Identification of Key Actors of Agricultural Community-Based Organization from Communication Perspective in Malaysia

Abstract

This paper was part of a larger study which focuses on communication aspect of sustainable agriculture. To date, most of communication issues highlight role of extension officer rather than CBOs or the farmers meaning from top to bottom approach. It is realized that the flows of communication and the exchanges between different actors are extremely significant especially to understand the current state of agriculture and to facilitate the learning process. This underscores the need for dialogues and interactions between different actors and networks. Hence, this research will focus on CBOs because of the changing focus from extension officers to CBOs also changes the agricultural perspective. The purpose of this paper is to identify key actors that involved in an agricultural community-based organization (CBO). By identifying key actors, we can understand: 1) characteristic of a CBO; and 2) dissemination of agricultural knowledge -network. Therefore, a more sustainable agricultural practice can be embraced by many especially by conventional farmers.

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“…All these contribute to the income for the country (Shaffril et al 2010 ). Thus, it is a concern that the adoption rate of agricultural innovation among the farmers is meager in Malaysia (Shariff et al 2014 ). The author’s further comment that the role of communication skills, media, and methodologies is typically detested and fragmented.…”

“…The author’s further comment that the role of communication skills, media, and methodologies is typically detested and fragmented. More often than enough, these are not adequately integrated into the total extension program (Shariff et al 2014 ). It is widely agreed that modern ways of farming must be developed to meet the ever-increasing demand for food by the population.…”