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ERIC Number: ED014881
Record Type: RIE
Publication Date: 1965-Apr
Pages: 355
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
"THIS BUSINESS OF FARMING" 1964, A STUDY OF AUDIENCE REACTIONS TO A TELEVISED COURSE OF INSTRUCTION FOR FARMERS IN THE PRAIRIE PROVINCES OF CANADA.
FOLLOWING EXTENSIVE PROMOTIONAL CAMPAIGNS, THE CANADIAN BROADCASTING CORPORATION COOPERATED WITH THE EXTENSION SERVICES OF THE CANADIAN DEPARTMENT OF AGRICULTURE TO PRESENT A TELEVISED COURSE OF 5 ONE-HOUR PROGRAMS IN MODERN FARMING METHODS. 4 PROGRAMS WERE ALIKE FOR MANITOBA, SASKATCHEWAN AND ALBERTA, BUT THE FIFTH DIFFERED IN EACH PROVINCE. THIS STUDY'S PURPOSE WAS TO PROVIDE AUDIENCE FEEDBACK INFORMATION TO ASSESS THE VALUE OF THE COURSE, AND TO AID PLANNING OF THE FUTURE, WITH SPECIAL FOCUS ON THE UTILITY OF A SINGLE SET OF PROGRAMS FOR THE VAST CANADIAN PRAIRIE REGION. AREA PROBABILITY SAMPLING OF FARM HOUSEHOLDS WITH TV AND TELEPHONE YIELDED 4372 USABLE INTERVIEWS IN THE 3 PROVINCES. IN OVER 55 PERCENT OF THE HOMES IN THE TOTAL COVERAGE AREA THE FARMER HIMSELF VIEWED THE PROGRAMS. FACTORS THAT CONTRIBUTED TO VIEWING DIFFERENCES IN THE 3 PROVINCES ARE DISCUSSED. THE COURSE WAS PARTICULARLY SUCCESSFUL IN REACHING FARMERS WITH LITTLE PREVIOUS KNOWLEDGE OF EXTENSION SERVICES ACTIVITIES. EXCEPT FOR SOME SMALL FARMERS, AUDIENCE REACTION WAS OVERWHELMINGLY FAVORABLE, AND EMPHASIZED THE COURSE'S PRACTICAL VALUE AND ITS APPEAL TO DIVERSE NEEDS AND INTERESTS. MANY COMPARATIVE GRAPHS AND CHARTS ARE PRESENTED, ALONG WITH SAMPLING INFORMATION AND INTERVIEW SCHEDULES. FURTHER INFORMATION IS AVAILABLE FROM THE DIRECTOR OF RESEARCH, CANADIAN BROADCASTING CORP. OTTAWA. (LH)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Identifiers: N/A