Designing Participatory Communication Approach for Small Farmers’ Empowerment

Abstract

This article explores the result of preliminary study conducted in two years (2006-2007) for designing participatory communication approach for small farmers’ empowerment. For that purpose basic data and information, such as; (a) level of knowledge, attitude and practices, (b) communication behavior and mass media accessibility, (c) focal problem and another potential resources have been collected. Data and information were gathered by survey method and participation action research. Meanwhile, participatory communication approach was designed by participatory communication strategy design (PCSD). Study indicated that good knowledge was not always followed by positive attitude toward daily management practices. From this point and based on validating focal problem, the existing of small famers group, and farmer’s communication behavior, participatory communication approach was developed. Small group communication forum supplemented with little printed media (leafl et) are still suited for increasing farmers’ knowledge, especially for unrecognized ones. The printed media should be the combination between pictures with simple texts (not more than four lines). Rationale (cause-effect model) for message treatment with informational, argumentation, and motivational message’s format is suggested.