A Survey of Characteristics of Media Utilization and Needed Training of Personnel in Information Services Offered under the government and Private Organizations for Agricultural and Rural Development in Thailand

Abstract

The basic quest underlying the investigation reported here is to determine the characteristics of media utilization and needed training posted by the professional change agents of the government and private agencies contributing to developments in agriculture and rural conditions of the country. These forces serving as the two-way link in communicating new-techniques or discoveries of research findings to the rural people and relaying the farm problems to research systems for solutions. They influence the communication of information to reach the rural target audiences from their professional manpower. The specific objectives of this survey are directed toward identifying the following elements: (1) basic backgrounds of the personnel who have direct bearing on media utilization: (2) characteristics of information services being offered; (3) the extent to which the media are being used; (4) problems on media utilization of the organizations concerned; (5) ways and means of improving media utilization; and (6) the technical content concepts that could be provided in increasing competencies of the personnel for effective communication.