Communication Channels and Information Sources Utilised By Agricultural Extension Practitioners to Communicate Agricultural-Related Information to Farmers in the Eastern Cape Province

Abstract

Using a random sampling technique, the channels used by extension practitioners to communicate agricultural-related information to farmers were investigated from a sample of 126 practitioners and managers. Research activities included a formal survey, and data were collected using a structured questionnaire. The Pearson's Chi-square (χ2) test of independence with α = 0.005 as a criterion for significance and the binary regression method were used to analyse the data. Findings from descriptive statistics reported that 52.4% of the respondents comply with the Norms and Standards of Extension and Advisory Services, which prescribe that all practitioners in South Africa should have a four-year bachelor's degree as a minimum qualification requirement. Many Extension practitioners (60.3%) preferred visiting farmers in person; however, logistical issues such as transport to the field (38.9%) posed a barrier to farm visits and information sharing. The binary logistic regression model results showed that information sources and the frequency of farm visits were among the variables that influenced the channels extension practitioners used to communicate agricultural information. The study concludes that extension officers still prefer in-person farm visits despite the emergence of ICT and digital technologies. This study recommends that in-person farm visits be utilised with ICT and other digital technologies to address agricultural-related information delivery challenges.