This study sought to analyze how rural communication services (RCS) work in the delivery and adoption of saline-tolerant rice variety (STRV) among rice farmers in Amtali, Barguna District in Bangladesh. The research was done under cybernetic tradition of communication and it gathered data using a survey of 83 farmers and key informant interviews of 11 RCS providers. Social network mapping among 30 STRV farmers was done using UCINET 6 software. Relationships among selected variables were determined using Fisher’s exact test of correlation. Findings indicated that the government extension service was the most accessed RCS provider, closely followed by non-government organizations. STRV farmers trusted the information they
received from both service and found such information useful;
however, they encountered problems in accessing information
on STRV because of limited contact with the staffers of RCS
providers. In addition, the government extension office service
was the most influential information source. Farmers shared information mostly with other farmers, and majority of them adopted only some of the recommended STRV practices. Having non-government organizations as service provider was associated with mode of adoption, while conduct of group meeting was associated with modalities for delivery and mode of adoption. A communication model to enhance the delivery and adoption is proposed in this paper.
