Journal of
Media and Communication Studies

  • Abbreviation: J. Media Commun. Stud.
  • Language: English
  • ISSN: 2141-2545
  • DOI: 10.5897/JMCS
  • Start Year: 2009
  • Published Articles: 232

Full Length Research Paper

Assessment of communication interventions to improve the livelihood of rural community in Ethiopia: The case of Sidama Region

Hailemesekel Zewedie Gebeyehu
  • Hailemesekel Zewedie Gebeyehu
  • Department of Journalism and Communication, Hawassa University, Hawassa, Ethiopia.
  • Google Scholar
Yohannes Shiferaw Jira
  • Yohannes Shiferaw Jira
  • School of Journalism, Addis Ababa University, Addis Ababa, Ethiopia.
  • Google Scholar

  •  Received: 29 September 2023
  •  Accepted: 06 December 2023
  •  Published: 31 December 2023


This study aims to assess practical communication interventions used by development agents in the agricultural sector in the Sidama Region. Using the descriptive design, the researchers employed a quantitative data-gathering method. A cluster random sampling technique was used to identify two 'districts' from the region. All development agents found in the two woredas were selected and included in the survey. A questionnaire was developed using a five-point Likert scale. The results indicate that not all development agents frequently employed a participatory communication approach. Development agents exhibited less information-seeking behavior and did not have a high level of confidence in their ability to communicate with farmers. Moreover, agents were found using limited communication delivery techniques. In light of the findings, it was recommended that Development agents implement a participatory communication strategy effectively and develop better information-seeking habits. The Office of Agriculture must develop a strategy for the future that could assist development agents in becoming better information seekers. An increase in information-seeking behavior is required by learning more about agriculture from various outside sources. Development agents should continuously raise their level of competence; they must overcome the setbacks that make them less confident. To help the rural community effectively, development agents must use various communication techniques.


Key words: Development agents, participatory communication, information-seeking, Sidama region.