Author : Supakawadee Soontarajumpaka

Summary : This study tried to determine the farmers' listenership to the "Agriculture for Farmers" radio program; to know the farmers' perception of the "Agriculture for Farmers" radio program; to find out the relationship between the farmers' perception of the "Agriculture for Farmers" radio program and some demographic, socio-economic, and communication factors; and (4) to discuss the relationship between the farmers' listenership to the "Agriculture for Farmers" radio program and their perpception of this program. The study also formulated some guidelines for broadcasting in order to improve information dissemination through radio programs for agricultural development. Only 48 percent of the respondents listened to the "Agriculture for Farmers" radio program. They perceived that the information in this program was useful, understandable, credible, and appropriate in presentation. Mojority also perceived this program as very favorable. The demographic, socioeconomic, and communication factors showed no significant relationship to the farmers' perception of the "Agriculture of Farmers" radio program. The listenership to the "Agriculture for Farmers" radio program of the respondents also showed no significant relationship to their perception of this program. The study provided some guidelines in using radio as an effective tool to disseminate information for agricultural development. To be effective, the radio program aired in local radio stations and promotional campaigns should be conducted so that listeners will know about this. Government agencies and the radio station staff should collaborate in producing the radio program, in which the information should be localized, relevant to the needs of the listeners, practical and applicable. The announcer or the resource speaker should be very familiar with his topic and should always be well-prepared. The program should use the local dialect and presented in magazine type, composed of different items of agricultural subject matters.