Anna Gustina Zainal

Abstract

This study aims to determine: (a) Is the video able to improve farmers’ knowledge about cocoa pests. (b) what the types of language and visual message are used to influence knowledge improvement of cocoa farmers. To answer these two questions, researcher conducted an experimental research involving 80 respondents randomly selected from four farmer groups in Way Jepara Subdistrict and Mataram Baru Subdistrict, East Lampung District, Lampung Province, Indonesia. Respondents were divided into two groups and each group received 2 treatments. Data of respondents’ knowledge level was obtained through pre-test and post-test method. While the analysis of relationship between variables using technique of analysis of variance (ANOVA). The results showed that (a) there was a difference of farmers’ knowledge before and after the experiment; (b) video was able improve farmers’ knowledge about cocoa pests; And (c) the type of narrative language used in video did not affect in farmers’ knowledge improvement, (d) in message presentation through video medium, the form of narrative presentation used was presentation form by direct narration. Based on the finding, researcher recommends some things to the District Government of Lampung Timur in order to improve the farmers’ knowledge about cocoa pests. In addition, researcher formulates some further research agenda related to this topic.

Keywords: cocoa, farmer, Indonesia, video, experiment

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