Revealing communication constraints in extension communication strategies

A review of diffusion projects in the Third World reveals cause for concern about the nature and quality of development messages delivered to the poorest farmers. These farmers often lack the, cognitive and manual skills necessary to make informed and effective decisions about innovations. An examination of the poorest farmers' comprehension of innovations presented by an agricultural extension team in South India found low comprehension and great variability across all farmers. The results of the study suggest a need for a reorientation in the development communication research from a study of overt behavior as the dependent variable to an examination of receiver comprehension of source messages that may be producing that behavior. Srinivas R. Melkote is assistant professor in the School of Mass Communication at Bowling Green State University in Ohio. He received his PhD in 1984 from the University of Iowa. His research interests are in, the area of communication and development in the Third World.