| dc.description.abstract | Factor of geography and limited agricultural communication channels made the dissemination of agricultural information limited and unequally distributed. The question is whether the brief and practical form of instructional video and its capability in exposing message could be used as an effective information channel. This research had the objective to clarify the performance effects of message of instructional video in increasing farmers’ knowledge and its correlation to perception indicator, personal characteristics, and communication behavior. The research was conducted on three experimental groups taken randomly from 60 cacao farmers. Two groups were treated with instructional video and demonstrative method, while the third group was treated as control. Separate pre-test and pos-test conducted on the samples was used as the design. ANCOVA and Spearman correlation method were used in analyzing the data. The results indicated that the message performance of the instructional video and demonstration method had the same effectiveness in influencing the increase in knowledge. The effect had the correlation to the perception about the instructional video, but had no correlation to the personal characteristics and communication behavior. Therefore, the effectiveness of the instructio n video in the dissemination of agricultural information was determined by the perception of the farmers, and it was effective for use by farmers with different personal characteristics and communication behavior. | id |
