Abstract

CHAINA-CHURA, Fermín Francisco et al. Horizontal Communication: Social Demand Identification of Agricultural Technology in the Peruvian Altiplano, Puno. Comuni@cción [online]. 2021, vol.12, n.4, pp.282-295. ISSN 2219-7168.  http://dx.doi.org/10.33595/2226-1478.12.4.554.

The aim of this article is to identify the social demand for agricultural technology in the Peruvian highlands as the basis for a horizontal communication process, specifically in the Centro Poblado de Santa Bárbara de Moro (Puno). Applying the quantitative-non-experimental method, eighty heads of households were surveyed out to analyze the relationship of ten socioeconomic variables with the agricultural technology demands. The main activity of the productive individuals is the cattle breeding whose demands are predominant with a greater incidence in the implementation of sheds, animal health, stables and milking machines, among others. Similarly, for the development of small agriculture, the need for the acquisition of agricultural machinery and technical irrigation was evident. The marital status, the main activity and the ownership of cattle are highly associated with the 99% demand for technology (p-value <0.01), while the level of education has a significance of 95% (p-value <0.05). In conclusion, the study demonstrates the importance of the stage of identification of the demand for agricultural technology from the direct expression of the producers, as a basis for horizontal communication in agriculture, which contributes to the strengthening of agri-food activities.

Keywords : Productive actors; agriculture; horizontal communication; technological demand; identification.

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