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ERIC Number: ED073347
Record Type: Non-Journal
Publication Date: 1971-Jan
Pages: 31
Abstractor: N/A
Communicating with Low-Income and Low Education Farmers in a Developing Country.
Fett, John H.
Selected findings from a number of communication research projects conducted by, or in collaboration with, the Economic Studies and Research Institute (IEPE), Federal University of Rio Grande do Sul, Brazil, are reported. Communication research in IEPE during the past 4 years has concentrated on mass media performance and use, because extension agents were ignoring mass media, though they were using personal communication techniques ingeniously. A study was conducted that controlled for literacy and education and then investigated the effect of mass media exposure. It was found that literacy affected media use more than education. A substantially larger percentage of the mass media users than non-users were high adopters of farm practices. Two research projects were conducted concerning agricultural information received from radio, newspapers and magazines and the value of it. To study the potential role of newspapers, six relevant agricultural articles were sent to the newspapers in the state; it was concluded that newspapers are generally receptive to printing agricultural information when it is sent to them. Several readership, comprehension, and source credibility studies were conducted. A study of two infrastructural factors and the correlation between their restrictiveness and farmers' search for information supported the hypothesis that the amount of search for market and price information is inversely related to the restrictiveness of the market situation. (KM)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: Wisconsin Univ., Madison. Dept. of Agricultural Journalism.
Identifiers - Location: Brazil