Strategic communication for behaviour change and social impact: Assessing farmers’ attitudes and practices towards doubling farmers’ income

INTRODUCTION:

India's economy is based on agriculture. Nearly half of India's population relies on agriculture to survive. Increased production of agriculture and improved food security has been the primary focus of an earlier strategy for developing India's farming sector. However, farmer's income needs to double in order to support farming welfare, ease farm difficulties and attain equalities between the incomes earned by farmers and those resulting from agriculture or other sources. There may be novel strategies and some policy changes needed to achieve doubling the income of farmers. One of these could be identification and targeting for those farmers who do not have a sufficient income. The aim of doubling farmers' income would not be achieved without identifying those who, within the farming sector, are economically disadvantaged because of access to technology, credit, markets, infrastructure and information. Increases in overall production, maximum price realization on the markets, a reduction in production costs, product diversification, efficient management of harvested crops, etc. can double farmers' income (Doubling farmers income (Rationale, Strategy, Prospects and Action Plan), Niti Aayog Policy paper No 1/2017, March 2017) [1] . India is well-known for Social and Behaviour Change Communication (SBCC) is the strategic use of communication approaches to promote changes in knowledge, attitude, norms, beliefs and behaviours. The term terms BCC and SBCC are interchangeable and they both refer to the coordination of messages and activities across a variety of channels to reach multiple levels of society including the individual, the community, services and policy. In order to influence social dimensions of health and wellbeing, practitioners formulated a strategic, systematic and targeted communication approach and coined the term Social and Behaviour Change Communication (SBCC). Earlier models like IEC used a linear "Expert-learner" or "Sender-Receiver" paradigm to transfer information. The focus then shifted to BCC, which emphasizes analysis of behaviours and determinants to affect changes in Attitudes, Practices and now a day's focus is SBCC, which employs a more comprehensive approach. Thus, integrating strategic communication with behaviour change approaches provides an opportunity to transform communication from a process of information delivery into a catalyst for adoption, empowerment and social transformation. In agriculture, this perspective is particularly relevant for improving farmers' livelihoods, strengthening resilience and contributing to sustainable rural development. SBCC approaches behaviors change from multiple levels by analyzing personal, societal, and environmental factors to find the most effective tipping points for sustainable change. There are 3 strategies employed by SBCC in addressing issues and problems, viz., Behaviour Change Communication (BCC), Social Mobilization, and Advocacy (John, 2008). BCC strategies are-

Awareness campaign

Documentary

Leaflet

Posters

Booklet

Doubling farmers' income in such a short period is an overwhelming task for decision makers, scientists and policy makers. Doubling farmers' income is possible through increasing total output and better price realization in market, reduction in production costs, and diversification of product, efficient post-harvest management, and value addition. SBCC methods aim to improve advocacy or mobilization for social action, along with BCC for personal change. BCC is thus part of SBCC, while SBCC builds on BCC. SBCC is a process. This means that SBCC is interactive, researched, planned, and strategic. SBCC help to achieve individual empowerment and use strategies that influence the physical, socio-economic, and cultural environment to facilitate healthy norms and choices and remove barriers to them. In some situations, advocacy or social mobilization for policy change may support stronger and more immediate permanent change than campaigns that target individual behaviours. It also aims to change social conditions and individual behaviours. SBCC looks at a problem from multiple sides by analysing personal, societal, and environmental factors to find the most effective tipping points for sustainable change. SBCC help to achieve individual empowerment and use strategies that influence the physical, socio-economic, and cultural environment to facilitate healthy norms and choices and remove barriers to them. The SBCC module that is being introduced is largely to address communication needs at the community, family and individual levels.

Extension strategies for doubling farmers' income

In the remote area, through the KVKs and Line departments, intensive publicity campaigns can be carried out in all media information programmes.

Organising interactive seminars at regional levels for doubling income.

Brainstorming session at the official level with agriculture scientists and line department scientists. • Organising various skill development programmes for farmers, farm women and rural youth.

TV programmes focusing on the production of large scale crops, practices.

YouTube videos of the various types of crops that are grown using agricultural Radio programmes about how to make a living. Demonstrations of improved practices or high yielding crops.

