ABSTRACT
BIBLIOGRAPHY
CALISAAN, MARICHU D. APRIL 2008. Communication Strategies Applied by
DA-CAR in the Promotion of GMA Rice Program in Sablan, Benguet. Benguet State
University, La Trinidad, Benguet.
Adviser: Filmore Y. Awas, BSc
ABSTRACT
The study focused on the communication strategies applied by the DA-CAR in
the promotion of GMA Rice Program in Sablan, Benguet. It involved the problems
encountered by both the respondents and the implementers during implementation of the
program. It also aimed to determine the socio-demographic profile of the respondents;
the awareness on the GMA Rice Program and their source of information; the language
preference of the beneficiaries with regards to the strategies applied in informing the
beneficiaries; and to determine the effects of the communication strategies applied by the
program as perceived by the beneficiaries.
An interview schedule was used in gathering the needed information from 45
respondents. The study was conducted from October 2007- February 2008; data gathered
were analyzed using frequency and percentage.
There were more farmer respondents represented in the 20-37 age groups; were
married; and had formal education. All of the beneficiaries were aware of the GMA Rice
Program implemented by the DA-CAR and other agencies.
The implementing strategies applied by the implementers were extension work;
seminars, trainings and workshop; used of radio for local broadcasting; and through
IEC printed materials. Beneficiaries and implementers preferred Ilokano language in
implementing the program for interpersonal communication. Farm-to-farm cross visit and
other extension services including distribution of IEC printed materials improved their
farming and it also imparted knowledge. Seminars, trainings, and workshop, and listening
to radio, helped them understand more about the program.
The problems encountered by the beneficiaries were inadequate materials in the
distribution of IEC materials; lack of monitoring team to supervised them in farm-to-farm
cross visit; lack of funds to attend seminars and trainings; and limited radio coverage.
For the implementers, lack of time or interest of the participants during trainings,
seminars, and workshop and lack of manpower in the implementation were the problems
often encountered.
ii
TABLE OF CONTENTS
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Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
iii
INTRODUCTION
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Scope and Limitation of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
REVIEW OF LITERATURE
GMA Rice Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
What is Communication Strategy? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7
Strategies Applied . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
Perception of the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Language Preference . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Effect of Communication Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Communication-related Problems by the Implementers . . . . . . . . . . . . . . .
11
Problems Encountered by the Beneficiaries . . . . . . . . . . . . . . . . . . . . . . . . 11
METHODOLOGY
Locale and Time of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Data Gathered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
16
RESULTS AND DISCUSSION
Beneficiaries of the GMA Rice
Program in Sablan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
Awareness on the Existence of
the GMA Rice Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
Sources of Information on GMA Rice
Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
19
Program Components being Implemented
and the Strategy Applied . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
20
Communication Strategies Used in the
Implementation of the Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
Communication Strategies Used in the
Implementation of the Program as
Perceived by the Beneficiaries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
Frequency of Application of the Strategies
Used in Implementing GMA Rice Program . . . . . . . . . . . . . . . . . . . . .
28
Language Preference of the Respondents . . . . . . . . . . . . . . . . . . . . . . .
30
Effects of the Strategies Applied in Implementing
the Program as Perceived by the Respondents . . . . . . . . . . . . . . . . . . . .
30
Problems Encountered by the Beneficiaries with
regards to the Strategies Used in the Program . . . . . . . . . . . . . . . . . . . . . . . . 33
Communication Problems Encountered by
the Program Implementers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
APPENDICES
Appendix A. Communication Letter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Appendix B. Interview Schedule
for Beneficiaries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Appendix C. Questionnaire for Implementers . . . . . . . . . . . . . . . . . . . . . . . 46
INTRODUCTION
Rationale
Farming is one of the vital professions in Asian countries where farmers could
gain profit and produce high quality of yield. As modernization comes, farmers are
searching for technologies, farm implements and methods to be used to have good quality
of rice especially in the Philippines.
In the Philippines alone, rice is the major crop that farmers plant since it is the
staple food of the people here.
Rice is related to the national poverty issue. The 2000 family income and
expenditure survey (FIES) reported that 39% of Filipinos are living below the poverty
rim. It also constitutes as much as 30% of a family’s food expenditure and doubles that in
low income brackets. In effect, an increase in price of rice decreases the household’s
disposable income and could intensify poverty (ATI, 2005).
These and other factors moved the government to find ways to alleviate the
problem. The Department of Agriculture (DA) for one is designed in helping the farmers
to have good quality of crops and high yield productions. Different programs are being
conducted by the agency to promote higher quality of crops in the country; one of these is
the Ginintuang Masaganang Ani (GMA)- Rice Program.
In promoting GMA Rice Program, the DA, together with its partner agencies, is
conducting campaigns to different places specifically in the Cordillera for their clienteles
to properly absorb and understand the program.
2
Since agricultural programs are meant to reach the farmers to increase their farm
production, different communication strategies are being used to disseminate the
information for the beneficiaries to be well informed.
The study aims then to assess the communication strategies applied by the DA to
promote GMA Rice Program in Benguet specifically in Sablan since these have the
highest GMA rice production entire the province as compared to other municipalities.
Statement of the Problem
Information has a vital role in the community. It creates change in perception and
makes right decisions to achieve its goal. Therefore, the study aims to assess the
strategies applied by the DA-CAR to disseminate information regarding GMA Rice
Program for the beneficiaries. Thus, there is a need to answer the following questions:
1. What is the socio-demographic profile of the respondents?
2. What is the level of awareness of the beneficiaries in the program? What is
their source of information?
3. What strategies are being used by the implementers in implementing GMA
Rice Program?
4. What language do the beneficiaries prefer in implementing the GMA Rice
Program?
5. What are the effects of the communication strategies applied by the program
as perceived by the beneficiaries?
6. What are the problems encountered by the implementers and beneficiaries?
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
3
Objectives of the Study
The study was able to:
1. determine the socio-demographic profile of the respondents;
2. determine the respondents’ awareness on the GMA Rice Program and their
source of information;
3. determine the strategies used in implementing the GMA Rice Program;
4. determine the language preference of the beneficiaries with regards to the
communication-related strategies applied in disseminating GMA Rice
Program;
5. determine the effects of the communication strategies applied by the program
as perceived by the beneficiaries; and
6. determine problems encountered by the implementers and beneficiaries in the
implementation of the GMA Rice program.
Importance of the Study
Ginintuang Masaganang Ani (GMA) Rice Program is one of the programs of the
Arroyo’s administration to promote new rice varieties. This program gears towards
attainment of rice self-sufficiency and in improving rice productivity and income of
farmers and other stakeholders.
The Department of Agriculture (DA) is the main agency tasked to promote
agricultural development.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
4
Since the program is still on-going, the result of the study could be used as a
reference for the implementers in evaluating and improving the communication strategies
being applied in the program.
The result could also be of use by other students as a reference in conducting the
same scope of study.
Scope and Limitation of the Study
The study focused on the communication strategies applied by the DA-CAR in
the promotion of GMA Rice Program from 2005 to 2006. It also involves the problems
encountered by both the respondents and the implementers during implementation of the
program.
The study limited its scope in determining the methods used in implementing the
GMA Rice Program, language preference of the respondents and the effects of the
strategies applied in the program.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
5
METHODOLOGY
Locale and Time of the Study
The study was conducted at the Department of Agriculture Cordillera
Administrative Region (DA-CAR), at ATI-CAR, OPAG, and at Sablan, Benguet from
October 2007 to January 2008.
The DA-CAR was located at Guisad Road, Baguio City, ATI-CAR was located at
the BSU compound, Km. 5, La Trinindad, Benguet and OPAG was located at Km. 6 La
Trinidad, Benguet.
In addition, Sablan (Figure 1) is a 5th class municipality in the province of
Benguet. According to the 2000 census, it has a population of 9,652 people in 1,873
households. It is politically subdivided into 8 barangays: Bagong, Balluay, Banangan,
Banengbeng, Bayabas, Kamog, Pappa, and Poblacion.
Respondents of the Study
Respondents were the program coordinators of the DA-RFU-CAR, OPAG, ATI-
CAR, technicians, and the farmers in Sablan, Benguet who were directly involved in the
program.
Forty-five farmers, two assigned technicians in Sablan, Benguet, and selected
agencies involved in the program (ATI-CAR, OPAG, DA-CAR, and Sablan-MAO) were
the respondents of the study.
The researcher used purposive-quota sampling in this study.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
6
Figure 1. Map of Sablan, Benguet
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
7
Figure2. Map of Sablan, Benguet showing the location of the study
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
8
Data Collection
The data collected through personal interviews with the respondents. For the
respondent’s language preferences and socio-demographic profile, data was gathered
through the questionnaire prepared. Some data were collected from the initial report of
the DA-CAR under the said program specifically on their major problem, which is
communication gap. From this data, the researcher was able to draw questions on
problems associated with communication gap.
The Department of Agriculture –Cordillera Administrative Region (DA-CAR),
Agricultural Training Institute-Cordillera Administrative Region (ATI-CAR), Office of
the Provincial Agriculturist (OPAG), and the Municipal Agriculturist Office-Sablan were
personally interviewed.
Data Gathered
Using an interview schedule, the data gathered the beneficiaries, technicians,
implementing agencies involved in the program; identify the beneficiaries and the
implementers of the program; to determine the strategies used by the implementers;
determine the language used by the implementers in implementing communication
strategies; and the problems encountered by both implementers and the beneficiaries
during the implementation of the program.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
9
Data Analysis
The data gathered from the respondents were consolidated and tabulated. The
socio-demographic profile of the respondents and the communication strategies applied
by the DA-CAR were interpreted using percentages and frequencies.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
10
REVIEW OF LITERATURE
GMA Rice Program
Ginintuang Masaganang Ani (GMA) (Makapagpabagong Programa Tungo sa
Masagana at Maunlad na Agrikultura at Pangisdaan) will be the banner program for
agricultural development, a transitional blueprint for putting AFMA to work. As such, it
will focus on achieving food security and poverty alleviation, with the LGUs (local
government units) and other stakeholders developing their own plans and programs
suitable to their respective localities. Such plans and programs should be able to ensure
food security by increasing productivity in irrigated areas, while addressing poverty
alleviation by providing support to marginal areas to empower those who have the least
(DA-CAR,1999).
The GMA Rice Program shall take its own shape with the full implementation of
the Agriculture and Fisheries Act (AFMA) by mid-1999 (ATI-CAR,2005).
REPUBLIC Act 8435, otherwise known as the Agriculture and Fisheries
Modernization Act (AFMA), aims to strengthen the agriculture and fishery sectors
through modernization, greater participation of small-holders (or small stakeholders),
food security and food self-sufficiency, private sector participation and people
empowerment. Sec. Leonardo Q. Montemayor, appointed on February 12, 2001 during
the PGMA Administration, led the DA in the implementation of AFMA. The Ginintuang
Masaganang Ani Countrywide Assistance for Rural Employment and Services (GMA-
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
11
CARES) was implemented. This is the precursor of the present day Ginintuang
Masaganang Ani Rice and Corn Program (ATI-CAR, 2005).
The Department of Agriculture (DA) is the main agency tasked to promote
agricultural development. Reorganized under Executive Order 116 dated January 30,
1987, the DA is mandated to provide the policy framework and help direct public
investments in agriculture and fishery. In partnership with local government units
(LGUs), it provides the support services necessary to make agriculture and agri-based
enterprises profitable, and helps spread the benefits of development to the poor,
particularly those in the rural areas (ATI-CAR, 2005).
Ginintuang Masaganang Ani (GMA) Rice Program is one of the programs of the
Arroyo’s administration to promote new rice varieties (ATI-CAR, 2005).
This program gears towards attainment of rice self-sufficiency and in improving
rice productivity and income of farmers and other stakeholders (ATI-CAR, 2005).
This program also aims to increase rice production from 14.49 million tons in
2004; 15.88 million tons in 2006; 16.67 million tons in 2007; and to increase rice farming
income through reduction of production cost by 10 percent and increase in yield of 20
percent from 2004-2007. However, the expected output of the program is to have
incremental palay production of 2.4 to 3.4 million metric tons or around 1.47 to 1.96
million tons of rice from 2006 to 2007; savings of around 459 to 616 million dollars from
rice importation; efficient institutional approach of delivering services to farmers;
revitalized extension system; and more dynamic rural economy (ATI-CAR, 2005).
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
12
Specifically, the program also aims to improve profitability as reflected by
increase net farm income; provide adequate food supply that is accessible and affordable
to everyone at all time; increase productivity through: promotion of cost-effective
technologies and conservation and management of natural resources; and provide a
favorable policy conducive to increase agricultural investments and global
competitiveness (ATI-CAR,2005).
Agricultural growth stimulates economic growth in nonagricultural sectors, which
results in increased employment and reduced poverty. This further stimulates demand for
agricultural goods, acting as a growth multiplier in the agricultural sector. The limited
availability of new land, however, means that agricultural intensification--increasing the
productivity of land already under cultivation--is the key to alleviating poverty through
an agricultural growth strategy (Brown and Haddad, 1994).
Communication Strategy
Communication strategy takes the audience from where they are now, to where
they want to be. It is important to define how the implementers are trying to communicate
with the beneficiaries and to provide hard evidence of what they think (IDEA, 2007).
