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.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: KerryByrnes4 Document Number: D01490
Notes:
Kerry J. Byrnes Collection, Draft case studies of the Jamaica Agricultural Development Foundation and the Ecuadorean Foundation for Agricultural Development,9 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08820
Notes:
Pages 487-509 in Rob Roggema (ed.), Agriculture in an urbanizing society volume one: proceedings of the sixth AESOP conference on sustainable food planning. United Kingdom: Cambridge Scholars Publishing. 549 pages.
Giacchè, Giulia (author) and Silva, Wânia Rezende (author)
Format:
Proceedings
Publication Date:
2016
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08819
Notes:
Pages 431-452 in Rob Roggema (ed.), Agriculture in an urbanizing society volume one: proceedings of the sixth AESOP conference on sustainable food planning. United Kingdom: Cambridge Scholars Publishing. 549 pages.
