MAW MEDEA EXPOSURE MID YHE ADQP’TECYN OF §ARM P‘RACTQCfi: A. STUDY Q5 FQEERTG RKCAN TQMCCG E‘AfiéfkefiERS Thurs for flu Dogma of M. A. MICHIGAN STATE UMVERSITY Rodrigo H. Rodriguez 1967 THE-5‘3 MSU LIBRARIES RETURNING MATERIALS: P1ace in book drop to remove this checkout from your record. FINES wi11 be charged if book is returned after the date stamped be10w. ABSTRACT MASS DEDIA EXPOSURI AND TEE ADOPTION OF FARM PRACTICES: A STUDY OF PIERTO RICAN TOBACCO FARMERS by Rodrigo H. Rodriguez-Casafias This study has to do with mass media habits of the tobacco farm population of the Agricultural Production Area of the Naranjito Trading Area. It was intended to determine specifically the relation between frequency of exposure to mass media channels and level of adoption of these farmers. That is, the research was designed to investigate: (a) the relation between mass media exposure and the awareness stage of the adoption process (b) the relation between mass media exposure and the interest stage of the adoption process (c) the relation between mass media exposure and the adoption of farm practices C It was predicted that there is a positive correlation between the information the tobacco farmer get from the mass media and his appli- cation of modern farm practices. The following three farm practices were selected to determine the relationship between the concept of adoption and the communication channel orientations of the tobacco farmer: 1. Use of hillside or contour ditches 2. Use of parathion insecticide on the tobacco plantations 3. Use of limestone on the soil of tobacco plantations The degree of exposure during a given time period was obtained for the following channels: 111 Rodrigo H. Rodriguez-Casafias 1. radio 2. television 3. press Media exposure was measured in two ways: a) exposure to a particular channel b) overall exposure to all channels Eighty tobacco growers were interviewed by the researcher and other Extension personnel. Since the group was small it was possible to study the universe, thus eliminating any sampling error. The personal interview and the questionnaire were chosen as methods to obtain the information desired. To analyze the relationship between mass media exposure and the awareness and interest stages in new ideas, simple correlation analysis (contingency coefficient) was used as the analytical tool. The same tool was also used to determine the relationship between channel orientation, socioeconomic traits, and adoption of farm practices. Other analyses used were frequencies and percentages, particularly to present over all adaption information and data about favorite radio stations, daytime periods most favorable for radio tuning and amount of time devoted to daily radio listening. It was found that these farmers are well exposed to radio. It seems they rely heavily on this medium for information and entertainment. Apparently radio is the main source of information other than interpersonal relationships for most farmers. The press does not reach many of these tobacco growers. The data suggest that the low schooling of tobacco farmers reduces their exposure to press information. Tobacco growers appear to be considerably exposed to television. iv Rodrigo H. Rodriguez-Casafias The data show an important level of exposure to agricultural information presented via television. A positive relationship between exposure to agents of change and adaption of all three farm practices was found. It seems that agents of change take part in the decision making process of these tobacco producers. A positive but low relationship was found between exposure to radio, press and television, and adoption. Information published via mass media channels may predispose farmers to change their behavior in terms of adaption of new practices. The study showed that age and scale of Operations have a strong influence on tobacco farmers and adoption of innovations. Older farmers and those operators with the largest scale of operations were the highest adapters. Schooling did not show a high relationship to media exposure and adaption. The data showed also the extraordinary role played by mass media channels as sources of farm information during the awareness and interest stages of the diffusion process. 5 //k’/”d a MASS MDIA EXPOSURE AND THE ADOPTION OF FARM PRACTICES: A Study of Puerto Rican Tobacco Farmers by Rodrigo H. Rodriguez A THESIS Submitted to Michigan State University in partial fulfillment of the requirements for the degree of MAS'ER OF ARTS Department of Television and Radio 1967 Thesis Adviser O DGMENT The author is particularly indebted to many people for advice and guidance in the conduct of this study. First, he wish to express deepest appreciation and thanks to: Dr. Thomas F. Baldwin and to Dr. Gordon L. Gray whose patience, guidance and continuous assistance made the study possible. ‘Dr. Otis Oliver Padilla who also assisted in doing this work. Mr. Roberto Huyke, Puerto Rican.Extension Director, and Luis Amaury Suarez, Assistant Director, who granted an annual leave to pursue graduate studies at Michigan State University. Mr. Arturo Roque, Director of the Puerto Rican Agricultural Experiment Station of the University of Puerto Rico, who provided facil- ities of the Computer Center for the statistical analyses. Mr. Adolfo Cruz Miret, Director Statistician of the Center, who personally worked in the analyses. Messers. Alvaro Diaz Negrdn, Bernardo Ortiz and Miguel Nieves, who assisted in the collection of the data. Messers. Jose A. Gonzalez Saldafia and Francisco Toro Calder, Extension Editors, and Dr. Hugo E. Martinez Roig, for their professional stimulation and reviewing of the research draft. Messers. Roger Bartolomei and Rafil Acevedo, Extension Visual Editors, who produced the art work for the thesis. Miss Virginia Filomeno, who did the typewriting of the investigation. vi 'J TABIB OF CONTENTS Page ABSTMCT O O O O O O 0 O O O 0 O O O O 0 iii AMWNTS O 0 O O O O O O O O O O O 0 v1 LIST OF “Bus 0 O O O O O O O O O O O O 0 ix LIST OF FIGURES x Chapter I. INTRODUCTIW O O O O O O O O O O O C 1 Mass mdia in the Diffusion of Extension Information 3 The Problem 3 Description of the Area 4 Choice of a Tobacco Farm Papulation 7 Practicability of the Study 8 II. DIFFUSION RESEARCH IN AGRICULTURE . . . . . . 11 The Extension Service as an Agency of Change 11 Diffusion Theory 12 The Five Stages: A Controversial Theory 15 Farmer Categories 17 Two Step Flow of Information Theory 18 Conclusion 21 III. mmmmY O O O O O O O O O O O O O 22 Indexes Used to masure Media Exposure 22 Universe as Our Sample 24 mthods of Collecting Data 24 Field Work 27 Statistical Analysis 28 vii Chapter Iv. RESULTS 0 O O O O O O O O O 0 Mass mdia Habits General Pattern of Adeption Exposure to Change Agents and Adaption Exposure to Mass mdia and Adoption Socioeconomic Traits and Adaption Media Channels and Diffusion Stages V. CONCLUSIONS AND RECOMIBNMTIONS . . . Mass Mdia Habits Adaption of Agricultural Practices Exposure to Change Agents and.Adoption Exposure to Mass Media and Adaption Mass Media and.Diffusion Stages Socioeconomic Traits and Adaption Implications of the Study Mann A O O O O O O O O O O O O APENDIX B O O O O O O O O O O O O REFERBNGS viii Page 30 30 37 37 39 46 46 48 49 50 52 53 54 57 76 96 LIST OF TABLES Pattern of Adaption of Farm Practices by Tobacco Gromrs OOOOOOCOOOOOOOOOOO0.0000000000000000000..... Relation Between Exposure to Agents of Change and Adoption OOOOOOOOOOOOOOOOOOOOOO0.0.0.000...0.... Relation Between Exposure to Radio, Press and TV and AdOption ssossosoossssoososssosooosssoossossoooo Adeption of all Three Farm Practices as Related to scale 0f Oprations OOOOOOOOOOOOOOOOOOOOOOO00.... Relation Between Scale of Operations and Adaption ........................................... Adeption of all Three Farm Practices as Related to Age ............................................. Relation Between Age and.Adoption .................. AdOption of all Three Farm Practices as Related to SChOOIing 0.0.0....OOOOOOOOOOOOOOOOOOOOOOO00.0.00... Relation Between Schooling and Adaption ............ Relation Between Exposure to Mass wdia and Awareness Stage 0..O...OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO Relation Between Exposure to Mass Media and Interest Stage COO...00.000.00.00...000......OOOOOCOOOOOOOOOO ix Page 37 38 39 4O 41 42 42 43 43 44 45 0600...... O'Dohnnaoh 10.0.00... 'O'IIODOIF IQIICCOOO‘ . I C . I O O I U . . fl . I b O a o 9 o . D ‘ 0 o Q I o o I. O D O I '\ Q 0 q l I O I a Q I I o O C O O 9 a O l O Q I . Dl.‘.' . D I I I... l O D I O A O D I a I D O F O . Figure LIST OF FIGURES Naranjito Trading Geographical Area Time Devoted Each Tine to Radio Listening by Farmers on Weekdays . . . Daytime Periods Most Appropriate for Radio Listening . . . . . . Radio Stations Listened to by Tobacco Growers of the Naranjito Trading Area Page 10 31 32 33 LIST OF APPENDICES APENDIX Page A . Que stionnaire - English Version . . . . . . 57 B . Que stionnaire - Spanish Version . . . . . . 7 6 xi CHAPTER I INTRODUCTION THE AGRICULTURAL EXTENSION SERVICE IN A CHANGING SCBNE Press, radio and television are available to personnel Of the Puerto Rico Agricultural Extension Service for simultaneously reaching a large clientele with relative little effort and cost. In the Island there are forty radio stations - 37 of them.AM and 3 FM - with a potential coverage of over 500,000 homes. There are three Spanish language newspapers and one English language newspaper. Their daily circulation Monday through Friday is as follows: El Mundo, 69,925; El Imparcial, 53,062; El Dis, 28,000; and The San Juan Star, 25,641. 0f the ten Spanish language television stations, eight are commer- cial stations Operating on a network basis, and two Operated by the Department Of‘Education Of Puerto Rico. These media are widely used by the Extension Service personnel to reach farmers, as detailed later on in this chapter. To realize the importance and usefulness of these media to Extension personnel, it is necessary to understand the situation of the Agricul- tural Extension Service today as compared to that of 1934 when this educational institution was created in Puerto Rico. Otis Oliver Padilla says: In 1934 when the service was created, its personnel worked with a defined, rural audience. Seventy-one per cent Of the population was located in rural areas and depended on agri- culture for a livelihood. Personal relations in the form of visits, meetings, and demonstrations were the common methods used by“Extension agents for reaching their clientele. The lack of urbanization, a high rate of illiteracy and-poor mass -2- communication, and their range of influenci was limited to the areas where they have physical access. In 1966, 32 years later, the situation had changed substantially. The Extension clientele is no more rural and static. Many of the rural inhabitants have been moving to cities to look for better paying jobs provided by the manufacturing industry, which is growing dramatically as the result of the industrial develOpment program started by the government approximately 20 years ago. SO the pOpulation, mostly rural in 1934, is now 50 per cent rural and 50 per cent urban. Farm business itself is changing very fast in the Island. There is a trend toward larger farms through the consolidation of smaller ones -- with a high degree Of specialization. New farmers are settling in the dairy industry business, many sugar cane producers are shifting to beef cattle and dairy business which flourish rapidly in Puerto Rico. In other words, there is a changing scene in the agriculture industry of the Island with a very dynamic pOpulation taking part in it. On the other hand, there is an everyday growing urban population that looks toiExtension for advice and information in such fields as home gardening, market information, youth orientation, home management, and other areas not so important as in the early days of the Puerto Rico Agricultural.Extension Service. Today, in contrast to 1934, the county agents count on adequate mass communication facilities to carry their message to the potential audiences. This is particularly true in the case Of the Radio and TV media which continues to grow in number Of stations and audience while the number Of newspapers (Spanish language papers) has remained constant. 1Otis Oliver Padilla, The Role of Television in the Diffusion of Extension Information, Thesis for the degree of M.A. Michigan State r y, . r\ ‘J -3- The social and economic development taking place in the Island has brought new challenges to the scope and methods Of work of the Extension Service. For instance, in order to reinforce classical teaching methods, Extension personnel are intensifying their use of mass media channels. Mass Media Channels in the Diffusion of Extension Information Commercial and educational Radio and TV, and the three dailies are receptive to the Extension personnel, especially to the communication specialists working on the state level. All these channels are Outlets for farm information provided it is well written and produced and does‘ not violate the standards Of the commercial mass media. Nevertheless, it is not enough for the Extension personnel to know the style and production techniques Of mass media. They must know the mass media habits of their clientele. For example, the target audience predisposed to any one Of these media channels in that particular area. - How do media habits relate tO'Extension Service educational Objectives? The Problem Immanuel Accordingly, this study has to do with mass media habits of the tobacco farm population Of the Agricultural Production Area of the Naranjito Trading Area. It was intended to determine specifically the relation between frequency of exposure to mass media channels and level of adoption of these farmers. That is, the research was designed tO investigate: (a) the relation between mass media exposure and the awareness stage of the adoption process -4— (b) the relation between mass media exposure and the interest stage of the adoption process (c) the relation between mass media exposure and the adoption Of farm practices It was predicted that there is a positive correlation between the information our tobacco farmer gets from the mass media and his appli- cation of modern farm practices. This study considered the following questions: I) Do these farmers listen to radio and tv? 2) Do they read.newspapers? 3) What are their program references? 