Does TV edutainment lead to farmers changing their agricultural practices aiming at increasing productivity?

Areal, F., J., Clarkson, G. ORCID: https://orcid.org/0000-0002-4342-4773, Garforth, C., Barahona, C., Dove, M. and Dorward, P. ORCID: https://orcid.org/0000-0003-2831-3693 (2020) Does TV edutainment lead to farmers changing their agricultural practices aiming at increasing productivity? Journal of Rural Studies, 76. pp. 213-229. ISSN 0743-0167 doi: 10.1016/j.jrurstud.2020.03.001

Abstract/Summary

We investigate the influence of an agricultural TV edutainment programme on farmers’ decisions to implement changes of agricultural practices. We use data obtained from a survey conducted to 1,572 households in Kenya across the target areas of a TV edutainment programme, Shamba-Shape-Up (SSU). A conceptual framework is developed to account for the interaction between farmers watching SSU internal factors including farmer’s and household’s characteristics, farmer’s views on farming and farmer’s trust on sources of influence and farmer’s decision to change their agricultural practices. Structural equations and probit models are used to understand how watching edutainment TV programme Shamba Shape-Up (SSU) along with farmers and household’s characteristics, famer’s views on farming and farmer’s trust on sources of information affect maize and dairy farmer’s probability to make changes to agricultural practices shown in SSU. We find that SSU has an influence on maize and dairy farmers’ decisions to implement changes of agricultural practices. Farmers who watch SSU have a higher probability to implement a greater number of agricultural practices. However, SSU influence varies depending on the agricultural practice recommended as well as on the reasons that farmers have for watching the programme. The probability of implementing agricultural practices shown on SSU was dependent the associated difficulty of making such changes. Edutainment TV can be a viable channel to nudge farmers to implement practices that contribute to face local and global challenges such as adapting and mitigating climate change, poverty reduction, increasing productivity and income of smallholders in developing countries.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/89547
Identification Number/DOI	10.1016/j.jrurstud.2020.03.001
Refereed	Yes
Divisions	Life Sciences > School of Agriculture, Policy and Development > Department of International Development
Uncontrolled Keywords	Edutainment, agricultural practices, Shamba Shape-Up
Publisher	Elsevier
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