Making communication work for the transformation of agriculture in Uganda A Study of the PMA Communication Campaign : a study of the PMA communication campaign

Abstract

ABSTRACT

Agriculture constitutes the biggest source of income for the majority Uganda s population. But beyond that it constitutes a huge potential for National development through increased GDP and can be a major catalyst for growth and improved quality of life through higher household incomes.

Presently, although most Ugandans rely on agricultural production as their chief source of income, most of it is subsistence farming which does not promise much income and only a small proportion of the nation s agricultural production is commercial. In recognition of these possibilities for development through agriculture, the Plan for Modernisation of Agriculture (PMA) has been developed to provide the leadership to harness the potential. Unlike previous attempts at poverty eradication and National development, the PMA adopts a multi-sector approach meant to bring together different components in a holistic approach to agro-development. This is a noble goal, but the multi-dimensional approach creates new questions and contradictions that need to be dealt with early if the programme is not to suffer. Above all, the need to aggregate a multitude of ideas and interests calls for a very open and participatory approach. Participation should be built into all components of the programme.

It is against this background that this study sets out to evaluate the PMA dissemination and sensitisation strategy (communication strategy)that forms the basis of the awareness and sensitisation programme. Basing on theories and models of mass communication, development communication and participatory communication, the study suggest some best practices for the design and implementation of successful communication campaigns.

The study surmises that the underperformance of the agricultural sector despite the huge potential is more than a problem of science but one to do with attitude. Tradition, social and economic dimensions must be appreciated and incorporated within the communication strategies. The emphasis here is on a social approach to development support communication (DSC) programmes.