Technology Transfer for Rural Development: Personal and Social Communication Perspectives

Technology transfer doesn’t happen in a vacuum. Internal and external factors influence technology transfer before development can happen. This paper discusses the factors that affect technology transfer from the point of view of the individual and society. Concepts related to technology transfer are discussed, among these are: development, social change, participation, communication and some technology transfer mechanisms. This paper discusses technology transfer based on two communication theories: Reciprocal Determinism Theory (Bandura 1996) and Communication for Social Change Model (Figueroa and Kincaid 2002). Bandura’s Reciprocal Determinism Theory maintains that human development reflects interaction among an active person and the person’s behavior, and the environment. The links among these three are interactional, i.e., they flow in both directions. This theory was tested and was proven applicable in a participatory development project (Javier 1997). The Communication for Social Change Model describes how social change (development) can happen through a process of community dialogue leading to a collective action that affects the welfare of communities as a whole, as well as, individual member. The theory is descriptive, as well as, prescriptive. The technology transfer mechanisms discussed are Technology Assessment, Farmers¡¦ Information and Technology Services, Farmer-Scientist Bureau, Regional Applied Communication Office, and Information and Communications Technology