Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08701
Notes:
Pages 131-138 in Gordon Wilson, Pamela Furniss and Richard Kimbowa (eds.), Environment, development and sustainability: perspectives and cases from around the world. Oxford University Press, Oxford, England. 290 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C37106
Notes:
See C37105 for original, Pages 17-30 in Alessandro Bonanno, Hans Bakker, Raymond Jussaume, Yoshio Kawamura and Mark Shucksmith (eds.), From community to consumption: new and classical themes in rural sociological research. Research in Rural Sociology and Development, Volume 16. Emerald Group Publishing Ltd., Bingley, U.K. 275 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08685
Notes:
Pages 25-41 in William Ascher and John M. Heffron (eds.), Cultural change and persistence: new perspectives on development. Palgrave McMillan, New YorkCity, New York. 263 pages.
4 pages., Via online journal., Transformation process to Audience-centered Communication Theory is introduced, as well as the basic idea of the theory in China. It is believed that using Audience-centered Communication theory can help to consolidate the theoretical basis of participatory agricultural extension. The communication essence of agricultural extension activity is studied, which is spreaders send information to farmers; then, farmers filter and process the information, transform it into their own experiences and feed back on time. Internet logical relationship between audience-centered communication and participatory agricultural extension is studied. Effects of Audience-centered Communication Theory on participatory agricultural extension are analyzed. One is that the Audience-centered Communication Theory defines the guidance and implementation basis of agricultural extension activities; the other is that bringing Audience-centered Communication Theory into agricultural extension research can help to expend the agricultural extension. Several enlightenments of the theory to participatory agricultural extension are obtained. Firstly, take audience as the orientation and focus on the needs of the audience. Secondly, advocate the participatory approach of process; and emphasize the importance of internal audience participation. Thirdly, establish two-way interaction mechanism; and make the promoters understand the implementation and performance status on time.
