Communication strategy to strengthen agricultural cooperatives in Southern Palawan [Philippines]
1995
Rama, S.DV.B.
Results revealed that the average age of the respondents was 40 years old, majority were male, married, and had some formal education, and an average monthly income of P2,320. Radio, magazines, newspaper, television, and comics were the most available mass media communication channels. The respondents had very limited sources of cooperative information, hence, they felt a great need for information on cooperative management, bookkeeping and accounting, values education, and cooperative profit-sharing. They considered radio, interpersonal sources, television, and comics as credible sources of information. However, they preferred radio, interpersonal sources, and pamphlets as sources of information on cooperatives. The respondents further expressed a need for reeducation on the concepts and operations of cooperatives, and majority believed that the cooperative program would be successful. The respondents generally had a relatively high knowledge and practice levels on cooperatives, and favorable attitudes toward cooperatives. Findings also revealed that there was no relationship found between the respondents' socio-economic and demographic characteristics, communication-related characteristics and their present knowledge, attitude, and practice regarding cooperatives. However, perception on the success of the cooperative program was significantly related to knowledge, attitude, and practice. Based on the findings, a communication strategy which is audience-oriented, need-oriented, and resource-oriented was formulated. This strategy is hoped to strengthen the agricultural cooperatives in Southern Palawan [Philippines]
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