Language as a tool for effective communication between farmers and change agents in Khyber Pakhtunkhwa, Pakistan

Communication of improved and recommended agricultural technologies is of great importance for agricultural development. Communication should be done in a language understood by the farmers for proper understanding. During June-August, 2011 primary data was collected through a well designed interview schedule from four districts namely Bannu, Mansehra, Mardan and Swat of Pakistan were randomly selected. The interview was conducted from 240 sample respondents keeping in view the objectives, of the study as to examine the role of language as a tool for effective communication and to assess effectiveness of language used for dissemination of information. Data were analyzed with the help of SPSS using percentages, 5-point Likert scale, Chi-square and logistic regression. Age was positively correlated with effective communication and 60% of sample respondents were mature and more responsive to change. Education played an important role in understanding the communication in local languages and majority of respondents were having farming experience of more than 10 years, constituting 74% of the total sample. As regard, size of landholding 171 respondents had less than 5 acres of land and majority (53%) consisted of tenants and owner-cum tenants. Overwhelming majority of 174 sample respondents reported that extension personnel did not pay visit to their fields and could not give any response about the effectiveness of language. Language plays an important role in understanding any message and information. The data revealed that mainly three languages were used i.e. Pushto, Hindko and Urdu. Regression analysis showed that age, tenancy status and farming experience are significant which indicated that these affected the use of effective language. Communication gap existed between extension personnel and farmers as reported by overwhelming majority (222) of sample respondents. It is evident that there existed a highly significant association of communication for factors not time specific, extension personnel not taking interest and no communication at all. It is concluded that information disseminated in local language was effective. It is recommended that there should be strong linkages between farmers and extension personnel and local language should be used for effective communication.