The Case for a Two-Step Approach to Agricultural Campaign Design

Autor:	Katherine R. Cooper, Macarena Pena-y-Lillo, Niango Malick Ba, Michelle Shumate, Yannick Atouba, Clementine L. Dabire-Binso, Julia Bello-Bravo, Barry R. Pittendrigh, Jennifer Ihm
Rok vydání:	2015
Předmět:	Information Systems and Management Agricultural development business.industry Two step Information technology Target population Public relations Agriculture Information and communication technologies for development business Digital divide Agronomy and Crop Science Food Science Mass media
Zdroj:	Journal of Agricultural & Food Information. 16:203-220
ISSN:	1540-4722 1049-6505
Popis:	Development campaigns designed to scale up effective agricultural solutions often rely on media. Information and communication technologies for development (ICT4D) proponents argue that increased media penetration is necessary for such campaigns to succeed. Interviews of 63 extension agents and 200 farmers in Burkina Faso about their disparities in media ownership, access, skills, and preferences suggest that agricultural development campaigns should account for the different media environments and preferences of target populations within countries. This research presents such an alternative approach, a two-step campaign design intended to address digital divides within countries and target population preferences.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::2ab5bc96111ed8a6dbf70c0282856934 https://doi.org/10.1080/10496505.2015.1033529 Zobrazit plný text záznamu