Communicating with the Rural Poor

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Abstract

The current explosion of knowledge has complicated the role of many Extension professionals. The dissemination of information from research to the clientele isn't easy when the receivers actively seek out this information. This study focuses on problems involved in helping the poor, who seldom seek the information, receive messages through mass media. This study shows that often the message sent to the poor through mass media is understood primarily by the sender and not by the poor.