Effectiveness Of Media Communication For The Rice Farmers At Gandus District Palembang City (Case of Food Security Program).

Abstract

Media communication is a channel or path through which messages to get to the audiences. Communication to be effective if it can have an impact that are to reach the knowledge, attitudes and actions of audience. On the cognitive effects include increased awareness, learning and additional knowledge. Affective include effects associated with emotions, feelings and attitudes. Conative include effects associated with the behavior and intentions to do something in a certain way rightly. The research was carried out in June until August 2012. The objectives of the research were : 1) to identify factors correlated to the effectiveness of media communication for the rice farmers, 2) to measure effectiveness of media communications for the rice farmers, 3) to analyze the correlation between media exposure and effectiveness of media communications, 4) to analyze the correlation between media communications evaluated and effectiveness of media communication. The location of the sample was determined purposively. The number of the farmers were 76 taken by simple random sampling. The important research findings were : 1) factors correlated to the effectiveness of media communication for the farmers rice are age, experiences, television exposure, and appropriateness of object matters given by the needs of the farmers, 2) Food security in Gandus is considered as in good category.