The role and the potential of mass communication in the diffusion of technology and information to the rural population
Mendes, T.L.; Martins Almeida, L.A.; Francis, D.G.
Veterinaria Noticias 5(1): 131-134
1999
Document Number: 381351
A model is presented for the diffusion of innovations to rural communities. Each step to the model is briefly discussed comprising: (a) clear definition of the innovation and its objectives; (b) precise definition of the targeted public; (c) selection of partners to help in the dissemination of information; (d) dialogue with the targeted public; (e) planning of the communication medium; and (f) final evaluation. The importance of the vet to rural communication is also discussed. It was concluded that it is important to develop a communication process or policy that is capable to use the available media, seeking to adapt them to the given situation. The characteristics of the community, their values and their conventional communication media should be taken into consideration so that communication is more easily assimilated. Each step of the model presented should be well known for the diffusion of an innovation. It was suggested that the vet would be a useful professional for technology diffusion to rural communities, if consistently trained for this purpose.