Coorientation: A Communication Approach For Examining Effective Agricultural Information Delivery

Abstract

Communication is indispensable in the delivery of agricultural information. The co-orientation approach to disseminating effective agricultural information is examined in this paper. It was noted that co-orientation model provides a framework that clearly illustrates the central role of message interpretation and reciprocal perceptions between the parties in a communication process. The model is explicit in identifying differences in values, beliefs and perceptions result in different interpretation of events and outcomes of actions. Co-orientation model addresses the most important issue of communication-understanding. Thus, the co-orientation model can greatly improve agricultural information delivery if properly applied. It was therefore concluded that co-orientation model is an excellent vehicle for strengthening the communication between participants in communication process.

Keywords: co-orientation, communication approach, agricultural information delivery

Global Approaches to Extension Practice Vol. 3 (1) 2007: pp. 42-48