COMMUNICATING CLIMATE CHANGE ADAPTATION: A STUDY OF MESSAGES TARGETING SMALLHOLDER FARMERS IN MACHAKOS COUNTY, KENYA
Abstract
Problem Statement: Despite the widespread dissemination of information on agricultural innovations to combat climate change, the adoption rate among smallholder farmers remains significantly low. This study sought to understand the barriers to effective communication and the design of messages that could potentially enhance farmer engagement and adaptation behaviors.
Purpose of the Study: The purpose of this study was to explore the effectiveness of communication strategies in promoting the adoption of climate change adaptation technologies among smallholder farmers in rural Kenya.
Research Methodology: The study adopted a relativist constructivist paradigm and utilized qualitative research methods, including a case study approach. Data collection involved purposive sampling to select the Katumani area in Machakos for detailed study. Methods included observations at farmer meetings, focus group discussions with farming households, one-on-one interviews with agricultural experts, and analysis of documents such as seasonal weather advisory fliers. An inductive thematic approach was employed for data analysis.
Findings: The research identified a critical gap in the assumptions held by designers of climate messages. The prevailing belief that simply providing information about new technologies is sufficient for adoption was challenged. Instead, findings suggested the need for employing social behavior change communication strategies, particularly those informed by social learning theory, to effectively engage farmers and encourage the adoption of new practices.
Conclusion: The study concluded that the current methods of communicating climate adaptation technologies to smallholder farmers are inadequate. Effective communication should not only inform but also engage farmers in a manner that builds their determination to adapt to new agricultural practices.
Keywords: Climate Change, Adaptation, Messages Targeting, Smallholder Farmers, Machakos County
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