When developing communications strategy, thinking about the goals that needs to
be achieved are important. In addition to any specific objectives related to a certain
project, important communication goals include announcing, motivating, educating,
informing, and supporting decision-making (CAHPS, 2007) .
Studies have established that communication is more effective when more than
one sense at a time is engaged. This means that the more media are employed, the greater
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
13
is the possibility of message to reach audience and influence them thus combination of
interpersonal communication and mass communication strategies is used (IRRI 1991 as
cited by Tucdaan, 2005).
Cadiz (1991) stated that a communicator must know the effective use of media in
communicating to enhance or induce learning. To be a communicator, he/she must be
familiar with the media equipment so that he/she can handle them properly.
Strategies Applied
In reaching the target audience in a good and easiest manner, implementers must
have different strategies to be applied.
Radio for one, will be powerful tool in disseminating technologies through radio
plugs aired during primetime (ATI-CAR, 2005). Abag (2005) also stated that audience
preferred listening to radio program and barrowing of information sources like radio and
newspaper.
Awas (2005) also recommends the use of fact sheets in disseminating
information. It is recommended that in any printed materials, messages should be
presented objectively even in doing information campaigns. This treatment is proven to
affect the intended readers more because it gives them option to decide.
Also, the Department of Agriculture conducts trainings and produced IEC
materials in disseminating information to the target audience. Technology poster will be
posted in farmer frequented areas such as sari-sari store, cockpit arenas, agricultural
supply stores, and municipal agriculture offices (ATI-CAR, 2005).
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
14
In addition, Tucdaang (2005) affirmed that hand-outs are usually used by trainers.
Also, using media are very effective because it creates interests among listeners.
Face-to-face communication is also preferred (Sigundo, 2006).
Perceptions of the Beneficiaries
Dictionary defines perception as the process of acquiring, interpreting, selecting,
and organizing information. Perception is the process of becoming aware of objects,
qualities, relation or problems, which is closely related to action.
Tigo (2004) as cited by Paredes (2007), that one perception of a certain thing
determine the overt behavior exhibited under a given condition.
Moreover, perception involves all then ways of becoming aware of things, people,
happenings or ideas (Myer, 2005).
Language Preference
Languages are not just sets of symbols. They also contain a grammar, or system
of rules, used to manipulate the symbols. While a set of symbols may be used for
expression or communication, it is primitive and relatively inexpressive, because there
are no clear or regular relationships between the symbols. Because a language also has a
grammar, it can manipulate its symbols to express clear and regular relationships between
them (IDEA, 2007) .
In communication strategies, implementers must use the language understood by
their target audience so that communication gap may not interfere (IDEA, 2007).
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
15
According to Sigundo (2006), Filipino language is preferred by the respondents in
disseminating information in both radio and in printed materials.
Specifically in Benguet, it was found out that Montañosa Ilocano can raise the
awareness of the less-educated and old respondents. The respondents’ place of origin,
language spoken at home and at work also affected the language preference, their
awareness level and the readability of Montañosa Ilocano (Sabado, 2006).
Effect of Communication Strategy
Communication strategies can affect how their audience think and behave in a
certain topic. It helps the audience have sound decision and create change in adopting the
new technology being applied.
The introduction of new technologies that alter these communication activities has
the potential to influence key aspects of organizational structure and process (Hamel,
2005).
Speakers use communication strategies to resolve difficulties they encounter in
expressing an intended meaning (Tarone, 2005).
According to Carlson and Zmud (1998), the increased ability people develop to
communicate effectively in different situational contexts correlates with their perceptions
that the medium becomes increasingly rich. The mastery of a particular communication
channel includes knowledge of appropriate uses of that channel and may bolster media
user’s confidence in educating others about the proper uses of the media.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
16
Communication-related Problems by the Implementers
Chulacupata (1976) as cited by Ramos, 2007, that the main problems in the
implementation of the agricultural program are the inactive participation among farmers
due to the widespread ignorance and social isolation. They are socio-politically under-
developed. This happen when the programs do not determine the interests, needs the
situations of the people who never participated in choosing the best method to reach
them. Thus, introducing such program is a difficult task to become adaptable of a given
idea is totally different just for saying it.
Implementers encountered the following problems which affects information
dissemination such as environmental factors, lack of proper information, customs and
traditions of the target audience, ignorance of the beneficiaries, and cultural practices and
society (Bolinto,1987).
Also, according to Licudan (2003), the staff indicated lack of trainings and
insufficient financial capital to generate trainings.
Problems Encountered by the Beneficiaries
Buasen (1984) affirmed that target audience identify communication gap, lack of
cooperation among farmers themselves, irregularity of field workers, poor attendance
during meetings, discontinuance dissemination activities, poor relationship field workers,
implementers and officials with the community were the problems perceived to have
affected the information dissemination activities.
The Filipino farmers have reportedly had a hard time adapting the precision
technology required for cultivating the hybrids. But that has not stopped agriculture
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
17
officials from continuing to promote hybrid rice because it will soon become clear. There
has been a recent rash of news of farmers worrying about the way the DA has been
implementing the hybrid rice program, dubbed Ginintuang Masaganang Ani (GMA)
(ATI-CAR, 2005).
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
18
RESULTS AND DISCUSSION
Profile of the Respondents Involved in the Program
Table 1 presents the distribution of respondents according to their age, sex, civil
status, and educational attainment. According to age, majority of the respondents were
young-adult (55.56%) ranging from 20-37. Fewer are those who range from 57-65 of age.
This result means that there were significantly more farmer respondents represented in
the 20-37 age groups. This finding would further imply that more young-adult people still
go on farming as their occupation in the area.
According to sex, majority was male (62.22%). Also, great majority (84.44%) of
the respondents were married.
As to their educational status, 46.57% of them finished college degree and only
eight (17.78%) farmers finished elementary. It can be observed here that most of the
respondents had formal education.
This finding opposed the finding of Kalang-ad (2005) that most farmers in
Benguet have minimal or no formal education at all.
Awareness on the GMA Rice Program
As to the awareness of the farmers regarding the GMA rice program, all of them
said that they were aware of it.
Being a member of the farmers association, they were able to know the program
directly from the DA-CAR.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
19
Table1. Profile of respondents under GMA rice program
CHARACTERISTICS NUMBER
PERCENTAGE
(n)
(%)
Age
Young Adulthood(20-37)
25
55.56
Middle Adulthood (38-56)
15
33.33
Adult (57-65)
5
11.11
Total
45
100
Sex
Male
28
62.22
Female
17
37.77
Total
45
100
Civil Status
Married
38
84.44
Single
7
15.55
Total
45
100
Educational Attainment
College
21
46.67
High School
16
35.36
Elementary
8
17.78
Total
45
100
Sources of Information on GMA Rice Program
Table 2 shows the information sources of the farmers on the program. With
multiple responses, majority (62.26%) of the beneficiaries were able to know the program
through the DA-CAR itself through their trainings and seminars. This result would imply
that the DA-CAR itself, through their extension workers and by other means, did the
information dissemination of the program in the area.
This finding supports the analysis of Molar (1990), as cited by Ramos (2007), that
government agencies are the ones campaigning for their own programs. Molar added that
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
20
government is now concern in the implementation of the programs in remote areas to
stem the tide rapid population growth, intensity and increase of food production and
improve the quality of life of rural people.
Meanwhile, 22.64% said that they were able to know more about the program
through their co-farmers and 15.09% from radio programs. Based on interview, “Boses ti
Farmers,” for one, was the radio program they had heard about the GMA Rice program.
Table 2. Sources of information on the program by the beneficiaries
SOURCES NUMBER
PERCENTAGE
(n=45)
(%)
Direct information
33 62.26
from DA-CAR through their
trainings and techno-demo
Co-farmers
12
22.64
Radio
8
15.09
*Multiple responses
Program Components being Implemented
and the Strategies Applied for Each Component
According to Municipal Agriculture Office of Sablan, they conducted different
intervention components of the GMA Rice Program, these include seed distribution,
input assistance, training/techno-demo, irrigation assistance, market assistance, credit
assistance, and incentive system. These components were mostly implemented through
farm-to-farm cross visit, distribution of IEC materials, trainings and seminars when
farmers needed.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
21
Seed distribution. Standard seed distribution was shown in Figure 2. However,
distribution of seeds can be done directly through farm-to farm cross visit. Other farmers
also visited the MAO office to inquire for the seeds. For the manner of distribution, for
every bag of seed (hybrid seeds/F1 and inbred/Certified seeds) given to the farmers, 50%
of the total price subsidized by the government. The LGU-ATs identified the farmers
preferred varieties and place the order to seed suppliers through DA-RFUs in advance to
ensure seed availability and avoid delays in seed distribution. Only certified and hybrid
seeds planted in the area.
Seed company
DA-CAR
Agricultural
/growers
Extension
Workers
(AEW)Province
Agricultural
Farmers
President of
Technician/Munici
Farmers
pal Agriculturists
Association
Figure 3. Flow of seed distribution
Input assistance. This component was designed to help the farmers reduced the
cost of production and increase efficiency of input used. The GMA Rice program adopted
the Tipid Abono Fertilization program for this component. Fertilizers available were the
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
22
following: 2 bags organic fertilizer for every purchase of 20 kgs. of F1 seed and 40 kgs of
certified seeds palay; 6 kg/ha of muriate potash; and 10 bags (20kgs/bag) of zinc sulfate.
Discount on some fertilizers particularly those with micronutrients was also
offered by the program to the beneficiaries. Each beneficiary was entitled to have three
discounted bags of urea. On the other hand, they also used organic fertilizers. The
combined organic and chemical fertilizers were recommended by the Agriculture
Extension Workers (AEW) as a more practical approach towards higher productivity.
Training/techno-demo. The training they were conducted here was the technical
briefing. These were being funded by DA-CAR through ATI-CAR. They tackled the
difference between the hybrid and inbred (Certified) seeds, how to grow hybrid seeds;
and the scheme on how to avail the palay seeds. Different presentation media like slides,
posters (those coming from the main office), manuals, and IEC materials were being
distributed during these trainings.
Meanwhile, Techno-Demos were conducted every wet and dry cropping season.
The first techno-demo was conducted on 2006 July-November (wet cropping season).
The AEW conducted the Techno-Demo at the farm of Narciso Dimas with 0.5 hectare in
Poblacion, Sablan, Benguet. This component was conducted in different farm areas of
selected beneficiaries. During the techno-demonstration, they applied Mestizo 3(M3) and
SL8-H seed varieties. They also tackled the comparison between the M3 and SL8-H
treated with and without Bio-N. They also gave fertilizer and pesticide and distributed
hybrid seeds.
In 2007, they conducted it from February-May (Dry Cropping), the AEWs went
to Sabdang, Poblacion, Benguet to the Alfonso Abenoja Farm with 0.5 ha. field. They
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
23
also demonstrated Mestizo 1 treated with certain fertilizers. The fertilizers were provided
by the OPAg and the seeds were also provided by the DA-CAR.
Through this, technological transfer was hastened and the extension workers
received feedback from the farmers. They were also closely monitored by the AEWs
though farm visits and farmer group discussion.
Irrigation assistance. In Bayabas, Sablan, the NIA, OPAg, and the OMAg
conducted a social mobilization seminar to strengthen the association of the Calamay
Irrigators Association and Bulala Irrigators Association funded by the DA-CAR. Its aim
was to avoid drought in targeted areas with water difficulties. They get their water supply
in creek to have sufficient supply of water on their farm.
Credit facilitation. The “Plant Now Pay Later” scheme was being done in the
municipality to implement this component. This scheme was formulated for barangay
level implementation. The OMAG-LGU Sablan was the funding source of the
beneficiaries. The farmers could pay after harvest with 10% interest.
Incentive system. This component encouraged the farmers to adopt the program
by applying this system. As an incentive during the promotional stage of the program, the
government subsidized half the cost so farmers could get the seeds for half amount of the
price of the bag. This was implemented by the seed company or the seed growers’
cooperative. Agricultural Extension Workers (AEW) were the ones implemented this
component. The AEWs incentive was based on the accomplishment of the beneficiaries.
Market
assistance.
The harvested palay was sold at Sablan, Benguet by the
farmers themselves to the community. Since they were located in nearby areas, and were
expected to practice synchronous planting, it would be easier to haul and transport their
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
24
harvest to the nearest NFA warehouses, specifically in Sablan through the help of the
MAO and farmers themselves.
Communication Strategies Used in the
Implementation of the Program
Farmer-Leader-Extension (FLE). It was an approach or strategy that developed
the farmers to become a farmer extensionist or technician. It provided information about
the necessary social and cultural practices of farmers in the target place to guide the
agriculture technician in developing their social preparation activities.
The farmers must establish a techno- demonstration showcasing the used of Bio-
N fertilizer, Bio-Con, leaf color chart, minus one element technique, used of muriate
potash, and others.
Home/farm
visit. It was a one way approach wherein the AEWs visited the farmer
on his/her own farm or in his/her house.
Inter-farm visit/farm-to-farm cross visit. Farmers visited their co-farmers farm to
see the difference of their farm and practice the technologies applied by their co-farmer to
enhance their knowledge on farming (Figure 4).