4) Is there a tendency to follow a regular mass media exposure pattern throughout the week? 5) Is there any relation between mass media habits and adoption Of modern agricultural practices? Description of the Area The Agricultural Production.Area within the Naranjito Trading Area comprises sections of six wards belonging to the following counties: Naranjito, Corozal, Barranquitas and Comerio. This Area is served by an.Agricultural Extension Service Office located at Cedro Arriba ward of Naranjito county. The Area lies over 2,000 feet above sea level (25 miles from San Juan, the capital city). It has average temperature of 72° F. and a mean annual rainfall Of around 77 inches, well distributed during t d de a t a Ola en e Area de sa rollo ural de figrgnjito, (Servicio de‘Extensidn.Agricola, Universidad de Puerto Rico, 1963). pp. 3, 4, 5. l‘ :’\ l -5- the year. The prevalent soil types in the region are the Catalina clay, Cialitos clay, and Mucara clay loams. These, if prOperly worked and with an adequate amount of limestone, are very productive. Farm.Description There are 308 farms Operated by 285 farmers in the Agricultural Area of the Naranjito Trading Area. They cover 8,024.99 acres of land. The average farm size is 26.06 acres. Ninety-two of 29.8 per cent of the farms are devoted mainly to tobacco. From the standpoint of agricultural value this crop ranks second in position among all crops cultivated in the region. The crop value was $127,659.38 for the 1963 season produc- tion. This amount represents 27.9 per cent of the overall agricultural production value of the Area. The total acreage devoted to this crOp - 233.50 cuerdas (.97 of an acre) - yielded 3,569.65 tobacco hundred- weights. The yield per acre was 15.28 hundredweights. Land Tenancy The great majority of these farms are Operated by their owners. Only twenty-three Of these farms, or 7.5 per cent, are worked under other tenancy types. Three-fourth of the farmers live on their farms. Only 76 Of them live elsewhere. Schooling The formal schooling Of the farmers living in the Area is very low. The average schOOling is 3.2 years Ofelementary school. Eighty-three farms Operators (29 per cent) have never been in school. One hundred thirty-four (47 per cent) have completed from one to fours years of elementary school. These two groups of low or no schooling at all represent 76 per cent of the farmers Of the Agricultural Production.Area W: , s , . .x o 1‘ , I ) e e o .. «1 e W . N \ a. . o x U a o - t .\ H. l t 1 N .\ - r c ,r .\u N , x AA ‘1', W N W N. I fly W . W. . W . . N W. a? N. o N \ , . a .x x w W A a. 9 c4 I W \- . x _. l\ a , \ W A. O a W r , . av W a 7 -6- of the Naranjito Trading Area. Forty-eight farmers (16.8 per cent) have completed from five to eight years of schooling. Age The average age Of the farmers is 54.2 years. There are seven farm operators under 30 years of age and 37 of them are 30 tO 39 years old. These groups of young farmers include only about 15 per cent of the total. Agricultural Production Organization The farmers of this Area derive three-fourths of their income from agrionlture. They produce a wide variety of crops such as tanniers, yams, sweet potatoes, tobacco, banana, plantains, and other vegetable crOps. However, in order Of economic importance, plantains, tobacco, and tanniers are the three most profitable crOps. These constitute 80 per cent of the agricultural income of the farmers. The above description indicates some of the social and economic characteristics of the farmer in the Area under study. The extraor- dinary similarity of these farm Operators as far as their educational and.economic level, age, type Of farming, and the size of their farm Operation is quite clear. They are a compact group of small farmers dependings on a family farm for their living. Because of their geo- graphic location, they are easily reached by mass media, especially radio and television. In addition, they have been.exposed for a long time to the influence of the Agricultural Extension Service regarding the adaption Of certain farm practices. C .‘ I \ r 1 t '1’ C ( t e ‘ . . r\‘ a -\ m 'N T‘ \ x 7‘ C .\ . . . g o ”w The Choice of a Tobacco Farm Papulation This study is limited to tobacco because: First, the social and economic traits of the tobacco growers are very similar to those of the rest of the farming pOpulation of the Agricultural Production Area, the 216 farm Operators dealing mainly with the production Of plantains, yams, tanniers, vegetables, and other starchy crOps. Therefore, generalizations might be tentatively applied to the overall farming population of the Area, supported by the research findings Obtained with the tobacco producers. Second, the tobacco farmer pOpulation of this Area is part of a large nucleus of Puerto Rican tobacco farmers. The Island has more than 12,000 tobacco growers. As a matter of fact the tobacco crOp represents the third largest agricultural industry in Puerto Rico. Some general- izations can be applied to the Puerto Rican tobacco farm pOpulation based on the results Of this study. A Although much broader, there is a study similar to this research done with the dairy farmers of Puerto Rico. It is the Ph.D. thesis written by Dr. Otis Oliver Padilla, at Michigan State University in 1964 titled, The Role of Values and Channel Orientations in the Diffusion and AdOption of New Ideas and Practices: A Puerto Rican Dairy Farmer's Study. The results of both studies can be compared to determine similar- ities and differences between the dairy and the tobacco farmers Of Puerto Rico as far as exposure to mass media channels and adaption Of farm practices is concerned. Finally, the Puerto Rico Agricultural.Extension Service has devoted significant efforts to the teaching Of new farm practices to tobacco farmers so they can raise yields. It is expected that any achievement of -7... _-3- this kind tend to improve their standardof living. As part of this educational program a tobacco specialist and 23 county agents are sharing the responsibility for reaching the Puerto Rican tobacco farmers with new and useful farm practices and methods. It is hOped this research will help determine the role of the mass media channels, press, radio, and television, in the diffusion and adOption of new practices. It is also intended to investigate the role of the county agent and other government agents of change in the diffusion and adoption processes. It should be mentioned that the Puerto Rico Agricultural Extension Service Operates a well-organizedflEducational Aids and Infor- mation'Division to support its teaching program with the use of mass media and audiovisual aids. These factors encouraged the researcher to study the tobacco farm population of the Agricultural Production Area of the Naranjito Trading Area. Practicability Of the Study This research was aimed at gathering more information about the tobacco farmer of the Naranjito Trading Area. It was expected that the results and recommendations will furnish the Extension personnel with extra knowledge necessary to reach these farmers more effectively. If the county agent knows more about farmers' media habits and other characteristics he will be better able to reach them with new ideas and farm practices. The Educationaerids and Information Division of the Extension Service will be able to intensively use those channels this research has indicated are more accessible to these farmers. Mass media specialists of the Extension Service may become more efficient in the -9- work of reinforcing the county agent's daily efforts to change the attitudes and work methods of the farmers. The map on the next page shows the demarcations of the wards and the location of the Extension office in the Naranjito Trading Area. AGRICULTURAL EXTENSION SERVICE OF THE UNIVERSITY OF PUERTO RICO NARANJ ITO TRADING AREA Vega Alta Abras —~ ."-\~-’ «/ Cibuoo ’ - ComzaJv Falmarej I ~‘ __._ I Toa Alta Momvis \ d \\ Dos Bocas ’ P . \. a illa \ .l\.’ ’W )AC hi0 - Guadlana \ N ate—s . t J “I. amino One Is .$/: Palos ly‘fmcos .éfl ‘ : Negro s as I \ ’n‘ “ V. , (‘edm Abajo: a, a, ‘~-": ’\ I"\ ” A. Nuevo . t I I ) , 6’ / Anones \ Bayamon crocovis ! \IPalmirlta ’ v A '. “' I I II Men}? " Cedro Arrlba I. ,’) 'l \ \ I \ v I . I Am“ .80“j;5\“:1’l"\_o.-—— ’( a ’ 3'19““ I Do 8 Elena ‘ Cedrito \f‘ afiabfi; l mebradillas ‘ .. -‘ , e .. - ‘5 \ 2mm...” \ (I .- ' Band I scan .1". aims come ‘s N 30 v. \Rio Hondo ‘ ‘,_\,. \ c ‘t ‘7 ‘ ‘\ : Qiebrada ' ‘ I ’l Sveg‘wejad Palo Hlnc’db'“ ’ A xix.) \\ ’1‘ \Redon- [I \c’ \ PEI-Pas I Barranqu ‘ \ Hondur ‘ Cosmo "9'90““ Aibonito Cidra Legend: Naranjito Trading Area Agricultural Production Area 0 Wholesale Agricultural Market Agricultural Extension office of the Area {3 If s0: Township -10- CHAPTER II DIFFUSION RESEARCH IN AGRICULTURE This chapter presents some literature related to the diffusion of farm innovations. The diffusion theory, as stated by American investi- gators, is the primary focus. The categories of farmer innovativeness are also explained here. The results of some farm innovation studies are cited as done in United States, Australia, Netherlands, and Latin American countries. The Extension Service as an Agengy_of Changs- As an agency of change the main objective of the Puerto Rico Agricultural Extension Service is to disseminate information about new farm practices and methods of work. It is hOped that these new techno- logical discoveries will help the farmers to produce more crops, better livestock and consequently raise their standard of living. Therefore, the Extension worker, as an agent of change, faces the problem of what channels utilize to effectively communicate these messages to his potential audience. There is no doubt that some knowledge about the diffusion process can help him a great deal. Agricultural diffusion research has worked for 20 years to provide change agents the tools necessary to implement their programs, as Oliver brings to our attention. But, how does the diffusion model work out? How does it assist the agent of change in his daily work of spreading new ideas and farm prac- tices? 1Otis Oliver-Padilla, R0 0 a a d hannel Orientation in the Diffusion and Adoption of New Ideas and Practices, Thesis for the gree of Ph. D., Michigan State University, p. . -11- Won T118011 American researchers such as Lionberger and others support a postulated five-stage diffusion process.2 For the Extension worker each one of them is very important. First, because they help him realize how a farmer adapts s new idea. Second, the stages tell us the position or role of mass media as far as the whole diffusion process is concerned. These are the five stages of the adaption process: Awareness -- the farmer gets first knowledge about a new idea, product or practice; Interest -- he actively seeks extensive and detailed information about the idea .... Evaluation -- he estimates its worth to him Trial -- he decides tO try the practice on a small scale AdOption -- he accepts and puts the practice to work in his farm business. Immune ' mmmm t mm The important point here is: into which of these stages do mass media fit best. It has been found that media like newspapers, maga- zines, radio and television are more useful as sources of information in the awareness stage. At the interest stage, mass media, again, and other farmers, rate high as information sources but for somewhat different reasons than at the awareness stage. Nevertheless, this by no 2 Herbert F. Lionberger, AdOption of New Ideas and zrggtigeg, (Iowa: Iowa State University, 1960), pp. 22-23. -12- -13- means infers that the media of mass communication cannot profitably be used in other stages of the adaption process. As Lionberger suggests, "the radio has performed a legitimizing or 'okaying' function important at the evaluation, trial and final adoption stages".3 But what about the personal communications influence in the diffusion process? In the literature consulted there are some instances that illustrate the impact of this influence on decision making exerted by Opinion leaders. For instance, Katz and Lazarsfeld found that per- sonal influence counts much more than mass media influence for the people who changed their vote intention during the course of the campaign in the 1940 presidential elections.4 Rahudkar (1958) is quoted by Rogers as reporting the following results: "neighbor to neighbor communication was of greater importance in the diffusion of farm.innova- tions than any other communication channel in his study of India's villagers".5 The role of Opinion leaders in the diffusion of farm practices among dairy farmers was also studied by'Wilkening and associates in Northern Victoria, Australia. They reported that farmers sought as information sources are influential in a specific type of problem only, whereas others are influential in several problems. 31bid, p. 3. éElihu Ratz and Paul F. Lazarsfeld, Peggonal Inflggnge, (Illinois: 1955), p. 41. 5Everett M. ROgers, Diffusion of Innovations, (New York: 1952), p. 218. éE. A. Wilkening, John Tully, and Hartley Presser, "Communication and.Acceptance of Recommended Farm Practices Among Dairy Farmers of Northern Victoria", Rggal Sogiology, (June 1962), Vol. XXVII, NO. 2, pp. 116-117. -14- In a study attempting to analyze the process by which Dutch farmers get information about new farm practices A. W. Van den Ban (1961) reported mass media as the most important source of information in their awareness of innovations; 75 per cent of the farmers mentioned mass media as their major sources of information during this stage. The same percentage of farmers stated that in the decision making stage their main source was personal contact with other farmers and extension officers.7 Real and Bohlen (1957) conducted a study in United States to deter- mine which sources were the most common and how influential each was at a particular stage of the adoption process. Their findings suggest that the most common sources during the awareness stage were mass media; during the interest stage, again.mass media, followed by government agencies; during the evaluation stage, neighbors and friends; and during the trial stage, in rank order, neighbors, friends, government agencies, mass media and salesmen.8 In Central and South America there is some research done on farm innovations diffusion. For instance, neutschmann and Mc Nelly,9 in 1962, studied two Latin American communities: Saucio, a small village located in the Colombian Andes, and another village in San Jose, Costa Rica. In both communities these researchers found a close association between 7A. W. Van den Ban, The Communication ofgflew Farm Practices in the Netherlands, (An English summary of the book, Van Gorcum, Assen, Netherlands, 1963). 8G. M. Deal and J. M. Bohlen, The Diffusion Process, (Agricultural Extension Service; Iowa State College, Iowa Jr. No. 18,March 1957), p. 6. 9P. J. Deutschmann and J. T. Mt Nelly, Bl Uso de los Hedios de Comu- nicacion Masiva en nos Comunidades Latinoamericanas, (A Paper presented at the 13th National Congress of SociolOgy at Hermosillo, Sonora, Mexico, from November 12 to 16, 1962). -15.. higher educational, income and occupational levels and the opportunity for exposure to mass communications channels. They found that a higher exposure to mass communications channels was associated with a higher predisposition towards the adaption of technological change. Both studies provided support to the hypothesis that exposure to mass commu- nication channels affects the information levels, the attitudes and the behavior of individuals by making them more sensitive to technological change. As far as the role of the information sources in the diffusion process Oliver summarizes the research findings saying: The bulk of research dealing with the role of information sources during the diffusion and adoption processes tends to support, with few exceptions, the principle or generalization that mass media are major sources of information during the awareness and interest stages, while friends and neighbors constitute the major sources of informftion during the evaluation, trial and adoption stages. 0 The Five Staggg: A gongroyersial Thgory There has been some discrepancy as to the validity of the five stages of the adOption process. While some research tends to support this postulate, other research does not. In defense of the five stages theory Rogers cites studies such as those of Beal and Rogers (1960) and 000p and others (1958) that tend to support its validity.11 In the first study cited by Rogers (1962), Beal and Rogers inves- tigated the adOption of two farm innovations among farmers of an Iowa 10 Oliver, M” p. 23. 