AudiencScapes

Chart of the Day

With all the excitement surrounding mobile communications, it is crucial for development practitioners to remember that it is radio and word-of-mouth networks that are still the most important sources for information among farmers and agricultural workers. The AudienceScapes 2009 survey in Ghana revealed that it is radio, local word-of-mouth networks and agricultural extension offices that are the most common sources of practical information for crop farmers on a number of issues like fertilizers, new seed varieties, and irrigation.

Being able to both implement a traditional media campaign and interject new information into word-of-mouth networks is key to the success of an agricultural education program. For more information on how Ghanaians receive agricultural information see Chapter 4 of our survey study Making Connections in Ghana. To examine the survey data from Ghana yourself see our Online Data Analysis Tool.