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The use of communication technology channel in agricultural development by Muda Agricultural Development Authority (MADA)

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Main Authors: Ahmad Fahmi, Mahamood, Rosli, Mohammed, Mohd Khairie, Ahmad
Format: Article
Language:English
Published: Center for Communication Technology And Human Development (UniMAP) 2016
Subjects:
Innovation
Channel
Paddy plantation
Online Access:http://dspace.unimap.edu.my:80/xmlui/handle/123456789/42308
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spelling my.unimap-423082016-07-21T04:11:11Z The use of communication technology channel in agricultural development by Muda Agricultural Development Authority (MADA) Ahmad Fahmi, Mahamood Rosli, Mohammed Mohd Khairie, Ahmad Innovation Channel Paddy plantation Link to publisher's homepage at http://johdec.unimap.edu.my Innovation in agriculture is generally defined as the implementation of ideas, products, practices, processes, new services or apparent improvements in certain environments with attention to benefit the society and the individuals within (Rogers, 1995). The use of communication technology as the innovation in the agricultural information delivery channel among farmers is still low especially among the developing countries. This phenomenon has sparked researcher’s initiatives to study the agricultural information delivery channel, particularly in agricultural development activities among the farmers under the auspices of Muda Agricultural Development Authority (MADA). This concept paper will be extended as a doctoral research. The Innovation Diffusion Theory and the Unified Theory of Acceptance and Use of Technology (UTAUT) will be used to guide the study. In soliciting the decision-making phase of accepting the innovation, there are a few drawbacks of the channel as it was shown by Innovation Diffusion Theory. The rapid development of communication technology has led to two-way, interactive and easy-access media channel, which previously was highly dependent on conventional media and development agency. The study variables include the relative advantages, the trialibility, the suitability, the complexity, and the observability as had been described by Everett. M. Rogers. Additionally, variables such as effort expectancy, performance expectancy, social influences and facilitating condition are taken into account as to facilitate the dissemination of information on the paddy plantation. This study will use quantitative method in which opinions through a questionnaire will be collected while the qualitative method to be used in Focus Group Discussions (FCP) to support the quantitative findings. A total of 400 farmers will be involved as the respondents of the study. The quantitative data will be analysed using SPSS Version 21 and the qualitative data will be analysed using Envivo software. The study is expected to improve the use of communication technology channel in paddy plantation to gain better and more knowledge on paddy plantation in order to increase rice production. 2016-07-21T04:11:11Z 2016-07-21T04:11:11Z 2015 Article Journal of Human Development and Communication (JoHDEC), vol.4, 2015, pages 37-44 2289-2702 http://johdec.unimap.edu.my/ http://dspace.unimap.edu.my:80/xmlui/handle/123456789/42308 en Center for Communication Technology And Human Development (UniMAP)
institution Universiti Malaysia Perlis
building UniMAP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Perlis
content_source UniMAP Library Digital Repository
url_provider http://dspace.unimap.edu.my/
language English
topic Innovation
Channel
Paddy plantation
spellingShingle Innovation
Channel
Paddy plantation
Ahmad Fahmi, Mahamood
Rosli, Mohammed
Mohd Khairie, Ahmad
The use of communication technology channel in agricultural development by Muda Agricultural Development Authority (MADA)
description Link to publisher's homepage at http://johdec.unimap.edu.my
format Article
author Ahmad Fahmi, Mahamood
Rosli, Mohammed
Mohd Khairie, Ahmad
author_facet Ahmad Fahmi, Mahamood
Rosli, Mohammed
Mohd Khairie, Ahmad
author_sort Ahmad Fahmi, Mahamood
title The use of communication technology channel in agricultural development by Muda Agricultural Development Authority (MADA)
title_short The use of communication technology channel in agricultural development by Muda Agricultural Development Authority (MADA)
title_full The use of communication technology channel in agricultural development by Muda Agricultural Development Authority (MADA)
title_fullStr The use of communication technology channel in agricultural development by Muda Agricultural Development Authority (MADA)
title_full_unstemmed The use of communication technology channel in agricultural development by Muda Agricultural Development Authority (MADA)
title_sort use of communication technology channel in agricultural development by muda agricultural development authority (mada)
publisher Center for Communication Technology And Human Development (UniMAP)
publishDate 2016
url http://dspace.unimap.edu.my:80/xmlui/handle/123456789/42308
_version_ 1643799974055510016
score 13.222552

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