*Rahmawati Zulfiningrum, Akbar Nuur Purnama Darma Wahana, Joana Jaya, Suwandi Sumartias, Heni Indrayani, Candra Yudha Satriya, Nadia Itona Siregar

Abstract:

The development of black rice farming requires effective communication to strengthen community participation, improve farmers’ welfare, and support sustainable agriculture. However, the expansion of black rice cultivation in Sirampog remains limited because related actors interpret program goals, roles, and priorities differently. This study adopted a qualitative phenomenological approach to analyse communication processes in the development of black rice farming. The findings show that the main challenges were uneven convergence among actors, communication gaps within the community, and the reluctance of some traditional farmers to participate. To address these issues, the study proposes participatory communication strategies consisting of dialogic communication, social mobilization, advocacy, and collaborative communication. These strategies are important for aligning actor interests, strengthening institutional support, improving market access, and sustaining the development of black rice farming.

Keywords: Black rice, communication strategies, convergence, participatory communication, sustainable agriculture