COMMUNITY

COMMUNICATION AND
COFFEE
FARMERSADAPTATION TO
CLIMATE VARIABILITY
IN AMADEO, CAVITE,
PHILIPPINES

BETTINA JOYCE P.
ILAGAN, PhD

Assistant Professor III

College of Arts and Sciences
Cavite State University
 a term popularized by
UNESCO in the 70s

a two-way communication
between the communicator
and the public through the
use of community media
(Berrigan, 1979)
a highly participatory
process of social
interaction in small groups
using interpersonal and/or
indigenous or small media
(UPLBCDC, 1999)
COMMUNITY
COMMUNICATION
 bjpilagan2014

Local people = doers and

influencers of development in
the locale

Community communications
value and role = capacitate
people

Access to and acquisition of

information and knowledge =
better understanding of issues
and events
within the community

Better understanding =
Informed opinions and
decisions
 bjpilagan2014

Coffee
2nd most consumed liquid
2nd most traded commodity

Sustained rains, droughts,

higher temperatures,
diseases, and pests
attributed to climate change
are hurting coffee crops and
production (Woodside, 2011).

More adaptive, participatory

research is needed to find
out how best to help coffee
farmers as the weather
outlook for coffee growers
over the next millennium is
poor (Baker, 2009).
 bjpilagan2014

RESEARCH GAP

In a synthesis of literature
on socioeconomics of climate
change in the Philippines
from 1990 to 2010, Sajise,
et al. (2012) found out that
most studies on how climate
change affected the
agriculture sector were
focused on rice and corn.
1
bjpilagan2014

7&8 9

3
 bjpilagan2014

METHODOLOGY

Research Design

Locale of the Study

Respondents and Sampling

Methods and Instruments

for Data Gathering

Data Analysis
 bjpilagan2014

RESULTS /
KEY FINDINGS
Engagement in Community
Communication

Interaction with Co-farmers

People they interact with:

Neighbors
Farmers from adjacent farms
Family members / relatives

Frequency of interaction
Sometimes or twice or
thrice a month only
 bjpilagan2014

RESULTS /
KEY FINDINGS
Engagement in Community
Communication
Involvement in Small Groupings
Size of groupings: 1 5
Place where small groups
meet: house and farm
Nature of groupings: informal
Who initiates the
interaction: either or
both
Leadership in small groups:
 bjpilagan2014

RESULTS /
KEY FINDINGS
Engagement in Community
Communication

Use of Small Media

Cellphones (used to
supplement interpersonal or
face-to-face communication)

Focus on Community Interests

Coffee farming
Farming (in general)
Family / personal life
 bjpilagan2014

RESULTS /
KEY FINDINGS
Engagement in Community
Communication

Participation in Major
Activities
AREAS OF WEIGHTED QUALITATIVE
PARTICIPATION MEAN EQUIVALENT
Planning contents or 2.22 Rarely
topics
Planning when to meet 1.94 Rarely
Producing messages / 2.06 Rarely
Conceptualizing
adaptation strategies
Implementing decisions 2.10 Rarely
Evaluating decisions or 2.05 Rarely
actions taken
 bjpilagan2014

RESULTS /
KEY FINDINGS
Engagement in Community
Communication
Definition of Goals and
Objectives58
60

50 46

38
40

30

19
20

10

0
 bjpilagan2014

RESULTS /
KEY FINDINGS
Coffee Farmers Level of
Engagement in
Community Communication

LEVEL OF ENGAGEMENT FREQUENCY PERCENTAGE

IN COMMUNITY (n = 93)
COMMUNICATION

No engagement 16 17
Low engagement 20 22
Moderate engagement 53 57
High engagement 4 4
Total 93 100
 bjpilagan2014

For future theory-

building and researches
in ComCom...

Level of engagement in
community communication
measured as:

No engagement
Low engagement
Moderate engagement
High engagement

Responses on engagement in
community communication can
be processed based on the
following values assigned to
the parameters presented
 bjpilagan2014

Level of Engagement in
Community Communication

Frequency of Interaction
Always 4
Often 3
Sometimes 2
Rarely 1

Size of Groupings
Small 4
Medium 3
Large 2
Indefinite 1

Nature of Groupings
Formal 2
Informal 1

Initiative in Interactions
Either or both 4
Respondent himself 3
Other farmers 2
Not sure 1
 bjpilagan2014

Level of Engagement in
Community Communication

Leadership
Yes 2
No 1

Use of Small Media

Cellphones (text 3
messaging,
calls) 2
Written communication
(letters or notes) 1
Interpersonal or face-
to-face
communication

Level of Participation in
Major Activities
High 3
Moderate 2
Low 1
 bjpilagan2014

Level of Engagement in
Community Communication

Information-sharing
Yes 2
No 1

Decision-making
Yes 2
No 1

Problem-solving
Yes 2
No 1

Resources-sharing
Yes 2
No 1
 bjpilagan2014

Level of Engagement in
Community Communication

Scores Qualitative Equivalent

10 16 Low engagement
17 23 Moderate engagement
24 30 High engagement
 INVOLVEMENT
IN
SMALL
GROUPINGS

INTERACTION
ARTICULATION
OF COMMUNITY
INTERESTS

DEFINITION
OF GOALS
AND USE OF
OBJECTIVES SMALL MEDIA

PARTICIPATION
IN PLANNING,
PRODUCTION
AND
EVALUATION
ACTIVITIES

Proposed community
communication
framework (Ilagan,
2013)
an alternative view...

a highly interpersonal,
informal, natural and
spontaneous, even
incidental, process of
information-sharing
involving small groups of
people who share the same
interests

Ilagan, 2013
COMMUNITY
COMMUNICATION
Thank you!