International Journal of Advanced Mass Communication and Journalism
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P-ISSN: 2708-4450, E-ISSN: 2708-4469

International Journal of Advanced Mass Communication and Journalism


2022, Vol. 3, Issue 2, Part A
The role of information and interaction processes and participatory rural communication appraisal in enhancing the acceptance of diffusion of innovation theory


Author(s): Abubakar Sani

Abstract: This paper discuss the possibility of applying the concept of participatory rural communication appraisal in enhancing the acceptance of diffusion of innovations theory. Agricultural and food sector has been exposed to significant changes over the past two centuries due to the application of participatory rural communication and their acceptance of diffusion and innovation theory. That was very significant for PRCA and the theory of diffusion of innovations that sought to better understand the process of knowledge transfer and adoption of innovations. Organic farming has developed as a response to the environmental and other problems associated with adoption of new technology in the rural areas. Also, it is a reaction to some issues regarding rural development. By introducing PRCA and the theory of diffusion of innovation, the aim of the paper is to take into consideration the possibility of knowledge transfer and adoption of diffusion and its application through PRCA to rural communities. By that, we wish to take into account all the specifics communication channels which will enable us to observe the system and stages of knowledge transfer and its adoption of innovation itself. These will enable us conclude that the theory of diffusion of innovations and PRCA can be used in the research and the process of knowledge transfer, acceptance and its adoption, with the respect to all characteristics and peculiarities of knowledge transfer process as it affects rural communities.

Pages: 19-27 | Views: 63 | Downloads: 32

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How to cite this article:
Abubakar Sani. The role of information and interaction processes and participatory rural communication appraisal in enhancing the acceptance of diffusion of innovation theory. International Journal of Advanced Mass Communication and Journalism. 2022; 3(2): 19-27.
International Journal of Advanced Mass Communication and Journalism