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- Description:
- This paper reports and discusses the findings of a study conducted to investigate the correlation between rural farmers' responsiveness to agricultural innovations and the communication patterns used to popularize such innovations. The results of the survey carried out in this study showed that neither education nor the use of mass media has a significant association with the adoption of agricultural innovations. Personal communication sources were found to be more effective than mass communication sources in creating the necessary awareness and, hence, influencing the adoption of agricultural innovations.
- Date Issued:
- 1987-01-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review
- Description:
- The article defines technology as a communication process, reviews the problems of communication technology, transfer in the African continent, and makes a case for definition of development communication. It insists that in media technology transfer, the emphasis should be on their cultural implications and relationships to traditional modes of communications. Mass media should be seen as technology context, a situation that allows for greater participation of the ruralites in various African villages, which makes for quicker and better acceptance of change. The article critically examines different technology transfer models and recommends a horizontal, humanistic or holistic model of communication for rural development.
- Date Issued:
- 1986-06-01T00:00:00Z
- Data Provider:
- Michigan State University. Libraries
- Collection:
- Africa Media Review