Philippine E-Journals

Communication Strategies and Attitude of the People’s Organization towards Agroforestry Farming System

Beatriz R. Cardoza | Regine Marij L. Dela Vega

 

Abstract:

This study focused on determining the communication strategy and attitude of the farmers in Barangay Luquin, Liliw, Laguna for the development of the people’s organization (Liliw Upland Farmers Marketing Cooperative). The study specifically intended to characterize the socio-economic and demographic characteristics of the farmer- members of the people’s organization; determine the attitude of the farmer-members towards agroforestry farming system; describe the communication strategies of the people’s organization; identify the strengths, weaknesses, opportunities, and threats of the communication strategies; and assess the relationship between attitude and communication strategies. A survey was conducted to gather data on the communication strategies of the farmer-members of the people’s organization. To measure the attitudes of the members of the people’s organization, a validated self-constructed test was administered. A focus group discussion and key informant interviews were also conducted. Data were analyzed through descriptive statistics and thematic analysis. Respondents consisted of 32 farmers; 18 were male and 14 were female. The age range of the participants was 20 to 70 years old. Communication strategies include the message, channel, and communication approach. Results of the survey revealed that the role of the message in communication strategies was recognized by the respondents because it was presented well in the proposed projects and it progressively achieved its goal. On the other hand, the channel presently used needs a development which will suit the ability and availability of the resources and respondents, while the affectivity of communication approach used in communication strategy was highly agreed upon by the respondents. Future studies can explore other psychological and communication concepts.