Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C25585
Notes:
Pages 114-132 in Andrew A. Moemeka (ed.), Development communication in action: building understanding and creating participation. University Press of America, Inc., Lanham, Maryland. 325 pages.
Hassan, Musa Abu (author / Department of Development Communication, Centre for Extension and Continuing Education, Agriculture University of Malaysia, Serdang, Selnagor, Malaysia)
Format:
Report
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C08030
Notes:
James F. Evans Collection, Mimeographed, 1994. 25 p. Paper presented at the Association for Education in Journalism and Mass Communication Convention in Atlanta, GA, August 10-13, 1994., This study examines the ways in which staff of communication units in agricultural extension agencies in Malaysian select media to transfer knowledge to their clients. The findings revealed that the respondents regard actual objects are best in knowledge transfer activities, followed by media that convey reality with a high degree of fidelity. With regard to the selection elements considered important, they choose audience characteristic, followed in order by purpose of communication, audience media preference and time given to complete the media. (original)
This article is maintained in the office of the Agricultural Communications Program, University of Illinois > "International" section > "Philippines CARD Group" file folder.
