The study concerned the differential impact of communication campaigns which has been conceptualized elsewhere as "the communication effects gap." It involved a secondary analysis of data gathered in evaluation of Accion Cultural Popular (ACPO) a multifaceted media system that has been operating since 1947 in Colombia, South America. The study examined relationships between farmers' level of prosperity and their use of campaign media, knowledge gain, changes in attitudes and rate of adoption of innovations. Positive relationships were found between farmers' prosperity and these variables. / Additional analyses were conducted utilizing multiple regression techniques to examine the traditional model of diffusion of innovations which argues that the farmers' media use leads to knowledge gain and changes in attitudes, both of which, bring about the farmers' adoption of new ideas. It was found that media use contributes to farmers' knowledge and farmers' knowledge of innovations influences their attitudes toward innovations regardless of their level of prosperity. But these variables' contributions were not as high as expected meaning there are other sources contributing to farmers' knowledge of new ideas and their attitudes toward adoption of those ideas. In the area of adoption of innovations farmers' level of prosperity was found to be the most effective factor regardless of what they knew and how they felt about campaign issues. / Searching for the effectiveness of the campaign media this study found textbooks and newspapers to be the most influencial. With farmers' level of prosperity controlled these media were still found to be the most potent. Radio and change agent contact, two factors emphasized by ACPO over the years, were found to have no significant role in the campaign. Change agents were found to be helpful only in the case for more advantaged farmers. / Considering the contributions of ACPO media to the knowledge and attitudes of farmers from different prosperity categories the study indicated that the project was minimally successful in reducing the gap through its contributions to the less prosperous farmers' knowledge and attitudes. But the gap continued to widen with regard to the farmers' adoption of new ideas and practices introduced in the campaign. / Source: Dissertation Abstracts International, Volume: 42-07, Section: A, page: 2917. / Thesis (Ph.D.)--The Florida State University, 1981.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_74578 |
| Contributors | DARABI, GHOLAMABBAS., Florida State University |
| Source Sets | Florida State University |
| Detected Language | English |
| Type | Text |
| Format | 228 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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