Impact of interactive radio programming on agricultural technology adoption and crop diversification in Malawi
Catherine Ragasa, Diston Mzungu, Kenan Kalagho, Cynthia Kazembe
Abstract
This article contributes new empirical evidence on the impact of interactive radio programming on agricultural technology adoption and crop diversification in Malawi. It uses a nationally representative household panel data, complemented by 52 focus group discussions. Radio programming is the preferred source of agricultural and nutrition advice among the rural population. Radio programming has strong positive impact on technology awareness, but a limited impact on actual adoption of most agricultural practices being promoted. Other components of the interactive programming – listening clubs and call-in services – have limited coverage and effectiveness to date.
Topics & Concepts
AgricultureDiversification (marketing strategy)Agricultural diversificationBusinessPopulationMarketingActive listeningFocus groupEconomic growthAgricultural economicsEconomicsGeographySociologyDemographyArchaeologyCommunicationAgricultural Innovations and PracticesICT Impact and PoliciesICT in Developing Communities