Farmer classes. This was done only once or two meetings of the farmers and the
AEWs/technician anytime within cropping cycle e.g. during seedling or in panicle stage
of the rice.
Farmers field school. It was a long activity conducted by the agriculture
technicians. The farmers learned the technologies and practices conducted in one
cropping cycle. It discussed the cropping stages of the rice; sewing to harvesting the
palay and others (Figure 5).
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
25
Techno-demonstration. This was done when the technologies were tested in the
community. Technology presented was popularized first by the implementers before
presenting it to the farmers.
Seminar, trainings, workshop. This was conducted to train and inform the farm
technicians and inform the farmers about the program.
Radio. It was used for disseminating information regarding the program and other
program advertisements.
Communication Strategies Used in the Implementation
of the Program as Perceived by the Beneficiaries
Table 3 shows the strategies used by the implementers in implementing the GMA
Rice Program in Sablan, Benguet as perceived by the beneficiaries.
With multiple responses, 44.44% said that extension work was the main strategy
used by the implementers in implementing the program in the area. Extension work
includes technical briefing, home/farm visit, farmer classes, farmer field school, techno-
demo, inter-farm visit, and FLE (Farmer-leader-extensions) approach, all with the
application of interpersonal communication.
Implementers conducted consultation and shared experimental insights to on-farm
visitors. They also influenced the farmers in adopting good farm practices by sharing
information, experiences, resources and ideas. They assisted the beneficiaries in
explaining technological information being discussed in seminars and trainings and by
program briefing.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
26
In an interview, Dicksen, an ATI technician, stated that extension work, indeed, is
effective in implementing the programs because this strategy reaches the farmers
successfully. The beneficiaries understand the program and it improves their farming
skills. This also supports the study of Cuyno (1978) as cited by Amadeo (2004) that
extension work maximizes the transfer of information and skills to the beneficiaries.
ATI-CAR extension agriculturists also said that different aspects of interpersonal
communications (face-to face communication, personal interview, meeting and having
small gathering with the beneficiaries) are being applied that help them determine the
needs and problems of their beneficiaries, the sole reason why they often use the said
strategy.
Meanwhile, 27.78 % said that implementers would conduct farm-to-farm cross
visit to the beneficiaries. Farm-to-farm cross visit is the visiting of other farmers to their
co-farmers farm. Through this strategy, farmers would see the difference between the
hybrid rice and the certified seeds.
Furthermore, 16.67% said that implementers also conduct seminars and trainings
with the aid of presentation media depending on the location. This was further
strengthened by the implementers. Implementers also acted as resource person during the
holding of consortium, initiated trainings, seminars, and field days with the aid of
presentation media.
According to MAO, if the location is near and with power supply, their
extension workers would consider using slides and other related means. Moreover, the
infrequent use of presentation media in disseminating a certain program could be
attributed to the problems associated with its use like problems on language preference,
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
27
time to prepare materials on the side of the implementers, availability of power supply,
distance, among others.
Six of the beneficiaries also said that the program promoted and updated the
beneficiaries regarding the program using radio. According to the implementers, radio
promotions are usually done when special updates or reports regarding the program needs
to be aired via radio. Also, when there are special invitations from different radio
programs both in Baguio and La Union.
Figure 4. Inter-farm visit of the farmers
Figure 5. Agricultural technician discussing the cropping
stages of the rice through farmer field school
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
28
Figure 6. Techno-demonstration of the implementers showing
the Minus-One Element technique to the farmers
Table 3. Communication strategies used in implementing the program
STRATEGIES USED
NUMBERS
PERCENTAGE
(n=45)
(%)
Extension work
24
44.44
Farm-to-farm cross visit
15
27.78
Seminars, trainings, workshop
9
16.67
Radio
6
11.11
*Multiple responses
Frequency of Application of the Strategies Used
in Implementing GMA Rice Program
As shown in Table 4, with multiple responses, the distribution of IEC materials is
being done every cropping season as agreed by all the respondents. It could also be
noticed in the table that the use of farm-to-farm cross visit is being done weekly (25%),
monthly (35%), and yearly (25%), except during cropping season. This could be due to
the fact that implementers usually conduct techno-demo and trainings during these dry
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
29
and wet cropping seasons. Almost twenty-three percent also said that seminars, trainings,
and workshops are being done yearly (22.22%) and every cropping season (22.22%).
This supports the statements of the implementers as to when they usually conduct their
training.
The result was further explained by Ronie Carlos, municipal technician, wherein
they usually apply different strategies alternately, depending on the need of the
beneficiaries but usually do most of these strategies every cropping season.
This finding adheres to the suggestions of Adhikarya (1994) that proper strategy
should efficiently be utilized in proper time to reduce extension cost and efforts, and to
increase the effectiveness in dealing with a large number of target audience more rapidly.
Table 4. Frequency of application of the communication strategies as perceived by the
Beneficiaries
STRATEGIES FREQUENCY
OF
APPLICATION
WEEKLY MONTHLY YEARLY
TWICE
A
YEAR
NO.
PERCENTAGE
NO.
PERCENTAGE
NO.
PERCENTAGE
NO.
PERCENTAGE
(n=45)
(%)
(n=45)
(%)
(n=45)
(%)
(n=45)
(%)
Distribution
- - - - 18
40.00
27
60.00
of IEC
materials
Farm-to-
15 37.50 13 32.50 12 30 - -
farm cross
visit
Seminar,
- - - - 10
22.22
10
22.22
training,
workshop
Radio - - - - 6
13.33
-
-
*Multiple responses
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
30
Language Preference of the Respondents
on the Strategies Applied in GMA Rice Program
Table 5 shows the preferred language of the beneficiaries to be used in applying
the communication strategies in GMA Rice program specifically in the interpersonal
communication aspect. With multiple responses, 37.50% of the beneficiaries prefer
Ilokano language, 29.17% or 14 farmers prefer Ibaloi, while eight (16.67%) farmers
prefer Kankana-ey. Only five (10.42%) farmer opted English and Ilokano-English
language in the implementation of the GMA Rice Program in Sablan, Benguet. These
exclude the use of the said language in IEC materials.
Their preference could be attributed to the fact that most of the beneficiaries were
Ilocano and Ibaloi people. This finding supports the practice of ATI-CAR extension
workers in using the dialect of their clients in implementing their projects. It can be noted
here that although most6 of them had formal education, still, many of them preferred
Ilokano in this implementation of this strategies.
This observation disclose that education attainment is not a factor of choosing
appropriate language for creating communication materials or in disseminating certain
program/project because in some cases, educated farmers still prefer the use of their local
dialect in understanding things being introduced to them.
Effects of the Strategies Applied in Implementing
the Program as Perceived by the Respondents
Table 6 shows the effects of the strategies applied by the implementers in
implementing the GMA Rice Program as perceived by the beneficiaries. With multiple
responses, 51.85% of the respondents said that through the use of IEC materials being
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
31
distributed by the implementers, their farming practices were able to improve as these
imparts knowledge on them. The same reason was given for the application of farm-to-
farm cross visit with 47.83% who affirmed to it.
The previous finding on the use of IEC materials supports the observation of
Enkiwe (2007) that IEC materials helped in addressing the real needs and problems
facing certain target audience.
For the use of seminars, trainings, and workshop, 46.15% said that it helped them
understand more about the program; 34.62% farmers said it has promoted good attitude
as farmer and it establish good relationship with the program implementers; and 19.23%
said it changed their decision to apply hybrid or certified seeds.
As for the use of radio, only 26.67% farmers responded that it helps them
understand more the program. These respondents were listening to radio program titled
“Boses ti Farmer” and in a certain program in “Aksyon Radyo La Union” in DZNL La
Union.
Table 5. Language preference of the respondents in the implementation of the
program
LANGUAGE NUMBER
PERCENTAGE
(n=45)
(%)
Ilokano
18
37.50
Ibaloi
14
29.17
Kankana-ey
8
16.67
English
5
10.42
Ilokano-English
3
6.25
*Multiple responses
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
32
Table 6. Effects of the strategies applied by the implementers as perceived by the
beneficiaries
EFFECTS NUMBER
PERCENTAGE
(n=45)
(%)
IEC Materials distribution
Improves my farming and imparts knowledge
28
51.85
It helps me understand
16 29.63
more about the GMA
Rice Program
It changed my decision to apply
10 18.52
hybrid/certified seeds
Farm-to-Farm cross visit
Improves my farming and imparts knowledge
22
47.83
Promoted good attitude and it establish good
16 34.78
relationship with the program implementers
Changed my decision to apply hybrid/certified
8 17.39
seeds
Seminars, trainings, workshop
Helps me understand more about
the GMA Rice Program
24
46.15
Promoted good attitude and it establish good
relationship with the program implementers
18
34.62
Changed my decision to apply hybrid/certified
seeds
10
19.23
Radio
Helps me understand more about the Program
12
26.67
Changed my decision to apply hybrid/certified
seeds
5
11.11
*Multiple responses
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
33
Problems Encountered by the Beneficiaries
with Regards to the Strategies Used in the Program
Table 7 shows the problems encountered by the beneficiaries in the application of
the communication strategies in GMA Rice program.
With multiple responses, majority (51.52%) said that inadequate materials to
disseminate and produce other IEC materials was the major problem of the beneficiaries
in terms of the use of IEC materials; ten (30.30%) farmers said that the materials are
poorly prepared; and 18.18% among the beneficiaries said that it lacks coordinators to
distribute the produced materials.
On the other hand, for farm-to-farm cross visit strategy, 45.71% of the
beneficiaries said that it lacks monitoring team.
In seminar, training, and workshop, twenty-four (52.94%) farmers said that lack
of funds was the main problem of the beneficiaries.
This result was further emphasized by one of the beneficiaries, saying that lack of
funds is really a factor because money is the most important in the implementation of a
certain program.
It could be noted that of the different strategies being applied by the
implementers, lack of funds is the leading problem followed by lack of materials and
coordinators.
These findings agree with the observation of Laguitnay (2002) that in extension
services, the primary problem being encountered by beneficiaries is the lack of budget or
capital to apply knowledge gained.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
34
Communication Problems Encountered by Program Implementers
Table 8 shows the communication problems by the implementers.
As to the major problem of the implementers, they often encounter problems due
to lack of time or interest of the participants which ranks high (34.92%). Four
implementers (22.22%) also include the unwillingness of the people to participate, lack of
transportation, and lack of skills or manpower to implement the program as their
problem. All these, according to them, contributed to having communication gap between
the implementers and the beneficiaries.
This finding supports the observation of Buasen (1984) as he identified the reason
for having communication gap in extension work. According to him, communication gap
happens when there is lack of cooperation among farmers themselves, irregularity of field
workers, poor attendance during meetings, discontinuance dissemination activities, poor
relationship of field workers, implementers and officials with the community. These,
according to him, were the problems perceived to have affected information
dissemination activities of most program implementers.
As to the related problems, with multiple responses, five (29.41%) implementers
said that lack of manpower was the first problem in the implementation of the GMA Rice
Program. Four (23.53%) implementers also said that it is the environmental factors like
having bad weather is causing some delays in implementing the program; while 17.65%
said there is lack of materials in the implementation and limited area coverage. Two of
the implementers also said that the delay of their funds sometimes creates problem to the
program.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
35
Table 7. Problems encountered by the beneficiaries
PROBLEMS ENCOUNTERED
NUMBER
PERCENTAGE
(n=45)
(%)
IEC Material Distribution
Inadequate materials
17
51.52
IEC Materials are poorly prepared
10
30.30
Lack of coordinators to
6 18.18
disseminate the materials
Farm-to-farm cross visit
Lack of funds for transportation
19
54.29
Lack of monitoring team
16
45.71
Seminar, training, workshop
Lack of funds to attend extensive trainings
24
52.94
Place is farm from our home
15
31.91
Lack of materials
8 17.02
Radio
Limited area coverage
4
8.89
*Multiple responses
Table 8. Communication problems encountered by the program implementers
IMPLEMENTERS’ PROBLEM
NUMBER
PERCENTAGE
(n=8)
(%)
Communication gap problem due to
Lack of time/interest of the participants
6 34.92
during trainings, seminars, and workshop
Unwillingness of the people to participate
4
22.22
Lack of transportation
4
22.22
Lack of skills/manpower
4
22.22
Related problems in the program
Lack of manpower in the implementation
5
29.41
Environmental factors
4
23.53
Lack of materials to be distributed
3
17.65
Limited coverage of the program
3
17.65
Funds delayed
2
11.76
*Multiple responses
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
36
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
Communication Strategies Applied by the DA-CAR in the promotion of GMA
Rice Program in Sablan, Benguet was conducted at Sablan, Benguet having the following
objectives: to determine the socio-demographic profile of the respondents; determine the
level of awareness of the beneficiaries on the GMA Rice Program; determine the
communication strategies used in implementing the GMA Rice Program; determine the
language preference of the implementers and beneficiaries in implementing the
communication strategies; determine the effects of the communication strategies applied
by the program as perceived by the beneficiaries; and determine the problems
encountered by the implementers and by beneficiaries.
