Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 183 Document Number: C30500
Notes:
56 pages., Results of a survey among Illinois consumers. Project coordinated by Morgan & Myers and survey conducted by Roper GfK. Supporting organizations: Illinois Beef Association, Illinois Corn Marketing Board, Illinois Farm Bureau, Illinois Pork Producers Association and Illinois Soybean Association.
Abbott, Eric A. (author), Yarbrough, J. Paul (author), and Abbott: Department of Journalism and Mass Communication, Iowa State University; Yarbrough: Department of Communication, Cornell University
Format:
Journal article
Publication Date:
1992
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 90 Document Number: C06428
James F. Evans Collection, New communication technologies such as the microcomputer, videotex/teletext systems, the videocassette recorder, and satellite receiving dishes have been available to farmers since the early 1980s. This longitudinal study examines ethical issues associated with the impact that differential patterns of adoption and use of these technologies have had on inequalities among farmers from 1982 to 1989. The results demonstrate a strong adoption and use bias toward larger scale farmers who already have well-developed skills for handling information. This bias is especially strong for microcomputer and videotex/teletex systems and it is increasing over time. Although the same farmers are not adopting all communication innovations, there is a strong tendency toward the already information-rich making the most use of the innovations they adopt. The article concludes with several recommendations that would help minimize some of these information inequalities. (original)