11 Rogers, op. cit., p. 95. -16- community.12 Their findings suggest that most of the respondents went through a series of stages from awareness to adoption. However, the same evidence, as reported by Rogers, indicated that adapters do not always pass through a five-stage process before adaption. In the Beal and Rogers study, for instance, some farmers skipped one or more stages (20 out of 1,070), especially the trial stage. In his study of Puerto Rican dairy farmers Oliver found that progressive oriented dairy farmers usually followed the stages, while traditional farmers tended to skip most of them. Also, the progressive dairy farmer apparently is predisposed to accept new technology, while the traditional farmer tends to reject or just adOpt without question. The transitional or intermediate farmers, according to Oliver, were average as expected (1. e., they followed more stages than the tradi- tional oriented dairy farmer and less than the progressive oriented). The above mentioned categories were used by Oliver to classify farmers according to their combined value and communication channel orientations. For example, the progressive farmer is the one who exhibits more orientation toward modernism. The intermediate category comprises farmers in a stage of transition, intermediate between modernism and traditionalism. Finally, the farmers rooted to traditions in their orientations toward innovations are classified as traditional l4 farmers. Izzggg, pp. 95-96. 13Oliver, Op, git., p. 192. 141bid, p. 11. -17- Apparently, research findings are sufficient to support the five stage adoption process. As Rogers puts it, "evidence from research studies indicates the conception of adaption stages is probably valid.15 This chapter could be judged incomplete without an explanation of the farmer categories from the innovativeness standpoint. Because of this reason and moreover, since this arbitrary classification completes the diffusion theory panorama, the social phenomenon is discussed in the next paragraphs. Farmer Categories Researchers have classified adopters into categories on the basis of the relative time at which they adopt an innovation or innovations. Now, this will show that not all adapters accept a new idea or practice at the same time. Like the process to produce aged rum, this is a time consuming phenomenon which requires the presence of certain conditions, to complete the cycle. In this chapter the classification done by Everett M; Rogers is cited both because of his acknowledged aythority in the field and the recency of his work. Innovators - Venturesome is the main characteristic of the innovator. Besides he is used to cultivating cosmopolite social relationships. As Rogers defines it, cosmopoliteness is the degree to which an individual's orientation is external to a peculiar social system.16 The innovator is eager to try new practices no matter their costs or results since he usually has plenty of money to absorb the financial loss in case of failure. 15Rogers, op. cit., p. 119. 16 Ibid, p. 183. -13- ..§ar;y adaptgga - Their peers show respect for them. This adopter category more than any other has the greatest degree of Opinion leadership in most systems. Potential adopters look to them for advice and information about the innovation. Early adopters, I will add, are the most useful persons as far as the diffusion of farm practices is concerned. As the literature suggests they are in close contact with agents of change more than any other type of adopter, including the innovators. figrly majority - Their unique position between the very early and the relatively late to adapt makes them an important link in the process of legitimizing innovations. Late majority - They adopt new ideas after the average member of a social system. Adoption may be both an economic necessity and the answer to increasing social pressures. Laggards - These adapters are the most localite of all adopter categories, and many are near - isolates. They are traditional peOple and tend to be frankly suspicious of innovations, innovators and change 17 agents. As stated before the early adapters can be advantageously used by the‘lxtension personnel to accelerate the diffusion of new'methods of work among the rural peOple. They should constitute the primary concern of the change agent to bridge the original sources of information and the potential adapters. The early adapter is the person with the necessary qualities to perform this connecting link in an efficient way. According to Rogers he has the necessary attributes to do a good job. He says, 17 11.3.4, pp. 139-141. (x W .‘ ' '\ A Q ‘ a '\ f“ I \ \ '\ v '\ .. K I . /‘\ \J .‘A O ' , .w _ ' '1 "N ‘N' . O .f I: '\ '\ ‘ n W ~ w x "x . ' K ‘ W - W -1 . ‘ —\ \ -19.. "it is reasonable to expect that earlier adopters not only seek more impersonal, more cosmopolite, and more direct information sources, but that they seek a greater number of different information sources that 18 later adopters". From the Extension standpoint the local adoption leaders are important links in the chain of communication. A study done by the Iowa Agricultural Extension Service shows that: they are not necessarily innovators or early adOpters, but they do adapt ideas sooner than the majority who look to them for information. They have information contacts with agricul- tural agencies and other farmers outside the immediate local- ities who have tried the ideas. Studies show that these informal leaders are identified by the majority of farm peOple as neighbors and friends rather than is "leaders", because that's what they are to these people. 9 In short, it can be safely say that both the early adopters - usually the larger and more commercial farmers in their areas - and the local adaption leaders are the most important farmers for the Extension Service as far as the diffusion of farm innovation is concerned. At this point it should be mentioned that the potential adapters follow certain stages before accepting an idea on a permanent basis; moreover, that innovations are not accepted by all potential adopters at the same time. It is thus appropriate to examine the so-called two-step flow of information theory. This is basic to agents of change who continuously are using all kinds of mass media to "air" or print messages intended to influence a large audience in a positive manner. 181bid, p. 182. 19 Agricultural Extension Service, How Farm People Accept New Ideas, (Iowa: Iowa State College, Special Report No. 15, November 1955), pp. 9-10. Two Step Flow of Information Theory As stated by Katz and Lazarsfeld the information seems to flow from radio and print to Opinion leaders and from them to the less active sections Of the population. These authors suggest that "interpersonal relations are potential networks Of communication and that an opinion leader can best be thought of as a group member playing a key communi- 20 cator's role". This theory has been reviewed by Rogers. He found that the flow of information is a more complex phenomenon that the mere two-step idea. He argues: a reformulation of the two-step flow hypothesis suggests innovations spread from sources Of new ideas via relevant channels tO opinion leaders and from them by way Of personal communication channels to their followers. It is likely that the first "step" from sources tO Opinion leaders is mainly a transfer Of information while the second step from Opinion leaders to their followers may also involve the spread Of influence. Recent research evidence suggests a multiple step flow where Opinion leaders may influence Oth§r Opinion leaders and they in turn, influence their followers. 1 I think that this multiple step flow of information tends tO rein- force the acknowledged importance Of the Opinion leaders in the diffusion process. On the other hand, no matter how'many steps the ideas demand to flow from original sources, the Opinion leaders get, interpret, shape and spread the ideas among their followers according to their social background. In short, they spread new information, excerting at the same time strong influence over it. 20 Katz and Lazarsfeld, Op. cit., p. 33. 21 Rogers, Op. cit., pp. 213-214. -20- Conclusion An attempt has been made in this chapter to familiarize the reader with basic literature on the diffusion Of farm innovations. MOreover, the author thinks this background literature and research findings will help the reader to understand and interpret the results Of the present study. Now, the reader is abOut to start an imaginary trip tO another setting where these diffusion concepts are tested once again under a different culture. This refers to the Puerto Rican tobacco growers' exposure to the media of mass communication and its relation to their predisposition to adOpt new ideas and farm practices. -21- CHAPTER III iMBTHODOLOGY The method adOpted in this research to investigate the relation between frequency Of exposure tO mass media channels and level Of adoption Of tobacco farmers of the Agricultural Production.Area within the Naranjfln Trading Area will be described now. The following three farm practices were selected to determine the relationship between the concept Of adaption and the communication channel orientations Of the tobacco farmer: 1. Use Of hillside or contour ditches 2. Use Of parathion insecticide on the tobacco plantations 3. Use Of limestone on the soil Of tobacco plantations Indexes Used to magure mdia Expogure The degree Of exposure during a given time period was obtained for the following channels: 1. radio 2. television 3. press Media exposure was measured in two ways: a) exposure to a particular channel b) overall exposure to all channels 1- Radio - Three sources were used for the investigation of the listening habits of tobacco farmers. -22.. V: K.‘ A.) -23- l) "Actualidad Agricola": number Of days listened to during a week, 2) other radio farm programs: number of days listened to any of them during a week, 3) radio farm releases: number of days listened to radio farm releases during a week. General Exposure Index to Radio - Total number Of days listened to the three (3) radio sources last week. 2- Television - Two sources were used, as frame of reference to test tobacco farmer's frequency Of exposure to televi- sion - Panorama Agricola: a TV weekly farm news program produced and telecast by the researcher, and exposure to any kind Of information related to agriculture presented during a week on television. General Exposure Index to Television - Number of times the farmer used two (2) TV sources. 3- Press - Two newspaper sources were used to measure frequency of exposure to this medium. Any kind of farm information read in [1. Lgparcial during a week; any kind of information dealing with farm topics read in E; M during a week. General Press Exposure Index - Number Of issues read on two (2) news- paper sources. TO collect the data, questions like the following were constructed: 1. Did you listen to __ during the last week? __ YES _ N0 2. Would you tell me which of the __ you listened to? __ 110mm __ WEDNESDAY __ FRIDAY __ msmr __ THURSDAY {J '. 'l ‘\ ‘I on 1 J W ’3 -24.. 3. Did you read during 2 Questions like the preceding were used to find out the frequency of exposure to each one of the media channels investigated. To measure the overall exposure to mass media, scores for each one of the channels studied were added. By this procedure the researcher was in a position to get information about overall exposure. General Media Exposure Index - Scores on radio +'TV‘+ newspapers The Universe as our Sample The pOpulation of tobacco farmers of the Agricultural Production Area Of the Naranjito Trading Area was studied under this research. That is, eighty tobacco growers were interviewed by the researcher and other'Extension personnel. Since the group was small it was possible to study the universe, thus eliminating any sampling error. Methods Of Collecting Data A. Personal Interyiew The next step was to select the methods for securing the informa- tion desired. In deciding the best methods we recalled the C. W. Allport saying, "If we want to know how people feel, what they experience and what they remember, what their emotions and motives are like, and the reasons for acting as they do - why not ask them?" Considering the daily application of this thought and the conditions under which this study was done the combination Of the personal interview and the questionnaire was chosen as the method to Obtain the information desired. The following are five reasons for the use of the personal ‘N " "\ \ ‘ '\ . w . “x .‘ l c u \ . . ~‘ -\ - x — fl '\ - -\ i ' - . .- 0 . I . - , V -\ -\ ,. —~ . s _ . A 4 . . e , , , \ W , . 1 ~ 7) . . 3 - ' : , W . , \ , -\ ’ w “I -25- interviews as one Of the uethods for collecting the data: 1. The interviewer was able to explain the purpose of the study of the farmer. 2. The interviewer was able "to create a friendly atmosphere and to put the respondent at his ease", as Selltiz suggests.1 3. The interviewer entered the data in the questionnaire in an efficient manner and without bias, considering that he was dealing with farmers having little or no education. 4. TO conduct the interviews the researcher was assisted by professional personnel. They were trained by the investi- gator as explained later On in this chapter. 5. It was extremely difficult to reach these tobacco farmers either via the mail or by telephone, since they live in an isolated countryside. B. Ihg,9uestionnaire The questionnaire allowed the researcher to register the informa- tion gathered during the interview in a systematic manner. It was designed so that it enabled the author to tabulate and analyze the data in a rapid and efficient way. The questionnaire designed and used for this study included items constructed to get the information sought by the investigator. Under Block. E Of the questionnaire - adaption - questions were provided to determine sources Of information at the awareness and interest stages of diffusion. Question number 21 was aimed at determining when the respondent became aware of each practice. (How did you get for first 1Claire Selltiz, et a1., Research Methods in §O§ial Relations, (Holt, Rinehart, and Winston, New YOrk, April 1964), p. 575. ‘J h N O ‘ If V \ 7‘ \ N N \ f —\ 3 _, ( . 3 “ ‘ '\ *‘ W * ' W o N ‘ ‘ ' ‘ , ; ‘- 1‘ n \ \ I‘ '\ . \ . , ‘ ‘ ‘ 1') N ' '\ . fl " x . 3 . , a W ‘ a) a \ ~ 1‘ L W ‘1 \ ’ - r] ‘ x 3 3 ‘ ‘ W . n, n N ' ‘} '\ - (I , W '\ C "1 ‘ W 3 “ " - ' ‘ ,‘ W ‘N ”N ‘ ’ fi‘ 7“ 'W ‘1 ‘w ' \ ’3 W , , _ . J "‘ W ‘7 ". 1 \ A‘ ‘ r‘ I ‘ W "\ ‘. C ' g , i‘ r -26- time information about the practice?) Questions 26 and 27 were construc- ted in order to obtain information about the interest stage and the sources of information used by the respondent at this stage. Two principles were considered in the construction Of the question- naire. To begin with, the questions were written considering the best psychological sequence from the standpoint of the respondent, instead Of an apparent logical sequence, as Selltiz suggests.2 In addition, the investigator included extra questions in order to check the reliability Of responses. Examples of this technique are included on Appendix A or the English version Of the questionnaire. c. lnterxiewinswzresesuae. The art of interviewing as explained by Selltiz, et al. in the book, Research Methods in Social Relations (revised), was applied by the researcher and the Extension personnel in charge of the interviewers. Briefly, these were some of the concepts that the interviewers were aware of: l. The interviewer's manner should be friendly, courteous, conversational and unbiased. 