The study was conducted on October 20007 to February 2008. An interview
schedule was used to gather data.
Finding shows that majority of the respondents was at their young adult stage;
mostly were males and most finished college degree. As to the perception of the
beneficiaries, all of the respondents were aware on the program through direct
information from DA-CAR by their trainings and techno-demo.
The GMA Rice program components include seed distribution, input assistance,
trainings/techno-demo, irrigation assistance, credit facilitation, incentive system, and
market assistance. These components are being applied and discussed by the Municipal
Agriculturists in Sablan, Benguet to further adopt the program.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
37
In the implementation of the program, extension wok was the main strategy of
the implementers in conducting the program. It includes home/farm visit, FLE approach,
farmer field schools, farmer classes, inter-farm visit, techno-demo, and technical briefing.
According to the implementers, these strategies are effective because these are the
combination of different strategies like distribution of IEC materials, program briefing
and interpersonal communication to the beneficiaries.
Based on the results, with multiple responses, 28.57% of the respondents said that
implementers conducts consultation and shares experimental insights to on-farm visitors
as to the services being offered by the implementers.
As to the language preference of the beneficiaries and the implementers, 37.50 %
of the beneficiaries prefer Ilokano language. The Department of Agriculture-Cordillera
Administrative Region was the direct source of information of the beneficiaries in the
place.
With multiple responses, 51.85% of the beneficiaries said that through IEC
materials, it improves their farming and it imparts knowledge.
Inadequate material was the problem of the beneficiaries in the distribution of IEC
materials, lack of monitoring team to conduct farm-to-farm cross visit; and lack of funds
to conduct extensive training. While for the implementers, they often encounter
problems due to lack of time or interest of the participants which ranks high (34.92%).
These, according to them create communication gap between the implementers and the
beneficiaries.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
38
Conclusions
Based on the findings, the following conclusions were derived:
1. There were more farmer respondents represented in the 20-37 age groups;
were married; and had formal education.
2. All of the beneficiaries were aware of the GMA Rice Program implemented by
the DA-CAR and other agencies.
3. The implementing strategies being applied by the implementers were extension
work; seminars, trainings and workshop; use of radio for local broadcasting;
and through IEC printed materials.
4. Beneficiaries and implementers prefer Ilokano language in implementing the
program for interpersonal communication .
5. Farm-to-farm cross visit and other extension services including distribution of
IEC printed materials improved their farming and it also imparts knowledge.
Seminars, trainings, and workshop, and listening to radio, helped them
understand more about the program.
6. The problems encountered by the beneficiaries were inadequate materials in the
distribution of IEC material; lack of monitoring team to supervise them in
farm-to-farm cross visit; lack of funds to attend seminars and trainings; and
limited radio coverage. For the implementers, lack of time or interest of the
participants during trainings, seminars, and workshop and lack of manpower in
the implementation were the problems often encounter.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
39
Recommendations
Based on the conclusions, the following recommendations were formulated:
1. The program implementation should continue to monitor the program for a
better result. More monitoring team should assist the beneficiaries in the
implementation of the GMA Rice Program.
2. Beneficiaries should continue to extend their farming through farm-to-farm
cross visit, attending the seminars, trainings, and workshops, reading IEC
materials, and listening to radio programs related to the program since they are
found out to be beneficial on their part.
3. Since there is a problem in the way participants participate in the program, the
agency involved should strengthen their extension activities to solve or at least
to lessen the problem.
4. In considering language to be used in promoting certain program, agencies
should consider the preferred language of its clienteles for them to understand
the program well.
5. Further study on how different agencies establish their communication
strategies in implementing their program should also be conducted to determine
their approaches and best practices in disseminating information.
6. Research on farmers’ information needs should also be conducted by credible
researches relative to information gathering and dissemination which could a
basis when planning a similar program.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
40
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2007. as
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Program in Sablan / MARICHU D. CALISAAN. 2008
41
KALANG-AD, C.C. 2006. Influence of Cordillera Highland Agricultural Resource
Management
Project Market Information Dissemination Services on Farm Management. MS
Thesis.
BSU, La Trinidad, Benguet. Pp10-11.
LICUDAN. R. M. 2003. An Assessment of Trainings and Seminars Attended by the
Officers and
Staff of Primary Cooperatives in Kapangan, Benguet. B.S. Thesis. BSU, La
Trinidad,
Benguet. P. 10.
MYER. I. 2004. Jung’s Theory of Psychological Types MBTI Instrument. http:
//www.org.the
MBTI/overview.cfm.
PAREDES. H.S. 2007. Consumers’ perception on meat and vegetable-based burger. BS
Thesis.
BSU, La Trinidad, Benguet. P.24
RAMOS. C. R. B. 2007. An Evaluation of the Farmer Scientist Bureau (FSB) as a
Communication Strategy for Agricultural Technology Dissemination. BS
Thesis.
BSU, La Trinidad, Benguet. Pp 6-9.
SABADO. J. 2006. Potentials of Montañosa Ilocano as a Language for Print News for the
Different Ethno-linguisitic Groups of La Trinidad, Benguet. BS Thesis. BSU,
La
Trinidad, Benguet. Pp. 6-11.
SIGUNDO. G. L. 2006. Baguio City Livestock Traders’ Level of Knowledge on FMD
Attitude
Toward and Perceptions on the FMD Information Campaign. BS Thesis. BSU,
La
Trinindad, Benguet. Pp. 9-10.
TARONE. E. 2005. Speaking in a Second Language. In E. Hinkel (Ed.) Handbook of
Research
in Second Language Teaching and Learning. Hillsdale, New Jersey: Lawrence
Erlbaum. Pp. 20-23.
TUCDAAN. C. H. 2005. Media Preference of Trainers in Conducting Seminars and
Trainings at
the ATI-CAR. BS Thesis. BSU, La Trinidad, Benguet. Pp. 12-16.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
42
APPENDICES
Appendix A. Communication Letter
Benguet State University
College of Agriculture
DEPARTMENT OF EXTENSION EDUCATION
AND DEVELOPMENT COMMUNICATION
La Trinidad, Benguet
Mr. Ramon Anasioco
Municipal Agriculturist Office
Sablan, Benguet
Attention: Mr. Ronie Carlos
Agriculturist Technologist
Sir:
Greetings!
I am a fourth year student of Benguet State University, taking up Bachelor of Science in
Development Communication major in Development Journalism.
This semester, I am conducting my thesis titled: Communication Strategies Applied by
DA-CAR in the Promotion of GMA Rice Program in Sablan, Benguet. This is part of my
requirement in DevC 200: Undergraduate Thesis in Development Communication.
I chose your municipality because it is one of the areas in Benguet that is implementing
GMA Rice Program.
In this regard, may I request for assistance on the following:
1. Name of Barangays implementing GMA Rice
2. Name of farmers implementing or being assisted by the GMA Rice Program
(Hybrid and Inbred)
3. Map of Sablan
Thank you very much for your kind assistance and God Bless!
Respectfully Yours,
MARICHU D. CALISAAN Noted by:
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
43
Devjourn Student
FILMORE Y. AWAS
Thesis Adviser
Appendix B: Interview Schedule for the Beneficiaries
I.
Demographic Profile
Name :______________________________________( optional)
Age________ Civil Status: ______
Sex: () female () male
Educational Attainment ____ Elementary ____ Others
____ High school (pls. specify)___________________
____ College
II.
Awareness on GMA Rice Program
1. Are you aware of the existence of the GMA Rice Program?
() yes () no;
If yes where did you learn about it? ____through Radio
____ Newspaper/printed materials
____ DA-CAR
____ co-framers
2. How did they start the program?
_____ through coordinator with the DA/through local farmer leadership
_____ farmers association_____________________________________
_____ local officials leadership
_____ others (pls. specify)______________________
1. What are the communication strategies that was conducted in your place?
____ Extension Work _____ Radio
____ Farm-to-farm cross visit
____ Through seminars
2. What are the communication-related services being offered by the GMA Rice
Program in
your place?
____ there is an acting resource persons during the holding of consortium,
initiated trainings, seminars, field day, and lakbay-aral visits
____ provide technical and hands-on training
____ shares experimental insights to on-farm visitors(use face-to-face
communication)
____ devotes certain portion of his/her own-farm trials
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
44
____ applies technological information learned from seminars and cross-
visit in his/her own farm
____ influence other farmers in adopting his/her farm practices by sharing
information, experiences, resources and ideas
III. Language Preference
1. What Language does the agency use in implementing the program?
_____Kankana-ey ______ English
_____Ibaloi _______Others
_____Tagalog (pls. specify) ________________________
IV. Program Schedule
1. How often do the implementers of the GMA Rice Program assist you?
____ Weekly _____ Quarterly
____ Monthly _____ Others ( pls. specify)_________________
____ Bi-monthly
2. How often are these communication strategies applied or done in your area?
A. Distribution of IEC materials
_____
weekly
_____
Quarterly
_____
monthly
_____ Only when monitoring team comes
_____ Others (Pls. Specify) ______________________
B. Farm-to-farm cross visit
_____
Weekly
_____
Quarterly
_____ Monthly
_____ Yearly
_____ Others (Pls. specify)
C. Seminar, Training, and Workshop
_____
Weekly
_____
Quarterly
_____ Monthly
_____ Yearly
_____ Others (Pls. specify) _______________________
V. Effects of the communication strategies applied by the program to the beneficiaries
A. Distribution of IEC materials
_____It helps me understand more about GMA Rice Program
_____It changed my decision to apply hybrid and certified seeds
_____Improves my farming or it imparts knowledge and skills
_____ Others (Pls. Specify) ________________
B. Farm-to-farm cross visit
_____It helps me understand more about GMA Rice Program
_____It changed my decision to apply hybrid and certified seeds
_____Improves my farming or it imparts knowledge and skills
_____Promoted good attitude as farmer and establish
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
45
good relation with the implementers
_____ Others (Pls. specify)__________________
C. Seminar, Training, and Workshop
_____It helps me understand more about GMA Rice Program
_____It changed my decision to apply hybrid and certified seeds
_____Improves my farming and establish
good relation with the implementers
_____Promoted good attitude as farmer ______ others (pls
specify)_________________
E. Radio Plugs (if there is)
_____It helps me understand more about GMA Rice Program
_____It changed my decision to apply hybrid and certified seeds
_____Improves my farming or it imparts knowledge and skills
_____ Others (Pls. Specify) ______________________
VII. Problems Encountered in the application of the strategies in implementing GMA
Rice Program
1. What Problems did you encounter in the following?
A. Distribution of IEC materials (brochures, newsletter, leaflet, etc.)
_____ Inadequate materials
_____IEC materials are hard to understand
_____ Lack of coordinators
_____ IEC materials are poorly prepared
_____ Others (Pls. Specify) __________________
B. Farm-to-farm cross visit
_____ Lack of funds to conduct farm-to farm visit
_____ Lack of monitoring team
_____ Transportation problem
_____ Others (Pls. specify) _____________________________
C. Seminar, Training, and Workshop
_____ Lack of funds to conduct extensive trainings
_____ Lack of materials/training kit
_____ Speakers are hard to understand
_____ Place is not conducive to learn
_____ Place is far from our house
_____ Others (Pls. specify) _______________________
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
46
Appendix C. Questionnaire for Implementers
I. Communication Strategies being used in the Program
1. What are the communication strategies being used in implementing the GMA Rice
program?
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
2. Of these strategies, what do you think is the most effective strategy you have used
in implementing the program?
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
3. Why did you say so?
______________________________________________________________
______________________________________________________________
______________________________________________________________
4. What are the program intervention components being applied in the area?
_____ Seeds ______ Incentive system
_____ Input Assistance ______ Credit facilitation
_____ Training, Techno-Demo ______ Market Assistance
_____ Irrigation Assistance
II. Problems encountered in implementing the strategies
1. Based on your initial report, it can be noted that having communication gap is
the major problem with regards to the application of your strategies. Why so?
Because there is:
____ Unwillingness of the people to participate
____ Lack of transportation
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
47
____ Lack of skills necessary to do a job
____ Lack of time/interest on the participants
____ Others (pls. specify)__________________________
Implementer/s Name/ Agency: ____________________________
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
CALISAAN, MARICHU D. APRIL 2008. Communication Strategies Applied by
DA-CAR in the Promotion of GMA Rice Program in Sablan, Benguet. Benguet State
University, La Trinidad, Benguet.
Adviser: Filmore Y. Awas, BSc
ABSTRACT
The study focused on the communication strategies applied by the DA-CAR in
the promotion of GMA Rice Program in Sablan, Benguet. It involved the problems
encountered by both the respondents and the implementers during implementation of the
program. It also aimed to determine the socio-demographic profile of the respondents;
the awareness on the GMA Rice Program and their source of information; the language
preference of the beneficiaries with regards to the strategies applied in informing the
beneficiaries; and to determine the effects of the communication strategies applied by the
program as perceived by the beneficiaries.
An interview schedule was used in gathering the needed information from 45
respondents. The study was conducted from October 2007- February 2008; data gathered
were analyzed using frequency and percentage.
There were more farmer respondents represented in the 20-37 age groups; were
married; and had formal education. All of the beneficiaries were aware of the GMA Rice
Program implemented by the DA-CAR and other agencies.
