Abstract:
Extension science has mostly ignored farmer education and views. Knowledge, attitude, and perceptions of technology seem to be critical and initial stages in the adoption process. While video-mediated learning (VML) is a novel communication strategy that is being touted as an alternate avenue to improve knowledge transfer, Farmer Field Schools (FFS) are still one of the most popular conventional methods of extension approaches in most of the countries and in Pakistan too. Due to the fact that farmer receptivity to messages relies on the extension strategy employed, this study aimed to evaluate knowledge, attitude, and perception in order to demonstrate the superiority of VML and to demonstrate its efficiency. A sample of 120 cotton farmers was chosen for the research by systematic random selection in Bahawalpur. These farmers were divided into three experimental groups, designated as G1, G2, and G3, respectively, where they received training on how to control weeds by video and FFS.Video clips on cotton weeds control technologies were seen by G1, FFS was used to teach these technologies to G2, and video clips and FFS were both used on the same topic for G3. Using pre-tested, semi-structured questionnaires, primary data on farmers' access to extension services, knowledge in terms of awareness and how-to knowledge, attitude in terms of their opinions, approval, feasibility of the VML, and perceptions in terms of comprehension, quality, and relevance of messages transmitted were collected. The findings revealed that 42.5% of respondents used extension services. In terms of knowledge, 83% of G3 participants and 71% of G1 participants, respectively, were aware of and demonstrated expertise on cotton weed management. Regarding attitude, 51% of G2 participants and 68.5% of G1 participants agreed that video and FFS were suitable instruments for extension work and regarded them to be viable. Finally, when it came to perception, 79% of G1, 69% of G2, and 92% of G3 individuals saw communications as pertinent and understandable. According to these findings, there was a difference of on average roughly 16% between video participants and FFS participants who had expertise, thought VML was a useful tool, and thought the ideas being spread were important. In contrast to FFS, video mediated learning was consequently seen as a very effective technique with highly valued messages. Therefore, there is a need for providers of extension services to increase their usage of video-mediated learning, which is seen as a practical and efficient instrument for information transmission.
Page(s):
236-236
DOI:
DOI not available
Published:
Journal: Abstract Book on Global Science Technology and Management Conference, Volume: 0, Issue: 0, Year: 2023
Keywords:
Perception
,
Bahawalpur
,
attitude
,
Knowledge
,
Video Mediated Learning
,
Farmer Field Schools
,
Cotton weeds