Communication in the adoption of a village-level root crop flour processing and utilization technology: a case study

• Main Author: Gundaya, E.A
• Format: Publication
• Language: English
• Published: College, Laguna (Philippines) 01.06.1991
• Subjects: ADOPCION DE INNOVACIONES; ADOPTION DE L'INNOVATION; DIFFUSION DE L'INFORMATION; DIFUSION DE LA INFORMACION; FARINE; FILIPINAS; HARINAS; PHILIPPINES; PLANTAS DE RAICES COMESTIBLES; PLANTE RACINE; PROCESAMIENTO; TECHNOLOGIE; TECNOLOGIA; TRAITEMENT; TRANSFERENCIA DE TECNOLOGIA; TRANSFERT DE TECHNOLOGIE

Results revealed that aside from VISCA [Visayas State College of Agriculture, Baybay, Leyte, Philippines] and PRCTC [Philippine Root Crops Research and Training Center], other organizations or agencies were involved in the development and dissemination of the technology. They either served as funding agencies or were involved in technology dissemination. The channels largely responsible for the dissemination of the technology to the study areas were interpersonal such as the technology generators themselves, extension workers from the technology-generating institutions, extension workers from other government agencies, local leaders, and some target users trained at VISCA. Printed materials and slide sets were also used but only as support communication materials. Due to the emphasis given to interpersonal communication, the desired two-way flow of communication among the technology generators, extension workers and (target) technology users was attained. This two-way communication facilitated technology trial/adoption. Time (earliness or lateness) and sustainability of technology adoption were affected by the perceived characteristics of the technology, availability of financial resources to start and/or sustain the processing activities, supply and price of root crops for processing, conflict with other activities, kind of leadership in the processing cooperatives, availability of market outlets for the root crop products, and the benefits obtained from using the technology. Generally, the technology was not able to benefit all of those who tried to use it. Due to some problems, the root crop processing projects in Region 8 (Hindang, Capoocan and Macrohon) failed to survive. However, in Silago and Basey where the root crop processing and utilization projects were still going on, technology utilization resulted in the following consequences: additional income for the technology users, opening of job opportunities for some people in the place, and the availability of cheaper but quality and nutritious food products for the people.