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Influence Of Opinion Leaders In The Development
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1.6 Significance of the study
The
significance of this study is based on the importance of using the
right channel of communication for rural development (interpersonal
communication). It will provide a key for understanding and predicting
outcomes of communication process. It will also reveal the needed
platform on which the position of opinion leadership in pursuit of the
objectives of using communication to bring about development will be
appraised. However, it will also add to stock of knowledge already
existing in the area of opinion leadership and development
communication.
1.7 Operational definition of significance terms
For the purpose of this study, some variables have been identified and defined.
Opinion
Leaders: This is leadership by an active media user and who interprets
the meaning of media messages or contents for lower-end media users.
Development
Communication: It refers alternatively, as either a type of marketing
and public opinion research, or the use of communication to facilitate
social development.
Farmer: Is a person engaged in agriculture, raising living organisms for food or raw materials.
Arable
Farming: It refers to the branch in agriculture that is concerned with
the cultivation of mainly field crops on fertile or viable land, e.g.
cereals, vegetable and plants that produce oil or cloth.
Influence: It embraces the way opinion leaders disseminate messages and affect the people to work, think or behave.
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