Ageng Setawan Herianto(1*)

(1) Department of Agricultural Socio-Economics, Faculty of Agriculture GMU Indonesia
(*) Corresponding Author


The purpose of the study was to determine whether the multi-media approach in the brown plant hopper (BPH) control management Strategic Extension Campaign (SEC) has narrowed the knowledge, attitude, and practice (KAP)-gaps among the farmers with low and high socio-economic status (SES) in the MADA area, Malaysia. The research was designed as the before and after campaign study.
The KAP-survey results as the secondary data of the study, was the benchmark data of the before campaign study. Data of the after campaign study were gathered by means of personal interview with 189 farmers using the structured questionnaire.
Findings reveal that KAP-level of both farmers with low and high-SES farmers on the technology of BPH control management had increased after the multi-media campaign. However, the multi-media approach of SEC had narrowed the KAP-gaps of these farmers. Therefore, the study found that the multi-media approach of the SEC is the appropriate approach in narrowing the KAP-gaps among the farmers.

Full Text:



B.K.L. Genova, B.S. Greenberg, Interest in News and Knowledge, 1979

C. Gaziano, The Knowledge Gap: An Analytical Review of Media Effects: communiacation research journal, 1983

D. Moore, Political Campaigns and the Knowledge-Gap Hypothesis, 1987

E.M. Rogers, Diffusion of Innovations, 1983

E.M. Rogers, New Perspective on Communication and Development: Overview. In Rogers, E.M (Ed). Communication and Development: Critical Perspective, 1976

F. Zandpour, A.R. Fellow, Knowledge Gap Effects: Audience and Media Factors in Alcohol-Related Health Communications, 1992

I.S. Ettema, F.G. Kline, Deficit Differences and Ceilings: Contingent Conditions for Understanding the Knowledge Gap, 1977

J. Servaes, To ward an Alternative Concept of Communication and Development, 1985

J.R. Finnegan, K. Viswanath, P.J. Hannan, R. Weisbrod, D.R. Jacobs, Message Discrimination: A Study of Its Use in a Campaign Research Project, 1989

K. Viswanath, E. Kahn, J.R. Finnegan, J. Hertog, J.D. Potter, Motivation and Knowledge Gap: Effect of a Campaign to Reduce Diet-Related Cancer Risk, 1970

M.M. Escalada, K.L. Heong, Communication and implementation of Change in Crop Protection. Crop Protection and Sustainable Agriculture, 1993

N.P. Lovrich, J. Pierce, Knowledge Gap Phenomena: Effect of Situation-Specific and Transsituational Factors, 1984

Nai-Kin Ho, Md. Zuki Ismail, Asna Booty Othman, The Implementation of Strategic Extension Campaign on Integrated Weed Management in the MUDA area, Malaysia, 1990

Nai-Kin Ho, Zainuddin Zakaria, Badrun, Guan-Huat Yeah, Results, Benefits and Lessons Learned From Planning, Implementing and Evaluating Strategic Extension Campaign (SEC) Activities in the Muda Area, Malays, 1996

P.F. Connell, Sustainable Agriculture, 1991

P.J. Tichenor, G.A. Donohue, C.N. Olien, Mass Media flow and differential growth in knowledge, 1970

R. Adhikarya, Strategic Extension Campaign: A Participatory-oriented method of agricultural extension, 1994

R.C. Hornik, The Knowledge Behaviour Gap in Public Information Campaign: A Development Communication View, 1989

S. Melkote, Communication for Development in the Third World: Theory and Practice, 1991


Article Metrics

Abstract views : 1097 | views : 1179


  • There are currently no refbacks.

Copyright (c) 2016 Agro Ekonomi

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

AGRO EKONOMI ISSN 0215-8787 (print) , ISSN 2541-1616 (online)  indexed by :

sinta worldcat 


View My Stats