CONCEPTUALISING COMMUNICATION MEDIA AND FARMER’S REACTION IN PROBLEM SOLVING
Purpose: Agricultural Extension Services (AES) under structural governance reform that aimed to curb AES situational problem like insufficient of information delivery, suggested communication media principally radio as a tool for farmers to keep up with newest idea and information about agriculture technology and practices. It shows that, radio role is still pertinent on delivery of information for production output. Beyond that, this study is to examine radio as new concept that allow feedback and influence farmer’s information behavior in dealing with AES problem.
Methodology: This study propose the reaction of Malaysian paddy farmers could be shape to view insufficient of information delivery within AES as being intervention in increasing farmers’ utilization of communication media such radio. Drawing upon Kim and Grunig (2011) Situational Theory Problem Solving (STOPS) as the framework, aside from looking at the perception of publics towards certain problem. This study construct a quantitative measure of radio through exploratory factor analysis using principal components with varimax rotation to assess the performance of each item in measuring their respective variables and to be examined within STOPS. An extensive reviews of literature then produced preliminary factor and items that were tested through a survey distributed among 110 respondents.
Findings: Exploratory factor analysis found the items fell into common factor group and finalized with seven (7) items of measurement for future study.
Practical Implications: These results offer initial guidance into the relevance of radio effected farmer’s reaction in problem solving within the proposed model of the STOPS especially at local context.
Social Implications: Study forwarded the idea of communication method that assisted public to be connected towards identified problem. Radio can be used to create awareness, share information and give a voice to the community
Research Limitations: New research to further investigate other needs of famers through the use of combination of media not specifically on radio only.
Originality Value: Study examined the role of radio in farmer’s reaction in problem solving towards insufficient information delivery to fill the gap of knowledge within the framework of the STOPS.
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