Mahler, Robert L. (author), Gamroth, Mike (author), Pearson, Pat (author), Sorensen, Fred (author), Barber, Michael E. (author), and Simmons, Robert (author)
Format:
Journal article
Publication Date:
2010-04
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 192 Document Number: D03111
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 145 Document Number: D06597
Notes:
Abstract of paper presented in the History Section of the International Association for Media and Communication Research (IAMCR) conference, Braga, Portugal, July 18-22, 2010., Features an independent quarterly periodical that testified to the importance of sustainable agricultural practice from 1939 to 1954.
Shalaby, M.Y. (author), Baig, M.B. (author), Al-Shaya (author), and Department of Agricultural Extension and Rural Sociology, King Saud University, P O Box 2460, Riyadh 11451, Kingdom of Saudi Arabia,
Format:
Journal article
Publication Date:
2010-12
Published:
Egypt
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08184
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.
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.
