Informal and formal channels of communication preferred and used in adoption of ranching practices by cattle producers in the state of Nuevo Leon, Mexico

Abstract

There's an old saying that the lack of knowledge and lack of communication oftentimes coincide. When this happens, it creates a gap between the haves and have-nots of society. This gap created the basis for this study, where the investigator performed a descriptive analysis of the communication channels that exist and are preferred by the cattle ranchers of the State of Nuevo Lean, Mexico when they are deciding to adopt or reject a ranching practice. The results were summarized to make recommendations for the cattlemen's association, the Union Ganadera Regional de Nuevo Leon (Union). The investigation was supported as part of the work of the Texas-Mexico Initiative, a W.K. Kellogg Foundation project. The information is being used to continue educational bilateral programs between the neighbors of Texas and Mexico. The study was conducted in March and April of 1999, with the support of Union. Survey instruments were collected at the Union headquarters in Monterey and at several of their local associations, local organizations, throughout the state. The final sample size analyzed was 160. These surveys were tabulated for frequency sample size analyzed was 160. These surveys were tabulated for frequency comparisons. The investigator collected additional qualitative data during her visits to Nuevo Leon. Results of the thesis study showed a high credibility and preference toward Union functions, representatives, publications, and their local association branches. Those surveyed also showed a greater trust and use of personal contact versus printed, televised, or broadcast materials in their use of information. Another area that was analyzed with the surveys was the preference of feedback channels. Many surveyed felt as if no organizations were providing follow-up information. Those surveyed also reported that they would prefer more information in the areas of reproduction, nutrition, and health in cattle management. Recommendations were made based on these conclusions to be presented at bilateral Texas-Mexico workshop held in August 1999.