46

 The form of effective communication is also related to the

content of the message. Obviously, different forms of communication

are required for these different functions. To use Arthur Mosher's

categories cited above, mass media may be well suited to serve as an

"encouraging companion" or as a stimulator of general development,

but individualized instruction may be needed to provide specialized

information on complicated technical questions. Another form of

communication--based on socially adept group organizers and inter-

action communication (described below)--may be needed to spark

group activities.

 The need to relate the form of communication to the social

and economic environment and to the content of the message has been

confirmed in he Basic Village Education Project, in Guatemala. In

this experimental project, various combinations of mass media (radio),

farmer meetings organized by a monitor, and individual technical in-

struction were tested. The results of the experiment were:

 ...there is no single most effective media combination for
 all situations.

 The potential effectiveness of the various media combina-
 tions varies with the level of development, the economic
 well-being, and the present and prior exposure to mass media
 and technical assistance. For an area relatively advanced...
 radio alone will be immediately used as a source of new
 information...In contrast, the full radio-monitor-agronomist
 media combination is required...in an area rating relatively
 low...In the traditional...areas, radio is capable of intro-
 ducing new agricultural ideas and reducing the fear of
 implementing them. However, reinforcement by agronomist
 and/or monitor is needed to maximize impact of radio as an
 information source...


 The Basic Village Education Project, Guatemala, Final
Report (Washington, D.C.: Academy for Educational Development
1978), p. ii.