Cover Image

Selecting Media for Knowledge Transfer: Experience from the Field

This study examines the ways in which staff of communication units in agricultural development agencies select media to transfer knowledge to their clients. A survey for data collection was conducted and 95 staff of communication units from 11 development agencies were asked to respond to self adm...

Full description

Saved in:
Bibliographic Details
Main Author: Abu Hassan, Musa
Format: Article
Language:English
English
Published: Universiti Putra Malaysia Press 1995
Online Access:http://psasir.upm.edu.my/id/eprint/3079/1/Selecting_Media_for_Knowledge_Transfer_Experience_from_the_Field.pdf
http://psasir.upm.edu.my/id/eprint/3079/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.upm.eprints.3079
record_format eprints
spelling my.upm.eprints.30792013-05-27T07:05:34Z http://psasir.upm.edu.my/id/eprint/3079/ Selecting Media for Knowledge Transfer: Experience from the Field Abu Hassan, Musa This study examines the ways in which staff of communication units in agricultural development agencies select media to transfer knowledge to their clients. A survey for data collection was conducted and 95 staff of communication units from 11 development agencies were asked to respond to self administered questionnaires. Most of the questions were open-ended and ratings of items for frequency and applicability were on a scale of 1 to 7 . The study revealed that the respondents regarded actual objects or realia best in knowledge transfer activities, followed by media that convey a high degree of fidelity. The respondents also indicated that media for instruction are somewhat different from media for campaigns. The selection elements considered important in the media selection process were audience characteristics, followed by purpose of communication, audience's media preference, and time given to prepare the media. Universiti Putra Malaysia Press 1995 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/3079/1/Selecting_Media_for_Knowledge_Transfer_Experience_from_the_Field.pdf Abu Hassan, Musa (1995) Selecting Media for Knowledge Transfer: Experience from the Field. Pertanika Journal of Social Sciences & Humanities, 3 (2). pp. 105-112. ISSN 0128-7702 English
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
English
description This study examines the ways in which staff of communication units in agricultural development agencies select media to transfer knowledge to their clients. A survey for data collection was conducted and 95 staff of communication units from 11 development agencies were asked to respond to self administered questionnaires. Most of the questions were open-ended and ratings of items for frequency and applicability were on a scale of 1 to 7 . The study revealed that the respondents regarded actual objects or realia best in knowledge transfer activities, followed by media that convey a high degree of fidelity. The respondents also indicated that media for instruction are somewhat different from media for campaigns. The selection elements considered important in the media selection process were audience characteristics, followed by purpose of communication, audience's media preference, and time given to prepare the media.
format Article
author Abu Hassan, Musa
spellingShingle Abu Hassan, Musa
Selecting Media for Knowledge Transfer: Experience from the Field
author_facet Abu Hassan, Musa
author_sort Abu Hassan, Musa
title Selecting Media for Knowledge Transfer: Experience from the Field
title_short Selecting Media for Knowledge Transfer: Experience from the Field
title_full Selecting Media for Knowledge Transfer: Experience from the Field
title_fullStr Selecting Media for Knowledge Transfer: Experience from the Field
title_full_unstemmed Selecting Media for Knowledge Transfer: Experience from the Field
title_sort selecting media for knowledge transfer: experience from the field
publisher Universiti Putra Malaysia Press
publishDate 1995
url http://psasir.upm.edu.my/id/eprint/3079/1/Selecting_Media_for_Knowledge_Transfer_Experience_from_the_Field.pdf
http://psasir.upm.edu.my/id/eprint/3079/
_version_ 1643822507834212352
score 13.211869

Similar Items