Efficacy of Interpersonal Communication Channels in the Diffusion and Adoption of Zero Grazing Technology

This study was an investigation of the effectiveness of interpersonal communication channels in aiding diffusion and adoption of zero grazing innovation in Tot Division, Kenya. The problem of this study was that past innovation-diffusion studies have had limited focus on the importance of interpersonal communication channels on diffusion and adoption of zero grazing as an agricultural technology, hence a gap that demands specific studies are undertaken to fill it. The study’s general objective was to explain the efficacy of interpersonal communication in the diffusion and adoption of zero grazing. The target population for this descriptive study was dairy farmers in Tot Division. The descriptive research design adopted insulated the variables from manipulation. The study sample comprised of participants for five Focus Group Discussions (FGDs) and one Key Informant Interview (KII) in five locations. Purposive sampling was based on those informants who are informative, experienced, and analytical, and had been recommended by multiple sources, with each focus group having eight participants. The key data collection instruments were interview guide for FGDs and interview schedule for KII. Data analysis has been based on qualitative methods such as content analysis, discourse analysis, and interpretive techniques. Although interpersonal communication channels were widely used in the study area, the researcher recommends further studies to establish the role of mass media in augmenting interpersonal channels of communication in the diffusion and adoption of agricultural innovations, particularly in communities with lower penetration level of mass media.