AGRICULTURAL DEVELOPMENT: THE IMPACT OF COMMUNICATION

During the past decade, a consensus has emerged that new strategies of communication are needed if we are to achieve development in the Third World. This paper argues that existence of a communication impact model is vital to development of effective communication strategies. Based on data collected from 320 farmers in Fars province, Iran, the validity of the communication impact models which use bivariate analysis as their statistical tool to prove the hypothesised relationships are questioned. Recommendations for future research toward development of more effective models are proposed.