2. He must understand that even a slight rewording of the question can so change the stimulus as to provoke answers in a different frame Of reference, or bias the response. 3. He must be aware that any impromptu explanation of questions is prohibited. 4. If any respondent gives evidence Of failing to understand a particular question, he can only repeat it slowly and with prOper emphasis. 21bid, p. 549. -27- 5. The interviewer must be extremely careful not to suggest a possible reply. 6. He must inspect each interview, immediately after its completion, before he goes on to another respondent, to make sure that it has been filled in accurately and completely. F eld Work A.ueeting with the Extension Director and his aides was held. The research project was discussed and its value for the Agricultural Extension Service was explained. As a result Of this meeting three Extension agents were assigned tO do the field work. TO avoid contami- nation Of the data, the agents from the Naranjito Trading Area did not participate in the interviewing job. Agents from other places were assigned to this Area during the interviewing period. The three members of the interviewing team were trained for aweek. The first training session was devoted to explaining the purpose of the study and discussing the questionnaire. The discussion had to do with the best ways to approach the farmers and expectations of the job to be done. The second and third training sessions were devoted to training specifically for the job. The principles of the art of interviewing were widely discussed. Each member of the team conducted a practice interview in front of the group. In one case he acted as interviewer and the researcher as the farmer; in the next case the roles were reversed. Then each member of the team was asked to perform a interview of a farmer in a real situation under the supervision of the researcher. The last training meeting was devoted to preparing the interviewing schedule and to assigning the cases. -28- The pre-testing to improve the instrument was carried Out in Puerto Rico with a sample of ten tobacco growers in Cidra county. The tobacco farmers Of that county are similar in characteristics to those who were interviewed in the present study. An.Extension agent and the researcher conducted the interviews at this stage in order to record problems related to length of the questionnaire, clarity of the questions, reactions Of the farmers, etc. After the pre-testing procedure the questionnaire was modified following the suggestions Of the thesis chairman, the farmers interviewed and the county agents. The next step was the interviewing procedure Of the farm pOpulation selected for the investigation. The collection Of the data took about four weeks. The county agents and the investigator worked on this phase Of the study. Statistical Analysis The codification of the data was done by the researcher as soon as the field work was finished. The statistical analysis was done by the Electronic Computer Center of the Agricultural Experiment Station of the University of Puerto Rico at Rio Piedras. The analysis Of the data was simplified in a significant manner by studying the universe or pOpulation. To analyze the relationship between mass media exposure and the awareness and interest stages in new ideas, simple correlation analysis (contingency coefficient) was used as the analytical tool. The same analytical tool was also used to determine the relationship between channel orientation, socioeconomic traits, and adaption of farm practices. Other analyses used were frequencies and percentages, particularly to present over-all adOption information and -29 - data about favorite radio stations, daytime periods most favorable for radio tuning and amount of time devoted to daily radio listening. The last two statistics were used, "to reduce a mass Of data tO an understandable form which can be quickly grasped", as Alder and Roessler 3 suggest. In order to determine a number Of associations between discrete variables, the contingency coefficient C, a nonparametric test, was used to process the data in this study. It was mainly applied to establish the relation between exposure to mass media channels and degree and awareness, interest and adOption of farm practices by the universe of Operators studied. The same statistical analysis was applied tO deter- mine exposure tO agents of change and level Of awareness, interest and adOption and three farm practices. In other words, the contingency coefficient 0 was a useful statistic for analysis Of the nominal data obtained; that is, to determine associations between exposure to mass media and agents of change and the awareness, interest and adOption stages Of the diffusion process. As Siegel says, "the contingency coefficient C may be used when the information about the attributes 4 consists Of an unordered series of frequencies". 3Henry L. Alder and Edward B. Roessler, Introduction to Probability and §ta§I§tIg§, (W. H. Freeman and Co., San Francisco and London, third edition, 1964), p. 26. 4Sidney Siegel, Non Parametric §tatistic§_for thg Behavioral §ciences, (Mc Graw - Hill Book Co., Inc., 1956), p. 196. .‘ n CHAPTER IV RESULTS Part A:-- Mass Media Habits One Of the main Objectives Of this research was to determine the mass media habits Of the tobacco farm population Of the Agricultural Production Area of the Naranjito Trading Area. Radio, press and tele- vision media were mainly considered tO establish their habits to mass communication channels. For better understanding of the findings the media are discussed separately. Radio It was found that these farmers are well exposed to radio. Ninety nine per cent of them listened to radio regularly. Generally speaking, they are extremely well exposed to radio station programming and to direct agricultural programming as well. According to the figures, approximately seventy-one per cent Of the farmers said they listen to radio following a more or less uniform pattern during weekdays. However, this tendency showed a sharp decline on Saturdays and Sundays. There are some social factors that might explain their radio listening habits in this respect. 1During weekdays they stay on their farm doing all kinds Of chores related to crops and livestock. But, on Saturdays they regularly go shOpping, attend agricul- tural cooperative meetings and activities related to the church. On Sundays most Of them attend mass, Sunday school, cock fights or visit friends and relatives. Hence, they are unable to listen to radio during the weekend. But, homeuch time do they devote to radio listening? As shown by -30- ’J 1" -31- Figure 1 they seem to listen to this medium for short periods of time rather than for long ones. Figure 1. Time Devoted Each Time to Radio Listening by Farmers on Weekdays. 100 90 80 70 60 Per cent 50 30 20 10 15 mm. or less. 15-30 Min. 30—60 Min. 2 Hours More than 2 hours Thus far it is Observed that tobacco growers of the Naranjito Trading Area are frequently exposed to radio, but for short periods. At least thirty-four per cent Of them listened to their radio sets for fifteen minute periods. Thirty per cent of the farmers tuned their radio sets for 15 to 30 minute-long segments. Figure one shows that this farm population is exposed to radio for short periods only, especially during weekends. The most favorable daytime period for radio was also determined by this investigation. As demonstrated by Figure 2 there are three time segments or periods which are the most frequently tuned in by this farm population. . . e H -» x . , e . . . n A ’ a I .. . y . . . r 1 , ' . I ' - n . I ' . I a _s I , j - -32- Figure 2. Daytime Periods Most Appropriate for Radio Listening. 100 90 80 70 60 Per cent 50 40 30 20 10 These are time periods from five to seven O'clock in the morning, five to seven in the afternoon and at noon. It seems that in Puerto Rico the midday period is attracting listeners among farm Operators. It seems, however, that the five to six o'clock segment, in the afternoon, is the most favorable daytime period for radio listening among the tobacco farmers. Fifty per cent Of the farmers prefer that time segment to listen to their radio sets. That figure shows also a slight tendency among these farm Operators to be exposed to this medium during the evening, especially after seven O'clock. As far as the morning is concerned the six to seven o'clock period seems more apprOpriate for radio listening among the tobacco farmers. Forty per cent of them tuned their radio sets at that time. Figure two suggests that the five to six O'clock segment in the morning is another favorable period for radio listening, since thirty-five farm Operators apparently do so during the weekdays. The remaining morning periods do (\ -33- not appear favorable for radio listening among the farmers considered in this study. The data collected also pin-pointed the favorite radio stations of these farmers. Figure 3. Radio Stations Listened to by Tobacco Growers of the Naranjito Trading Area. 100 90 80 m V so :7 7 3 50 § R 7 R 7 :7 i r :7 Ga 40 \ {7 / K 7 w /\ / m -. n7 v A w 10 ' WKAQ WA PA WKBM WI PR WITA WRAI OTHER Figure three features WKAQ as the favorite radio station Of the tobacco growers Of the Naranjito Trading Area. Ninety-four per cent Of the subjects regularly tune in on that station. WAPA and WKBM radio stations are listened to by ninety per cent of the farmers interviewed. The radio station of the Puerto Rico Department Of Education, WIPR was ranked fourth by these farmers. It is interesting to point out that other radio stations are Often heard in the studied area. Apparently, the geographical location of the region, 2,000 feet above sea level, permits these people to tune in to distant stations on the northern and southern coastal regions of the Island. As a matter Of fact, some farmers reported they can easily tune in such radio stations as WMIA, (L) f" . I -34- located at Arecibo - (northern coast) and WPRP at Ponce - (southern coast). The latter fact supports the statement that this farm pOpulation is well exposed to radio. So far exposure to general radio programming has been described. Now, the farmers degree of exposure to direct agricultural sources of information via this medium will be discussed. It was found that 31 per cent of the farm Operators listen to "Actualidad Agricola". The data show that farmers listen to "Actualidad.Agricola" irregularly during weekdays. The data show also that eighteen farmers (22.50 per cent) of this universe listen to other agricultural radio programs such as ECA Noticias (broadcast on Sundays mornings under the sponsorship of the Agricultural Stabilization and Conservation Service, USDA) and La Voz de ExtensiOn, (produced by the Extension office at Caguas county), aired on Tuesdays mornings. As far as radio releases are concerned, twenty-three of the farm Operators (28.75 per cent) say they listen agricultural news via this medium. It should be pointed out that WKAQ, WAPA and other radio stations broadcast daily agricultural releases early in the morning to reach the rural area Of the Island. These are agricultural news bulletins produced by the Puerto Rico Department of Agriculture and the'Extension Service. re a Only twelve farmers (15 per cent) of the universe studied read the newspaper regularly. This is a low level of exposure to press. What reasons might lie behind this fact? Two facts apparently explain the low level of exposure of this group to the press. First of all, it might be speculated that an illiteracy factor is -35- probably influencing the low frequency of exposure to press of this farm population. As pointed out in Chapter I, seventy-six per cent of the farmers in the Agricultural Production Area of the Naranjito Trading Area have not more than four years of schooling. Therefore, it might be said that many of them became functional illiterates after leaving school. As a second reason the circulation of the main newspapers in Puerto Rico, EL MUNDO and EL IMPARCIAL, reach their peak at 69,925 and 53,062 copies respectively during weekdays. Those papers circulate primarily among the people living in urban zones of the Island. Very few cOpies circulate in the rural areas. In short, farm people do not have a significant access to these newspapers. The fifteen per cent Of these rural peOple that regularly read the papers did not show any particular pattern of exposure to the medium any day during the week. Ten Of them regularly read agricultural items, either in El Mundo or'El Imparcial newspapers. W "Panorama Agricola", a 15 minute weekly TV news program, is telecast through a TV commercial network. The show is one of the main sources of farm.information in Puerto Rico. Twenty-eight (35 per cent) of these farm Operators regularly see this show telecast at 4:15 p.m. on Saturdays and rebroadcast at 4:45 p.m. on Sundays. Eight farmers (10 per cent) see agricultural TV news during the week. Many factors might account for these habits. First, it may happen that the broadcasting time of the most important commercial TV news programs is not appropriate for these ”so. -36- farmers. The WKAQ and WAPA TV channels feature news programs (15 minutes long) at seven O'clock and at ten o'clock in the evening. Longer TV news programs Offer a good opportunity to broadcast news about agriculture. WIPR-TV airs a news show at six-thirty in the evening. These broadcasters put emphasis on international, national and local news about the Vietnam war, politics, sports, industries, government, rather than agricultural items. Prior to 1963 the Extension Service TV news films were featured by the local channels. Since that date the films are shown at the Panorama Agricola program, almost exclusively. This is a farm show with a fenced audience. It might be stated that this farm population is selecting Panorama Agricola as their prime source of agricultural information. The reported findings in this chapter answer the set of questions considered in this study. For instance, do these farmers listen to radio and TV? Yes, they do. DO they read newspapers? Yes, but they are exposed to this medium at an insignificant level as compared with radio and TV. As far as agricultural programs are concerned, they show familiarity with radio and TV farm shows sponsored by the Puerto Rico Agricultural Extension Service, especially at the State level. Apparently, farmers do not follow a particular or definite mass media exposure pattern throughout the week. They just seem to be exposed to media channels whenever they have the time during the week. It should be emphasized that farmers do not listen as much to radio or TV on Saturdays and Sundays compared with weekdays. L.) Part B -- General Pattern of AdOption The general trend or pattern of adOption for all farm practices is reported in table number 1 shown below. Table l -- Pattern of adOption of farm practices by tobacco growers Frequency of Percentage of Practice N Adoption Adoption Contour Ditching 80 41 51 Limestone 80 49 61 Parathion 80 56 70 As shown by table number 1 the individual frequencies of adoption were as follows: 41 farmers adopted contour ditching, 49 adOpted limestone and 56 adOpted parathion insecticide. Irrespective of results reported in table 1, it was found that 41 tobacco growers (51.251) adOpted all three farm practices (contour ditching, limestone, and parathion), 27 Of them, (33.752) adOpted only two of the three practices, while only 12 Operators (15%) adapted just one practice. A high degree of adOption within these tobacco farmers is Observed. Part C -- Emsure to (hang Aggnts and AdOption The next paragraphs report the results of simple correlation analyses to determine the relation between: a) exposure to change agents and adOption b) exposure to mass media and adOption The data of table number 2 shown below present the relation between exposure to agents of change and adoption Of individual practices. ,-37- \ .4 -33- Table 2 -- Relation between exposure to agents of change and adoption Practice X c Contour Ditching 10.41 .4218 Limestone 5.03 .2208 Parathion 8.61 .3871 .A positive relationship between exposure to agents of change and adaption of all three farm practices was found. The implementation of these farm practices demands knowledge and skill. In other words the tobacco producer cannot adapt the unless he recruits the assistance of anflExtension agent, the Soil Conservation specialist or any other agricultural technician. These practices particularly contour ditching, have received predominant attention in the agricultural programs in this area where steep lands are the main feature in farming. Through face to face teaching, agents of change have been enforcing the adOption of contour ditching for the last twenty years. In addition, farmers received an incentive to carry out this practice. SO the length of exposure to agents of change apparently accounts for the high degree of relation between the two variables. It seems, that personal technical advice is also needed to put into work in the farm on-going Operation the limestone and parathion practices. It can be taken for granted that county agents utilize the method demonstration and other teaching techniques to disseminate the know-how about the application of farm practices. Apparently this farm pOpulation regards county agents as Opinion leaders from whom they can seek advice and information. From the flow I - “\fi ,‘ -\. O \.