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Participatory Agricultural Extension from the Prospective of Audience-centered Communication Theory

Agricultural Communications Documentation Center (ACDC)
Zhao, Di (main author), Wang, De-hai (author)
Online journal article
Publication Date:
USA: EconPapers
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
audience participation, communication, communication methods, extension, extension programs, farmers, information needs, participation, rural development, sustainability, sustainable agriculture, theory, access, extension communications, farmer communication, information sharing, People's Republic of China (PROC) (Eastern Asia), Republic of China (Taiwan), accessible, information industry, vernacular
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.