|Published online: May 19, 2015||$US5.00|
This study, guided by the diffusion of innovations theory, explored the communication patterns of flood recession (molapo) farming communities in the Okavango Delta, Botswana, with a view to informing the knowledge translation interventions of the Botswana EcoHealth Project. A sample of 161 respondents from three different communities participated in this study. Data were analyzed using descriptive statistics. Results indicate that the molapo farming communities in the Okavango Delta: 1) have mass-media technologies, though limited to radio and television, 2) depend on radio and kgotla (public communal place) as a channel for agricultural and environmental related information, and 3) rarely use print media. The findings indicate that the most appropriate channels for information diffusion among the molapo communities are the use of group channel, the kgotla, and the radio, as the majority of the respondents indicated frequent use of these as information sources. Over half of the respondents demonstrated a general awareness of molapo farming potential to cause water-borne diseases. The implication of these findings for communicators and knowledge translation interventions is that wider communication intervention impacts among the molapo communities can be achieved through a use of radio and a hybrid of kgotla-workshops. Suggestions for future research directions are highlighted.
|Keywords:||Communication, Information Dissemination, Knowledge Translation, Diffusion of Innovation, Research Communication, Communication Channels, Knowledge-to-Action|
The International Journal of Interdisciplinary Studies in Communication, Volume 10, Issue 3, September 2015, pp.17-30. Article: Print (Spiral Bound). Published online: May 19, 2015 (Article: Electronic (PDF File; 426.479KB)).
Senior Research Scholar, Okavango Research Institute, University of Botswana, Maun, Ngamiland, Botswana
Professor, Okavango Research Institute, University of Botswana, Maun, Ngamiland, Botswana
Senior Research Scholar, Okavango Research Institute, Univeristy of Botswana, Maun, Ngamiland, Botswana
Dean, College of Health Sciences, University of KwaZulu Natal, Maun, Ngamiland, Botswana