Media Needs for Agricultural Extension of Young Smart Farmers in Upper Northern Thailand

Abstract

     The main objective of this research was to study factors effecting media needs for agricultural extension of young smart farmers in upper northern Thailand. A set of online was used for data collection administered questionnaires with 270 young smart farmers in upper northern Thailand. Obtained data were analyzed by using descriptive statistics and multiple regression was also conducted. Results of the study revealed that more than one-way of the respondents were male, 37.66-year-old on average and bachelor’s degree graduates. Almost one-way of the respondents were married with 4 family members on average. The respondents had 14.62 rai of farmland each on average and they earn an income form it for 233,771.76 baht per year on average (120,674.01 baht/year of the investment). The respondents were members project of the Young Smart Farmers for 3 years on average. In 2021, they attended training/educational trip 3 times and contacted concerned personal 3 issues: product processing; GAP; and marketing. They trusted agricultural information source at a high level (𝛘 = 3.55). There were 14 channels of information perception, but the respondents perceived agricultural it at a moderate level (𝛘 = 3.09). The respondents needed for agricultural media at a high level (𝛘 = 4.05). In this respect, they needed for marketing information (agricultural entrepreneurial skill) and niche media (University cooperation) most. According to the hypothesis testing, there was a positive relationship between media needs for agricultural extension of the smart farmers and perception of agricultural information (P = 0.004) educational attainment (P = 0.045) channels for use of media to perceive agricultural information (P = 0.012). in contrast, time span of being a smart farmer (P = 0.034) had a positive relationship with the media needs for agricultural extension with a statistical significance level.Problem encountered in agricultural communication were found at moderate level (𝛘 = 3.10). Find also showed that the government policy was not responsive to needs of farmer. Also, there was little modern information about agriculture and lack of insight data from agricultural extension workers. For suggestions, agricultural information must be screened in terms of connection, up-to-date, and reliability. Besides, it should have knowledge/learning exchange between smart farmers and agricultural extension workers.