RELATIVE IMPORTANCE OF COMMUNICATION CHANNELS IN THE DECISION PROCESS OF AGRICULTURAL INNOVATIONS. TRIANGLE OF MINAS GERAIS ZONE

Abstract

Relative importance of communication channels in the knowledge, Persuasion and Decision stages of the Innovation — Decision Process and some characteristics related to communication behaviors of the cotton planters in the Triangle Region of Minas Gerais state were analyzed in this study. The conceptual model adopted was derived from ROGERS and SHOEMAKER’s model of individual adoption (1971). The survey method was used to obtain the date through pre-tested questionnaire. One hundred and fifty-five producers were interviewed. When using table analysis, the study revealed that change agents were the channel most used in the knowledge, Persuasion and Decision stages of the Innovation - Decision Process. In second place were used the peers in the Knowledge stage and the ";Self"; channel in the Persuasion and Decision stage. The cotton Planters have greater exposure to electronic mass media (Radio and TV), but not at printed mass media. The mass media have not been utilized by change agents.