Justification

The Ministry of Agriculture and Family Welfare constituted an Interministerial Committee in April, 2016 to examine issues relating to "Doubling of Farmers Income" (DFI) and recommend strategies to achieve the goal by bringing changes in behaviour of the farmers. Social and Behaviour change communication (SBCC) also known as BCC is needed to increases the knowledge and attitude of the people and thus it will act as a communication strategy to encourage the farmers. The Government has adopted several developmental programmes, schemes, reforms and policies that focus on higher incomes for the farmers. All these policies & programmes are being supported by higher budgetary allocations, creating Corpus Funds, and supplementary income transfers under PM-KISAN which will help to reach the goal of DFI. Now a day's government is focusing on doubling farmers income by 2022 through various major interventions the "Atma Nirbhar Bharat" -Agriculture' which includes comprehensive market reforms and creation of 'Agricultural Infrastructure Fund (AIF)' worth Rs. 1 lakh crore. It is necessary to built confident among the farmers by developing various models and bring awareness among themselves through various Extension teaching methods which will give impact in the changing behaviour. So By Keeping these points in view the current study has been undertaken which aims to study the Strategic Communication for Behaviour Change and Social Impact: Assessing Farmers' Attitudes and Practices towards Doubling Farmers' Income. Therefore, the study was conducted with the following objectives:

Objectives

To assess farmers' attitudes towards Doubling Farmers' Income.

To identify existing practices, communication gaps and behavioural barriers affecting Doubling Farmers' Income.

Methodology

The study was conducted in Assam, a state in the north-eastern region of India, comprising six agro-climatic zones, namely Upper Brahmaputra Valley, Central Brahmaputra Valley, Lower Brahmaputra Valley, North Bank Plain, Barak Valley and Hills Zone. For the present study, three agro-climatic zones-Upper Brahmaputra Valley, Central Brahmaputra Valley and Lower Brahmaputra Valleywere selected through simple random sampling. Subsequently, one district from each selected zone, namely Jorhat, Morigaon and Kamrup Rural, respectively, was selected through simple random sampling. From each selected district, one block was chosen randomly, followed by the selection of two villages from each block using simple random sampling. Thus, a total of three districts, three blocks and six villages were selected for the study. A multistage purposive-cum-simple random sampling procedure was followed for the selection of the study area and respondents. The data were collected through personal interview method and analysed with the help of appropriate statistical techniques such as frequency percentage and 't' test.

For selection of the respondents, a list of farmers who are actively participating in Agriculture and allied areas was prepared in consultation with the agriculture development officer of each selected village. Forty (40) farmers were selected from each village by using simple random sampling method. Thus, Eighty (80) farmers from each district were selected for the study. Altogether Two forty (240) farmers were selected as respondents for the present study.

Results and discussion

Attitude towards doubling farmers' income

The favourable attitude of farmers towards doubling farmers' income is very much necessary for obtaining effective and efficient use of strategies for doubling their income which would build confidence among the farmers to take farming as a main earning source. The data in the fig 2 reveals that 44.58 per cent of the respondents had a favourable attitude towards doubling farmers' income whereas 13.33 per cent of the respondents had highly favourable attitude and 42.08 per cent of the respondents had least favourable attitude towards doubling farmers' income. The favourable attitude of the respondents towards doubling farmers income is might be due to knowledge level of respondents is medium towards doubling farmers income and also since majority of the respondents were literate and belonged to young age group these might have influenced the respondents to have favourable attitude towards doubling farmers income.

Further findings imply that there is scope to increase the percentage of the favourable attitude of the farmers towards doubling farmer's income by motivating the farmers through various SBCC Strategies towards doubling their income. Since majority of the farmers had favourable attitude towards doubling farmers income therefore, effective use of strategies for doubling their income make the farmers affluent a to engaged in farming for increasing their income and agriculture scenario of the state. Findings from the Table 1 indicates favourable attitude of respondents towards doubling farmers income is mostly seen in the in the statements provide in the interview schedule among those the most efficient and favourable statements are listed as a top 20 attitude statements from which the respondents attitude is assessed. The favourable attitude towards doubling farmers' income had given a positive image for effective use of strategies for doubling their income.

