Open AccessScience Communication Models for Agricultural Transformation in Uganda
Author(s) -
Anita Tibasaaga,
Zawedde B. Mugwanya
Publication year - 2018
Publication title -
uganda journal of agricultural sciences
Language(s) - English
Resource type - Journals
eISSN - 2410-6909
pISSN - 1026-0919
DOI - 10.4314/ujas.v18i2.6
Subject(s) - outreach , agriculture , general partnership , distrust , agricultural extension , agricultural communication , information and communications technology , business , public relations , marketing , economic growth , political science , economics , geography , finance , archaeology , law
This paper focuses on the models of science communication used to promote and support use of agricultural research outputs in Uganda. It also explores quasi-novel approaches of making agricultural research more visible to end-users through strategic communications and extension models that are hoped to increase adoption rates in Uganda. Surveys, literature review and key informants were used to evaluate the communication efforts by the National Agricultural Research Organisation (NARO) - the apex body for agriculture research in Uganda. The findings indicated that 31% of respondents perceived NARO as a source of poor products and services. This has resulted in distrust, which is largely attributed to use of ineffective models of communication used in the past. Different approaches of communication and extension are proposed as flagship models that can be implemented through NARO’s projects, private extension partners and, in some cases, through partnership with the National Agricultural Advisory Services (NAADS). These communication and outreach strategies can improve understanding of the technologies, and consequently influence adoption of NARO technologies for improvement of the agricultural sector.Keywords: Agricultural research, Extension, NARO Uganda, Outreach