| Abstrakt: |
The study investigates how rural communities in Kilosa District of Morogoro region in Tanzania access and use information. Specifically, the study identifies the information needs of rural people, determines the factors influencing the choice of information source, and assesses the appropriateness of the information sources based on usefulness and preference. Choice of the study area was based on the availability of multiple information sources information seekers could consult. Simple random sampling technique was employed in selecting villages to be investigated and respondents to be interviewed. Findings showed that there was a strong need for information of all types. Most of the information needed related to day-to-day problems. Information was accessed mainly through radio, television, newspapers and magazines, and also through cell phones and face-to-face communication. Choice of information sources was influenced by the respondents' level of education, income, sex, age, occupation and the distance from the information seeker's location to the information sources. Further, findings showed that while people accessed and used information primarily for solving day-to-day problems, they also accessed it for leisure purposes. The study recommends that it is important to have frequent rural information needs assessments before providing information services to rural areas. Information providers should repackage information in appropriate forms suitable for rural communities. Moreover, radio and television stations should have sufficient rural related programming, and it should be broadcast at appropriate times. [ABSTRACT FROM AUTHOR] |
