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- W1996324807 abstract "This study examined the causes of the negative attitudes held by farmers and peasants against the Medfly Program in southern Mexico, and described the communication strategies developed to cope with the problem. The study was composed of three phases: field study, message and media development, and field follow‐up. The first phase involved unstructured interviewing (dialogue) and observation. The reasons for resenting the Medfly Program were a lack of a well‐oriented communication strategy, the rate of change taking place in the area, the area's special geographical position, and the idiosyncrasy of its people. In the second phase of this study messages were developed for a communication campaign based on the outlook and information needs of these people. Both interpersonal and mass media channels were utilized. In the third phase the communication material was pretested among 125 farmers so as to assure the messages were properly understood. The strategy was to re‐educate the people in the area in regard..." @default.
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- W1996324807 date "1983-03-01" @default.
- W1996324807 modified "2023-09-26" @default.
- W1996324807 title "Communication and agricultural development: The case of the Medfly program in México" @default.
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- W1996324807 doi "https://doi.org/10.1080/00909888309365230" @default.
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