BLENDING TRADITIONAL AND DIGITAL MEDIA: A COMPLEMENTARY EXTENSION APPROACH IN PROMOTING SUSTAINABLE GOAT PRODUCTION PRACTICES IN ILOCOS NORTE, PHILIPPINES

Abstract

This study highlights the knowledge uptake and attitudinal impacts of the school-on-the-air (SOA) program, complemented by a social media platform, in promoting appropriate goat production technologies among stakeholders in Ilocos Norte, Philippines. The program was conceptualized and implemented by the Mariano Marcos State University. Tailor-fit topics were delivered based on the felt needs of the enrollees.  The SOA was broadcast on three local community radio stations strategically located within the province and livestreamed via Facebook. The SOA runs from June 2023 to February 2024. Traditional assessments revealed a positive impact of the platform on improving knowledge uptake of participants, as manifested by the high passing rate of participants in the quizzes administered.  Significant differences were observed in pre- and post-test scores, which indicate that the enrollees performed significantly better on the post-test than on the pre-test, a manifestation of an effective platform of knowledge dissemination. Additionally, high graduation rates were recorded, and self-initiated requests for additional capacity-building activities highlighted the platform’s impact in fostering interest, knowledge application, and continuous learning and self-improvement among the participants. This complementary extension modality demonstrates that radio, coupled with social media, is an effective approach in the diffusion of knowledge on improved goat production practices.