Melgares, Pat (author), Hill, Steven G. (author), Clark, Terrie (author), Cable, Ted (author), and Boone, Kris (author)
Format:
Research paper
Publication Date:
2006-02-04
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 149 Document Number: C24000
Notes:
25 p. Paper presented at the Southern Association of Agricultural Scientists' 103rd annual meeting in Orlando, Fla. [Agricultural Communications Section].
Wangalachi, A. (author), Poland, D. (author), Mugo, S. (author), Gichuki, S.T. (author), Ouya, D. (author), Kimani, G. (author), Rabar, J. (author), and International Maize & Wheat Improvement Ctr CIMMYT, Nairobi 00621, Kenya
PATH Malaria Vaccine Initiative, Bethesda, MD 20814 USA
Kenya Agr Res Inst KARI, Nairobi 00200, Kenya
Int AIDS Vaccine Initiat IAVI, Nairobi 00202, Kenya
Format:
Journal article
Publication Date:
2011-06-01
Published:
Nigeria: Academic Journals
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 164 Document Number: D08223
15 pages, This study investigates the existing communication flows in agricultural cooperatives and the means of communication used by these organizations to communicate with their members. The authors
conducted a systematic literature review to address the following questions: How does communication occur in agricultural cooperatives? What means of communication have been adopted by agricultural cooperatives? What are the main theories supporting the analysis of communication issues in these organizations? There is evidence in the literature that inadequate communication between management and cooperative members can be one of the reasons for organizational failure. Inconsistent and ineffective communication can create a disconnect between members and organizations. In addition, communication is an important mechanism capable of improving the commitment of members to the cooperative. Despite this, agricultural cooperatives are slow to incorporate more diverse and
effective means of communication to reach their varied audiences.
pgs. 1-17; Article 3, Via online journal., Audience analysis is a critical skill to forge relationships and develop effective communications. Programs provided by the Cooperative Extension Service must be aware of external and internal audiences to provide relevant information and evoke impacts. Berlo’s (1960) Source-Message-Channel-Receiver Model of Communications guided this formative evaluation of Extension staff, and horse 4-H club volunteer leaders (program facilitators) to expose internal communication tendencies in Arkansas. Findings identified that program facilitators seek horse-related information from a variety of sources, most frequently relying on personal connections and least frequently seeking Extension sources. Program facilitators share a variety of messages and most frequently relay information about deadlines to club members. Messages about recruitment and fundraising were shared least often. Program facilitators described utilizing a variety of personal and electronic channels to share messages with the greatest frequency for in-person communications. Incoming channels were less diverse than outgoing channels and primarily featured email, which program facilitators preferred. Program facilitators are primarily female, aged in their thirties, described lifetime involvement with 4-H and the horse industry, and most frequently reported having less than five years’ experience in their current position. The ground-level perspective of facilitators’ demographics and communication tendencies was evident in results of this study. In application, practitioners must continue to actively seek relationships with audiences, remain cognizant of communication factors, and provide accurate messaging through preferred channels.