The implementing strategies applied by the implementers were extension work;
seminars, trainings and workshop; used of radio for local broadcasting; and through
IEC printed materials. Beneficiaries and implementers preferred Ilokano language in
implementing the program for interpersonal communication. Farm-to-farm cross visit and
other extension services including distribution of IEC printed materials improved their
farming and it also imparted knowledge. Seminars, trainings, and workshop, and listening
to radio, helped them understand more about the program.
The problems encountered by the beneficiaries were inadequate materials in the
distribution of IEC materials; lack of monitoring team to supervised them in farm-to-farm
cross visit; lack of funds to attend seminars and trainings; and limited radio coverage.
For the implementers, lack of time or interest of the participants during trainings,
seminars, and workshop and lack of manpower in the implementation were the problems
often encountered.
ii
TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
iii
INTRODUCTION
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Scope and Limitation of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
REVIEW OF LITERATURE
GMA Rice Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
What is Communication Strategy? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7
Strategies Applied . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
Perception of the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Language Preference . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Effect of Communication Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Communication-related Problems by the Implementers . . . . . . . . . . . . . . .
11
Problems Encountered by the Beneficiaries . . . . . . . . . . . . . . . . . . . . . . . . 11
METHODOLOGY
Locale and Time of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Data Gathered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
16
RESULTS AND DISCUSSION
Beneficiaries of the GMA Rice
Program in Sablan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
Awareness on the Existence of
the GMA Rice Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
Sources of Information on GMA Rice
Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
19
Program Components being Implemented
and the Strategy Applied . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
20
Communication Strategies Used in the
Implementation of the Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
Communication Strategies Used in the
Implementation of the Program as
Perceived by the Beneficiaries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
Frequency of Application of the Strategies
Used in Implementing GMA Rice Program . . . . . . . . . . . . . . . . . . . . .
28
Language Preference of the Respondents . . . . . . . . . . . . . . . . . . . . . . .
30
Effects of the Strategies Applied in Implementing
the Program as Perceived by the Respondents . . . . . . . . . . . . . . . . . . . .
30
Problems Encountered by the Beneficiaries with
regards to the Strategies Used in the Program . . . . . . . . . . . . . . . . . . . . . . . . 33
Communication Problems Encountered by
the Program Implementers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
APPENDICES
Appendix A. Communication Letter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Appendix B. Interview Schedule
for Beneficiaries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Appendix C. Questionnaire for Implementers . . . . . . . . . . . . . . . . . . . . . . . 46
INTRODUCTION
Rationale
Farming is one of the vital professions in Asian countries where farmers could
gain profit and produce high quality of yield. As modernization comes, farmers are
searching for technologies, farm implements and methods to be used to have good quality
of rice especially in the Philippines.
In the Philippines alone, rice is the major crop that farmers plant since it is the
staple food of the people here.
Rice is related to the national poverty issue. The 2000 family income and
expenditure survey (FIES) reported that 39% of Filipinos are living below the poverty
rim. It also constitutes as much as 30% of a family’s food expenditure and doubles that in
low income brackets. In effect, an increase in price of rice decreases the household’s
disposable income and could intensify poverty (ATI, 2005).
These and other factors moved the government to find ways to alleviate the
problem. The Department of Agriculture (DA) for one is designed in helping the farmers
to have good quality of crops and high yield productions. Different programs are being
conducted by the agency to promote higher quality of crops in the country; one of these is
the Ginintuang Masaganang Ani (GMA)- Rice Program.
In promoting GMA Rice Program, the DA, together with its partner agencies, is
conducting campaigns to different places specifically in the Cordillera for their clienteles
to properly absorb and understand the program.
2
Since agricultural programs are meant to reach the farmers to increase their farm
production, different communication strategies are being used to disseminate the
information for the beneficiaries to be well informed.
The study aims then to assess the communication strategies applied by the DA to
promote GMA Rice Program in Benguet specifically in Sablan since these have the
highest GMA rice production entire the province as compared to other municipalities.
Statement of the Problem
Information has a vital role in the community. It creates change in perception and
makes right decisions to achieve its goal. Therefore, the study aims to assess the
strategies applied by the DA-CAR to disseminate information regarding GMA Rice
Program for the beneficiaries. Thus, there is a need to answer the following questions:
1. What is the socio-demographic profile of the respondents?
2. What is the level of awareness of the beneficiaries in the program? What is
their source of information?
3. What strategies are being used by the implementers in implementing GMA
Rice Program?
4. What language do the beneficiaries prefer in implementing the GMA Rice
Program?
5. What are the effects of the communication strategies applied by the program
as perceived by the beneficiaries?
6. What are the problems encountered by the implementers and beneficiaries?
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
3
Objectives of the Study
The study was able to:
1. determine the socio-demographic profile of the respondents;
2. determine the respondents’ awareness on the GMA Rice Program and their
source of information;
3. determine the strategies used in implementing the GMA Rice Program;
4. determine the language preference of the beneficiaries with regards to the
communication-related strategies applied in disseminating GMA Rice
Program;
5. determine the effects of the communication strategies applied by the program
as perceived by the beneficiaries; and
6. determine problems encountered by the implementers and beneficiaries in the
implementation of the GMA Rice program.
Importance of the Study
Ginintuang Masaganang Ani (GMA) Rice Program is one of the programs of the
Arroyo’s administration to promote new rice varieties. This program gears towards
attainment of rice self-sufficiency and in improving rice productivity and income of
farmers and other stakeholders.
The Department of Agriculture (DA) is the main agency tasked to promote
agricultural development.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
4
Since the program is still on-going, the result of the study could be used as a
reference for the implementers in evaluating and improving the communication strategies
being applied in the program.
The result could also be of use by other students as a reference in conducting the
same scope of study.
Scope and Limitation of the Study
The study focused on the communication strategies applied by the DA-CAR in
the promotion of GMA Rice Program from 2005 to 2006. It also involves the problems
encountered by both the respondents and the implementers during implementation of the
program.
The study limited its scope in determining the methods used in implementing the
GMA Rice Program, language preference of the respondents and the effects of the
strategies applied in the program.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
5
METHODOLOGY
Locale and Time of the Study
The study was conducted at the Department of Agriculture Cordillera
Administrative Region (DA-CAR), at ATI-CAR, OPAG, and at Sablan, Benguet from
October 2007 to January 2008.
The DA-CAR was located at Guisad Road, Baguio City, ATI-CAR was located at
the BSU compound, Km. 5, La Trinindad, Benguet and OPAG was located at Km. 6 La
Trinidad, Benguet.
In addition, Sablan (Figure 1) is a 5th class municipality in the province of
Benguet. According to the 2000 census, it has a population of 9,652 people in 1,873
households. It is politically subdivided into 8 barangays: Bagong, Balluay, Banangan,
Banengbeng, Bayabas, Kamog, Pappa, and Poblacion.
Respondents of the Study
Respondents were the program coordinators of the DA-RFU-CAR, OPAG, ATI-
CAR, technicians, and the farmers in Sablan, Benguet who were directly involved in the
program.
Forty-five farmers, two assigned technicians in Sablan, Benguet, and selected
agencies involved in the program (ATI-CAR, OPAG, DA-CAR, and Sablan-MAO) were
the respondents of the study.
The researcher used purposive-quota sampling in this study.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
6
Figure 1. Map of Sablan, Benguet
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
7
Figure2. Map of Sablan, Benguet showing the location of the study
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
8
Data Collection
The data collected through personal interviews with the respondents. For the
respondent’s language preferences and socio-demographic profile, data was gathered
through the questionnaire prepared. Some data were collected from the initial report of
the DA-CAR under the said program specifically on their major problem, which is
communication gap. From this data, the researcher was able to draw questions on
problems associated with communication gap.
The Department of Agriculture –Cordillera Administrative Region (DA-CAR),
Agricultural Training Institute-Cordillera Administrative Region (ATI-CAR), Office of
the Provincial Agriculturist (OPAG), and the Municipal Agriculturist Office-Sablan were
personally interviewed.
Data Gathered
Using an interview schedule, the data gathered the beneficiaries, technicians,
implementing agencies involved in the program; identify the beneficiaries and the
implementers of the program; to determine the strategies used by the implementers;
determine the language used by the implementers in implementing communication
strategies; and the problems encountered by both implementers and the beneficiaries
during the implementation of the program.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
9
Data Analysis
The data gathered from the respondents were consolidated and tabulated. The
socio-demographic profile of the respondents and the communication strategies applied
by the DA-CAR were interpreted using percentages and frequencies.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
10
REVIEW OF LITERATURE
GMA Rice Program
Ginintuang Masaganang Ani (GMA) (Makapagpabagong Programa Tungo sa
Masagana at Maunlad na Agrikultura at Pangisdaan) will be the banner program for
agricultural development, a transitional blueprint for putting AFMA to work. As such, it
will focus on achieving food security and poverty alleviation, with the LGUs (local
government units) and other stakeholders developing their own plans and programs
suitable to their respective localities. Such plans and programs should be able to ensure
food security by increasing productivity in irrigated areas, while addressing poverty
alleviation by providing support to marginal areas to empower those who have the least
(DA-CAR,1999).
The GMA Rice Program shall take its own shape with the full implementation of
the Agriculture and Fisheries Act (AFMA) by mid-1999 (ATI-CAR,2005).
REPUBLIC Act 8435, otherwise known as the Agriculture and Fisheries
Modernization Act (AFMA), aims to strengthen the agriculture and fishery sectors
through modernization, greater participation of small-holders (or small stakeholders),
food security and food self-sufficiency, private sector participation and people
empowerment. Sec. Leonardo Q. Montemayor, appointed on February 12, 2001 during
the PGMA Administration, led the DA in the implementation of AFMA. The Ginintuang
Masaganang Ani Countrywide Assistance for Rural Employment and Services (GMA-
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
11
CARES) was implemented. This is the precursor of the present day Ginintuang
Masaganang Ani Rice and Corn Program (ATI-CAR, 2005).
The Department of Agriculture (DA) is the main agency tasked to promote
agricultural development. Reorganized under Executive Order 116 dated January 30,
1987, the DA is mandated to provide the policy framework and help direct public
investments in agriculture and fishery. In partnership with local government units
(LGUs), it provides the support services necessary to make agriculture and agri-based
enterprises profitable, and helps spread the benefits of development to the poor,
particularly those in the rural areas (ATI-CAR, 2005).
Ginintuang Masaganang Ani (GMA) Rice Program is one of the programs of the
Arroyo’s administration to promote new rice varieties (ATI-CAR, 2005).
This program gears towards attainment of rice self-sufficiency and in improving
rice productivity and income of farmers and other stakeholders (ATI-CAR, 2005).
This program also aims to increase rice production from 14.49 million tons in
2004; 15.88 million tons in 2006; 16.67 million tons in 2007; and to increase rice farming
income through reduction of production cost by 10 percent and increase in yield of 20
percent from 2004-2007. However, the expected output of the program is to have
incremental palay production of 2.4 to 3.4 million metric tons or around 1.47 to 1.96
million tons of rice from 2006 to 2007; savings of around 459 to 616 million dollars from
rice importation; efficient institutional approach of delivering services to farmers;
revitalized extension system; and more dynamic rural economy (ATI-CAR, 2005).
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
12
Specifically, the program also aims to improve profitability as reflected by
increase net farm income; provide adequate food supply that is accessible and affordable
to everyone at all time; increase productivity through: promotion of cost-effective
technologies and conservation and management of natural resources; and provide a
favorable policy conducive to increase agricultural investments and global
competitiveness (ATI-CAR,2005).
Agricultural growth stimulates economic growth in nonagricultural sectors, which
results in increased employment and reduced poverty. This further stimulates demand for
agricultural goods, acting as a growth multiplier in the agricultural sector. The limited
availability of new land, however, means that agricultural intensification--increasing the
productivity of land already under cultivation--is the key to alleviating poverty through
an agricultural growth strategy (Brown and Haddad, 1994).
Communication Strategy
Communication strategy takes the audience from where they are now, to where
they want to be. It is important to define how the implementers are trying to communicate
with the beneficiaries and to provide hard evidence of what they think (IDEA, 2007).
When developing communications strategy, thinking about the goals that needs to
be achieved are important. In addition to any specific objectives related to a certain
project, important communication goals include announcing, motivating, educating,
informing, and supporting decision-making (CAHPS, 2007) .
Studies have established that communication is more effective when more than
one sense at a time is engaged. This means that the more media are employed, the greater
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
13
is the possibility of message to reach audience and influence them thus combination of
interpersonal communication and mass communication strategies is used (IRRI 1991 as
cited by Tucdaan, 2005).
Cadiz (1991) stated that a communicator must know the effective use of media in
communicating to enhance or induce learning. To be a communicator, he/she must be
familiar with the media equipment so that he/she can handle them properly.
Strategies Applied
In reaching the target audience in a good and easiest manner, implementers must
have different strategies to be applied.
Radio for one, will be powerful tool in disseminating technologies through radio
plugs aired during primetime (ATI-CAR, 2005). Abag (2005) also stated that audience
preferred listening to radio program and barrowing of information sources like radio and
newspaper.
