Thesis (BA Communication Arts) -- University of the Philippines Mindanao, May 2016

The purpose of this study was to develop messages about climate-smart rice varieties so that farmers in Midsayap, Cotabato will more likely to adopt these varieties. The messages were also developed based on the socio-economics, communication needs, and innovativeness of the farmers. A total of 36 farmers were selected using purposive sampling . the 30 farmers were surveyed, and the six farmers discussed the environmental relevance of new rice varieties during the focus group discussion. Descriptive statistical tools were used such as frequency charts and perentages to show results of the survey. Thematic analysis was used to show the recurring themes during the focus group discussion. Results show that farmers were either negative or positive towards the innovation: climate-smart rice. Price of seeds was the main barrier for farmers when it comes to adopting new rice varieties. This can be linked to the monthly income of farmers who are within and below poverty line. Climate was also the main thing that influences farmers in adopting new rice seeds. People they know like family members and friends were the most influential people that can influence farmers in choosing rice varieties. Seminars and workshops was also the most preferred channel of farmers in learning about climate-smart varieties. With these results, the researcher developed messages using the characteristics of the diffusion of innovation: relative advantage, compatibility, observability and triability.