Selecting Media for Knowledge Transfer: Experience from the Field
This study examines the ways in which staff of communication units in agricultural development agencies select media to transfer knowledge to their clients. A survey for data collection was conducted and 95 staff of communication units from 11 development agencies were asked to respond to self adm...
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| Main Author: | |
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| Format: | Article |
| Language: | English English |
| Published: |
Universiti Putra Malaysia Press
1995
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| Online Access: | http://psasir.upm.edu.my/id/eprint/3079/1/Selecting_Media_for_Knowledge_Transfer_Experience_from_the_Field.pdf http://psasir.upm.edu.my/id/eprint/3079/ |
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| Institution: | Universiti Putra Malaysia |
| Language: | English English |
| Summary: | This study examines the ways in which staff of communication units in agricultural development
agencies select media to transfer knowledge to their clients. A survey for data collection was conducted
and 95 staff of communication units from 11 development agencies were asked to respond to self administered
questionnaires. Most of the questions were open-ended and ratings of items for frequency
and applicability were on a scale of 1 to 7 . The study revealed that the respondents regarded
actual objects or realia best in knowledge transfer activities, followed by media that convey a high
degree of fidelity. The respondents also indicated that media for instruction are somewhat different
from media for campaigns. The selection elements considered important in the media selection
process were audience characteristics, followed by purpose of communication, audience's media
preference, and time given to prepare the media. |
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