Awas (2005) also recommends the use of fact sheets in disseminating
information. It is recommended that in any printed materials, messages should be
presented objectively even in doing information campaigns. This treatment is proven to
affect the intended readers more because it gives them option to decide.
Also, the Department of Agriculture conducts trainings and produced IEC
materials in disseminating information to the target audience. Technology poster will be
posted in farmer frequented areas such as sari-sari store, cockpit arenas, agricultural
supply stores, and municipal agriculture offices (ATI-CAR, 2005).
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
14
In addition, Tucdaang (2005) affirmed that hand-outs are usually used by trainers.
Also, using media are very effective because it creates interests among listeners.
Face-to-face communication is also preferred (Sigundo, 2006).
Perceptions of the Beneficiaries
Dictionary defines perception as the process of acquiring, interpreting, selecting,
and organizing information. Perception is the process of becoming aware of objects,
qualities, relation or problems, which is closely related to action.
Tigo (2004) as cited by Paredes (2007), that one perception of a certain thing
determine the overt behavior exhibited under a given condition.
Moreover, perception involves all then ways of becoming aware of things, people,
happenings or ideas (Myer, 2005).
Language Preference
Languages are not just sets of symbols. They also contain a grammar, or system
of rules, used to manipulate the symbols. While a set of symbols may be used for
expression or communication, it is primitive and relatively inexpressive, because there
are no clear or regular relationships between the symbols. Because a language also has a
grammar, it can manipulate its symbols to express clear and regular relationships between
them (IDEA, 2007) .
In communication strategies, implementers must use the language understood by
their target audience so that communication gap may not interfere (IDEA, 2007).
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
15
According to Sigundo (2006), Filipino language is preferred by the respondents in
disseminating information in both radio and in printed materials.
Specifically in Benguet, it was found out that Montañosa Ilocano can raise the
awareness of the less-educated and old respondents. The respondents’ place of origin,
language spoken at home and at work also affected the language preference, their
awareness level and the readability of Montañosa Ilocano (Sabado, 2006).
Effect of Communication Strategy
Communication strategies can affect how their audience think and behave in a
certain topic. It helps the audience have sound decision and create change in adopting the
new technology being applied.
The introduction of new technologies that alter these communication activities has
the potential to influence key aspects of organizational structure and process (Hamel,
2005).
Speakers use communication strategies to resolve difficulties they encounter in
expressing an intended meaning (Tarone, 2005).
According to Carlson and Zmud (1998), the increased ability people develop to
communicate effectively in different situational contexts correlates with their perceptions
that the medium becomes increasingly rich. The mastery of a particular communication
channel includes knowledge of appropriate uses of that channel and may bolster media
user’s confidence in educating others about the proper uses of the media.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
16
Communication-related Problems by the Implementers
Chulacupata (1976) as cited by Ramos, 2007, that the main problems in the
implementation of the agricultural program are the inactive participation among farmers
due to the widespread ignorance and social isolation. They are socio-politically under-
developed. This happen when the programs do not determine the interests, needs the
situations of the people who never participated in choosing the best method to reach
them. Thus, introducing such program is a difficult task to become adaptable of a given
idea is totally different just for saying it.
Implementers encountered the following problems which affects information
dissemination such as environmental factors, lack of proper information, customs and
traditions of the target audience, ignorance of the beneficiaries, and cultural practices and
society (Bolinto,1987).
Also, according to Licudan (2003), the staff indicated lack of trainings and
insufficient financial capital to generate trainings.
Problems Encountered by the Beneficiaries
Buasen (1984) affirmed that target audience identify communication gap, lack of
cooperation among farmers themselves, irregularity of field workers, poor attendance
during meetings, discontinuance dissemination activities, poor relationship field workers,
implementers and officials with the community were the problems perceived to have
affected the information dissemination activities.
The Filipino farmers have reportedly had a hard time adapting the precision
technology required for cultivating the hybrids. But that has not stopped agriculture
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
17
officials from continuing to promote hybrid rice because it will soon become clear. There
has been a recent rash of news of farmers worrying about the way the DA has been
implementing the hybrid rice program, dubbed Ginintuang Masaganang Ani (GMA)
(ATI-CAR, 2005).
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
18
RESULTS AND DISCUSSION
Profile of the Respondents Involved in the Program
Table 1 presents the distribution of respondents according to their age, sex, civil
status, and educational attainment. According to age, majority of the respondents were
young-adult (55.56%) ranging from 20-37. Fewer are those who range from 57-65 of age.
This result means that there were significantly more farmer respondents represented in
the 20-37 age groups. This finding would further imply that more young-adult people still
go on farming as their occupation in the area.
According to sex, majority was male (62.22%). Also, great majority (84.44%) of
the respondents were married.
As to their educational status, 46.57% of them finished college degree and only
eight (17.78%) farmers finished elementary. It can be observed here that most of the
respondents had formal education.
This finding opposed the finding of Kalang-ad (2005) that most farmers in
Benguet have minimal or no formal education at all.
Awareness on the GMA Rice Program
As to the awareness of the farmers regarding the GMA rice program, all of them
said that they were aware of it.
Being a member of the farmers association, they were able to know the program
directly from the DA-CAR.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
19
Table1. Profile of respondents under GMA rice program
CHARACTERISTICS NUMBER
PERCENTAGE
(n)
(%)
Age
Young Adulthood(20-37)
25
55.56
Middle Adulthood (38-56)
15
33.33
Adult (57-65)
5
11.11
Total
45
100
Sex
Male
28
62.22
Female
17
37.77
Total
45
100
Civil Status
Married
38
84.44
Single
7
15.55
Total
45
100
Educational Attainment
College
21
46.67
High School
16
35.36
Elementary
8
17.78
Total
45
100
Sources of Information on GMA Rice Program
Table 2 shows the information sources of the farmers on the program. With
multiple responses, majority (62.26%) of the beneficiaries were able to know the program
through the DA-CAR itself through their trainings and seminars. This result would imply
that the DA-CAR itself, through their extension workers and by other means, did the
information dissemination of the program in the area.
This finding supports the analysis of Molar (1990), as cited by Ramos (2007), that
government agencies are the ones campaigning for their own programs. Molar added that
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
20
government is now concern in the implementation of the programs in remote areas to
stem the tide rapid population growth, intensity and increase of food production and
improve the quality of life of rural people.
Meanwhile, 22.64% said that they were able to know more about the program
through their co-farmers and 15.09% from radio programs. Based on interview, “Boses ti
Farmers,” for one, was the radio program they had heard about the GMA Rice program.
Table 2. Sources of information on the program by the beneficiaries
SOURCES NUMBER
PERCENTAGE
(n=45)
(%)
Direct information
33 62.26
from DA-CAR through their
trainings and techno-demo
Co-farmers
12
22.64
Radio
8
15.09
*Multiple responses
Program Components being Implemented
and the Strategies Applied for Each Component
According to Municipal Agriculture Office of Sablan, they conducted different
intervention components of the GMA Rice Program, these include seed distribution,
input assistance, training/techno-demo, irrigation assistance, market assistance, credit
assistance, and incentive system. These components were mostly implemented through
farm-to-farm cross visit, distribution of IEC materials, trainings and seminars when
farmers needed.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
21
Seed distribution. Standard seed distribution was shown in Figure 2. However,
distribution of seeds can be done directly through farm-to farm cross visit. Other farmers
also visited the MAO office to inquire for the seeds. For the manner of distribution, for
every bag of seed (hybrid seeds/F1 and inbred/Certified seeds) given to the farmers, 50%
of the total price subsidized by the government. The LGU-ATs identified the farmers
preferred varieties and place the order to seed suppliers through DA-RFUs in advance to
ensure seed availability and avoid delays in seed distribution. Only certified and hybrid
seeds planted in the area.
Seed company
DA-CAR
Agricultural
/growers
Extension
Workers
(AEW)Province
Agricultural
Farmers
President of
Technician/Munici
Farmers
pal Agriculturists
Association
Figure 3. Flow of seed distribution
Input assistance. This component was designed to help the farmers reduced the
cost of production and increase efficiency of input used. The GMA Rice program adopted
the Tipid Abono Fertilization program for this component. Fertilizers available were the
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
22
following: 2 bags organic fertilizer for every purchase of 20 kgs. of F1 seed and 40 kgs of
certified seeds palay; 6 kg/ha of muriate potash; and 10 bags (20kgs/bag) of zinc sulfate.
Discount on some fertilizers particularly those with micronutrients was also
offered by the program to the beneficiaries. Each beneficiary was entitled to have three
discounted bags of urea. On the other hand, they also used organic fertilizers. The
combined organic and chemical fertilizers were recommended by the Agriculture
Extension Workers (AEW) as a more practical approach towards higher productivity.
Training/techno-demo. The training they were conducted here was the technical
briefing. These were being funded by DA-CAR through ATI-CAR. They tackled the
difference between the hybrid and inbred (Certified) seeds, how to grow hybrid seeds;
and the scheme on how to avail the palay seeds. Different presentation media like slides,
posters (those coming from the main office), manuals, and IEC materials were being
distributed during these trainings.
Meanwhile, Techno-Demos were conducted every wet and dry cropping season.
The first techno-demo was conducted on 2006 July-November (wet cropping season).
The AEW conducted the Techno-Demo at the farm of Narciso Dimas with 0.5 hectare in
Poblacion, Sablan, Benguet. This component was conducted in different farm areas of
selected beneficiaries. During the techno-demonstration, they applied Mestizo 3(M3) and
SL8-H seed varieties. They also tackled the comparison between the M3 and SL8-H
treated with and without Bio-N. They also gave fertilizer and pesticide and distributed
hybrid seeds.
In 2007, they conducted it from February-May (Dry Cropping), the AEWs went
to Sabdang, Poblacion, Benguet to the Alfonso Abenoja Farm with 0.5 ha. field. They
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
23
also demonstrated Mestizo 1 treated with certain fertilizers. The fertilizers were provided
by the OPAg and the seeds were also provided by the DA-CAR.
Through this, technological transfer was hastened and the extension workers
received feedback from the farmers. They were also closely monitored by the AEWs
though farm visits and farmer group discussion.
Irrigation assistance. In Bayabas, Sablan, the NIA, OPAg, and the OMAg
conducted a social mobilization seminar to strengthen the association of the Calamay
Irrigators Association and Bulala Irrigators Association funded by the DA-CAR. Its aim
was to avoid drought in targeted areas with water difficulties. They get their water supply
in creek to have sufficient supply of water on their farm.
Credit facilitation. The “Plant Now Pay Later” scheme was being done in the
municipality to implement this component. This scheme was formulated for barangay
level implementation. The OMAG-LGU Sablan was the funding source of the
beneficiaries. The farmers could pay after harvest with 10% interest.
Incentive system. This component encouraged the farmers to adopt the program
by applying this system. As an incentive during the promotional stage of the program, the
government subsidized half the cost so farmers could get the seeds for half amount of the
price of the bag. This was implemented by the seed company or the seed growers’
cooperative. Agricultural Extension Workers (AEW) were the ones implemented this
component. The AEWs incentive was based on the accomplishment of the beneficiaries.
Market
assistance.
The harvested palay was sold at Sablan, Benguet by the
farmers themselves to the community. Since they were located in nearby areas, and were
expected to practice synchronous planting, it would be easier to haul and transport their
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
24
harvest to the nearest NFA warehouses, specifically in Sablan through the help of the
MAO and farmers themselves.
Communication Strategies Used in the
Implementation of the Program
Farmer-Leader-Extension (FLE). It was an approach or strategy that developed
the farmers to become a farmer extensionist or technician. It provided information about
the necessary social and cultural practices of farmers in the target place to guide the
agriculture technician in developing their social preparation activities.
The farmers must establish a techno- demonstration showcasing the used of Bio-
N fertilizer, Bio-Con, leaf color chart, minus one element technique, used of muriate
potash, and others.
Home/farm
visit. It was a one way approach wherein the AEWs visited the farmer
on his/her own farm or in his/her house.
Inter-farm visit/farm-to-farm cross visit. Farmers visited their co-farmers farm to
see the difference of their farm and practice the technologies applied by their co-farmer to
enhance their knowledge on farming (Figure 4).
Farmer classes. This was done only once or two meetings of the farmers and the
AEWs/technician anytime within cropping cycle e.g. during seedling or in panicle stage
of the rice.
Farmers field school. It was a long activity conducted by the agriculture
technicians. The farmers learned the technologies and practices conducted in one
cropping cycle. It discussed the cropping stages of the rice; sewing to harvesting the
palay and others (Figure 5).
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
25
Techno-demonstration. This was done when the technologies were tested in the
community. Technology presented was popularized first by the implementers before
presenting it to the farmers.
Seminar, trainings, workshop. This was conducted to train and inform the farm
technicians and inform the farmers about the program.
Radio. It was used for disseminating information regarding the program and other
program advertisements.
Communication Strategies Used in the Implementation
of the Program as Perceived by the Beneficiaries
Table 3 shows the strategies used by the implementers in implementing the GMA
Rice Program in Sablan, Benguet as perceived by the beneficiaries.
