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<p class="MsoNormal"><span lang="EN-GB"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB">How do small scale farmers really get information about improving their farming, and how do they assess this information? A research project, carried out by the Institute of Applied Media Studies in Winterthur / Switzerland
and the Multimedia University in Nairobi/ Kenya interviewed 600 small scale farmers in Kenya and investigated their information needs and patterns. In brief, the main results of the survey point to the dominant role of radio as the main media channel used
by almost all farmers for receiving agricultural information - and much less the mobile phone that is supposed to be the new information tool by Western donors and NGOs; the high credibility of Government extension services as the most trusted source regarding
agricultural information; and the apparent gap between what farmers need in information and what they get from various services: Most farmers don’t like the top-down approach applied by many services and instead favour to be informed about various options
for existing problems. The study is can be downloaded here: <a href="http://www.linguistik.zhaw.ch/fileadmin/user_upload/linguistik/_Institute_und_Zentren/IAM/PDFS/News/final_report_Kenya_agri_communication_IAM_MMU_01.pdf">
http://www.linguistik.zhaw.ch/fileadmin/user_upload/linguistik/_Institute_und_Zentren/IAM/PDFS/News/final_report_Kenya_agri_communication_IAM_MMU_01.pdf</a><o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB">Kind regards<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB">Christoph Spurk<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-fareast-language:DE-CH">Christoph Spurk
<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-fareast-language:DE-CH">Institute of Applied Media Studies (IAM)<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-fareast-language:DE-CH">Zurich University of Applied Sciences (ZHAW)<o:p></o:p></span></p>
<p class="MsoNormal"><span style="mso-fareast-language:DE-CH">Theaterstrasse 15c<o:p></o:p></span></p>
<p class="MsoNormal"><span style="mso-fareast-language:DE-CH">CH 8401 Winterthur<o:p></o:p></span></p>
<p class="MsoNormal"><span style="mso-fareast-language:DE-CH">Switzerland<o:p></o:p></span></p>
<p class="MsoNormal"><span style="mso-fareast-language:DE-CH">Phone: +41-58-934 70 64<o:p></o:p></span></p>
<p class="MsoNormal"><span style="mso-fareast-language:DE-CH">Office Bern: +41-31-352 00 08<o:p></o:p></span></p>
<p class="MsoNormal"><span style="mso-fareast-language:DE-CH">Mobile: +41-79-214 68 77<o:p></o:p></span></p>
<p class="MsoNormal"><span style="mso-fareast-language:DE-CH"><a href="mailto:skcp@zhaw.ch">skcp@zhaw.ch</a><o:p></o:p></span></p>
<p class="MsoNormal"><o:p> </o:p></p>
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