The effectiveness of Mass Media Frames in promoting Organic Farming practices in Kenya
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Date
2023-04-30
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Great Journs
Abstract
The purpose of the study was to investigate the effectiveness of mass media frames in promoting organic
farming practices in Kenya. The study was guided by Social Learning Theory is highly relevant to the study on the
effectiveness of mass media frames in promoting organic farming practices in Kenya. This theory posits that people
learn by observing others, and that media can be a powerful tool for social learning. The study employed a quasi experimental design with pre-test and post-test measurements to determine the impact of mass media frames on
promoting organic farming practices in Kenya. The study used purposive sampling to select farmers who practice
organic farming in Kenya. The farmers were selected from different regions across the country to ensure diversity in the
sample. Additionally, a control group of farmers who do not practice organic farming will be selected to establish a
baseline for comparison. The study used both qualitative and quantitative data collection methods to collect data. The
following data collection methods was used: A pre-test survey was conducted before the mass media campaign, and a
post-test survey was conducted after the campaign to measure changes in knowledge, attitudes, and behaviorstowards
organic farming practices. Focus group discussions was conducted to gain insights into the farmers' perceptions of the
mass media frames and their effectiveness in promoting organic farming practices. The study used both descriptive and
inferential statistics to analyze the quantitative data collected from the surveys. The qualitative data collected from the
focus group discussions and in-depth interviews were analyzed thematically. Ethical considerations such as informed
consent, confidentiality, and privacy was observed throughout the study. The researcher concluded that, the
effectiveness of mass media frames in promoting organic farming practices in Kenya can be evaluated by measuring
changes in farmers' knowledge, attitudes, and behaviors towards organic farming practices, as well as the reach and
engagement of the mass media campaign.
The findings may vary depending on the specific campaign, the target audience, and the context in which the campaign
is implemented. However, an effectivemass media campaign should lead to increased awareness and knowledge of
organic farming practices among farmers, a positive shift in attitudes towards organic farming practices, and increased
adoption of organic farming practices by farmers. Additionally, the campaign should have a significant reach and
engagement with the target audience, and any challenges and limitations identified should be addressed to ensure the
campaign's sustainability. The findings on the effectiveness of mass media frames in promoting organic farming
practices in Kenya can inform policy and practice in the agricultural sector, contribute to the body of knowledge on the
effectiveness of mass media campaigns in promoting sustainable agriculture practices, and guide future mass media
campaigns aimed at promoting sustainable agriculture practices in Kenya and other similar contexts. Based on the
findings of the study on the effectiveness of mass media frames in promoting organic farming practices in Kenya, the
following recommendations can be made: Ensure that the mass media campaign is designed to meet the specific needs
and interests of the target audience, using appropriate language and channels of communication to effectively reach
and engage the audience. Develop and implement comprehensive follow-up support and resources to enable farmers
to adopt and sustain organic farming practices after the mass media campaign.
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Keywords
Mass Media Frames, Organic Farming Practices