Assessing Farmers’ Mass Media Preferences and their Influence on Agricultural Information Dissemination
Sr No:
Page No:
1-10
Language:
English
Authors:
Yi Mon Thu*, Nyein Nyein Htwe, Soe Paing Oo, Hsu Nyein Nyein San, Nyein Thu Aung, Yoon Dai Wi, Wint Hlaing Htwe, Wai Wai Hlaing, Nan Thazin, Hnin Yu Wai, Sein Pwint, Phyo Ei Nyein, Gabyar La Min, Mary Myat Noe, Myo Min Zaw, Okkar
Received:
2026-02-09
Accepted:
2026-03-21
Published Date:
2026-04-03
Abstract:
This study aimed to identify farmers’ preferences regarding mass media methods and
to examine the influence of mass media on agricultural information dissemination in three
villages of Tatkon Township, Nay Pyi Taw Union Territory. A total of 74 randomly selected
respondents participated in the survey conducted in September 2023. Data were analyzed using
descriptive statistics, Chi-square tests (Friedman test and Goodness of Fit test), and Likert scale
measurements. The majority of respondents were middle-aged, married, native to the study area,
and had attained primary education, with an average household size of 5. All respondents owned
mobile phones, and over 97% used smartphones. Almost 84% had televisions, around 50%
owned radios, and 16% possessed laptops. DOA mobile apps, DOA websites and DOA call
center are the major ICT supports of Department of Agriculture (DOA). Among them, call
center is the highest preference of the respondents. In terms of mobile application use, farmers
favored Facebook pages, Facebook accounts, and Viber, typically accessing them 1–10 times per
week. Among various agricultural extension methods, mass media was highly preferred.
Specifically, television and radio (broadcast media), pamphlets and posters (printed media), and
Facebook pages (digital media) were the most favored platforms. However, limited internet
accessibility and high cost of internet services were significant challenges affecting media usage.
Overall, mass media proved to be an effective channel for disseminating information related to
seed, fertilizer application, and pest and disease control, enabling quicker and broader outreach
compared to traditional, personal communication methods.
Keywords:
farmers’ preference; mass media; agricultural information dissemination.