Communication Media Preferences By Rural Communities For Acquisition Of Agricultural Information In Mvomero And Kilosa Districts, Morogoro, Tanzania

ABSTRACT

It has not been established yet whether or not the availability, accessibility and content of communication media and their related factors influence heterogeneous groups in their preferences for communication media for the acquisition of agricultural information in rural communities in Tanzania. This study aimed at establishing preferences for communication media for the acquisition of agricultural information by rural community members in Mvomero and Kilosa Districts. It comprised a sample size of 240 community members, whereby data were obtained using a semi-structured questionnaire, focus group discussions, key informant interviews, observations and document reviews. The quantitative and qualitative data were analysed using SPSS and NUD*IST Vivo (Nvivo) computer softwares respectively. Results indicated that availability and accessibility of radio influenced men, women and youths in their preference for the medium; while based on availability of agricultural information that meet their needs: Men preferred broadcast media (radio and television); women preferred booklets, while youths preferred mobile phones. In addition, acceptability of print media was influenced by readability. The study established the readability Flesch index of 54.99 for leaflets and booklets in the study area that had not been established. This means that people with low level of education in the study area had problems in understanding the content of print media. Furthermore, accessibility of leaflets and television was influenced by education level and income of community members. This is an added knowledge in the Preference Theory. Finally, the study identified organisational constraints as most influential constraints to utilisation of communication media. In conclusion, preference for communication media by rural community members is influenced by their availability, accessibility and content of ii communication media. The study recommends establishing at least one farmers’ resource centre per ward in rural areas to enhance availability of communication media; government intervention to reduce costs of television and its accessories for boosting usage and accessibility of television to low income earners in rural areas, and increasing funds for print media production to facilitate production of quality and readable leaflets and booklets among others.