Axinn, George H. (author / Michigan State University, East Lansing)
Format:
Paper
Publication Date:
1968-08-26
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 145 Document Number: C22640
Notes:
Paper presented at annual meeting of The Rural Sociological Society, Hotel Somerset, Boston, Mass., USA, Aug. 26, 1968, This paper describes a five-component system with ten major internal linkages which may be used as a model for studying information flow in any rural agricultural social system. The major components are production, supply, marketing, research and extension/education. In addition, definitions are offered of the crucial variables affecting efficiency and effectiveness of communication via the linkages. Audience, message, channel, treatment and impact are described. Based on the system model and the defined variables, simple mathematical formulas are given which illustrate the relationships in impact and efficiency, and which may be used in computer simulation of information flow, or in planning change, in any rural social system.
Axinn, George H. (author / Visiting professor, University of Illinois)
Format:
Paper
Publication Date:
1969-08
Published:
India
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 145 Document Number: C22641
Notes:
Paper presented at The Society for International Development Eleventh World Conference, New Delhi, India, Nov. 14-17, 1969, This paper explains the critical importance of communication in the development process. It describes a generalized agricultural communication system, and it discusses a strategic approach to purposeful communication. Then it illustrates the communication problem in a typical less developed area with an example from West Africa. Finally a series of propositions are offered as guides to those who would build a strategy for communication in the development process. Mass communication media development is interdependent with development of many other aspects of national life. The lesser developed societies are moving forward with increasing use of radio and television, film, newspapers, magazines and books. In the rural "folk-village" societies, communication is an essential vehicle for development. The willingness and ability of any group to accept change tends to be directly related to the volume of their communication with the outside world.
