COMMUNICATION WITH SMALL FARM OPERATORS
Arden W. Colette
No 284202, 1978 Annual Meeting, August 6-9, Blacksburg, Virginia from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)
Change in· small farm operations will not be achieved without communication. Communication will·. be · successful only if primary consideration is given to the characteristics ., attitudes and needs of the target audience. The content of the message and how it is perceived by the target audience is critical to the success of the program. Innovations should be simple, compatable with existing enterprises, and have a relative advantage over current pract;i.ces. Interpersonal channels of communication are the most effective in achieving adoption of new ideas. The more the change agent is oriented towa:r:d the target audience the more successful the program.
Keywords: Farm; Management (search for similar items in EconPapers)
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