What is it about?
The radio broadcast "Ora tis Ypaithrou” (English translation: “The Hour of the Countryside”) is a program specifically for farmers, in Cyprus, that is on-air since 1953! The program presents a variety of agricultural related topics, presented primarily from agronomists coming from various departments of the Ministry of Agriculture, Rural Development and Environment. The objectives of the study were: a) to ascertain the radio program's listenership, b) to evaluate different aspects of the program (methods used, topics covered, language used, day and time of transmission, level of information provided), c) to get feedback for improvements, and d) to examine the relationship between specific socioeconomic characteristics and listenership.
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Why is it important?
Despite the fact that nowadays farmers have various means to have access to agricultural related information, still the radio is being used by many (50%), according to the findings of this study. Therefore such studies are important because they provide insights and recommendations to extension systems and authorities or organizations which are responsible for the dissemination of agricultural information, generally, and the development of agricultural radio programs, specifically.
Perspectives
The radio is a useful communication tool, although it cannot replace the role of the extension officer and in-person/interpersonal communication. Instead, it is used as a complementary tool for agricultural information sharing by the Extension Service. Thus, it should be regularly assessed by its target audience (i.e. farmers).
Dr George M Adamides
Agricultural Research Institute
Read the Original
This page is a summary of: Evaluation of the Radio as an Agricultural Information Source in Rural Areas, Journal of Agricultural & Food Information, February 2018, Taylor & Francis,
DOI: 10.1080/10496505.2017.1401480.
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