Influences and Perceived Changes Caused by the Agricultural Radio Program to the Farmer Listeners in Benguet, Philippines

The study has examined the perceived effects of an agricultural radio program on farmer-listeners in Benguet, focusing on the characteristics of the listenership, the program's influence on their farming activities, and the perceived effects on their agricultural production. This qualitative research was informed by the Uses and Gratification Theory. It involved conducting in-depth interviews with key informants and farmers as methods for collecting data. The findings indicated that the agricultural radio program had a cognitive and pragmatic impact on farmers, as demonstrated by improved decision-making skills and heightened production results. The study concludes that the agricultural program could have a favorable effect on farmers' practices. The sustainability of agricultural radio programs within community radio stations could help address communication barriers in vegetable cultivation and post-harvest procedures. Ultimately, this could assist farmers in promoting their products and reducing the risks of vegetable waste.