‘ e . .‘ W . .e - , -\ .‘ -\ "x - . N 'N ' f . . . 3' "\ "‘ 1‘ .‘ . . , . _ . a a _ n. . ‘ on L e ‘I \ ' ‘x v w . C u l v _. A‘- , '7 . ‘ t ", -39- Of information standpoint it might be said that agricultural officials act as Opinion leaders for these tobacco growers. That is, they get the information from the mass media and pass it on to them. They seem to take part in the decision making process of these tobacco producers as to the adOption of practices is concerned. The agricultural officials have the ability, not only to transfer information to these farm operators but to influence their behavior as well. Part D -- Exposure to Mass Media and AdOption Now, what about the relation between radio, press and TV frequency of exposure and adaption of farm practices? The data of table number 3 shown below present the relation between exposure to mass media and adoption of individual practices. Table 3 -- Relation between exposure to radio, press and tv and adOption Practice x2 C Contour Ditching 4.31 .2421 Limestone 0.57 .0873 Parathion 0.01 .0112 As illustrated by table 3, these media channels show a positive but low relationship to adOption. It is expected that the main function of media channels is to diffuse the information in a rapid, one way, and efficient manner. That is, to create awareness of innovations, instead of affecting the decision making process of the peOple. In any case, the information published via mass media channels may predispose these farmers to change their behavior in terms of adoption of -40- new practices. As was pointed out before these tobacco producers are well exposed to radio. Part E -- Socio economic Traits and Adoption An attempt was also made to relate socio economic traits to adoption. The social traits considered were as follows: scale of Operations (tobacco production), age and schooling. Scale p§_Opgrations and adoption First, the level of adoption of all three farm practices as related to the group's scale of Operations (tobacco production) is presented in the table number 4 shown below. Table 4 -- AdOption of all three farm practices as related to scale of Operations Tobacco Production Frequency of Per cent Of in Hundredweights N Adoption AdOption 1 - 20 30 16 53 21 - 40 26 17 65 41 + 24 18 75 Two main findings are Obtained from table number 4. A good level of adoption is apparently evident in each farmer's category as far as their scale of Operations is concerned. MOreover, the data reflect a high degree Of adOption among these tobacco producers with large scale of Operations. It seems that the most heavy adapters Of this farm pOpulation are found among actual commercial tobacco producers. Table number 5 reports the results of simple correlation analyses -. ‘- - *« L. L. “~"\ ’ww I O (. -\-\ A \ r '\ -\ I , -\ "\ ° I . rs ’\ ex .. .» . - . -.. .i . .‘ , W I no. -. ~ a «I a. 6-0 ~sn U K .. ... .-. .......-...» -...v a A .‘ a 'N ’\ N ‘\ I _ \ . i > a - c l N "\ . . . u D v W . fi‘. _\ fi .- .. q t a ' O C . 9 O f . . u o e . \ e I r u 1 o . a t - r i i -41- to determine the relation between scale of Operations and adOption of farm practices. Table 5 -- Relation between scale of operations and adoption Practice X2 c Contour Ditching 16.09 .4092 Limestone 17.74 .4260 Parathion .32 .0636 There is a positive relationship between the scale of Operations and adaption of contour ditching and limestone practices. A low positive relationship is also Observed between this social trait and adOption of parathion. Parathion is a relatively cheap insecticide and it can be easily applied. Apparently, its use on tobacco plants- tions has no relation with the scale of Operations of the farmer. However, the Operator who produces tobacco on a commercial scale is aware of the importance and use of contour ditching and limestone to boost crOp production. The use of limestone has been acknowledged as a limiting factor in tobacco production in Puerto Rico. On the other hand contour ditching is associated with soil conservation and fertility and consequently with tobacco production per acre. Ag3.and adoption The level of adaption of contour ditching, limestone and parathion insecticide as related to the group's age is presented in table number 6. -41- to determine the relation between scale Of Operations and adOption of farm practices. Table 5 -- Relation between scale of Operations and adoption Practice X2 c Contour'Ditching 16.09 .4092 Limestone 17.74 .4260 Parathion .32 .0636 There is a positive relationship between the scale of Operations and adoption of contour ditching and limestone practices. A low positive relationship is also Observed between this social trait and adoption of parathion. Parathion is a relatively cheap insecticide and it can be easily applied. Apparently, its use on tobacco planta- tions has no relation with the scale of Operations of the farmer. However, the Operator who produces tobacco on a commercial scale is aware of the importance and use Of contour ditching and limestone to boost crOp production. The use of limestone has been acknowledged as a limiting factor in tobacco production in Puerto Rico. 0n the other hand contour ditching is associated with soil conservation and fertility and consequently with tobacco production per acre. madam The level Of adoption of contour ditching, limestone and parathion insecticide as related to the group's age is presented in table number 6. -42- Table 6 -- AdOption of all three farm practices as related to age Frequency of Per cent of Age by years N AdOption Adoption 20 - 39 10 5 50 40 - 59 38 24 63 60 - 79 32 13 41 Apparently, the middle age represents the peak in relation to adoption of agricultural practices. After 60 years of age these farm operators seem to start loosing interest in new agricultural technology. Correlation analyses show a positive relationship between age and adOption of contour ditching and use of limestone. Results of correlation analyses shown on table number 7 present a positive relationship between age and all farm practices. Table 7 -- Relation between age and adOption Practice X2 C Contour Ditching 14.65 .3934 Limestone 8.01 .3017 Parathion .18 .0476 However, a low positive relationship was found between age and adaption of parathion insecticide. Factors of other nature, such as the time of exposure to the practice and sources of information, might "HI-'FI-‘m‘j ._ Ir . u . . . u o e '\ fl“ . -‘ -43- account for the adoption of parathion. Schooling and adOption Finally adaption of all three farm practices as related to schooling is reported here. Table 8 -- Adoption of all three farm practices as related to pm schooling Years of schooling N Frequency °f Per cent of Adoption AdOption 0 - 3 43 23 53 y 4 - 7 33 14 42 8‘12* 4 3 75 * Only one farmer has completed twelve years of schooling. The above data do not show a higher degree of adOption among the most "educated" tobacco producers of this farm pOpulation. The highest level of adOption is Observed within farmers of the 0 - 3 years of schooling bracket. According to simple correlation analyses, schooling shows a positive relationship with adoption of contour ditching and limestone. The results are reported in table number 9. Table 9 -- Relation between schooling and adoption Practice X2 C Contour Ditching 3.21 .1790 Limestone 5.83 .2830 Parathion .14 .0463 Confidence level .011 -44- Apparently, the adOption of parathion insecticide does not depend on these socio economic traits, since all of them have a positive but low relation with adOption of that practice. The adaption of the practice may depend on contacts with media channels and agents of change, incentives, weather conditions, etc. Part 9 -- Media gpanmls and Diffusion Stages A brief analysis of additional data shows the extraordinary role played by mass media channels as sources of farm information during the awareness and interest stages of the diffusion process. The tendency was discovered through correlation analyses. The results are shown in table 10. Table 10 -- Relation between exposure to mass media and awareness stage Practice x2 0 Contour'Ditching 4.3732 .6788 Limestone 3.2373 .6547 Parathion 3.4831 .6796 As shown by table 11 mass media are also important as sources of information during the interest stage, although the relationship between the two variables is lower. It is possible that these tobacco growers start using other vehicles of information at the interest stage. For instance, agents 0f change, friends, field supervisors Of COOperatives, neighbors, and other farmers. -45- Table 11 -- Relation between exposure to mass media and interest stage Practice x2 C Contour Ditching 2.7791 .5871 Limestone 2.5990 .5242 Parathion 3.4391 .6301 This finding shows that cosmopolite sources of information are important for these farmers during the awareness and interest stages of the diffusion process. CosmOpolite information about new ideas comes from outside the social system. Press, radio and television have been effective in calling various decision alternatives to the initial attention of this farm pOpulation. In short, mass media have created awareness of these farm practices among the tobacco growers studied. The bulk of facts and speculations that might explain the results of this study are presented as part Of Chapter V. The interpretations, recommendations and implications of this research are also discussed in the next chapter. CHAP'IER V CONCLUSIONS AND RECOMNDATIONS As reported in the previous chapter the media habits of the tobacco farmers of the Agricultural Production Area of the Naranjito Trading Area were determined by this research. Radio, press and television habits were determined to establish their media channel orientation. Conclusions and recommendations to reaching these peOple via these channels are discussed below. Part A -- Mass Media Habits 3.39.1.2. According to this study these farmers are well exposed to radio. It seems they rely heavily on this medium for information and entertainment. Apparently, radio is the only source of information other than interpersonal relation for most farmers. An explanation of this trend might be that they have little access to the press and a low level of schooling. In the light of these facts it is concluded that these tobacco farmers can be reached through radio. So the first recommendation is thatiExtension.workers should emphasize the use of this medium to orient this farm population. In so doing, however, it is suggested that the findings of this study are helpful in indicating the most favorable radio stations and daytime periods for radio tuning by these tobacco growers. For example, it is recommended that farm messages should be broadcast late in the afternoon and early in the morning, in that order. As a third choice they might be put on the air at noon time. Messages should be short, -46- -47- since these farmers listen to the radio for short periods each time. In the case Of radio programs they should be fifteen minutes long at the most. Extension agents dealing with this farm pOpulation should make arrangements with radio station programming directors to get favorable time to reach these farmers rapidly, economically and with a minimun of effort. Arrangements can be made to include news about agriculture on regular radio news programs. The radio stations of greatest value for this audience are WKAQ (especially its daily news program Radio Reloj broadcast from six to eight in the morning), WAPA and WKBM. In summary, radio is apparently the best impersonal channel for the diffision of Extension information among the tobacco growers considered in this study. Era-as As shown by the results the press does not open a wide information door to these tobacco growers. The data suggest that the low schooling of tobacco farmers reduces their exposure to press information. Nevertheless, press should be used as a supplementary channel for the diffusion of Extension information among these farmers. Why? Because the medium offers fine information Opportunities to the young tobacco farmers and the coming generation. Mereover, it reinforces the impact of messages delivered via other media such as radio and television. Many weeks after the interviewing of these farm Operators the Puerto Rico Farm Bureau (Asociacidn de Agricultores de Puerto Rico) started printing a newspaper with a circulation of 20,000 farm peOple, including these tobacco producers. This newspaper will be read by the fl -. . A r -. a, . n -. v- ,. .1- -. — c . n, a « -. - m x. W n a a, . a w r A x. . -48- young members of the family who may pass the information to their parents. TeleyisIon Tobacco growers appear to be considerably exposed to television. The data show an important level of exposure to agricultural information presented via television. It is recommended that the telecasting of "Panorama Agricola" be continued. But an attempt should be made to get time during weekdays to broadcast this and other farm shows through television in order to increase the Extension coverage. Another recommendation is to emphasize the use of TV by the Extension personnel. They can produce film coverage news and other messages for the audience. In this way TV will complement radio and press in the Extension information program. Part B -- AdOption Of Agricultural Practices These tobacco producers have been exposed to the studied practices for different periods of time. For instance, they have been exposed to contour ditching for the last twenty years and have been in contact with parathion during eleven years and to limestone during seven years. SO the length of exposure to the practices might be one of the factors that account for their high level Of adOption. Other conditions such as the necessity of these practices to produce high yields and consequently Obtain a higher income, the low cost of these practices, the incentive offered (in the case of contour ditching) and the land tenure, since most of them are owners, might also account for the high degree Of adaption of contour ditching, limestone ’— I \ ‘ ’ "x - —.