DEVELOPMENT OF COMMUNICATION STRATEGIES FOR THE ACCEPTANCE OF CATTLE FARMING INNOVATIONS IN RURAL AREAS
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Abstract
This academic article aims to analyze the problems and develop communication strategies to promote the adoption of innovative cattle farming practices in rural areas. The study is motivated by the significance of the beef and dairy cattle industry to Thailand's rural economy, which faces increasing challenges in the digital agriculture era. The core problem examined is the delayed adoption of innovation among rural cattle farmers. Rogers' (2003) Diffusion of Innovations theory serves as the primary conceptual framework. The methodology emphasizes in-depth content analysis and literature synthesis from empirical research and relevant policy documents. The analysis reveals that effective communication significantly increases farmer adoption rates, particularly among those receiving information through multiple channels, with adoption rates 25-40% higher than those relying on a single channel. Furthermore, the adoption of feed technology and improved cattle breeds resulted in average yield increases of 15-30% and reductions in production costs of 10-20%, while net income increased by 20-35% compared to traditional farming methods. The study concludes that effective communication must shift from one-way messaging to facilitating a participatory learning process that truly understands the socio-psychological dynamics of farmers. Strategic recommendations focus on integrating cooperation among government, farmers, and academia to sustainably upgrade grassroots economies in rural areas.
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