significant and vital role in shaping and reshaping farmers’ attitudes and decision-making regarding the adoption of new agricultural practices in both districts.
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