COMMUNICATION STRATEGY FOR AGRICULTURAL PROGRAMMES IN DEVELOPING COUNTRIES
Egbula, F. U.
Journal Title:Journal of Environmental Issues and Agriculture in Developing Countries
The popular literature in development communication is found in innovation diffusion studies. Most diffusion programmes are supported with media plan. This study attempted objective evaluation of the communication strategies for the campaign on agricultural improvement practices in five developing countries namely: Pakistan, India, Philipine, Senegal and Mexico. The literature on the agricultural information systems addressed the organized mobilization of the peasant farmers to adopt modern agricultural practices. The multistep-flow theory of information diffusion in large clientele systems was used to evaluate the communication strategy that supported the campaign program in the five countries. This approach paved the way for the understanding of innovation diffusion process in complex target populations. It was recommended that the traditional mass media of communications alone did not effectively support the diffusion process. Rather, the use of a combination of the mass media and some variations in the use of interpersonal network led to effective diffusion process.