Agricultural Communication Practices on Increasing Wheat Production in Ethiopia: Amhara Region in Focus

Abstract

The study focused on agricultural communication practices to increase wheat production in Ethiopia: the case of the Amhara region. An interpretative research design was used to understand the current ways farmers are provided information by the government gave farmers information to increase wheat production. A qualitative research approach was used to analyze documents about Ethiopia's agricultural extension strategy and the farmer interview. To select the sample for the study, the researcher used purposeful sampling. Interviews, document analysis, and discourse analysis were used to gather reliable data. The study finding indicated that the government did not employ a different way of providing information to increase wheat production than other agricultural production. Therefore, development agents are the primary and direct information providers for farmers, and the mass media are the secondary and indirect information providers for farmers. To increase wheat production and ensure food security, the government's information provision should be better and updated. Furthermore, since the era is the age of information, the government should directly use the mass media to spread agricultural knowledge and information and make it available to farmers.