Hewat, Charlene (author) and Banda, Barbara (author)
Format:
Book chapter
Publication Date:
2010
Published:
Zimbabwe
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08704
Notes:
Pages 232-239 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.
Agunga, Robert (author) and Association for International Agricultural and Extension Education
Format:
Abstract
Publication Date:
2010-05
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 185 Document Number: D00418
Notes:
Abstract of article in the proceedings of the 26th annual meeting of the Association for International Agricultural and Extension Education in Saskatoon, Saskatchewan, Canada, May 16-19, 2010.
Podkalicka, Aneta (author) and International Association for Media and Communication Research, London, UK.
Format:
Abstract
Publication Date:
2010-07-18
Published:
Vietnam
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 179 Document Number: C36281
Notes:
Retrieved 03/22/2011, Via online. Pages 30-31 in Book of Abstracts: Participatory Communication Research Section of the IAMCR Conference, Braga, Portugal, July 18-22, 2010.
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.
