Influence of Newspaper Information Dissemination Platform on the Adoption of Ecologically Sustainable Agricultural Farming Methods in Embu County, Kenya

Development conscious organizations are embracing the use of communication and feedback to measure the impact various communications channels used for intervening to an identified cause have on the lives of the target audiences. Such feedback is an integral part of the informed decision by the donors and other funding agencies on the direction of funding on the dissemination of research results to influence the lives of the target audience positively. The purpose of the study was to assess the influence Newspaper as print media information dissemination platforms on the adoption of ecologically sustainable agricultural farming methods in Embu County. The study used mixed research methods (quantitative and qualitative) to build upon the synergy and strength that exists between quantitative and qualitative methods to fully understand a given phenomenon than is possible using either quantitative or qualitative methods alone. A descriptive research design for the collection and analysis of quantitative and qualitative data was embraced. The target population of the study was smallholder farmers of Embu North Sub-County who are registered members in three (3) main community-based organizations: Burugo, Karungi and Karamuki. A sample of 98 respondents including smallholder farmers and available respondents of 10 agricultural extension officers and five (5) media representatives were used in the study. The study used a stratified random sampling procedure and purposive sampling procedure to select the key informant. Both the questionnaire and interview guides were used in the study. Quantitative data were analysed using a scientific package for social sciences (SPSS) version 21, Multiple regression model was also used. The results were analysed and presented using frequencies, percentages, graphs, figures and tables. Qualitative data was organized into themes and summarized using narratives and it was observed that these platforms play a key role in boosting the ecological