Sources Of Information Among Rural Residents: The Case Of Atwima Apemanim

Abstract

This study investigated the sources of information among residents of Atwima Apemanim, a rural community in the Atwima Kwanwoma District in the Ashanti Region. Contemporary developments in media and communication technologies have affected traditional information sources, preference and use habits of the rural population. There is a conflux of information sources in the rural communities. Among the study’s objectives were to find out how rural residents acquire information and their preferred source of information. Underpinned by Wilson’s 1981 information seeking behaviour model and the uses and gratification theory, the study employed both quantitative and qualitative data gathering techniques for purposes of triangulating responses. A questionnaire was used to collect data from 10% of residents and in-depth interviews were conducted with two key informants of the community. The findings indicated that health, education and agricultural information were the main information needs of the rural residents. It was also revealed that radio and TV were the main sources of information. Finally, the study found that modern media sources, specifically radio and TV, were the most effective and credible sources of information. They were therefore the preferred sources of information among the rural residents whilst traditional media sources like face-to-face interactions complemented in information acquisition in the rural community. The study recommends that health information broadcast is intensified on radio and TV for the rural population who may not have adequate health facilities and officers present in their communities.