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2. Communication Theories

Between science and practice is a range of information barriers (Norton and Mumford, 1982), namely, dissemination and reception. A dissemination gap occurs when information does not reach farmers due to physical and logistical constraints, lack of transport, and semantic differences. Or the information may have reached farmers but they are unable to use it. Effective communication is said to have taken place only when senders and receivers have converged and when the information sent is received, understood, internalized and utilized by the receivers (Schramm, 1973; McQuail and Windahl, 1993; Severin and Tankard, 2001; Rogers, 1995). IPM research and implementation have to consider communication principles and theories.

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