Abstract:
Effective communication is critical for the adoption and use of innovations such as agricultural
technologies. Despite there being various communication strategies for the dissemination of agricultural
technologies such as Integrated Soil Fertility Management (ISFM) practices, choosing an efficient
strategy is key towards the diffusion of such technologies, which are essential for improving farmer
productivity, contributing to increased food production, and alleviating poverty. The study was conducted
in Muvau and Kathonzweni wards in Makueni County, Kenya, to investigate the effectiveness of
communication strategies used in disseminating ISFM practices. Using diffusion of innovations theory
as the theoretical framework, the study investigated this topic by employing a descriptive survey design.
Questionnaires were used to collect data from 368 respondents sampled from two Makueni wards,
Muvau and Kathonzweni. Data collected were analysed using SPSS version 22. The study established
that the use of indigenous farming practices, such as farm yard manure, crop rotation, animal manure,
mixed farming, inorganic fertiliser, and cereal-legume rotation, has led to significant production increases
for maise, sorghum, cowpeas, and pigeon peas. The study re-affirms that indigenous knowledge practices
play a critical role in enhancing farmer productivity. Indigenous or traditional communication strategies
such as face-to-face communication, farmer field schools, and demonstration plots remain the most
effective ways of disseminating technologies among smallholder farmers. The study recommends that
technology developers, government, and development partners should consider prioritising traditional
communication strategies as a means for disseminating agricultural technologies to farmers, a sure way
to spur adoption and use for increased food productivity needed to fight food insecurity and poverty.
