USA: Nova Science Publishers, Inc., New York, New York.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D02153
Notes:
205 pages., Examines the contradictory cultural forces and value systems of rural and industrial communications. Offers a prospective model at the intersections between agriculture and professional communication in the form of a hybrid communication, "documents of coordination," designed to "go between minds, creating meanings and accommodating novelties to existing sets of beliefs and social institutions." Uses an extension project as a case analysis.
This article is maintained in the office of the Agricultural Communications Program, University of Illinois > "International" section > "Philippines CARD Group" file folder., "...for all their seeming importance, these continuous outpourings of government and foreign aid and the steady diffusion of developmental projects and innovations are only pallatives. Thus, the wheel of agricultural development must reel off with a farmer-oriented concept of development which gives prominent role to farmers' participation in programs which are supposedly designed for their upliftment. ... "How can farmers be mobilized to participate in their own development? Simply by the abolition of 'transmission mentality' in communication and its replacement with a more liberating type of communication that would contain more dialogue..."
