Chamala, Shankariah (author), Crouch, Bruce R. (author), and Agricultural Extension Unit, Department of Agriculture, University of Queensland, St. Lucia, Queensland, Australia; Agricultural Extension Unit, Department of Agriculture, University of Queensland, St. Lucia, Queensland, Australia
Format:
Book chapter
Publication Date:
1981
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 71 Document Number: C03184
Notes:
In: Crouch, Bruce R., and Chamala, Shankariah, eds' Extension education and rural development. Volume 2 : experience in strategies for planned change. New York : John Wiley & Sons Ltd., 1981. p. 267-275
Chamala, Shankariah (author), Crouch, Bruce R. (author), and Department of Agriculture, University of Queensland, Australia; Department of Agriculture, University of Queensland, Australia
Format:
Book
Publication Date:
1981
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 71 Document Number: C03174
Notes:
Contains Table of Contents, Forward, Preface, and Overview only; See C03175 for volume 2, New York : John Wiley & Sons Ltd., 1981. 371 p.
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.
