Communications strategies for agricultural development

Among generalizations reported are these: The effects of mass media communication channels among peasant farmers are greater when these media are coupled with interpersonal communication channels in media forums. The traditional media have a great potential in achieving development goals because they have a wide audience and high credibility. Change agents interact most frequently with clients who are most like themselves. His ability to link the change agency with his client system lies at the heart of the diffusion process, and if he concentrates on the 10 or 20 percent of villagers who are most influential they can indirectly reach many more clients. Satellite (and non-satellite) television broadcasting offers a great potential, but one that has not yet been effectively demonstrated in less developed nations.