Author : Tejada, Gamaliel D.

Summary : In the Philippines, one of the reasons for producing low seedcotton yields is poor pest management. While an integrated pest management technology on cotton is recommended, it still not has been fully adopted. On the premise that communication is one among the many factors that can spell the successful implementation of an innovation, this study was conceptualized and conducted. It sought to gain insights into and understanding of the communication dynamics in the dissemination and utilization of the cottom IPM technology in the Philippines. It aimed to identify dissemination and utilization problems, and determine the socio-economic and communication variables that influence the level of technology use. Respondents of the study were 318 cotton farmers, 37 cotton researchers, and 22 cotton extension workers representing the farmer-client, research and extension subsystems, respectively. Results of the study showed an interactive communication situation between and among the members of the cotton knowledge and information system. The interpersonal channel was a more popular medium of information exchange due to the dearth of print and broadcast materials. However, cotton farmer-respondents identified the cotton researcher as the more accessible and credible source of information about cotton IPM technology. Twelve linkage mechanisms were carried out as part of the technology transfer process. These were farmers meetings, farmers trainings, training for agricultural technologists, research reviews, technology consultations, farm visit, field days and tours, market matching, loan acquisition assistance, technology verification and demonstration trials, and communication materials production. Cotton farmer-respondents had a moderate level of knowledge about the cotton IPM technology. This was significantly affected by education, language and literacy, size of cotton farm, income, indegenous knowledge of pest control, organizational affiliation and position held in the organization, mass media.