ERIC Number: ED037094
Record Type: RIE
Publication Date: 1969-Feb-6
Reference Count: 0
Perspectives on the Utilization of Knowledge.
A great deal of knowledge acquired through scientific research does not get through to the people who are in a position to use them. When it does, it is often tardy. In the past, the consequences of this have been sometimes scandalous, sometimes tragic. Science grows at a prodigious rate, and the situation today is dismal, the outlook for tomorrow too awful to contemplate unless the problem is confronted. Knowledge is communicated through a message. A message may do one or all of three things: inform, motivate, facilitate. The dissemination of a message is intertwined with the character of channels, knowledge producers, middlemen, audiences and systems. There are ten stages between a message and its ultimate effectiveness, and they are: awareness, attention, exposure, comprehension, retention, motivation, pre-trial evaluation, trial, post-trial evaluation, and complete adoption. Thought that takes these considerations into account must be invested in messages if knowledge is to get quickly to the people who can utilize them. (GO)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Stanford Univ., CA. Inst. for Communication Research.
Note: Speech given before the American Educational Research Association, Division E, Los Angeles, California, February 6, 1969