Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D00573
Notes:
Pages 3-14 in Arnold Pichot and Josef Lorenz (eds.) ICT for the next five billion people: information and communication for sustainable development. Springer-Verlag Berlin Heidelberg. 122 pages.
Yonah, Zaipuna O. (author) and Salim, Baanda A. (author)
Format:
Book chapter
Publication Date:
2010
Published:
Tanzania
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D02163
Notes:
Pages 208-220 in Blessing M. Maumbe (ed.), E-agriculture and e-government for global policy development: implications and future directions. Information Science Reference, Hershey, Pennsylvania. 321 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.
