The Use of the Instrumental and Interactive Approaches of Communicative Intervention in the Control of Foot and Mouth Disease in the Eastern Cape

Ogundiran Adekunle

Journal of Agricultural Science, 2013, vol. 5, issue 12, 87

Abstract: The instrumental and interactive approaches of communicative intervention are indeed two models of communication for development with two different ideologies. Why the instrumental approach is a one-way, domineering, media-centric and persuasive in outlook, and perhaps that is why it is a major tool in the hands of most political actors; the interactive approach is a two-way, participatory and people-oriented in outlook. The study reveals that these approaches of communicative intervention are best suited for two different occasions. The use of these two approaches in the adoption process of the new innovation- STAGE 1, 2, 3 vaccines, for the control of foot and mouth disease in the Eastern Cape is indeed revealing. The instrumental model, as you would expect, was disposed to the use of coercing mechanisms such as policies, incentives and the mass media, the interactive mode was tilted along the line of participation and due consultation of the local people. However, the characters of these two intervention approaches explain better their ideologies. Therefore, to attain a development that will be both participatory in nature, and as well portray the goals of political players, the need for a compromise of the two models is suggested in the study.

Date: 2013
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