Abstract
Agribusiness may be broadly viewed as agricultural extension. Agribusiness education is an essential component of agricultural development and it has, in many cases, enhanced agricultural development and economic emancipation of many countries world over. The role of agribusiness education is to ensure that the body of knowledge generated by academicians and scientists reaches the end-users, the farmers. With good access to this knowledge, farmers are able to make informed decisions regarding their production timing and choices. The dissemination of agribusiness knowledge to the farmers has not fully been exploited in Zambia. Following the findings of the paper, the quality of agribusiness advocacy by the media is very poor and leaves much to be desired. The media has neglected agricultural information in preference to politics and life-style, the areas that seemingly have more challenges and high risk.
Keywords: Agricultural education; Agribusiness education; Advocacy; Media; Tool
Introduction
Background
Agriculture is the backbone of our country and we all need to know a lot about it. There is no doubt that without agriculture we cannot survive in the world because this would entail total lack of food.
Agricultural education is an academic field that teaches students about agriculture, food and natural resources. Through these subject areas, agricultural educators teach students a wide variety of skills, including science, math, communications, leadership, management and technology. As an applied subject, agribusiness education teaches farmers about agricultural opportunities, choices and value associated with particular agricultural products, agro-processing, value addition and marketing and delivery of products.
The role of disseminating agricultural education and agribusiness advocacy has been entirely shouldered by the agricultural extension officers in the practical field and the agricultural education teachers in the classroom in the academic circles. This is, however, a preserve of the minority schools and farmers because very few schools offer agricultural education and very few farmers have full interaction with extension officers. The ratio of agricultural extension officers to the farmers is very high thus rendering the whole system ineffective and inefficient. Agricultural education should be in every school, but it isn’t. The importance of our curricula spreads further than the classroom because we all need agriculture to survive. The food we eat, the clothes we wear and the raw materials used by various industries all come from agriculture (Wallace et al, 1996).
Agricultural education is the connection point, along with the cooperative extension, between cutting edge agriculture research in our universities and our high school students. These students are the farmers, ranchers, researchers, marketing specialists and food scientists of tomorrow. The key to creating sustainable productive systems is education and research passed down to the next generation of leaders.
Agriculture remains a major contributor to the economies of most developing countries. In some countries, however, its share of gross domestic product (GDP) has drastically fallen or stagnated of late, and Zambia is no exception. The agricultural sector in developing countries is undergoing rapid changes as a consequence of both technological progress and economic forces which call for improved knowledge delivery, increased market focus, competitiveness and higher productivity (Wallace & Nilsson, 1997).
Agricultural information centres like colleges, universities and research stations need to determine their unique functions and the special attributes that they can offer students and the agricultural community. The media takes up the role of linking information centres to information users, the farmers. Agricultural institutions need to do a better job of carrying through with their unique ability to solve the agricultural problems of the communities they serve. The media, on the other hand, will need to do a better job of communicating the generated knowledge for its application and exploitation (Davies et al 2009).
A commitment to developing communication infrastructure, especially with regard to the new computer-based communication technologies, should be a priority because of the potential to reduce the information gap. The media too, with regard to audio-video broadcasting can be an essential element in the delivery of agribusiness education to the farming communities. New options for agribusiness media programs should be based on enabling farmers to access valid information and meet the expectations of agricultural productivity, processing, value addition and marketing so as to meet the needs of the private sector and the ability to stand functional in the agricultural community (FAO, 1996).
Statement of the problem
The problem at hand is the lack of substantial agribusiness advocacy by the media in Zambia. The media seems to have neglected its agribusiness advocacy role in preference to other areas. There is insufficient agribusiness advocacy by the media in the country.
General objective
The general objective of this paper was to outline the functional roles of the media in advocating agribusiness education.
Specific objectives
To assess the quality of agribusiness advocacy by the media in Zambia.
To investigate the challenges faced by the media in Zambia regarding agribusiness advocacy.
To establish solutions to poor agribusiness advocacy by the media in Zambia.
Research questions
How is the quality of agribusiness education delivered by the media in Zambia?
Is the media doing enough in advocating agribusiness?
Are there any challenges faced by the media in the delivery of agribusiness education?
What challenges compromise the delivery of agribusiness education by the media in Zambia?
What should be done to improve agribusiness advocacy by the media in Zambia?
Literature review
Definition and scope of agribusiness education
Agribusiness education is simply another refined term for diversified agricultural extension. It is the application of scientific research and knowledge to agricultural practices through farmer education. Generally, agricultural extension can be defined as the delivery of information inputs to farmers (Anderson JR & Gershon, F, 2007). The role of extension services is invaluable in teaching farmers how to improve their productivity and supply of produce. Extension is also critical to move research from the lab to the field for application and to ensure a return on investment in research by translating new knowledge into innovative practices (Davies et al., 2009). With massive research and rich findings, agricultural development can remain a mere dream if the knowledge is not delivered to the farmers who transform it into practice.
Extension services are classified into 3 types. The first being technology transfer. This encompasses the traditional model of the transfer of advice, knowledge and information in a linear manner.
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