AN INVESTIGATION OF THE ROLE OF COMMUNICATION IN THE MALAWI AGRICULTURE SECTOR WIDE APPROACH-SPECIAL PROJECT (ASWAp- SP), A CLOSER LOOK AT CONSERVATION AGRICULTURE: THE CASE OF MITUNDU EXTENSION PLANNING AREA (EPA) IN CHISAMBA VILLAGE.

Abstract

Media scholars and practitioners hold different views and definitions of development communication and as such the importance of communication in any organization or across all stakeholders/platforms cannot be overemphasized. For a development project to be successful there is need for adequate and efficient communication. Different subject matter specialists can come up with excellent agriculture programs/projects, but these interventions cannot succeed if they have not been properly communicated to the end user (the farmer) and other key stakeholders. This paper therefore aims at investigating how communication activities are carried out under the Malawian Agriculture Development Program Support Project (ADP-SP) in the Agriculture Sector Wide Approach (ASWAp) with the purpose of providing recommendations and guidelines for the development of a communication strategy for the ASWAp. In order to achieve this, a research on how farmers receive messages on conservation agriculture was conducted in Chisamba, Malawi. The research established that farmers receive messages through a variety of interpersonal communication which includes; communication with the extension worker, communication using the lead farmer concept/demonstration blocks, communication through village meetings and communication through field days. Farmers also receive messages through electronic media (radio), although it has not been so much utilized in Chisamba. Print communication through the use of leaflets is also used in the area. Therefore an overall conclusion of the research is that communication (whether print, electronic or interpersonal) plays a critical role in communicating agriculture messages to the farmers and as such it needs to be taken into great consideration if interventions for developing agriculture are to be successful. Placing proper feedback mechanisms between the farmers and the Ministry of Agriculture is an important element because it puts the ministry on track in terms of what the needs of the farmers are. Gender mainstreaming is another important element, which needs to be considered when communicating agriculture because both the female and male views and needs are crucial in the development of agriculture programs. Lastly, it is important for the Ministry of Agriculture to manage all stakeholders involved in agricultural communication well so as to achieve harmony and consistency in message development