Communication Profile of Vegetable Farmers of Nagcarlan, Laguna

Abstract

The study looked into the communication profile of the Nagcarlan vegetable farmers. Specifically, the study sought to describe the socio-demographic profile of farmer-respondents, find out their farming characteristics, and determine their communication profile.

A one-shot survey among 50 vegetable farmers in Barangay Malinao, Nagcarlan, Laguna purposely selected from the list provided by the Barangay Chairman, was conducted. Respondents were interviewed through the used of a 7-page interview schedule which was pretested among vegetable farmers in Barangay Kinabuhayan, Dolores, Quezon. Data were analyzed using descriptive statistics such as averages, percentages, and frequencies. In terms of socio-demographic profile, 78 percent of the farmer-respondents were male, young (38-47 years old) and had formal education but of different levels. Vegetable farming was their main source of income, with a mean annual income of P65,960.00.

With regard to farming profile, the majority (86%) of the respondents had more than 10 years of farming experience. Forty-six percent had 1.0 ha planted to chayote, beans, tomato, pechay, and cabbage. Results also showed that radio and television were the most owned and used communication media by the farmer-respondents. Among radio and television programs, high viewership and listenership of news program was prevalent. Therefore, information on vegetable production such as source of quality seeds and management of pests can be aired in radio programs and shown on television as advertisement, plug or jingle before and after a newscast.

Majority (90%) of the respondents still preferred interpersonal communication than broadcast and print media. It would be beneficial therefore to equip the agricultural technicians with knowledge and skills in communicating vegetable production messages and information. Combination of communication strategies could be designed, placing importance on interpersonal communication.