Assessing the usefulness of rice extension materials

Knowledge products (KPs) as a traditional method and the Open Academy for Philippine Agriculture (OpAPA) as ICT [international communication technology]-mediated strategy in rice agricultural extension were examined. This study sought to understand the factors that are related to the usefulness of KPs and OpAPA as perceived by farmers, extension agents, barangay [village] officials, and Municipal Agriculture and Fishery Council (MAFC) chairs. The study utilized concepts from uses and gratifications (U and G) theory non-gratification factors from salient media theories and sociodemographic variables. A descriptive-correlational design was employed in the study. A questionnaire was developed and a total of 135 respondents were interviewed from February to March, 2008 in Northern Luzon, Philippines. Of the 135 respondents, 131 were aware and had used KPs while 110 were aware and had used OpAPA. With regard to uses and gratifications, social gratification (get advice on rice farming, have information to pass on to other people, have something to discuss with others, stay in touch with rice production personnel, and be able to respond to inquiries on rice production) was highly correlated with usefulness of KPs. Future plans (keep learning, stay up to date with rice information, develop new ideas on rice production, stay up to date one's career, and develop new interests) and social gratifications had substantial significant positive relationship with usefulness of OpAPA. On the other hand, content was found to have the highest positive significant correlation with usefulness of KPs and OpAPA compared to the remaining non-gratification factors. Study findings revealed no significant differences on the gratification and non-gratification factors that are associated with usefulness of either KPs or OpAPA. Additionally, results suggested that when gratification variables are satisfied by KPs and OpAPA and non-gratification factors are considered, perceptions on the usefulness of KPs and OpAPA increased. Recommendations were presented in consonance with the study findings.