Analyzing the Role of Media in Enhancing Farmers’ Water Literacy in Sahneh County

Document Type : Research Paper

Authors

1 Department of Agricultural Extension and Education, College of Agriculture & Natural Resources, Razi University, Kermanshah, Iran.

2 Department of Agricultural Extension and Education, College of Agriculture & Natural Resources, Razi University, Kermanshah

10.22059/ijaedr.2025.393076.669369

Abstract

Enhancing farmers' water literacy through media is recognized as one of the most effective approaches to sustainable water resource management in the agricultural sector. However, research on the impact of different media on farmers' water literacy remains limited, which constrains the effectiveness of communication planning. This study aimed to analyze the role of media in enhancing the water literacy of farmers in Sahneh County, Kermanshah Province (N=17,383). The sample size was determined as 234 using Cochran’s formula, selected through cluster sampling from 188 villages across two districts and seven rural sub-districts. Data were collected using a researcher-designed questionnaire in three sections. Its face and content validity were confirmed by subject experts and the research team, and its reliability was verified by Cronbach’s alpha coefficient (α ≥ 0.78). Data analysis was conducted using IBM SPSS Statistics 27. The findings revealed that social media (β = 0.268) had the greatest impact, followed by agricultural extension agents (β = 0.169) as the second most influential source. Furthermore, television (β = 0.155) and lead farmers (β = 0.118) were also identified as significant predictors. These four media collectively explained 24.8% of the variance in farmers' water literacy. The results provide strategies for designing effective communication programs to enhance farmers' water literacy and institutionalize sustainable water consumption behaviors by utilizing appropriate media.

Keywords

Extended Abstract

Objectives

The global water crisis and its associated risks have become pressing concerns, and projections suggest that with the current population growth rate, these crises will intensify because of the increasing demand for food resources and greater pressure on water supplies. Recognizing the significance of this issue, governments have implemented programs aimed at ensuring the sustainable management of water resources in agriculture. These initiatives have predominantly focused on adopting and promoting modern irrigation systems (the hardware aspect of water resource management), often overlooking the key factor in managing and optimizing water use-farmers themselves (the software aspect of water resource management). However, sustainable water management in agriculture requires an integrated approach that considers both hardware and software dimensions.

On the software side, strengthening farmers’ water literacy -defined as their ability to make informed decisions regarding water management at both individual and collective levels- is crucial. This concept emphasizes education and the promotion of responsible water consumption and conservation practices. Water literacy, which involves understanding and applying scientific and practical principles of sustainable water resource management, is directly and indirectly influenced by farmers’ access to information sources and communication channels. In other words, a direct relationship exists between media coverage of the water crisis and public awareness of its importance. Nonetheless, field experiences indicate that the impact of media on farmers’ water literacy varies based on content type, media format and the cultural, social and technological characteristics of different communities. Therefore, analyzing the role of various media in enhancing farmers’ water literacy is essential for improving agricultural water resource management. This analysis provides policymakers and extension agents with valuable insights to develop effective strategies that influence farmers’ behavior through improved water literacy. Despite the importance of this issue, a notable lack of local research exists on the role of media in shaping farmers’ water literacy, particularly among farmers in Sahneh County. This study aims to address this gap by analyzing the role of different media in shaping farmers’ water literacy and answering the following question: Which media are the most influential in shaping farmers’ water literacy in Sahneh County?

Methods

This study is applied in nature because its findings contribute to the development of effective communication strategies for agricultural water resource management. This study follows a quantitative-correlational research paradigm, with data collected at a specific time (the 2023–2024 agricultural year). The statistical population comprised all irrigated farmers in Sahneh County, Kermanshah Province (N = 17,383), from which a sample of 234 farmers was selected using Cochran’s formula and based on the standard deviation of the "water literacy" variable. The sample was drawn using cluster sampling from the 188 villages in the county. Data were collected using a researcher-designed questionnaire consisting of three sections, whose face and content validity were confirmed by subject-matter experts and self-reviewed by the research team. The questionnaire reliability was also confirmed using Cronbach’s alpha coefficient (α ≥ 0.78). Data were analyzed using IBM SPSS Ver. 27.

Results

The findings indicate a significant positive relationship between farmers’ water literacy and their use of television (r = 0.303), lead farmers (r = 0.302), social media (r = 0.257), other farmers (r = 0.222), agricultural extension agents (r = 0.262), and posters (r = 0.248). This suggests that increased exposure to these media enhances farmers’ knowledge, attitudes, and behaviors related to water resource management. The regression analysis results show that social media had the strongest influence on improving farmers’ water literacy (β = 0.268). The accessibility, high interactivity and ability to provide continuous updates highlight the importance of water literacy education. Following social media, agricultural extension agents (β = 0.169) emerged as another key information source that significantly contributed to farmers’ water literacy and, consequently, agricultural water management. Additionally, television (β = 0.155) and lead farmers (β = 0.118) are included in the stepwise regression equation. This finding underscores the role of lead farmers’ practical experiences and successes in motivating other farmers to adopt modern irrigation methods and improved water management practices.

Discussion

In local contexts, lead farmers can serve as credible sources of knowledge and, through rural social networks, play a significant role in improving water literacy and encouraging responsible water consumption behaviors. Specifically, this study demonstrates that constructive relationships between agricultural experts and farmers have a more profound impact on adherence to water management principles than institutional regulations.

While this study provides a comprehensive perspective on the influence of various media on farmers’ water literacy in Sahneh County, further research is needed. Future studies should explore how demographic factors, such as age, education level and economic status, influence the effectiveness of different media in enhancing farmers’ water literacy.

 

Author Contributions

This article is derived from a Master’s thesis, and the authors’ contributions correspond to the order in which their names appear. The overall direction of the research process and the preparation of the manuscript were led by the corresponding author.

Data Availability Statement

Not applicable

Acknowledgements

This research received no external funding.

Ethical considerations

The authors avoided data fabrication, falsification, plagiarism, and misconduct.

Conflict of interest

The author declares no conflict of interest.

References

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Iranian Journal of Agricultural Economics and Development Research
Volume 56, Issue 4
January 2025
Pages 377-398

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