A contradiction between research and communication of innovations in Misungwi District of Tanzania

Abstract

This study explores the gap between research and the effective communication of innovations in sub-Saharan Africa, with a focus on the dissemination of scientific information to peasants in Misungwi District, Tanzania. It specifically analyses leaflets and interviews with peasants, agricultural officers, WEOs, and TARI officials in the district. Using qualitative analytical techniques and drawing on Text Comprehension Theory and Grice’s Cooperative Principle, the study identifies several barriers to effective communication: the use of jargon, non-intuitive text structures, inaccurate imagery, typography and semantic errors, and challenges in selecting appropriate communication channels. These issues collectively hindered the peasants’ ability to comprehend the agricultural information provided. These findings highlight the urgent for institutions like TARI to establish dedicated language and communication departments responsible for refining and simplifying their communication strategies, thereby minimising unnecessary barriers to information access for rural populations.