COMMUNICATION AND ADOPTION 3(3+0)

Lesson 46 : Channels of Communication for Homestead Technology

Functions of channels in transfer of technology

• Mass media versus Interpersonal channels
  
  Mass media channels are relatively more important at the knowledge function, and interpersonal channels are relatively more important at the persuasion function in the technology transfer. Although mass media channels seem to be of relatively greater import at the knowledge function in both less developed and in more developed countries, there is a higher level of mass media channels usage in more developed nations. Less reliance on mass media channels in less developed nations may be attributed to
  
  Less mass media exposure by audience
  
  Low literacy levels
  
  Lack of relevancy of messages in the mass media channels that do exist.