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.
21 pages, The Malaysian palm oil industry faces many challenges, especially in agricultural technology at the plantation level because smallholders have trouble getting detailed information and the latest data on the palm oil industry issues. More
efficient extension services are needed in meeting the need to increase knowledge. Information and Communication Technology (ICT) is the best method to accelerate agricultural technology transfer from research institutions to smallholders. Growing concerns about the impact of the covid-19 pandemic on health have prompted development agents to change the course and landscape of their delivery to social media application as a new norm socialisation agent. The study aims to examine the role of information and communication technology as a tool for developing new norms in conveying information and empowering smallholders’ knowledge. This study uses a qualitative approach through content analysis on several reports from the Malaysian Palm Oil Board (MPOB), Department of Statistics Malaysia (DOSM) and the Malaysian Communications and Multimedia Commission (MCMC). The study found that the use of social media platforms among Malaysians is high, thus the level of application of technology and palm oil information needs to be improved through social media applications. The government needs to develop social media applications that are friendly, easily accessible and the information presented is easy to understand. The implication of this study is that the use of information and communication technology will change the pattern of expansion of the palm oil sector in Malaysia in the future.
Kunelius, Risto (author) and Eide, Elisabeth (author)
Format:
Book chapter
Publication Date:
2017
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08848
Notes:
Pages 1-32 in Kunelius, Risto Eide, Elisabeth Tegelberg, Matthew Yagodin, Dmitry (eds.), Media and global climate knowledge: journalism and the IPCC. United States: Palgrave Macmillan, New York City, New York. 309 pages.
Grace, Margaret (author / Queensland Department of Primary Industries, Brisbane, Australia)
Format:
Paper
Publication Date:
1998-06-13
Published:
Australia
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 147 Document Number: C23536
Notes:
In "Conference Proceedings of the International Symposium on Learning Communities, Regional Sustainability and the Learning Society (June 13-20, 1998)." Edited by Ian Falk., 7 p., In Australia, as in other parts of the world, there is considerable interest in many quarters in the potential of new communication and information technologies to contribute significantly to the revitalization of regional communities. However, much remains to be understood about the social factors, which affect the success of innovative technology applications. Research conducted by the Queensland University of Technology indicates that gender significantly affects not only access and use of communication and information technologies, but also rural community development. By focusing on rural women's perspectives on communication issues, this research has revealed a need for the development of "soft" technologies to ensure that both social and economic development occurs in an integrated way in regional, rural and remote communities.
