COMMUNICATION APPROACHES AND FARMING PRACTICES OF INDIGENOUS PEOPLES IN THE PHILIPPINES

Abstract

This study aimed to determine the effect of the communication approaches used by the Local Government Unit (LGU) -Palayan City, Philippines in promoting modern farming to the Aeta Indigenous Peoples in Sitio Bacao. The study was conducted in Barangay Dona Josefa, Palayan City, Nueva Ecija. . Purposive sampling was used in selecting the respondents. The population considered in the study is 30 Aeta farmers. A structured interview guide served as the research instrument of the study. Findings revealed that most of the respondents were included in the age range of 20-29 years old. More than half are female (57%) and the majority of them are married (97%). Half (50%) are elementary undergraduates and worked as farmers for 10 years and less. Interpersonal approach vis-a-vis the program Farmers Field School was measured to be the most appropriate communication approach in promoting modern farming to Aeta Indigenous Peoples. Information about management in vegetable farming was the most frequent kind of information received from the Farmers Field School program. The broadcast media approach using the program School-on-the-Air was measured to be the inappropriate communication approach in promoting modern farming. Information about management in corn farming was the most frequent kind of information received from the School-on-the-Air program. The print media approach using the print materials was measured to be the less appropriate communication approach in promoting modern farming. Information about management in vegetable farming was the most frequent kind of information received from the print materials.