Marinduque FITS Centers’ Modes of Communication in Providing Agricultural Information and Technology Services to Local Farmers: An Intervention Towards Improved Farm Practices

This study examined the communication modes employed by the Farmers’ Information and Technology Services (FITS) centers and kiosk in Marinduque in delivering agricultural information and technology services, identified the communication modes preferred by local farmers, described challenges in communication, and developed a proposed training intervention aligned with farmers’ preferences. The study used a phenomenological research design and an observational approach. Participants consisted of seven FITS officers selected purposively and 120 local farmers, with 20 farmers selected from each of the six municipalities through simple random sampling based on FITS transaction records for the first to third quarters of 2022. Data were collected through semi-structured questionnaires, interactive sessions, and individual interviews; structured responses were summarized using frequencies and percentages, while open-ended responses and field notes were examined for recurring themes. The FITS centers and kiosk used information, education, and communication (IEC) materials, multimedia, mass media, e-learning, and interpersonal communication. Among the 120 farmers, 97 (80.8%) preferred face-to-face training, 17 (14.2%) preferred face-to-face one-on-one consultation, and six (5.0%) preferred IEC materials. Face-to-face training was the leading preference in the reported age, gender, and distance classifications. Challenges included limited accessibility, insufficient IEC resources, language and literacy barriers, technology-adoption constraints, the need to tailor communication to individual needs, and limited training opportunities. The proposed course combines face-to-face sessions, demonstrations, field visits, and interactive workshops. The findings point to the value of farmer-centered communication that combines direct interaction with accessible print and digital channels.