\ _\ e ‘ " 'x ( \ x - N o f . t _ .- A‘. A) ’x \ I « ( I - '- .4 '\ K - - C 1 I x ’i a r\ -\ - O I '\ W W 'W s j ’ Q W N ‘ ' ’ '\ fl " 3 t K N -\ q - k P and in 0f -49- and parathion. However, the previous chapter showed that frequency of exposure to media channels and particularly the contact with change agents apparently influence adOption. Socio economic traits of farmers also impinge on their pattern of adoption. The following paragraphs present the author's conclusions and recommendations to this respect. Part -- x osure to an nts and Ado tion It can be concluded that contacts with change agents are important for the adaption of all three farm practices. Apparently these farmers need the assistance from the technician to accept every practice in their on-going farm Operation. Besides the change agents it seems there are other personal communication channels influencing this farm pOpulation. As mentioned before, the field supervisors of OOOperatives apparently are strong sources of information during awareness, interest and adoption stages of the diffusion process. It would be a sound idea to study these supervisors' roles as sources of information not only for tobacco growers but for other farm Operators such as starchy vegetable pro- ducers. It can be concluded that personal communications influence the adOption of agricultural practices among these farmers. Further research with other farm pOpulations should be accomplished using a considerable number of practices to determine the extent of influence of change agents over adoption. ”W Part D -- Exposure to Mass Media and AdOption As shown by results an unexpected finding was Obtained bu this investigation. Mass communication channels (radio, press, and TV) seem to play an important role in the adOption of farm practices. In this respect this finding diverges from.the theory that presents the change agents, neighbors and friends as main influencing forces in the adoption process. For example, Rahudkar (1958) is quoted by Rogers as reporting that the "neighbor to neighbor communication was of greater importance in the diffusion of farm innovations than any other icommercial channel in his study of India's villagers". There are some conclusions, that might be made in interpreting the importance of media channels during adOption. Apparently, there is support for the hypothesis that there is a positive relationship between the information the tobacco grower gets from.mass media channels and the modern practices he is using in his farm. Moreover, the findings suggest that adOption level is higher when frequency of exposure to media channels is high. It seems also that these farmers are fully exposed to mass comication during adOption. It was stated that this farm pOpulation is easily reached by eight or nine radio stations because of their geographical location. This fact might account for a 'legitimizing or okaying' function during adOption accomplished by these impersonal 1 communication media, especially radio, as Lionberger prOposes. As the findings suggest, almost all of them.own and use their own radio sets to get information about agriculture. 1Lionberger, op, cit., p. 3. -50- -51- Generally speaking the Puerto Rican people, tobacco farmers included, apparently ascribe great credibility to mass media. 0n the other hand, mass communication channels have a well-defined set of characteristics that are attractive to peOple. For instance, they have been serving our people for many years, especially radio and press. Besides, these information vehicles reach thousands of people rapidly, {"1 o simultaneously and with glamour and sOphistication. For these reasons .__ .m H. P“) a reciprocal relationship is established between the importance of mass communication channels to these people and their frequency of exposure during adOption. What agricultural information has been published by the Agricul- tural Extension Service that might serve as legitimizing force during adoption of the three farm practices studied? The year 1965 offers a good example of the informational efforts of this agency. During that year the‘Extension agents broadcast 1,053 radio programs. At the State level, 612 radio farm showswere presented to the rural population. In addition, 700 radio farm news programs were produced by the State radio specialist. During the year 1965, 260 TV shows were telecast island-wide through a commercial tv network. One hundred twenty-three news films were shown over three TV commercial and educational networks. In the press field, 828 releases and 375 illustrated articles were published by local newspapers. They were produced at the State level. During 1965 more than 600,000 copies of Extension publications were distributed among the rural peOple of Puerto Rico. The aformentioned data describe the Puerto RicanflExtension worker f'\ N ‘ 7‘ '3, \ ..‘ -\ ( I C . W ( f) _ '\ C -52- as a mass media man. He is continuously publishing and airing informa- tion to orient farm peOple. That effort, in turn, might be influencing the tobacco farmers during adoption of farm practices. Additional research with other farm populations such as sugar cane and coffee growers, is needed to further determine the role of media channels during the adoption process. Part E -- Mass Media and Diffusion Stages The findings of this research confirm the role of the mass commu- nication channels as sources of information during the awareness and interest stages of the diffusion process. This fact proves that a significant exposure to mass media channels may relate to a high degree of adaption of agricultural practices. This reality has a practical meaning for Extension personnel. They must use media channels as mmch as they can to start the diffusion of new practices among these tobacco farmers. MOreover, they may use media communication channels all the way along the diffusion process, including the adOption stage. Further research is suggested to deter- mine the role of mass media as sources of information throughout the diffusion process using other farm populations of a higher level of education and income. In conclusion mass media channels are of paramount importance as sources Of farm information during the awareness and interest stages of the diffusion process. A similar conclusion was made by Oliver in studying the Puerto Rican dairy farmers. He says that, "dairy farmers oriented toward a modern view of the world rely on mass media and -53.. outside sources for information about dairy practices".2 Apparently the adOption of modern farm practices by these tobacco producers has a close relationship with their frequency of exposure to media channels. It can be argued also that this farm population has institutionalized media channels as vehicles of information about agri- cultural innovations. Part -- oc O e onomic Trait and Ado tion Agg,and scaIe p£_OpgratIons As suggested by the data age and scale of Operations have a strong influence on tobacco farmers and adaption of innovations. Older farmers and those Operators with the largest scale of Operations were the highest adapters of farm innovations. The research findings appear to have relevant importance for the Extension worker. For instance, he should start the diffusion of new ideas and farm practices among middle-aged tobacco growers with large amounts of tobacco quotas. Further research is needed to discover the commercial and community adOption leaders among these farmers. They might be used by the Extensionist to accelerate the adoption of other methods of work within this farm pOpulation. In short, this study has suggested that age and scale of Operations are essential socio-economic traits to be considered when attempting to encourage new practices in this farm population. §choolIng Schooling did not show a high relationship to media exposure and 2 Oliver, 92, ci . p. 138 (E ‘4 -54- adoption. As shown by the results a high degree Of adOption is observed among these farm Operators despite their differences in schooling. Lionberger assesses the importance of education in the diffusion process saying: education may merely create a supposedly favorable mental atmosphere for the acceptance of new practices. Since favorable orientations may be gained outside the schoolroom, correlation between years completed and adoption of farm practices is not always high. Apparently Lionberger's statement has direct application to the farmers considered in this research. It might be concluded that age and scale Of Operations (tobacco production) overshadow schooling as far as influencing adoption among these tobacco growers. Implications of the Study This investigation has supported several principles of the dif- fusion and adoption processes under a new context: the Puerto Rican tobacco producers of the Agricultural Product on Area of the Naranjito Trading Area. This farm pOpulation is part of the large rural clientele of the Puerto Rico Agricultural Extension Service. Hundreds of messages are continuously sent to them by the Extension personnel in an effort to modernize their agricultural business. Therefore, this investigation must be repeated ‘with coffee farmers, starchy vegetable producers and sugar cane growers. As the Extension worker learns more about the behavior of his 3Lionberger, M. p. 22 -55- clientele he might be in a better position to communicate with them in an efficient manner. That is, "to affect them with intent" as David K. Berlo, says.4 The extent to which the Extension worker might influence his audience is the real measure of the impact of his messages. To study other Puerto Rican farmer populations the procedures used here must be refined and broadened in its scope. For example, it might be desirable to determine how farmers should be classified from the adOption standpoint. Are they innovators, early adopters, laggards? It is a good idea to study their time of adOption. Their media habits must be discovered so they can be oriented rapidly and effectively about new farm practices, products, and methods of work. ‘Do they follow the diffusion stages or they tend to skip them? Are they oriented toward personal communication channels? How do socio economic traits affect their exposure to media channels and adoption of technical innovations? These are several of the questions that should be answered by similar studies of other Puerto Rican farm populations characterized by different social traits and living under a different setting. The effort would very likely be repaid many times over in increased communication efficiency on the part of the Extension worker. 4David K. Berlo, The grapess of gammunicatIon, An Introduction to Theory and Practice. (Holt, Rinehart and Winston, New York - London), p. 12. APRNDIX A QIBSTIONNAIRE " ENGLISH VERSION INSTRUCTIONS TQ.THE INTERVIEWER: Please read the following instructions carefully before starting your interviewing. 1. Read the intrOduction of the questionnaire to the reapondent. 2. Don't let the reapondent get an idea of your mass media habits or your opinion of his. 3. Don't give any further explanation of the question to the respondent unless absolutely necessary. If reapondent requires eXplanation have interviewer make a note of it. 4. Always carry at least two medium-soft pencils and an eraser. 5. Carry at least an extra schedule with you in case a page is ' missing or part of the one you are using is illegible. 6. If, for any reason, you decide to start over on a fresh schedule, mark the old one with a large " X ". 7. We appreciate very much your effort and enthusiasm in doing this work. 8. Please return all completed questionnaires to us as soon as possible. INSTRUQIIONS R NFORMAT ON IQ_THE RESPONDENT: Your cooperation in answering the questions included in this questionnaire will allow the Puerto Rico Agricultural Extension Service to reach you effectively. The information will be confidential. r-' '3 QUESTIONS OF BLOCK A - RADIO (SECTION A - QUESTIONS ONE THROUGH TEN) 1. Do you consider yourself a radio listener? YES NO IF ANSWER IS "NO" ANSWER THE FOLLOWING QUESTION AND GO ON TO BLOCK B. NO RADIO RADIO OUT OF ORDER WORK INTERFERS WITH LISTENING __ I DON'T LIKE RADIO I GET NEWS FROM NEWSPAPERS I GET NEWS FROM TV OTHER (PLEASE EXPLAIN) 2. When do you listen to the radio mostly? MONDAY TUESDAY WEDNESDAY 3. Which of the following time radio? 4:00 to 5:00 A.M. 5:00 to 6:00 A.M. 6:00 to 7:00 A.M. 7:00 to 8:00 A.M. 8:00 to 9:00 A.M. 12:00 to 1:00 P.M. THURSDAY SUNDAY FRIDAY SATURDAY periods do you normally listen to the 4:00 to 5:00 P.M. 5:00 to 6:00 P.M. 6:00 to 7:00 P.M. 7:00 to 8:00 P.M. 8:00 to 9:00 P.M. 9:00 to 10:00 P.M. —58p it. ii'l‘i 4“ C . o . J O O \l . U I H ./ . . e u . .I v . . O I I I -59- 4. How much daily time would you guess that you Spend listening to the radio? ABOUT FIFTEEN MINU'JES OR 1353 DAILY ABOUT THIRTY MINUTES OR LESS DAILY ABOUT ONE HOUR OR LESS DAILY MORE THAN TWO HOURS (IF MORE THAN TWO HOURS) How much time? 5. To which of the following stations do you use to listen to? (PUT A CHECK MARK IN THE CORRECT ANSWER) 1) w K A Q a. ( __ ) MORE THAN ANY OTHER STATION ( __ ) OCCASIONALLY ( __ ) NEVER LISTEN TO THE STATION ( ___-_ ) REGULARLY ( __ ) 0N RARE OCCASIONS 2) W A P A b. ( __ ) MORE THAN ANY OTHER STATION ( __ ) OCCASIONALLY ( __ ) NEVER LISTEN TO TIE STATION ( __ ) REGULARLY ( __ ) ON RARE OCCASIONS 3) W I T A 5) Ce W R -60- MORE THAN ANY OTHER OCCASIONALLY NEVER LISTEN TO THE REGULARLY ON RARE OCCASIONS MORE THAN ANY OTHER OCCASIONALLY NEVER LIS'JEN TO THE REGULARLY ON RARE OCCASIONS MORE THAN ANY OTHER OCCASIONALLY NEVER LISTEN TO THE REGULARLY ON RARE OCCASIONS MORE THAN ANY OTHER OCCASIONALLY NEVER LISTEN TO THE REGULARLY ON RARE OCCASIONS STATION STATION STATION STATION STATION STATION STATION STATION -61- 7) OTHER ( ) g. ( __ ) MORE THAN ANY OTHER STATION ( __ ) OCCASIONALLY ( __ ) NEVER LISTEN To THE STATION ( __ ) REGULARLY ( _ ) 0N RARE OCCASIONS 6. Have you happened to listen to the Extension Service radio program "Actualidad Agricola" any time during the last week? YES NO INTERVIEWER: IF THE ANSWER TO QUESTION SIX WAS "YES" GO ON TO QUESTION SEVEN. IF THE ANSWER WAS "NO" GO ON TO QUESTION EIGHT. 7. According to your answer you listened to the program "Actualidad Agricola" during the last week. Now, would you tell which of the following days did you listen to this farm program? _____MONDAY _____TUESDAY ____WEDNESDAY THURSDAY FRIDAY 8. Besides this radio farm program, did you listen to any other radio program during the last week in which farm information was offered? YES __ NO IF THE ANSWER TO QIISTION EIGHT WAS "N0" GO ON TO QUESTION TEN. IF THE ANSWER WAS "YES" GO ON TO QUESTION NINE.‘ 9. According to your answer you listened to other farm radio program during the last week. Can you tell me the name of the program or programs and the weekdays you listened to them? NAME OF PROGRAM MON TUE WED THU FRI —__- 10. Besides "Actualidad Agricola" and those other radio programs that you just mentioned, did you remember any farm news that you heard . E” in any other program? YES NO QUESTIONS OF BLOCK B - PRESS (SECTION B - QUESTIONS ELEVEN THROUGH FOURTEEN) 11. Have you read the farm section (one page) published by "El Imparcial" neWSpaper any time during the last four weeks? YES NO IF THE ANSWER TO THE ELEVENTH QUESTION WAS "YES" GO ON TO QUESTION TWELVE. IF THE ANSWER WAS "N0" GO ON TO QUESTION THIRTEEN. 