Farmers’ Access to and Utilization of Mass Media Channels for Communicating Agricultural Information in Southern Ethiopia

mass media serves as a veritable instrument for information dissemination in agriculture. This paper investigated farmers’ access to mass media channels and their usage for receiving agricultural information. This study applied mixed research methods. The study involved a proportionate sample of 364 farm households selected using a systematic random sampling technique. A semi-structured interview schedule was administered during June and July of 2020. Descriptive statistics and bivariate analysis were employed for the data analysis. Three focus group discussions with model farmers were held, and the data was thematically analysed. The results indicated that mobile phones, radio, television, and print media were accessed by farmers to receive agricultural information. However, mass media methods have not been extensively used by farmers. The low ownership of media devices, lack of communication infrastructure, low coverage of agricultural programmes, and high levels of illiteracy were attributed to the low access and utilisation of mass media. This study therefore recommends that farmers be encouraged to own mass media outlets such as radio and mobile phones, and that the state extension system (government) and other development organisations work together to improve communication infrastructure such as power supply. The mass media channels should be promoted to increase the number of agricultural programmes they transmit per week and make them more suitable for local contexts.