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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| Format: | Article |
| Language: | English English |
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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 |
| _version_ | 1825921587939901440 |
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| author | Abu Hassan, Musa |
| author_facet | Abu Hassan, Musa |
| author_sort | Abu Hassan, Musa |
| collection | UPM |
| description | 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. |
| first_indexed | 2024-03-06T07:00:05Z |
| format | Article |
| id | upm.eprints-3079 |
| institution | Universiti Putra Malaysia |
| language | English English |
| last_indexed | 2024-03-06T07:00:05Z |
| publishDate | 1995 |
| publisher | Universiti Putra Malaysia Press |
| record_format | dspace |
| spelling | upm.eprints-30792013-05-27T07:05:34Z http://psasir.upm.edu.my/id/eprint/3079/ Selecting Media for Knowledge Transfer: Experience from the Field Abu Hassan, Musa 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. Universiti Putra Malaysia Press 1995 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/3079/1/Selecting_Media_for_Knowledge_Transfer_Experience_from_the_Field.pdf Abu Hassan, Musa (1995) Selecting Media for Knowledge Transfer: Experience from the Field. Pertanika Journal of Social Sciences & Humanities, 3 (2). pp. 105-112. ISSN 0128-7702 English |
| spellingShingle | Abu Hassan, Musa Selecting Media for Knowledge Transfer: Experience from the Field |
| title | Selecting Media for Knowledge Transfer: Experience from the Field |
| title_full | Selecting Media for Knowledge Transfer: Experience from the Field |
| title_fullStr | Selecting Media for Knowledge Transfer: Experience from the Field |
| title_full_unstemmed | Selecting Media for Knowledge Transfer: Experience from the Field |
| title_short | Selecting Media for Knowledge Transfer: Experience from the Field |
| title_sort | selecting media for knowledge transfer experience from the field |
| url | http://psasir.upm.edu.my/id/eprint/3079/1/Selecting_Media_for_Knowledge_Transfer_Experience_from_the_Field.pdf |
| work_keys_str_mv | AT abuhassanmusa selectingmediaforknowledgetransferexperiencefromthefield |