Influences and Perceived Changes Caused by the Agricultural Radio Program to the Farmer Listeners in Benguet, Philippines
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Jun 27, 2025
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Abstract
The study has examined the perceived effects of an agricultural radio program on farmer-listeners in Benguet, focusing on the characteristics of the listenership, the program's influence on their farming activities, and the perceived effects on their agricultural production. This qualitative research was informed by the Uses and Gratification Theory. It involved conducting in-depth interviews with key informants and farmers as methods for collecting data. The findings indicated that the agricultural radio program had a cognitive and pragmatic impact on farmers, as demonstrated by improved decision-making skills and heightened production results. The study concludes that the agricultural program could have a favorable effect on farmers' practices. The sustainability of agricultural radio programs within community radio stations could help address communication barriers in vegetable cultivation and post-harvest procedures. Ultimately, this could assist farmers in promoting their products and reducing the risks of vegetable waste.
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References
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Allan, M. (2007). Listenership of the Program “Boses ti Farmers” in Poblacion, Kibungan, Benguet. Unpublished BS Thesis. Benguet State University, La Trinidad, Benguet. P.16
Consolacion, C.C. (1978). Profile of the Information Needs of Prospective MSAC Radio Audience. University of the Philippine Los Baños College. Laguna. P.5.
Darji, R.K., & Yadav, M.K. (2024). Impact of Mass Media in Agriculture: An Overview. AGBIR., 4(4): 1232-1233. https://www.abrinternationaljournal.org/articles/impact-of-mass-media-in-agriculture-an-overview.pdf
Egargo, F. (2008). Community Radio Broadcasting in the Philippines. A Textbook for Mass Communications. First Year of Publication. P. 118.
Food and Agriculture Organization. (2001). The Role of Rural Radio in Agricultural and Rural Development Translating Agricultural Research Information into Messages for Farm Audiences. https://www.fao.org/4/x6721e/x6721e31.htm.
Global Forum for Rural Advisory Services. (2025). Using Radio in Agricultural Extension. https://www.g-fras.org/en/good-practice-notes/using-radio-in-agriculturalextension.html?start=4#:~:text=Purdue%20University%2C%20USA%2C%20showed%20that%20the%20use,increase%20of%20knowledge%20and%20uptake%20of%20particular
Khan, N., Siddiqui, B.N., Khan, N., Ahmad, Z., Ismail, S., Javed, H.H., Ali, S., Kazim, R., Abdullah, A.T., & Kasi, A.K. (2020). Mass Media Role in Agricultural and Rural Development. Int. J. Adv. Res. Biol. Sci., 7(4): 199-209. http://dx.doi. org/10.22192/ijarbs.2020.07.04.025
Khanal, S. (2011).Role of Radio on Agricultural Development. Bodhi: An Interdisciplinary Journal. Unpublished Ph.D. Dissertation. Katmandu University, Nepal. http://www.ku.edu.np/bodhi/vol5_no1/12.%2020Ram%20Khanal.%20Rol
Lindlof, T.R., & Taylor, B.C. (2011). Qualitative Communication Research Methods. https://books.google.com.ph/books/about/Qualitative_Communication_Research_Metho.html? id=HSTraAvNi0MC&redir_esc=y
Manait, J.A. (2014). Influence of Communication Media in the Adoption of Agricultural Innovation of the Farmers in Paoay, Atok, Benguet. Unpublished BS Thesis, Benguet State University, La Trinidad, Benguet. P. 20.
Madhusudan, N., & Khanal, S.R. (2021). Impact of Agriculture Radio Program among Rural Farmers: A Case Study of Nuwakot District of Nepal. Cambridge University Press. https://www. cambridge.org/engage/coe/article-details/61bf56c475c572bf93f10703.
Department of Agriculture-CAR. (2015). MOA Between Department of Agriculture-CAR and Bombo Radyo Philippines. Agri-pinoy Cordillera“ live” at Bombo Radyo Baguio-1035 KHZ AM B.
Nielsen Company. (2015). Survey on Radio Audience Measurement. Copy of Bombo Radyo Philippines.
Palayen, S. (2007). Perceptions of Baculungan Sur Vegetable Farmers on “Boses ti Farmers” Program. Unpublished BS Thesis, Benguet State University, La Trinidad, Benguet. P. 20.
Paulino, N. (2003). AM and FM Station Listenership in Barangy Palina, Kibungan, Benguet. Unpublished BS Thesis, Benguet State University, La Trinidad, Benguet. P. 27.
San Luis, J. (2014). Content Analysis of the Department of Agricultures 'Agri-Pinoy Cordillera”. BS Thesis. Benguet State University, La Trinidad, Benguet. Pp.4,14,19,35.
Thomas, L. (2011). Why Listening to Radio Gives Us More Pleasure Than Watching TV &/or Using a Laptop. http://www.dailymail.co.uk/news/article-2009161/Why-listening-radio-gives-pleasure-watching-TV-usinglaptp.html#ixzz2uoMTOxPd.
United Nations Educational, Scientific and Cultural Organization. (2022). Cutting Edge/ Indigenous Language: Gateways to the World’s Cultural Diversity. https://www.unesco.org/en/articles/cutting-edge-indigenous-languages-gatewaysworlds-cultural-diversity#:~:text=Preserving%20Indigenous%20languages%20%E2%80%93%20as%20a,their%20rights%20and%20human%20dignity.
Wakat, A.B. (2012). Production of Development Communication Materials. Development Communication Manual.P.29