The Information Seeking Behavior of Rice Farmers

Information plays a crucial role in development, especially in the agricultural sector, whererice farming is vital as rice is the staple food of all Filipinos. However, rice farmers, the very people Filipinos depend on for the bulk of our caloric requirements, are among the most disadvantaged in the country. Decades of systemic problems have resulted in a situation where farmers are finding it increasingly harder to make a living (PSA, 2020). In order to cater for the needs of the rice farmers, a study was carried out in Alubijid, Misamis Oriental, with Alubijid-Loguilo Irrigators Service Association (ALISA) rice farmers as the participants, to identify the information-seeking behaviour of rice farmers. ALISA is a cooperative composedof rice farmers which offers services, such as irrigation control, farm support, and training and seminars. The study utilises the uses and gratification theory to identify the information needs and information-seeking behaviour of the participants. The framework of the study serves as the guide in the data-collection questions. The study utilises focus group discussionas the method of data collection and analyses the data through frequency distribution tables. Results of the focus group discussion show that the top information needs of ALISA farmers are information regarding fertilizers and pest management. The efforts to satisfy these in-formation needs are expedited through consulting the Office of Agricultural Services or asking their cooperative leader or fellow farmers. The participants of the study prefer face-to-face meetings as the medium of communication. The participants are gratified by the information they get from their preferred source.