PREFERENTIAL COMMUNICATION CHANNELS OF PIG FARMERS AND POULTRY FARMERS AND AGRICULTURAL TECHNICIANS IN SOUTHERN BRAZIL

Abstract

For the process of Communication and Technology Transfer (CTT) to be effective, it is necessary to use the most appropriate media to each audience. To do this, it is necessary to know the preferential communication channels for each audience. Rural producers are part of a social segment that is different from other publics, mainly due to its location and restricted access to some tools of communication. Therefore, knowing the communication channels used by this audience and including them in the process of CTT will make this process more efficient. With this aim, Embrapa Swine and Poultry held in 2006 a survey of swine and poultry producers and technicians engaged in technical assistance in southern Brazil, to know their preferential channels of communication and technology transfer. The methodology used was quantitative research, by using structured questionnaires. The results showed that producers use radio and television as means of CTT. The agricultural technicians prefer lectures, the internet and specialized magazines as media. Thus, it is essential to include the media pointed out by agricultural producers and technicians in the process of CTT to this target audience.