Author : Lariosa, Emmanuel A.

Summary : The study explored certain socio-communication and cultural variables which influenced the agricultural practices of coconut farmers. These variables which influenced the agricultural practices of coconut farmers. Theses variables were examined in reference to the use of the recommended coconut farming technology. One hundred-seventy randomly selected coconut farmers in one barrio of Negros Oriental, Philippines, constituted the research population. A structured interview schedule was used for the quantitative data. In addition, the ethnographic approach provided the qualitative data taken from the case study group of 15 key informants who were sequentially sampled from the 170 respondents. The study revealed that the coconut farmers tended to exhibit a low level of use in terms of their response to and utilization of the recommended technological innovations in coconut farming. A significant positive relationship existed between agricultural practices and the sociological factors such as membership in organization and credit behavior. Analysis of the communication network shows that local indigenous channels, especially the barangay (village) captain, play a significant communication linkage role between government service agencies and the coconut farmers via face-to-face interactions.