An Analysis of Climate Change Adaptation Messaging targeting Smallholder Farmers in Machakos County, Kenya

Abstract

Climate change and rising temperatures have put the well-being of millions of people at increased risk and threatens the livelihood of many, especially those in poor countries who depend on rainfed agriculture. The United Nations (UN) Sustainable Goal 13:1 aims to reduce its impact by increasing resilience and adaptability. In this regard, the Kenyan government provides farmers with innovative climate change adaptation solutions through Kenya Agricultural and Livestock Research Organization (KALRO) and the Mereological department. However, despite an increase in the availability of messages on new agricultural techniques, the rate of adoption remains appallingly low. This study examines how climate adaptation messages are designed, communicated, and perceived by smallholder farmers in KALRO Katumani, Machakos County, Kenya. It employs Social Behavior Change Communication (SBCC) approaches and specifically the Social Learning Theory to analyze the messaging process. The study targeted 35 smallholder farmers who own 1-3 acres of land. The research aimed to address three key questions: What climate change messages are communicated to smallholder farmers in Machakos County? How are the climate adaptation messages designed and disseminated to smallholder farmers in Machakos County? What are the perceptions of smallholder farmers towards climate change messaging in Machakos County? The study employed a relativist-interpretivist research paradigm and utilized a qualitative approach, employing a case study methodology. Data was generated through observations, focus group discussions, one-onone interviews, and analysis of the seasonal weather-based advisory flyer. Purposive sampling was used to identify the area of study and selection of specific small-holder farmer groups and farming households. The data was presented narratively and descriptively and analyzed through an inductive thematic approach. The findings show that, despite farmers experiencing climate change and its devastating effects, and despite the availability of new technologies, adaptation is low. The data was presented narratively and descriptively and analyzed through an inductive thematic approach. The findings show that, despite farmers experiencing climate change and its devastating effects, and despite the availability of new technologies, adaptation is low. This is because they are not involved in the messaging. Additionally, entrenched cultural norms surrounding gender roles in agriculture, skepticism towards new technologies, the belief that climate change is a divine punishment and weather forecast messages that are challenged by climate variability collectively contribute to low levels of adaptation. The study concludes that a more farmer-centered approach to messaging will increase trust and ownership of the messages, bridge the gender inequalities ultimately ensuring uptake of innovative practices. This research supports scholars and practitioners advocating for communication procedures that prioritize social learning in addressing the urgency of climate change adaptation. The study recommends co-creating climate change messages from project inception, incorporate cultural and religious considerations for relevance, while integrating SBCC approaches into extension/message designers training programs.