Beck, Howard W. (author), Cilley, Mary L. (author), and Beck: Department of Agricultural Engineering, University of Florida; Cilley: Department of Agricultural Education and Communication, University of Florida
Format:
Journal article
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C07854
James F. Evans Collection, Agricultural communicators are accustomed to acting as change agents. Now communicators face the challenge of dealing with technological changes that are reshaping their own profession. A case history is presented of electronic delivery of Extension information at the University of Florida's Institute of Food and Agricultural Sciences (IFAS). This paper examines the role of the technical communicator within an evolving framework of institutional change. It is seen that tasks traditionally performed by editors and artists are in one sense unchanged, although they are now performed by computers. However, there are new opportunities for communicators, especially in the areas of user interface design and knowledge management, that are made possible by the new computer medium.
James F. Evans Collection, Results from this study of Extension clientele in North Carolina depict the need for Extension professionals to provide educational opportunities through multiple program delivery methods. Clientele's choice of methods was based on receiving information that was both subject and audience specific, yet the information could be received in an understandable and personally comfortable manner. Data were collected by Extension agents using a structured personal interview. Study respondents were mature adults; a majority had nonfarm professions as primary occupations, had completed some post secondary training, had at least some dependence on Extension for information, and received Extension information for more than five years. Respondents indicated personal visits, meetings, newsletters, demonstrations, and workshops as most preferred delivery methods. Other major findings include: method demonstrations were preferred by younger, more educated clientele; clientele with less dependence on Extension and fewer years of contact preferred the videocassette; farmers preferred personal visits and meetings more than did individuals with other occupations; and clientele with the longest interaction with Extension and those perceiving Extension professional as educators were more likely to identify computer software and computer networks as important delivery methods.