With multiple responses, 44.44% said that extension work was the main strategy
used by the implementers in implementing the program in the area. Extension work
includes technical briefing, home/farm visit, farmer classes, farmer field school, techno-
demo, inter-farm visit, and FLE (Farmer-leader-extensions) approach, all with the
application of interpersonal communication.
Implementers conducted consultation and shared experimental insights to on-farm
visitors. They also influenced the farmers in adopting good farm practices by sharing
information, experiences, resources and ideas. They assisted the beneficiaries in
explaining technological information being discussed in seminars and trainings and by
program briefing.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
26
In an interview, Dicksen, an ATI technician, stated that extension work, indeed, is
effective in implementing the programs because this strategy reaches the farmers
successfully. The beneficiaries understand the program and it improves their farming
skills. This also supports the study of Cuyno (1978) as cited by Amadeo (2004) that
extension work maximizes the transfer of information and skills to the beneficiaries.
ATI-CAR extension agriculturists also said that different aspects of interpersonal
communications (face-to face communication, personal interview, meeting and having
small gathering with the beneficiaries) are being applied that help them determine the
needs and problems of their beneficiaries, the sole reason why they often use the said
strategy.
Meanwhile, 27.78 % said that implementers would conduct farm-to-farm cross
visit to the beneficiaries. Farm-to-farm cross visit is the visiting of other farmers to their
co-farmers farm. Through this strategy, farmers would see the difference between the
hybrid rice and the certified seeds.
Furthermore, 16.67% said that implementers also conduct seminars and trainings
with the aid of presentation media depending on the location. This was further
strengthened by the implementers. Implementers also acted as resource person during the
holding of consortium, initiated trainings, seminars, and field days with the aid of
presentation media.
According to MAO, if the location is near and with power supply, their
extension workers would consider using slides and other related means. Moreover, the
infrequent use of presentation media in disseminating a certain program could be
attributed to the problems associated with its use like problems on language preference,
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
27
time to prepare materials on the side of the implementers, availability of power supply,
distance, among others.
Six of the beneficiaries also said that the program promoted and updated the
beneficiaries regarding the program using radio. According to the implementers, radio
promotions are usually done when special updates or reports regarding the program needs
to be aired via radio. Also, when there are special invitations from different radio
programs both in Baguio and La Union.
Figure 4. Inter-farm visit of the farmers
Figure 5. Agricultural technician discussing the cropping
stages of the rice through farmer field school
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
28
Figure 6. Techno-demonstration of the implementers showing
the Minus-One Element technique to the farmers
Table 3. Communication strategies used in implementing the program
STRATEGIES USED
NUMBERS
PERCENTAGE
(n=45)
(%)
Extension work
24
44.44
Farm-to-farm cross visit
15
27.78
Seminars, trainings, workshop
9
16.67
Radio
6
11.11
*Multiple responses
Frequency of Application of the Strategies Used
in Implementing GMA Rice Program
As shown in Table 4, with multiple responses, the distribution of IEC materials is
being done every cropping season as agreed by all the respondents. It could also be
noticed in the table that the use of farm-to-farm cross visit is being done weekly (25%),
monthly (35%), and yearly (25%), except during cropping season. This could be due to
the fact that implementers usually conduct techno-demo and trainings during these dry
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
29
and wet cropping seasons. Almost twenty-three percent also said that seminars, trainings,
and workshops are being done yearly (22.22%) and every cropping season (22.22%).
This supports the statements of the implementers as to when they usually conduct their
training.
The result was further explained by Ronie Carlos, municipal technician, wherein
they usually apply different strategies alternately, depending on the need of the
beneficiaries but usually do most of these strategies every cropping season.
This finding adheres to the suggestions of Adhikarya (1994) that proper strategy
should efficiently be utilized in proper time to reduce extension cost and efforts, and to
increase the effectiveness in dealing with a large number of target audience more rapidly.
Table 4. Frequency of application of the communication strategies as perceived by the
Beneficiaries
STRATEGIES FREQUENCY
OF
APPLICATION
WEEKLY MONTHLY YEARLY
TWICE
A
YEAR
NO.
PERCENTAGE
NO.
PERCENTAGE
NO.
PERCENTAGE
NO.
PERCENTAGE
(n=45)
(%)
(n=45)
(%)
(n=45)
(%)
(n=45)
(%)
Distribution
- - - - 18
40.00
27
60.00
of IEC
materials
Farm-to-
15 37.50 13 32.50 12 30 - -
farm cross
visit
Seminar,
- - - - 10
22.22
10
22.22
training,
workshop
Radio - - - - 6
13.33
-
-
*Multiple responses
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
30
Language Preference of the Respondents
on the Strategies Applied in GMA Rice Program
Table 5 shows the preferred language of the beneficiaries to be used in applying
the communication strategies in GMA Rice program specifically in the interpersonal
communication aspect. With multiple responses, 37.50% of the beneficiaries prefer
Ilokano language, 29.17% or 14 farmers prefer Ibaloi, while eight (16.67%) farmers
prefer Kankana-ey. Only five (10.42%) farmer opted English and Ilokano-English
language in the implementation of the GMA Rice Program in Sablan, Benguet. These
exclude the use of the said language in IEC materials.
Their preference could be attributed to the fact that most of the beneficiaries were
Ilocano and Ibaloi people. This finding supports the practice of ATI-CAR extension
workers in using the dialect of their clients in implementing their projects. It can be noted
here that although most6 of them had formal education, still, many of them preferred
Ilokano in this implementation of this strategies.
This observation disclose that education attainment is not a factor of choosing
appropriate language for creating communication materials or in disseminating certain
program/project because in some cases, educated farmers still prefer the use of their local
dialect in understanding things being introduced to them.
Effects of the Strategies Applied in Implementing
the Program as Perceived by the Respondents
Table 6 shows the effects of the strategies applied by the implementers in
implementing the GMA Rice Program as perceived by the beneficiaries. With multiple
responses, 51.85% of the respondents said that through the use of IEC materials being
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
31
distributed by the implementers, their farming practices were able to improve as these
imparts knowledge on them. The same reason was given for the application of farm-to-
farm cross visit with 47.83% who affirmed to it.
The previous finding on the use of IEC materials supports the observation of
Enkiwe (2007) that IEC materials helped in addressing the real needs and problems
facing certain target audience.
For the use of seminars, trainings, and workshop, 46.15% said that it helped them
understand more about the program; 34.62% farmers said it has promoted good attitude
as farmer and it establish good relationship with the program implementers; and 19.23%
said it changed their decision to apply hybrid or certified seeds.
As for the use of radio, only 26.67% farmers responded that it helps them
understand more the program. These respondents were listening to radio program titled
“Boses ti Farmer” and in a certain program in “Aksyon Radyo La Union” in DZNL La
Union.
Table 5. Language preference of the respondents in the implementation of the
program
LANGUAGE NUMBER
PERCENTAGE
(n=45)
(%)
Ilokano
18
37.50
Ibaloi
14
29.17
Kankana-ey
8
16.67
English
5
10.42
Ilokano-English
3
6.25
*Multiple responses
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
32
Table 6. Effects of the strategies applied by the implementers as perceived by the
beneficiaries
EFFECTS NUMBER
PERCENTAGE
(n=45)
(%)
IEC Materials distribution
Improves my farming and imparts knowledge
28
51.85
It helps me understand
16 29.63
more about the GMA
Rice Program
It changed my decision to apply
10 18.52
hybrid/certified seeds
Farm-to-Farm cross visit
Improves my farming and imparts knowledge
22
47.83
Promoted good attitude and it establish good
16 34.78
relationship with the program implementers
Changed my decision to apply hybrid/certified
8 17.39
seeds
Seminars, trainings, workshop
Helps me understand more about
the GMA Rice Program
24
46.15
Promoted good attitude and it establish good
relationship with the program implementers
18
34.62
Changed my decision to apply hybrid/certified
seeds
10
19.23
Radio
Helps me understand more about the Program
12
26.67
Changed my decision to apply hybrid/certified
seeds
5
11.11
*Multiple responses
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
33
Problems Encountered by the Beneficiaries
with Regards to the Strategies Used in the Program
Table 7 shows the problems encountered by the beneficiaries in the application of
the communication strategies in GMA Rice program.
With multiple responses, majority (51.52%) said that inadequate materials to
disseminate and produce other IEC materials was the major problem of the beneficiaries
in terms of the use of IEC materials; ten (30.30%) farmers said that the materials are
poorly prepared; and 18.18% among the beneficiaries said that it lacks coordinators to
distribute the produced materials.
On the other hand, for farm-to-farm cross visit strategy, 45.71% of the
beneficiaries said that it lacks monitoring team.
In seminar, training, and workshop, twenty-four (52.94%) farmers said that lack
of funds was the main problem of the beneficiaries.
This result was further emphasized by one of the beneficiaries, saying that lack of
funds is really a factor because money is the most important in the implementation of a
certain program.
It could be noted that of the different strategies being applied by the
implementers, lack of funds is the leading problem followed by lack of materials and
coordinators.
These findings agree with the observation of Laguitnay (2002) that in extension
services, the primary problem being encountered by beneficiaries is the lack of budget or
capital to apply knowledge gained.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
34
Communication Problems Encountered by Program Implementers
Table 8 shows the communication problems by the implementers.
As to the major problem of the implementers, they often encounter problems due
to lack of time or interest of the participants which ranks high (34.92%). Four
implementers (22.22%) also include the unwillingness of the people to participate, lack of
transportation, and lack of skills or manpower to implement the program as their
problem. All these, according to them, contributed to having communication gap between
the implementers and the beneficiaries.
This finding supports the observation of Buasen (1984) as he identified the reason
for having communication gap in extension work. According to him, communication gap
happens when there is lack of cooperation among farmers themselves, irregularity of field
workers, poor attendance during meetings, discontinuance dissemination activities, poor
relationship of field workers, implementers and officials with the community. These,
according to him, were the problems perceived to have affected information
dissemination activities of most program implementers.
As to the related problems, with multiple responses, five (29.41%) implementers
said that lack of manpower was the first problem in the implementation of the GMA Rice
Program. Four (23.53%) implementers also said that it is the environmental factors like
having bad weather is causing some delays in implementing the program; while 17.65%
said there is lack of materials in the implementation and limited area coverage. Two of
the implementers also said that the delay of their funds sometimes creates problem to the
program.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
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Table 7. Problems encountered by the beneficiaries
PROBLEMS ENCOUNTERED
NUMBER
PERCENTAGE
(n=45)
(%)
IEC Material Distribution
Inadequate materials
17
51.52
IEC Materials are poorly prepared
10
30.30
Lack of coordinators to
6 18.18
disseminate the materials
Farm-to-farm cross visit
Lack of funds for transportation
19
54.29
Lack of monitoring team
16
45.71
Seminar, training, workshop
Lack of funds to attend extensive trainings
24
52.94
Place is farm from our home
15
31.91
Lack of materials
8 17.02
Radio
Limited area coverage
4
8.89
*Multiple responses
Table 8. Communication problems encountered by the program implementers
IMPLEMENTERS’ PROBLEM
NUMBER
PERCENTAGE
(n=8)
(%)
Communication gap problem due to
Lack of time/interest of the participants
6 34.92
during trainings, seminars, and workshop
Unwillingness of the people to participate
4
22.22
Lack of transportation
4
22.22
Lack of skills/manpower
4
22.22
Related problems in the program
Lack of manpower in the implementation
5
29.41
Environmental factors
4
23.53
Lack of materials to be distributed
3
17.65
Limited coverage of the program
3
17.65
Funds delayed
2
11.76
*Multiple responses
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
36
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
Communication Strategies Applied by the DA-CAR in the promotion of GMA
Rice Program in Sablan, Benguet was conducted at Sablan, Benguet having the following
objectives: to determine the socio-demographic profile of the respondents; determine the
level of awareness of the beneficiaries on the GMA Rice Program; determine the
communication strategies used in implementing the GMA Rice Program; determine the
language preference of the implementers and beneficiaries in implementing the
communication strategies; determine the effects of the communication strategies applied
by the program as perceived by the beneficiaries; and determine the problems
encountered by the implementers and by beneficiaries.
The study was conducted on October 20007 to February 2008. An interview
schedule was used to gather data.
Finding shows that majority of the respondents was at their young adult stage;
mostly were males and most finished college degree. As to the perception of the
beneficiaries, all of the respondents were aware on the program through direct
information from DA-CAR by their trainings and techno-demo.
The GMA Rice program components include seed distribution, input assistance,
trainings/techno-demo, irrigation assistance, credit facilitation, incentive system, and
market assistance. These components are being applied and discussed by the Municipal
Agriculturists in Sablan, Benguet to further adopt the program.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
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In the implementation of the program, extension wok was the main strategy of
the implementers in conducting the program. It includes home/farm visit, FLE approach,
farmer field schools, farmer classes, inter-farm visit, techno-demo, and technical briefing.
According to the implementers, these strategies are effective because these are the
combination of different strategies like distribution of IEC materials, program briefing
and interpersonal communication to the beneficiaries.
Based on the results, with multiple responses, 28.57% of the respondents said that
implementers conducts consultation and shares experimental insights to on-farm visitors
as to the services being offered by the implementers.
