Organizations among upland farmers in four barangays of Baybay. Leyte were analyzed using the cross-case study method to determine convergence in goal perception; knowledge, attitude and practice on environmental conservation with special reference to tree farming and information flow patterns. members of the organizations under study were completely enumerated while non-members were randomly selected. Data gathering was conducted from May to September 1993 employing participatory rural appraisal, participant observation techniques, semi-structured interview schedules, key informants, focus discussion, checklist and observation guide.
Data revealed that majority of both member and non-member respondents showed interest in environmental information. 81.25% and 78.63%, respectively. However, barely half (56%) of the member-respondents perceived any significance of the organizations initiated to the concept of environmental conservation. This finding indicates a convergence in terms of general interest among implementors and clientele but a deviation in goal perception. Such case implies a need for a rethink in selling expectations and intent when planning and implementing development protects or information campaigns.
On information flow, all respondents ranked barangay officials first and neighbors second as sources of information because of proximity. Also, over two-thirds (73.5%) of non-members were involved in work groups such as “Alayon”, “Salibot” and “Tagbu”. This points to the potential of exploring informal network links as alternative channels for orchestrating change in the barangay.
Keywords: Organizations, information flow. Convergence. goal perception, communication strategy. network links.
Annals of Tropical Research 16(4):(1994)