The Case for a Two-Step Approach to Agricultural Campaign Design

Jennifer Ihm; Macarena Pena-Y-Lillo; Katherine R. Cooper; Yannick Atouba; Michelle Shumate; Julia Bello-Bravo; Niango Malick Ba; CléMentine L. Dabire-Binso; Barry Robert Pittendrigh

doi:10.1080/10496505.2015.1033529

The Case for a Two-Step Approach to Agricultural Campaign Design

Jennifer Ihm, Macarena Pena-Y-Lillo, Katherine R. Cooper, Yannick Atouba, Michelle Shumate, Julia Bello-Bravo, Niango Malick Ba, CléMentine L. Dabire-Binso, Barry Robert Pittendrigh

Research output: Contribution to journal › Article › peer-review

Abstract

Development campaigns designed to scale up effective agricultural solutions often rely on media. Information and communication technologies for development (ICT4D) proponents argue that increased media penetration is necessary for such campaigns to succeed. Interviews of 63 extension agents and 200 farmers in Burkina Faso about their disparities in media ownership, access, skills, and preferences suggest that agricultural development campaigns should account for the different media environments and preferences of target populations within countries. This research presents such an alternative approach, a two-step campaign design intended to address digital divides within countries and target population preferences.

Original language	English (US)
Pages (from-to)	203-220
Number of pages	18
Journal	Journal of Agricultural and Food Information
Volume	16
Issue number	3
DOIs	https://doi.org/10.1080/10496505.2015.1033529
State	Published - Jul 3 2015
Externally published	Yes

ASJC Scopus subject areas

Food Science
Agronomy and Crop Science
Information Systems and Management

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10.1080/10496505.2015.1033529

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AU - Ihm, Jennifer

AU - Pena-Y-Lillo, Macarena

AU - Cooper, Katherine R.

AU - Atouba, Yannick

AU - Shumate, Michelle

AU - Bello-Bravo, Julia

AU - Malick Ba, Niango

AU - Dabire-Binso, CléMentine L.

AU - Pittendrigh, Barry Robert

PY - 2015/7/3

Y1 - 2015/7/3

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AB - Development campaigns designed to scale up effective agricultural solutions often rely on media. Information and communication technologies for development (ICT4D) proponents argue that increased media penetration is necessary for such campaigns to succeed. Interviews of 63 extension agents and 200 farmers in Burkina Faso about their disparities in media ownership, access, skills, and preferences suggest that agricultural development campaigns should account for the different media environments and preferences of target populations within countries. This research presents such an alternative approach, a two-step campaign design intended to address digital divides within countries and target population preferences.

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The Case for a Two-Step Approach to Agricultural Campaign Design

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