Effective agricultural communication strategy: need for efficient transfer of agricultural technology [in India]
1986
Samanta, R.K.
A communicator farm of technology has to understand its characteristics in order to select appropriate extension methods and techniques for effective and rapid communication to resource poor farmers for their easy adoption. This needs a new transfer strategy for speedy dissemination of information through appropriate methods and media for increasing production with existing resources and for increasing the income of the farmers and lowering the price of the product for consumers. Further, the flow of information depends on its content. Content affects both the quantity and quality of the flow. Farmers are receptive to new information about agriculture if it matches their local situations and needs. The quality of influence attached to a message is probably a function of message relevance and how well the message matches prevailing norms and behaviour in the community. Keeping these in view a new agricultural communication system for technology transfer with Information Linker Model has been suggested in this paper.
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