Effective Application of the Coorientation Communication Model in Disseminating Agricultural Information: A Review

P. C. Ajieh and U.N. Uzokwe

Asian Journal of Agricultural Extension, Economics & Sociology, 2014, vol. 3, issue 3

Abstract: Co-orientation is a measurement process which contributes to a consensus of views among communicators. Co-orientation analysis yields three measures of consensus: accuracy, congruency and agreement. Accuracy refers to the similarity between one person’s estimate of another’s perception and other person’s actual perception. Congruency compares a person’s perception with his or her estimate of another’s perception, while agreement is the similarity between two person’s perceptions. This paper examines the application of the co-orientation communication model for effective dissemination of agricultural information. A framework for applying the model was suggested and other strategies for effective application of the model were discussed.

Keywords: Institutional; and; Behavioral; Economics (search for similar items in EconPapers)
Date: 2014
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