As to the language preference of the beneficiaries and the implementers, 37.50 %
of the beneficiaries prefer Ilokano language. The Department of Agriculture-Cordillera
Administrative Region was the direct source of information of the beneficiaries in the
place.
With multiple responses, 51.85% of the beneficiaries said that through IEC
materials, it improves their farming and it imparts knowledge.
Inadequate material was the problem of the beneficiaries in the distribution of IEC
materials, lack of monitoring team to conduct farm-to-farm cross visit; and lack of funds
to conduct extensive training. While for the implementers, they often encounter
problems due to lack of time or interest of the participants which ranks high (34.92%).
These, according to them create communication gap between the implementers and the
beneficiaries.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
38
Conclusions
Based on the findings, the following conclusions were derived:
1. There were more farmer respondents represented in the 20-37 age groups;
were married; and had formal education.
2. All of the beneficiaries were aware of the GMA Rice Program implemented by
the DA-CAR and other agencies.
3. The implementing strategies being applied by the implementers were extension
work; seminars, trainings and workshop; use of radio for local broadcasting;
and through IEC printed materials.
4. Beneficiaries and implementers prefer Ilokano language in implementing the
program for interpersonal communication .
5. Farm-to-farm cross visit and other extension services including distribution of
IEC printed materials improved their farming and it also imparts knowledge.
Seminars, trainings, and workshop, and listening to radio, helped them
understand more about the program.
6. The problems encountered by the beneficiaries were inadequate materials in the
distribution of IEC material; lack of monitoring team to supervise them in
farm-to-farm cross visit; lack of funds to attend seminars and trainings; and
limited radio coverage. For the implementers, lack of time or interest of the
participants during trainings, seminars, and workshop and lack of manpower in
the implementation were the problems often encounter.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
39
Recommendations
Based on the conclusions, the following recommendations were formulated:
1. The program implementation should continue to monitor the program for a
better result. More monitoring team should assist the beneficiaries in the
implementation of the GMA Rice Program.
2. Beneficiaries should continue to extend their farming through farm-to-farm
cross visit, attending the seminars, trainings, and workshops, reading IEC
materials, and listening to radio programs related to the program since they are
found out to be beneficial on their part.
3. Since there is a problem in the way participants participate in the program, the
agency involved should strengthen their extension activities to solve or at least
to lessen the problem.
4. In considering language to be used in promoting certain program, agencies
should consider the preferred language of its clienteles for them to understand
the program well.
5. Further study on how different agencies establish their communication
strategies in implementing their program should also be conducted to determine
their approaches and best practices in disseminating information.
6. Research on farmers’ information needs should also be conducted by credible
researches relative to information gathering and dissemination which could a
basis when planning a similar program.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
40
LITERATURE CITED
ABAG, M. T. 2005. Information Needs and Information Sources of the Residents of
Barangay
Tawangan and Barangay Lusod in Kabayan, Benguet. March 2005.BS Thesis.
BSU, La
Trinidad, Benguet. Pp. 9-11.
AMADEO. A. 2004. Role Performance of Agricultural Technologies in the
Dissemination of
Farm Technology in Benguet. BS Thesis. BSU, La Trinidad, Benguet. P. 24
ATI-CAR, 2005. Rice Program Plan for 2007-2007: Converging for Higher Rice
Productivity.
Agricultural Training Institute.
BOLINTO. H.K. 1987. The Communication Channels as Perceived by the Agricultural
Technology Innovators and the Farmers of Buguias, Benguet. March 1987.MS
Thesis.
Benguet State University, La trinindad, Benguet. Pp. 7-15
BUASEN. C.T. 1984. Informatio Dissemination Problems of Samahang Nayon in Region
I.
Unpublished Dissertation. University of Baguio, Baguio City. P. 9
BROWN. L and HADDAD. L. 1994. Agricultural Growth as a Key to Poverty
Alleviation. 2020
Vision Brief 7. Retrieved on October 6, 2007.http://www.ifpri.org
CAHPS, 2007. Agency forHealth Care Research and Quality. Goals of a Communication
Strategy.Retrieved on October 6, 2007.https:www.cahps.ahrq.gov
HAMEL S. A. 2005. Receivers’ Reactions to Dissonant Use of Communication
Technology in
the Workplace: Effects on Communication Strategies and the Perceived
Usefulness of
Technology.http://www.lib.utexas.edu/etd/d/2005/hamels34171/hamels34171.pdf
IDEA.2007. Improvement and Development Agency for Local Government. August 10,
2007. as
retieve on October 6, 2007.http://www.idea.gov.uk
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Program in Sablan / MARICHU D. CALISAAN. 2008
41
KALANG-AD, C.C. 2006. Influence of Cordillera Highland Agricultural Resource
Management
Project Market Information Dissemination Services on Farm Management. MS
Thesis.
BSU, La Trinidad, Benguet. Pp10-11.
LICUDAN. R. M. 2003. An Assessment of Trainings and Seminars Attended by the
Officers and
Staff of Primary Cooperatives in Kapangan, Benguet. B.S. Thesis. BSU, La
Trinidad,
Benguet. P. 10.
MYER. I. 2004. Jung’s Theory of Psychological Types MBTI Instrument. http:
//www.org.the
MBTI/overview.cfm.
PAREDES. H.S. 2007. Consumers’ perception on meat and vegetable-based burger. BS
Thesis.
BSU, La Trinidad, Benguet. P.24
RAMOS. C. R. B. 2007. An Evaluation of the Farmer Scientist Bureau (FSB) as a
Communication Strategy for Agricultural Technology Dissemination. BS
Thesis.
BSU, La Trinidad, Benguet. Pp 6-9.
SABADO. J. 2006. Potentials of Montañosa Ilocano as a Language for Print News for the
Different Ethno-linguisitic Groups of La Trinidad, Benguet. BS Thesis. BSU,
La
Trinidad, Benguet. Pp. 6-11.
SIGUNDO. G. L. 2006. Baguio City Livestock Traders’ Level of Knowledge on FMD
Attitude
Toward and Perceptions on the FMD Information Campaign. BS Thesis. BSU,
La
Trinindad, Benguet. Pp. 9-10.
TARONE. E. 2005. Speaking in a Second Language. In E. Hinkel (Ed.) Handbook of
Research
in Second Language Teaching and Learning. Hillsdale, New Jersey: Lawrence
Erlbaum. Pp. 20-23.
TUCDAAN. C. H. 2005. Media Preference of Trainers in Conducting Seminars and
Trainings at
the ATI-CAR. BS Thesis. BSU, La Trinidad, Benguet. Pp. 12-16.
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
42
APPENDICES
Appendix A. Communication Letter
Benguet State University
College of Agriculture
DEPARTMENT OF EXTENSION EDUCATION
AND DEVELOPMENT COMMUNICATION
La Trinidad, Benguet
Mr. Ramon Anasioco
Municipal Agriculturist Office
Sablan, Benguet
Attention: Mr. Ronie Carlos
Agriculturist Technologist
Sir:
Greetings!
I am a fourth year student of Benguet State University, taking up Bachelor of Science in
Development Communication major in Development Journalism.
This semester, I am conducting my thesis titled: Communication Strategies Applied by
DA-CAR in the Promotion of GMA Rice Program in Sablan, Benguet. This is part of my
requirement in DevC 200: Undergraduate Thesis in Development Communication.
I chose your municipality because it is one of the areas in Benguet that is implementing
GMA Rice Program.
In this regard, may I request for assistance on the following:
1. Name of Barangays implementing GMA Rice
2. Name of farmers implementing or being assisted by the GMA Rice Program
(Hybrid and Inbred)
3. Map of Sablan
Thank you very much for your kind assistance and God Bless!
Respectfully Yours,
MARICHU D. CALISAAN Noted by:
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
43
Devjourn Student
FILMORE Y. AWAS
Thesis Adviser
Appendix B: Interview Schedule for the Beneficiaries
I.
Demographic Profile
Name :______________________________________( optional)
Age________ Civil Status: ______
Sex: () female () male
Educational Attainment ____ Elementary ____ Others
____ High school (pls. specify)___________________
____ College
II.
Awareness on GMA Rice Program
1. Are you aware of the existence of the GMA Rice Program?
() yes () no;
If yes where did you learn about it? ____through Radio
____ Newspaper/printed materials
____ DA-CAR
____ co-framers
2. How did they start the program?
_____ through coordinator with the DA/through local farmer leadership
_____ farmers association_____________________________________
_____ local officials leadership
_____ others (pls. specify)______________________
1. What are the communication strategies that was conducted in your place?
____ Extension Work _____ Radio
____ Farm-to-farm cross visit
____ Through seminars
2. What are the communication-related services being offered by the GMA Rice
Program in
your place?
____ there is an acting resource persons during the holding of consortium,
initiated trainings, seminars, field day, and lakbay-aral visits
____ provide technical and hands-on training
____ shares experimental insights to on-farm visitors(use face-to-face
communication)
____ devotes certain portion of his/her own-farm trials
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
44
____ applies technological information learned from seminars and cross-
visit in his/her own farm
____ influence other farmers in adopting his/her farm practices by sharing
information, experiences, resources and ideas
III. Language Preference
1. What Language does the agency use in implementing the program?
_____Kankana-ey ______ English
_____Ibaloi _______Others
_____Tagalog (pls. specify) ________________________
IV. Program Schedule
1. How often do the implementers of the GMA Rice Program assist you?
____ Weekly _____ Quarterly
____ Monthly _____ Others ( pls. specify)_________________
____ Bi-monthly
2. How often are these communication strategies applied or done in your area?
A. Distribution of IEC materials
_____
weekly
_____
Quarterly
_____
monthly
_____ Only when monitoring team comes
_____ Others (Pls. Specify) ______________________
B. Farm-to-farm cross visit
_____
Weekly
_____
Quarterly
_____ Monthly
_____ Yearly
_____ Others (Pls. specify)
C. Seminar, Training, and Workshop
_____
Weekly
_____
Quarterly
_____ Monthly
_____ Yearly
_____ Others (Pls. specify) _______________________
V. Effects of the communication strategies applied by the program to the beneficiaries
A. Distribution of IEC materials
_____It helps me understand more about GMA Rice Program
_____It changed my decision to apply hybrid and certified seeds
_____Improves my farming or it imparts knowledge and skills
_____ Others (Pls. Specify) ________________
B. Farm-to-farm cross visit
_____It helps me understand more about GMA Rice Program
_____It changed my decision to apply hybrid and certified seeds
_____Improves my farming or it imparts knowledge and skills
_____Promoted good attitude as farmer and establish
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
45
good relation with the implementers
_____ Others (Pls. specify)__________________
C. Seminar, Training, and Workshop
_____It helps me understand more about GMA Rice Program
_____It changed my decision to apply hybrid and certified seeds
_____Improves my farming and establish
good relation with the implementers
_____Promoted good attitude as farmer ______ others (pls
specify)_________________
E. Radio Plugs (if there is)
_____It helps me understand more about GMA Rice Program
_____It changed my decision to apply hybrid and certified seeds
_____Improves my farming or it imparts knowledge and skills
_____ Others (Pls. Specify) ______________________
VII. Problems Encountered in the application of the strategies in implementing GMA
Rice Program
1. What Problems did you encounter in the following?
A. Distribution of IEC materials (brochures, newsletter, leaflet, etc.)
_____ Inadequate materials
_____IEC materials are hard to understand
_____ Lack of coordinators
_____ IEC materials are poorly prepared
_____ Others (Pls. Specify) __________________
B. Farm-to-farm cross visit
_____ Lack of funds to conduct farm-to farm visit
_____ Lack of monitoring team
_____ Transportation problem
_____ Others (Pls. specify) _____________________________
C. Seminar, Training, and Workshop
_____ Lack of funds to conduct extensive trainings
_____ Lack of materials/training kit
_____ Speakers are hard to understand
_____ Place is not conducive to learn
_____ Place is far from our house
_____ Others (Pls. specify) _______________________
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
46
Appendix C. Questionnaire for Implementers
I. Communication Strategies being used in the Program
1. What are the communication strategies being used in implementing the GMA Rice
program?
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
2. Of these strategies, what do you think is the most effective strategy you have used
in implementing the program?
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
3. Why did you say so?
______________________________________________________________
______________________________________________________________
______________________________________________________________
4. What are the program intervention components being applied in the area?
_____ Seeds ______ Incentive system
_____ Input Assistance ______ Credit facilitation
_____ Training, Techno-Demo ______ Market Assistance
_____ Irrigation Assistance
II. Problems encountered in implementing the strategies
1. Based on your initial report, it can be noted that having communication gap is
the major problem with regards to the application of your strategies. Why so?
Because there is:
____ Unwillingness of the people to participate
____ Lack of transportation
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
47
____ Lack of skills necessary to do a job
____ Lack of time/interest on the participants
____ Others (pls. specify)__________________________
Implementer/s Name/ Agency: ____________________________
Communication Strategies Applied by DA-CAR in the Promotion of GMA Rice
Program in Sablan / MARICHU D. CALISAAN. 2008
Document Outline
- Communication Strategies Applied byDA-CAR in the Promotion of GMA Rice Program in Sablan, Benguet
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- METHODOLOGY
- REVIEW OF LITERATURE
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- LITERATURE CITED
- APPENDICES