Evaluating the Perceived Effectiveness of Agricultural Extension Communication Channels in Disseminating Sunflower Production Information: Evidence from Nay Pyi Taw Union Territory, Myanmar

Abstract

Agricultural extension communication channels are central to the dissemination of production-related knowledge, technologies and innovations, and they support farmers’ decision-making, technology adoption and productivity. This study evaluated the perceived effectiveness of public agricultural extension communication channels in disseminating sunflower production information among farmers in Nay Pyi Taw Union Territory, Myanmar. A cross-sectional survey design was used, and primary data were collected from 161 sunflower farmers through structured questionnaires administered during face-to-face interviews. Descriptive statistics, including frequency, percentage, mean, mean rank and standard deviation, were used to analyse the data. The communication channels were classified into individual, group and mass communication approaches. The findings showed that group communication channels were perceived as the most effective overall, followed by individual communication channels, whereas mass communication channels were perceived as moderately effective. Among the individual methods, farm and home visits received the highest effectiveness rating. Within the group communication category, demonstration plots, group meetings, farmer field schools and training programmes were highly valued because they supported participatory learning, practical demonstration and knowledge sharing. Among the mass communication methods, television was perceived as the most effective channel, while radio was perceived as the least effective. The findings indicate that an integrated extension communication strategy combining group, individual and mass communication methods may improve information dissemination, support technology adoption among sunflower farmers and contribute to Myanmar’s edible oil self-sufficiency strategy.