12. According to your answer you read at least once the farm section of "El Imparcial" newSpaper during the last four weeks. Which of the following issues did you read? ______LAST SATURDAY ______THBEE SATURDAYS AGO __- TWO SATURDAYS AGO FOUR SATURDAYS AGO EESIDES THE WEEKLY FARM SECTION OF "EL IMPARCIAL" NOW I WOULD LIKE TO THINK ABOUT THE DAILY ISSUES OF BOTH "EL MUNDO" AND "EL IMPARCIAL". ~62- . . v . . 9 I Iv- . , I n I . . y D r , \a n . , A a . l ‘ t . u 1.. ‘ . . \ ‘l I . .. x .- , . « . — I . 1. . . o n x y . . -63- 13. Did you read any farm news in any one of the daily issues of these papers during the last week? YES NO IF THE ANSWER TO QUESTION THIRTEEN WAS "YES" GO ON TO QUESTION FOURTEEN. IF THE ANSWER WAS "NO" PROCEED WITH QUESTION FIFTEEN - TELEVISION. 14. ‘According to your answer, there are some farm news that you read about in any one of these newspapers. WOuld you mind to tell me Specifically in which one of them and the date of the last week that you read the farm information. EL MUNDO MON TUE WED THU FRI EL IMPARCIAL MON TUE WED THU FRI QUESTIONS OF BLOCK C - TELEVISION (SECTION C - QUESTIONS FIFTEEN THROUGH SEVENTEEN) 15. Did you watch the Extension tv weekly news farm program in channel 2 any time during the last four weeks? ms __ NO IF THE ANSWER TO THE QUESTION WAS "YES" GO ON TO QUESTION SIXTEEN. IF THE ANSWER WAS "NO" GO ON TO QUESTION SEVENTEEN. 16. Which one of the following presentations of this program did you watch to? __ LAST SATURDAY __ Two SATURDAYS AGO __ THREE SATURDAYS AGO -64- 17. Did you watch any tv farm news in any other program during the last week? a. YES NO IF THE ANSWER TO THE QUESTION WAS "N0" GO ON To QUESTION EIGH'IEEN. - EXPOSURE TO AGRICULTURAL OFFICERS. b. Can you tell me in which of the following weekdays did you heard any farm news in television? MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY QUESTIONS OF BLOCK D ;,EXPOSURE TO AGRICULTURAL OFFICERS (SECTION D - QUESTIONS EIGHTEEN AND NINETEEN) 18. Can you tell me if you have had any contact with agricultural officers during the last four weeks? a. YES NO IF THE ANSWER TO THE QUESTION WAS "YES" GO ON TO THE OTHER.QUESTIONS OF THIS BLOCK. IF THE ANSWER WAS "NO" GO ON TO THE QUESTIONS OF BLOCK. E. 19. Have you been in contact with any agricultural officer during the last week? a. YES NO INTERVIEWER: IF THE ANSWER TO THE QUESTION WAS "YES" ASK HIM THOSE RAGRICULTURAL OFFICERS. IF THE ANSWER WAS "NO" GO ON TO QUESTION C. -65.. b. With whom of the following officers have you been in contact during last week? Agric. Officer of: Total No. of Contacts 1. Extension Service 2. Farmers Home Adm. 3. Soil Conservation Total No. of Contacts during last week c. Have you been in contact with any agricultural officer two weeks ago? YES NO IF THE ANSWER TO THE QUESTION WAS "YES", ASK HIM.THE FOLLOWING QUESTION. d. With whom of the following agricultural officers have you been in contact two weeks ago? Agric. Officer of: Total No. of Contacts 1. Extension Service 2. Farmers Home Adm. 3. Soil Conservation Total No. of Contacts Two Weeks Ago -66- e. Have you been in contact with any agricultural officer three weeks ago? YES NO IF THE ANSWER TO THE QUESTION WAS "YES" GO ON TO QUESTION F. IF THE ANSWER WAS "NO" so ON TO QUESTION G. f. With whom of the following agricultural officer have you been in contact three weeks ago? Agric. Officer of: Total No. of Contacts 1. Extension Service 2. Farmers Home Adm. 3. Soil Conservation Total No. of Contacts Three Weeks Ago 3. Have you been in contact with any agricultural officer four weeks ago? IF THE ANSWER TO THE QUESTION WAS "YES" GO ON TO QUESTION H. IF‘THE ANSWER WAS "NO" GO ON TO QUESTIONS 0F BLOCK. E. h. With whom of the following officers have you been in contact four weeks ago? -67- Agric. Officer of: Total No, of Contacts 1. Extension Service 2. Farmers Home Adm. 3. Soil Conservation Total No. of Contacts Four Weeks Ago QUESTIONS OF BLOCK E - ADOPTION (SECTION E ' QUESTIONS TWENTY THROUGH TWENTY EIGHT) PRACTICE NO, 1 HILLSIDE BITCHES 20. Have you ever seen, read or heard about hillside ditches? YES NO 21. How did you get for first time information about the practice? TV RADIO PRESS TECHNICAL BULLETIN COUNTY’AGENT FARMER OTHER 22. Have you ever used hillside ditches? YES NO IF ANSWER TO THE QUESTION IS "YES" CONTINUE WITH.QUESTION TWENTY THREE. IF ANSWER IS "NO" CONTINUE WITH NEXT PRACTICE. 4g_4_ 23. Have you continued using the practice? YES NO -68- IF THE ANSWER TO QUESTION TWENTY THREE IS "YES" GO ON WITH QUESTIONS TWENTY FOUR. IF ANSWER IS "NO" GO ON TO NEXT PRACTICE. 24. To what extent did the Government Agricultural Officers influence your decision to adopt the practice? zMUCH? LSOME? z A LITTLE? ____LNOTHING? 25. Who influence mostly your decision to use the practice? AGRICULTURAL OFFICER FARMER SALESMAN PRESS RADIO TV 26. After first being aware of the practice, did you adopt it without seeking for additional information? YES NO IF ANSWER TO THE QUESTION IS "YES" GO ON TO NEXT PRACTICE. IF THE ANSWER IS "NO" GO ON TO QUESTION TWENTY SEVEN. 27. Would you please name the sources you use to seek for additional information? AGRICULTURAL OFFICER PRESS, RADIO OR TV .____,EARMER .____ OTHER 28. After getting additional information, did you adopt the practice? .___.YES _____NO PRACTICE NO, 2 - USE OF LIMESTONE ON TOBACCO PLANTATIONS (SECTION E - PRACTICE TWO - QUESTIONS TWENTY NINE THROUGH THIRTY SEVEN) 29. Have you ever seen, read or heard about the use of limestone on tobacco plantations? YES NO -69- 30. How did you get for first time information about the practice? __ Tv __ COUNTY AGENT __ TECHNICAL BULLETIN __ PRESS ....___ RADIO __ FARMER OTHER 31. Have you ever used limestone on tobacco? YES NO IF ANSWER TO THE QUESTION IS "YES" CONTINUE WITH QUESTION QUESTION THIRTY TWO. IF ANSWER IS "NO" CONTINUE WITH NEXT PRACTICE. 32. Have you continued using the practice? YES NO IF THE ANSWER TO THE QUESTION IS "YES" GO ON WITH QUESTION THIRTY THREE. IF ANSWER IS "NO" GO ON TO THE NEXT PRACTICE. 33. To what extent did the Government Agricultural Officers influence your decision to adopt the practice? LMUCH? aSOME? 5A LITTLE? zNOTHING? 34. Who influence mostly your decision to use the practice? AGRICULTURAL OFFICER RADIO PRESS SALESMAN FARPER TELEVISION 35. After first being aware of the practice, did you adopt it without seeking for additional information? YES NO l. I -70.. IF ANSWER TO THE QUESTION IS "YES" GO ON TO NEXT PRACTICE. IF THE ANSWER IS "NO" GO ON TO QUESTION THIRTY SIX. 36. Would you please name the sources you use to seek for additional information? AGRICULTURAL OFFICER PRESS, RADIO OR TV EARMER OTHER 37. After getting additional information, did you adopt the practice? __ YES __ NO PRAQTIQ NO. 3 - USE OF PARATHION INSECTIQIIE (SECTION E - PRACTICE THREE (QUESTIONS THIRTY EIGHT THROUGH FORTY SIX) 38. Have you ever seen, read or heard about the use of insecticides on tobacco plantations? YES NO 39. How did you get for first time information about the practice? TELEVISION COUNTY AGENT TECHNICAL BULLETIN PRESS RADIO FARMER 40. Have you ever used insecticide on tobacco plantations? YES NO IF ANSWER TO THE QUESTION IS "YES" CONTINUE WITH QUESTION FORTY ONE. IF ANSWER IS "NO" FINISH THIS PART OF THE INTERVIEW AND PROCEED WITH BLOCK F. 41. Have you continued using the practice? YES NO 1," -71.. IF ANSWER TO THE QUESTION IS "YES" GO ON WITH QUESTION FORTY TWO. IF ANSWER IS "NO" PROGED WITH BLOCK F. 42. To what extent did the Government Agricultural Officers influence your decision to adOpt the practice? LMUCH? (SOME? zA.LITTLE? LNOTHING? 43. Who influence mostly your decision to use the practice? AGRICULTURAL OFFICER RADIO PRESS SALESMAN FARTER TELEVISION 44. After first being aware of the practice, did you adopt it without seeking for additional information? YES NO IF ANSWER TO THE QUESTION IS "YES" GO ON TO NEXT PRACTICE. IF THE ANSWER IS "NO" GO ON TO QUESTION FORTY FIVE. 45. Would you please name the sources you use to seek for additional information? ____ACRICULTURAL OFFICER ____FARMER PRESS, RADIO OR TV __ OTHER 46. After getting additional information, did you adapt the practice? YES NO -72- QUESTIONS OF BLOCK F - FARMER'S PERSONAL CHARACTERISTICS (SECTION F - QUESTIONS FORTY SEVEN THROUGH FIFTY NINE) 47. Total number of persons living in household. __ 3 _ 3 __13 __18 or more .___ 4 ____ 9 ____14 a ____ 5 10 15 .__. 5 ____ll ‘___ 16 7 12 17 48. How old are you? ( ) AGE IN YEARS 49. What is your marital status? MARRIED WIDOW SINGLE OTHER 50. Have you attended school at all? YES NO IF THE ANSWER WAS "YES" GO ON WITH QUESTION FIFTY ONE. IF THE ANSWER WAS "N0" GO ON WITH QUESTION FIFTY Two. 51. How many years of education? ELEMENTARY SCHOOL 1 2 3 4 5 6 7 8 HIGH SCHOOL 1 2 3 4 COLLEGE 1 2 3 4 52. Total number of acres owned or rented for operation of farm business. ( _____.) 53. S4. 55. 56. 57. 58. 59. -73- Amount of tobacco quota. ( ) Do you derive your total income from your tobacco business? YES NO Total number of acres devoted to the tobacco crop. ( ) Total hundredweights of tobacco produce per year. (__) Name of entity or person who market your crop. Let us see now your experience in farming. That is, how many years have you been involved in tobacco farming? (CHECK ONLY ONE CATEGORY) a. __ LESS THAN FIVE YEARS b. __ COMPIE'IED FIVE YEARS c. __ OVER FIVE YEARS BUT LESS THAN 'mN d. __ COMPLETED TEN YEARS e. __ OVER TEN YEARS BUT LESS THAN FIFTEEN f. __ FIF'IEEN YEARS g. TWENTY YEARS OR OVER (IF WE THAN 20 YEARS, PLEASE SPECIFY HOW MANY ( ) What do you usually do after you get some information from mass media? ( I REFER TO PRESS, RADIO AND TELEVISION) INTERVIEWER: PLEASE, CHECK ONE OR MORE CATEGORIES. -74- __ CONSULT ANOTHER FARMER OR NEIGHBOR ABOUT IT __ CONSULT THE COUNTY AGENT __ CONSULT AN EXTENSION PUBLICATION __ WRITE FOR MORE INFORMATION OTHERS (PLEASE SPECIFY) APIENDIX B QIBSTIONNAIRE - SPANISH VERSION Instrucciones ngEntrevistador: Por favor, lea y aplique cuidadosamente las instrucciones siguientes antes de comenzar a realizar las entrevistas. l. 2. Lea la introduccibn del cuestionario a1 agricultor. NO permits que el entrevistado obtenga una idea de su orienta- ciOn hacia los canales de comunicaciOn para las masas ni su E parecer u Opinién sobre los del entrevistado. No dé una explicaciOn adicional a las preguntas a menos que sea absolutamente necesario. Si e1 entrevistado exige una explica- * ciOn adicional, anételo en el revés de la pagina. Siempre lleve consigo, por lo menos, dos lépices (medium-soft) y un borrador. Lleve consigo un cuestionario adicional para sustituir aquel a1 cual le falte una pégina o que alguna de sus partes no pueda leerse con facilidad. Si por alguna razén, usted decide comenzar con un nuevo cues- tionario, marque con una "X" en que ha desechado. Agradecemos de veras su esfuerzo y entusiaamo a1 realizar este trabajo. Por favor, devuelva todos los cuestionarios Completados tan pronto como le sea posible. Instrucciones 2_Lnformac16n{§;_Entrevistado: La informacién que usted brinde a través de este cuestionario per- mitira a1 Servicio de Extensién Agricola llevarle mas informacién. Bajo ninguna circunstancia su nombre seré mencionado en este estudio. -76- PREGUNTAS DEL BLOQUE A - RADIO (SECCION A - PRECUNTAS IE LA UNO A LA OCHO) l. zEscucha usted la radio? SI NO NOTA AL ENTREVISTADOR: SI LA CONTESTACION A LA PASADA PREGUNTA ES (SI) PROCEDA CON LA PREGUNTA NUMERO (2). SI LA CONTESTACION ES (NO)...LPOR QUE NO? MARQUE UNA DE LAS RAZONES SICUIENTES Y PASE AL BLOQUE B. __ RADIO DANADO __ EL TRABAJO CONFLICE CON EL USO DEL MEDIO __ NO ME CUSTA ESCUCHAR LA RADIO __ USO LA PRENSA COMO MEDIO DE INFORMACION __ USO LA TELEVISION COMO MEDIO DE INFORMACION OTRA RAZON (POR FAVOR EXPLIQUE) 2. 3Cuando escucha usted la radio mayormente? LUNES MARTES MIERCOLES JUEVES VIERNES SABADO DOMINGO CUALQUIER DIA DE LA SEMANA 3. LDurante cual de los siguientes periodos escucha la radio normalmente? __ 4:00 a 5:00 A.M. __ 4:00 a 5:00 P.M. __ 5:00 a 6:00 A.M. __ 5:00 a 6:00 P.M. __ 6:00 a 7:00 A.M. __ 6:00 a 7:00 P.M. __ 7:00 a 8:00 A.M. __ 7:00 a 8:00 P.M. __ 8:00 a 9:00 A.M. __ 8:00 a 9:00 P.M. _____12:00 a 1:00 P.M. 9:00 a 10:00 P.M. -77- . -,.._ -78- 4. aCuénto tiempo Cree usted que dedica a escuchar la radio diariamente? __ ALREDEDOR 1E QUINQ MINUTOS O MENOS _;__,ALREDEDOR DE TREINTA MINUTOS 0 MENOS ____,ALREDEDOR DE UNA HORA O MENOS __ ALREDEDOR DE DOS HORAS O MENOS MAS DE DOS HORAS (SI ESCUCHA MAS DE DOS HORAS DIARIAS, INDIQUE CUANTO TIEMPO.) 5. zCuél de las siguientes estaciones de radio escucha usted? n WKAQ a. ( __ ) MAS QUE CUALQUIER OTRA ESTACION ( __ ) OCASIONALI‘EN'IE ( __ ) NUNCA ESCUCHO ESTA ESTACION ( _) RECUIARMENTE ( __ ) EN RARAS OCASIONES 2) w A P A b. ( ) MAS QUE CUALQUIER OTRA ESTACION ( ) OCASIONALMENTE ( ) NUNCA ESCUCHO ESTA ESTACION ( ) RECULARMENTE ( ) EN RARAS OCASIONES MAS QUE CUALQUIER OTRA ESTACION Co OCASIONALMENTE REGULARMENTE 3) w I T A __ ) _. ) __ ) NUNCA ESCUCHO ESTA ESTACION __ ) _ ) EN RARAS OCASIONES 4) w I P R d. ( __ ) MAS QUE CUALQUIER OTRA ESTACION ( __ ) OCASIONALMEN'IE ( __ ) NUNCA ESCUCHO ESTA ESTACION ( ___. ) REGULARMENTE ( __ ) EN RARAS OCASIONES 5) w R A I e. ( __ ) MAS QUE CUALQUIER OTRA ESTACION ( _) OCASIONALMENTE ( __ ) NUNCA ESCUCHO ESTA ESTACION ( __ ) REGULARIENTE ( __ ) EN RARAS OCASIONES 6) w K B M f. ( __ ) MAS QUE CUALQUIER OTRA ESTACION ( __ ) OCASIONALRENTE ( __ ) NUNCA ESCUCHO ESTA ESTACION ( _) RECULARMINTE ( __ ) EN RARAS OCASIONES 7) OTRAS MAS QUE CUALQUIER OTRA ESTACION OCASIONALPENTE ( ) ( ) ( ) NUNCA ESCUCHO ESTA ESTACION ( ) RECUIARIENTE ( ) EN RARAS OCASIONES —'*—_~ -.._.. —»-- .- -'—.~ 6. -80.. zEscuchO usted durante la pasada semana alguna transmisidn del pro- grama de radio de Extensién Agricola, "Actualidad Agricola", que se presenta por las mananas? SI NO ENTREVISTADOR: 31 LA CONTESTACION A.LA PASADA PREGUNTA.ES (SI) PROCEDA CON LA PRECUNTA NUMERO (7)... SI LA CONTESTACION ES (NO)... PASE A LA PRECUNTA NUPERO (8). 7. Usted me dijo que escuché el programa de radio "Actualidad Agricola" durante la pasada semana,... pues bien, zpodrfa decirme cual de los siguientes dias de la semana pasada escuché dicho programa? ____.LUNES _____MARTES ____,MIERCOLES .____ JUEVES ._____VIERNES Ademés del programa de radio "Actualidad Agricola",...;escuch6 usted durante la semana pasada algfin otro programa de radio sobre temas agricolas? SI NO ENTREVISTADOR: SI LA CONTESTACION ES (NO)..PASE A LA PREGUNTA (10). 9. Usted me dijo que escuché otros programas de radio sobre temas agri- colas la semana pasada. zPodria decirme el nombre del programa o programas que escuché y los dias de la pasada semana en que los escuchb? Wflw LUNES MAR, MIERI m m (1 -81- 10. Ademas de "Actualidad Agricola" y de los otros programas de radio sobre temas agricolas mencionados por usted...zrecuerda usted haber escuchado algunas noticias agricolas en algfin noticiero o programa de alguna estacién o estaciones de radio durante la semana pasada? SI NO ENTREVISTADOR: ESTA ES TODA LA INFORMACION QUE INTERESAMOS EN RELACION CON EL USO DE LA RADIO...AHORA PASAREMDS A PREGUNTARLE SOBRE EL USO DE LA PRENSA COMO FUENTE DE INFORMACION. PRECUNTAS IEL BLOQUE B - PRENSA (SECCION B -- PRECUNTAS ONCE Y Dow) 11. gLeyO usted alguna noticia agricola ya sea en EL IMPARCIAL 0 EL MUNDO durante la semana pasada? SI NO 12. Me dice que 1ey6 alguna informaciOn agricola en los periOdicos durante la pasada semana...pues bien,...zpodria decirme en que periédico y qué dias de la semana pasada ley6 usted alguna informa- cibn sobre agricultura? EL MUNDO LUN MAR __MIER .IUEV VIER EL IMPARCIAL __LUN MAR ____MIER ____JUEV __VIER ENTREVISTADOR: AHORA NOS INERESAMOS EN LA TELEVISION COMO FUEN'IE DE INFORMACION PARA LOS AGRICULTORES. NUESTRA PRIMERA.PREGUNTA.ES .... -82.. PREGUNTAS DEL BLOQUE C ' TELEVISION (SECCION c - PRECUNTAS TRECE A LA QUINCE) l3. zHa visto usted el programa televisado que presenta todos los sabadm a las 4:15 de la tarde e1 Servicio de Extensibn Agricola por WKAQ F (Panorama Agricola) por lo menos una vez durante las filtimas cuatro semanas? SI NO SI LA CONTESTACION ES (NO) ... PASE A LA PREGUNTA QUINCE. 