Assessing the Integration of Farmer Socio-Cultural Context in the Diffusion of Improved Maize Varieties in the Semi-Arid Lower Eastern Kenya

Purpose: The purpose of this study was therefore, to evaluate the extent of the integration of farmer socio-cultural context in the diffusion of improved maize varieties in the Semi-Arid Lower Eastern Kenya. Qualitative data was collected from farmers, agricultural scientists, agricultural extension officers and documents. Materials and Methods: It was analysed using a thematic analysis method and with apriori themes developed by the researcher from the literature, principles of participatory communication approaches and the concerns of the research questions. Findings: The study results revealed several key issues which include, Selection bias: The selection process for farmer participants in the diffusion activities was biased, favouring those with higher socio-economic status and the role of agricultural extension officers, key actors in the agricultural sector, was ignored. Overlooking farmer values on maize: The communication methods employed could not facilitate the tapping of the values farmers place on maize as a crucial food source. Neglecting farmer knowledge and perceptions: There was lack of dialogic interactions to leverage farmers’ existing knowledge about farming conditions and their perceptions. Unique Contribution to Theory, Practice and Policy: The study recommends, Inclusive Participant Selection: Innovators in agriculture should ensure a more balanced selection of stakeholders through participatory approaches to ensure the inclusion of farmers from various socio-economic backgrounds as well as agricultural extension officers who are key players in agriculture. This will facilitate a more comprehensive understanding of the diverse information needs, existing community knowledge and perceptions. Value-centric communication: Communication activities should be designed actively with the involvement of stakeholders and should provide avenues for farmers to voice the values they associate with foods and their traditional agricultural practices. This can help tailor agricultural innovations to better meet their needs and preferences. Leverage farmers’ existing knowledge about farming: Innovators in agriculture should establish platforms for dialogic interaction where farmers can share their knowledge and perceptions about farming conditions and agricultural innovations. This can enhance the relevance and effectiveness of innovative agricultural practices by integrating local insights.