Gender wise distribution of attitude of farmers towards doubling farmers' income

XX

To assess the favourable attitude towards doubling farmers income among both male and female respondents paired 't' test was applied as a comparison of attitude between both male and female by taking all the scores from the attitude statements and the data is presented in the Table 2. Thus findings reveal that there is no significance difference between attitude of both male and female respondents towards Doubling Farmers Income.

Figure 2. DISTRIBUTION OF THE RESPONDENTS ACCORDING TO THE LEVEL OF ATTITUDE TOWARDS DOUBLING FARMERS INCOME

Summary of attitude of farmers towards doubling farmers' income

Majority of the respondents included in the study had favourable attitude towards doubling farmers' income. The study also reveals that there is no significance difference between the attitude of both male and female respondents. Attitude among the farmers are seen to be favourable as they had existing knowledge on doubling farmers income which help them to change their attitude through various SBCC Strategies towards doubling their income. The findings implies for bridging a extension linkage with line department and Agriculture universities.

Practice of farmers on doubling farmers' income

Practice is the habits of the farming community to adopt the strategies and technologies for achieving the doubling farmers' income target. Practice on doubling farmers' income by the respondents was assessed in term of adoption of practices and using suitable technologies for farming.

The data in the fig 2 reflects that 52.69 per cent of the respondents had medium level of practice on doubling farmers' income followed by 43.98 per cent had low level and only 3.32 per cent have high level of practice on doubling farmers income. The findings reveals that the respondents are aware of adopting organic farming and also using of sustainable technologies as result of which they had gain a medium level of practice n doubling their income. The findings also calls for conducting training related to practice on doubling farmers' income with extension workers, concern government officials and Agriculture University personnel.

Gender wise distribution of practice of farmers on doubling farmers' income

To assess the Practice on doubling farmers income among both male and female respondents paired 't' test was applied as a comparison of practice between both male and female by taking all the scores from the practice statements and the data is presented in the Table 4.

Summary of practice of farmers on doubling farmers' income

The data reflected that majority of the respondents had medium level of practice on doubling farmers income. The study also reveals that there is no significance difference between the practice of both male and female respondents. Change of practice level can be seen among the respondents by arranging awareness and motivation programme towards Doubling Farmers Income its programmes, policies and various benefits of doubling their income. The findings also indicates that the farmers are not very aware of doubling farmers income as they continue with traditional method of farming and they don't equip with modernized technologies. From the study it reveals that there is a need to change the behaviour of the farmers towards the doubling farmers' income.

Conclusion: Attitude towards doubling farmers' income

Less than half (44.58%) of the respondents had a moderately favourable attitude towards Doubling Farmers Income followed by 42.08 per cent of the respondent had least favourable attitude towards doubling farmers income and only 13.33 per cent of the respondents had highly favourable attitude with a mean score of 84.62 which can depict that favourable attitude of the respondents towards doubling farmers income is might be due to knowledge level of respondents is medium towards doubling farmers income. To assess the favourable attitude towards doubling farmers income among both male and female respondents paired 't' test was applied as a comparison of attitude between both male and female by taking all the scores from the attitude statements which reveals that there is no significance difference between both male and female respondents.

Practice on doubling farmers' income

Half of the respondents (52.69%) of the respondents had medium level of practice on doubling farmers' income followed by 43 Findings further shows that there is no significance difference between practice of both male and female respondents on Doubling Farmers Income. Practices of the farmers for doubling farmers' income had given the respondents aware of adopting organic farming and also using of sustainable technologies. Changes of the practice of the farmers can be seen through intervention programme and arranging various training.

Based on the findings of the present study, it can be concluded that a large percent of the respondents have moderately favourable attitude towards doubling farmers Income. So, that they need lots of awareness and motivation towards Doubling Farmers Income its programmes, policies and various benefits of doubling farmers' income.

The study also reveals that majority of the respondents had medium level of practice on Doubling their Income. The findings also showed that they had very less participation in training related to Farming. In this case extension workers, concern government officials and Agriculture University personnel have duty to conduct training to double their income. It was found that the Knowledge of the respondents on Non-Farm Income generating strategies is Low as compared to other strategies for doubling farmers income. This shows that the respondents are not concerned of saving the money for future benefits nor they are involved in any other activities rather than farming.

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