14. zCuél o cuales de las siguientes tele-audiciones de este programa usted v16? __LADELSABADOPASADO __LA'DEHAcETRESSABADOS __ LA DEL SABADO ANIEPASADO __ LA DE MACE CUATRO SABADOS ENTREVISTADOR: HABLANDO AHORA DE TODAS LAS ESTACIONES DE TELEVISION Y DE TODOS LOS PROGRAMAS DE NOTICIAS Y REPORTAJES FILMICOS QUE SE PRESEN- TAN POR LAS ESTACIONES... 15. LVIO usted por televisidn alguna informacién o noticia sobre agricul-- tura durante la Gltima semana? (ENTIENDASE LA SEMANA PASADA) a. $1 N0 b. LPodria decirme cuales de los siguientes dias de la semana fue que usted v16 informacién o noticias agricolaa por televisién? LUNES MARTES MIER __ JUEVES __ VIERNES -33- ENTREVISTADOR: COMO USTED SABE DON EN PUERTO RICO HAY VARIAS.AGENCIAS AGRICOLAS PRESTANDOIAYUDA A LOS.AGRICULTORES TABACALEROS, NOSOTROS ESTAMOS INTERESADOS EN OBTENER INFORMACION SOBRE EL USO QUE NUESTROS AGRICULTORES HACEN 1! LOS SERVICIOS OFRECIDOS POR DICHAS ACENCIAS.... 1 PREGUNTAS DEL BLOQUE D ;, EXPOSICION‘A OFICIALES AGRICOLAS f (SECCION ‘D - PREGUNTAS DIECISEIS Y DDECISIETE) 16. ‘Don . zpodria decirme si durante las filtimas cuatro i semanas ha estado usted en contacto con algfin empleado agricola? SI NO NOTA AL ENTREVISTADOR: SI LA CONTESTACION A LA PASADA PRECUNTA HA SIDO (SI) PROCEDA CON EL RESTO DE LAS PRECUNTAS DE 3813 BLOQUE. SI LA CONTESTACION HA SIDO (NO) PASE AL BLOQUE E. 17. Durante 1a semana pasada, zestuvo usted en contacto con algfin em- pleado agricola? a. SI NO SI LA CONTESTACION ES.. (51) .. PRECUNIELE SOBRE Los EMPLEADOS ACRICOLAS SI LA CONTESTACION Es .. (NO) .. PASE A LA PRECUNTA C. b. zCon cual o cuales de los siguientes empleados agricolas estuvo usted en contacto durante la semana pasada? I V i r . ‘ __‘ ‘ _ n - - -‘fi-f H..- ..-4"‘ ‘.--" '77.“ -.. -p a - — ' - N k‘ I ‘ - . - I . _. H- 0 - ' \ . ~ . .—._.—o ' -v’ - v - . .0 I n _ . . - i -- E. «I. .o -9 n _ p - ' o ‘ ‘ ‘ ‘—‘ ‘ —.h - ~ - __.-o~ -_.— . \ - ' m D ' u- ' ‘- \' ‘ r _ ._.o -34- Empleado Agricola de: Nfim. Total de Contactos 1. Extension Agricola 2. Administracion Hogares de Agricultores (Fancy) j 3. Conservacion de Suelos Nfimero Total de Contactos Durante la Semana Pasada c. {Ha estado usted en contacto durante la semana antepasada con algfin empleado agricola? 81 NO 81 LA CONTESTACION ES ..... (SI) ..... PREGUNTELE ... d. zCon quién o quienes de los siguientes empleados agricolas estuvo usted en contacto durante la senana antepasada? Empleado Agricola de: Nfim. Total de Contactos 1. Extension Agricola 2. Administracion de Hogares de Agricultores (Fancy) 3. Conservacion de Sueloa Nfimero Total de Contactos Durante la Semana Ante- pasada b..- -.... . I F. II... '.. It'll, .p—.. w.- IF'IIIO“ -35- e. Digame Don . zestuvo usted en contacto con algfin empleado agricola hace tres semanas? SI NO SI LA CON'IESTACION ES (N0) PASE A LA PREGUNTA (G) f. zCon quién o quienes de los siguientes empleados agricolas estuvo usted en contacto hace tres semanas? Empleado Agricola de: Nfim. Total de Contactos la Extension.Agricola 2. Administracion de Hogares de Agricultores (Fancy) 3. Conservacion de Suelos Nfimero Total de Contactos Ultimas Tres Semanas g. LEatuvo usted en contacto con algfin empleado agricola hace cuatro semanas? SI NO SI 000000. (N0) 000.. PASE AL 31.-QUE E 00000 h. zCon quién o quienes de los siguientes empleados agricolas estuvo usted en contacto hace cuatro semanas? ._..-__..-v - . >- u.— no I . k‘. -- n "\ o—o— -- - , - a. o W I .— I h“- -—..— .-\ _. -. a- OOOA‘ - a k .- - p— , u - . . u»... .— - h — - . -) on... ‘ -‘ I -- —- - -s»H.-. _H- - ..- -..-- __’._. -‘o. -. -. v \ H 7‘ . -\ .,\ \ . v . , n . ' v .. W ..‘ ‘ _ ,1 3 . w--—- -——- -- ’0... -.-. -- -- __— . -- _-- . . I _ . A . ‘ .. , . 4--- ......I.. I ‘85“ e. Digame Don . gestuvo usted en contacto con algfin empleado agricola hace tree semanas? SI NO SI LA CON'IESTACION ES u. (NO) ... PASE A LA PREGUNTA ... (G) f. zCon quién o quienes de los siguientes empleados agricolas estuvo usted en contacto hace tres semanas? Empleado Agricola de: Nfim. Total de Contactos l; Extension.Agricola 2. Administrac16n de Hogares de Agricultores (Fancy) 3. Conservacion de Suelos Numero Total de Contactos Ultimaa Tres Semanas g. LEstuvo usted en contacto con algfin_emp1eado agricola hace cuatro semanas? SI N0 SI ....... (N0) ..... PASE AL BLOQUE E ..... h. acon quién o quienes de los siguientes empleados agricolas estuvo usted en contacto hace cuatro semanas? .0. O I ~86- Empleado Agricola de: Nfim. Total de Contactos l. Extensién Agricola 2. Administracién de Hogares de Agricultores 3. Conservacion de Suelos Numero Total de Contactos Durante las Ultimas Cuatro Semanas PREGUNTAS DEL BLOQUE E - ADOPCION (SECCION E - PRACTICA UNA - PREGUNTAS DIECIOCHO A LA.VEINTISEIS) PRACTICA NUMERO - 1 ZANJAS A; CONTORNO 0 DE LADERA 18. 3H3 visto, leido o escuchado usted alguna informacién sobre zanjas a1 contorno 0 de ladera? SI NO 19. zCémo supo usted o c6mo obtuvo informacién por primera vez sobre las zanjas al contorno? TELEVISION RADIO PUBLICACION TECNICA AGEN'IE AGRI COLA AGRI CULTOR REVISTA AGRI COLA __ PRENSA _ OTRAS 20. gHa hecho o usado usted alguna vez zanjas al contorno? SI NO -87. SI LA.CONTESTACION A LA PREGUNTA ES (SI) PASE A LA PREGUNTA NUMERO (21). SI ES (NO) CONTINUE CON LA PRACTICA SIGUIENTE. 21. LDesde entonces, ha continuado usted usando esta préctica en su finca? SI N0 SI LA CONTESTACION A LA PREGUNTA.ES (SI) PASE A LA PREGUNTA (22). SI ES (N0) CONTINUE CON LA PRACTICA SIGUIENTE. 22. gHasta d6nde 1a orientacién de los empleados agricolas influy6 su decisidn de usar las zanjas a1 contorno en su finca? -___.LMUCH0? _____;ALGO? LUN POGO? gNADA? 23. zQuiénes son 0 han sido aquellas personas o medios de informacidn que mas han influido en usted para comenzar a usar zanjas a1 con- torno en su finca? __ EMPLEADO AGRI COLA __ AGRICULTOR __ VENEDOR __ PRENSA __ TELEVISION __ RADIO ___,OTROS 24. Después que usted tuvo conocimiento Eor prgmgrg Egg sobre zanjas a1 contorno, gadopté usted la préctica sin tomarse 1a molestia de buscar informacién adicional? SI N0 SI LA CONTESTACION ES (SI) PASE A LA PRAC'l'ICA SIGUIEN'IE. SI LA CONCES- TACION ES (N0) PASE A LA PREGUNTA (25). -88- 25. aCuéles fueron las fuentes de informacién usadas por usted para buscar u obtener informacién adicional sobre las zanjas a1 contorno? OTROS AGRICULTORES EMPLEADOS AGRICOLAS PRENSA, RADIO 0 TV OTRAS 26. DeSpués de obtener la informacién adicional que buscaba, adecidié usted adoptar las zanjas a1 contorno en su finca? SI NO 255mg; NQQRO - 2 USO E flBONATO flIZO EN EMTAQION E TAM (SECCION E - PRACTICA DOS - PREGUNTAS VEINTISIETE A LA TREINTA Y CINOO) 27. LHa visto, leido o escuchado usted alguna informacién sobre el uso de carbonato calizo o cal en la plantacién de tabaco? SI NO 28. zcémo supo usted o c6mo obtuvo informacidn por primera vez sobre el uso de carbonato calizo o cal en la plantacibn de tabaco? __ TELEVISION __ REVISTA AGRIOOLA __ AtmNI'E AGRICOLA __ RADIO __ PUBLICACION TECNICA __ AGRICULTOR __ PRENSA __ OTRAS 29. LHa usado usted alguna vez carbonato calizo en la plantacién de tabaco? SI NO SI LA CONTESTACION A LA PREGUNTA.ES (SI) PASE A LA PREGUNTA NUMERO (30). SI ES (NO) CONTINUE CON LA PRACTICA SIGUDENTE. -89.. 30. zDesde entonces, ha continuado usted usando esta practica en su SI NO SI LA CONTESTACION A LA PREGUNTA.ES (SI) PASE A LA PREGUNTA (31). SI LA CONTESTACION ES (NO) PASE A LA PROXIMA PRACTICA. 31. LHasta ddnde 1a orientacién de los empleados agricolas influyé su decisién de usar carbonato calizo o cal en la plantacién de tabaco? ____1MUCHO? ____;ALGO? ____1UN POGO? ____1NADA? 32. zQuiénes son 0 han Sido aquellas personas o medics de informacién que més han influido en usted para comenzar a user carbonato calizo en la plantaci6n de tabaco? __ EMPLEADO AGRIOOLA __ TELEVISION __ AGRICULTOR __ RADIO __ VENIEDOR __ PRENSA OTROS 33. Después que usted tuvo conocimiento por primera vez sobre el uso de carbonato calizo o cal, gadopté usted 1a préctica sin tomarse 1a molestia de buscar informacién adicional? SI NO SI LA CONTESTACION ES (SI) PASE A LA PRACTICA SIGUIENTE. 81 LA CONTESTA- CION ES (N0) PASE A LA PREGUNTA NUMERO (34). -90- 34. acuéles fueron las fuentes de informacién usadas por usted para bus- car u obtener informacién adicional sobre el uso de carbonato calizo en la plantacién de tabaco? OTROS AGRICULTORES PRENSA, RADIO 0 TV EMPLEADOS AGRICOLAS OTRAS 35. DeSpués de obtener la informacién adicional que buscaba,adecid16 usted adoptar el uso de carbonato calizo o cal en la produccidn de tabaco en Su finca? SI N0 PRACTICA NUMERO - 3 USO IBL INSECTIQIDA PARAQIOE O vgoggos _E_N LA W (SECCION E - PRACTICA 1'st - PREGUNTAS TREINTA Y SEIS A LA CUARENTA Y CUATRO) 36. LHa visto, leido o escuchado usted alguna informacidn sobre el uso del insecticide VapoPhos en la plantacidn de tabaco? SI N0 37. aCémo Supo usted o cémo obtuvo informacién por primera vez sobre el uso del insecticida Vapophos en la plantacién de tabaco? __ TELEVISION __ AGRICULTOR _- RADIO __ REVISTA AGRICOLA __ PUBLICACION TECNICA __ PRENSA __ AGENTE AGRICOLA OTRAS 38. zHa usado alguna vez e1 insecticida Vap0phos en la plantacién de tabaco? SI N0 r‘\ -91- 51 LA CONTESTACION A LA PREGUNTA ES (SI) PASE A LA PREGUNTA NUMERO (39). SI ES (NO) CONTINUE CON LAS PREGUNTAS IEL BLOQUE F. 39. Desde entonces, aha continuado usted usando esta prfictica en su finca? SI NO SI LA CONTESTACION A.LA PKEGUNTA.ES (SI) PASE A LA PREGUNTA (40). SI LA CONTESTACION ES (N0) CONTINUE CON LAS PREGUNTAS DEL BLOQUE F. 40. aHasta d6nde 1a orientacidn de los empleados agricolas influyé su decisiOn.de comenzar a usar e1 insecticida Vapophos en la planta- cién de tabaco? __- zMUCHO? __ aALGO? _____ zUN POGO? .____ zNADA? 41. LQuiénes son 0 han sido aquellas personas o medios de informacidn que més han influido en usted para comenzar a usar insecticida Vapophos en la plantacién de tabaco? __ EMILEAOO AGRICOLA __ mIRVISION __ AGRICULTOR __ RADIO __ VRNmnoR __ OTROS __ PRENSA 42. zDeSpués que usted tuvo conocimiento por primera vez sobre el uso del insecticide Vapophos en la plantacién de tabaco, adOptO usted 1a préctica sin tomarse la molestia de buscar informacién adicional? SI NO -92.. SI LA CONTESTACION ES (SI) PASE A LAS PREGUNTAS DEL BLOQUE F. SI LA CONTESTACION ES (NO) PASE A LA PREGUNTA NUMERO (43) . 43. LCuélea fueron las fuentes de informacidn usadas por usted para buscar u obtener informacidn adicional sobre el uso del insecticida Vapophos en la plantacidn de tabaco? _____OTROS ACRICULTOWES _____PRENSA, RADIO Y TV EMPLEADOS AGRICOLAS OTRAS 44. Incapués de obtener 1a informacidn adicional que buscaba,decid16 usted adoptar el uso del insecticida Vapophos en la plantacién de tabaco en su finca? SI NO -93- ggfi. DE LA ENTREVIST1 [ I , - _ NOMBRE DEL SNIRRVISIAnoRI NUMER MUNICIPALIDAD DONDE VIVE BARRIO DONDE VIVE NUMERO DEL AGRICULTOR szxo ()M ()F ] PREGUNTAS DEL BLOQUE F ' CARACTERISTICAS DEL AGRICULTOR (SECCION F - PREGUNTAS CUARENTA Y CINCO A LA CINCUENTA Y SIETE) ENTREVISTADOR: AHORA PASAMOS A LA ULTIMA PARII: m NUESTRA ENTREVISTA PUES QUEREMOS SABER ALGO m SU PERSONA. 45. zCual es el tamafio actual de su familia...incluyéndolo a usted, su eSposa, hijos que vivan con usted o cualquier otro familiar que viva en su casa actualmente? NUMRO TOTAL IE PERSONAS VIVIENDO EN LA CASA ___ 3 .____-7 .___;11 ____15 _ 4 __ 8 __12 __16 __ 5 __ 9 __13 ' __17 _- 6 __10 14 __18 6 mas 46. ICuantos aflos tiene usted? ( __ ) EDAD EN ANOS 47. 1,0451 es su estado marital actual? ( )CASADO ( )SOLTERO ( )VIUDO ( )OTRO 48. gTiene usted alguna preparacifin escolar? (0 sea...) 3Ha asistido usted a la escuela alguna vez? SI .___- .___.N0 ENTEEVISTADOR: SI NO HA ASISTIDO A LA ESCUELA NUNCA...PASE POR ALTO LA PREGUNTA (49) Y PROCZDA CON LA PREGUNTA NUMERO (50). 49. gflasta qué grado estuvo usted en la escuela? (HAGA UN CIRCULO EN EL NMRO CORRESPONDENT! SEGUN LA RESPUESTA) DEL ACRICULTOR.ENTREVISTADO) a. ESCUELA ELEMENTAL l 2 3 4 5 6 7 8 b. ESCUELA SUPERIOR 1 2 3 4 c. ANOS DE COLEGIO O UNIVERSIDAD 1 2 3 4 50. zCufintas cuerdas de terreno esta usando en la actualidad para la explotacién agricola? ( __ ) (INCLUYA TANTO EL 'IERRENO PROPIEDAD COMO EL ARRENDADO) 51. LCuél es el monto de su cuota de tabaco? (QUINTALBS) (__) 52. zObtiene usted todos sus ingresos econbmicos del tabaco finicamente? SI NO 53. (,Cuéntas cuerdas dedica a la produccidn de tabaco finicamette? (__) -95- 54. acuéntos quintales de tabaco produce anualmente? ( __-__ ) 55. aQué persona o entidad la compra su cosecha de tabaco? ( ) 56. Queremos saber ahora su experiencia Como agricultor. Esto es, zcuéntos afios lleva usted produciendo tabaco? (MARQUE UNA SOLA CONmSIACION) a. _ MENOS IE CINOO ANOS b. __ CINCO ANOS COMPLBTOS c. __ MAS DB CINCO ANOS PERO MINOS IE 10 ANOS d. __ DIEZ ANOS COMPLETOS e. __ MAS Dz DIEZ ANOS PERO MINOS In QUINIB ANOS f. _ ALREIBDOR [B QUINCE ANOS g. __ ALREme DE VBIN‘I‘B ANOS h. __ MAS m VEIN'I‘E ANOS __ (SI MAS m 20 ANOS,INDIQUE CUANTOS) (LA SIGUIEN'JB 88 LA ULTIMA PREGUNTA IE NUESTRA ENTREVISTA) 57. gQué hace usted cuando obtiene alguna infomaciGn de la radio, tele- visidn o prensa? a. _ CONSULTO CON OTRO AGRICULTOR O VECINO SOBRE ESTA INFORMACION b. __ CONSULTO CON 81. Am AGRICOLA c. __ CONSULTO UNA PUBLICACION [B EXTENSION d. __ ESCRIBO PIDIENDO INFORMACION ADICIONAL e . __ OTRAS ' (POR FAVOR EXPLIQUE) __H‘ 8. 10. ll. 12. 13. REFERENCES Oliver Padilla, Otis. The Role of Television in the Diffusion of Extension Information. Thesis for the degree of M. A. Michigan State University, 1962. Servicio de Extensién Agricola, Universidad de Puerto Rico. Estgdio de la Situacién Agricola en el Area de Egarrollo Rural de Naranjito. Julio 1963. 1 Oliver Padilla, Otis. The Role of Values and Channel Orientations in the Diffusion and AdOption of New Ideas and Practices, Thesis for the degree of Ph. D. Michigan State University, 1964. Lionberger, Herbert F. Adoption of New Ideas and Practices. Iowa, 1960. Katz, Elihu and Lazarsfeld, Paul F. er ona nf nce. Illinois, 1955. Rogers, Everett M. W. New York, 1962. Wilkening, E. A., Tully, John, and Presser, Hartley. Communication and Acceptance of Recommnded Farm Practices Among Dairy Farmers of Northern Victoria, Rural Sociology. Vol. XXVII No. 2 June 1962. Van Den Ban, A. W. The cat on o w a ra tic n t Netherlands. (An English summary of the book) Assen, Netherlands: Van Gorcum, 1963. Beal, G. M. and Bohlen, J. M. W. Agricultural Extension Service, Iowa State College, Ames, Iowa Jr. No. 18, March 1957. Deutschmann, P. J. and MC Nelly, J. T. E; Ugo de log Ediog de El!!!" nicagidn kggiva en Dog Midadeg Latinogricanag. (A Paper presented at the 13th National Congress of Sociology) Hermosillo, Sonora, Mexico, November 12 to 16, 1962. Agricultural Extension Service. How Farm Pgonle Accept New Ideas. Special Report No. 15. Iowa: Iowa State College, 1955. Selltiz, Claire, et al. Re ar h thod 11 OC a lati s. New York: Holt, Rinehart and Winston, 1964. Alder, Henry L., and Roessler, Edward B. Introduction to Probability and Statistics. 3rd. ed. San Francisco and Lands-n: W. H. Freeman and Co., 1964. -95- -97.. 14. Siegel, Sidney. Non Parametric §tatistics for the Behavioral Sciences. MC Grew - Hill Book Co., Inc., 1956. 15. Berlo,‘David K. The Process of Communication. An Introduction to Theory and Practice. New York - London: Holt, Rinehart and Winston. MIC \ NEWringifligmlmmgfijms