An Evaluation of Agility of Communicated Messages towards Adoption of Extension Services
Keywords:
Agile Messages, Communication, Adoption, Extension servicesAbstract
Research in agriculture comes up with innovation that improves performance in agricultural sector. The innovation must be packaged into agile message that can easily be adopted by the farmer. Agile messaging is crucial in promoting sustainable practices among farmers. The purpose of this study was to examine agility of messages communicated to farmers of orange fleshed sweet potatoes. Objectives of study were to examine agility of messages in terms of simplicity, clarity, timeliness and relevance of the message as well as conciseness of instructor in message delivery. The study population consisted of 279 farmers who participated in Accelerated Value Chain Development Project that was implemented by International Potato Centre (CIP) in Migori and Homa Bay Counties in the years 2017 and 2018. Quantitative data was collected by Kobo collect android application. The following levels of message agility was established; simplicity (97%), relevance (90%).timeliness (89%), clarity (84%), and conciseness (55%), Extension agents need to put a lot of emphasis in making message conciseness to be more agile if the messages are to be beneficial to farmers.
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