Analysis of communication approaches used in agricultural extension: Case of Wolaita Zone, Southern Ethiopia

ABSTRACT The purpose of this paper is to analyze the communication approaches used by development actors to communicate with farmers in Wolaita Zone, Ethiopia. Communication is essential for local and agricultural development, and the appropriate use of communication approaches promotes development. Two types of data were used: the providers of extension services (state extension, research institutions, and non-government organizations) and the clients of extension services (a sample of 364 farm households and three focus group discussions with progressive farmers). The results found the state extension communicated with farmers using top-down approaches. The communication approaches used by state agricultural extension services were not in line with government policy. Agricultural technologies generated by research institutions were diffused to farmers in a one-way approach. However, non-government organizations used more integrated situation-based two-way communication approaches. The use of communication approach that promotes farmers’ participation was recommended as a way to improve extension service delivery.