Does Media Affect Farmer’s Crop Choices? Exploring the Role of Media in Enhancing Farmer’s Adaptive Capacity

• In Event: Extended Session: Climate Change Communication: Testing Messages and Media Effects

Abstract

Agriculture is considered to be one of the most vulnerable sectors to climate change impacts, with potential negative impacts on livelihood and food security of millions of people worldwide. Moreover, different crops are expected to be impacted differently due to climate change, and the choice of crop can be an important determinant of adaptation strategy. Although several studies indicate the potential role of media in increasing public as well as farmer’s awareness, understanding, and behaviors about climate change, few studies explore the impact of media on farmer’s specific crop choices. This exploratory study is based on survey data from three villages in a semi-arid region in south India collected as part of climate change adaptation project. We find that media channels through which farmers access weather information, and media consumption affects farmer’s crop choices, distinguishing between their intention to play sorghum, cotton, and pulses in the next season. Providing specific, localized, and differentiated information on weather patterns to farmers, as well as potential adaptation strategies, can potential increase their adaptive capacity.

Authors

• Jagadish J Thaker, Massey University

• Mohan Jyoti Dutta, National U of Singapore