COMMUNICATION FOR KNOWLEDGE MANAGEMENT OF AGRICULTURAL SCHOLARS OF THE COUNTRY IN TERMS OF COMMUNITY LEADERS AND NETWORKS

Abstract

The objectives of this research were to study: 1) The process of communication 2) The media use strategies and 3) Approaches for developing the communication process and media use for knowledge management of agricultural scholars of the country in the field of community leaders and networking.Using qualitative research methods with in-depth interviews. A total of 18 key informants were selected specifically, comprising 2 Agricultural scholars of the land ,8 Leaders of the agricultural scholars network, 2 Experts in communication, 6 Farmers in the agricultural scholars network. Data were analyzed by drawing conclusions The results showed 1) Communication process for knowledge management-consisted of 4 steps 1.1) Learning exchanges, including lectures, demonstrations, work study visits; 1.2) Knowledge extraction from agricultural scholars, which was an important step to pass on experience that was accumulated over years of real work, through story telling 1.3) Knowledge gathering, which involved categorizing and linking ideas, and synthesizing to get a new body of knowledge and 1.4) Embedding knowledge: agricultural scholars will take the new knowledge and apply it in real life, which will change the ideas, ways of thinking and behavior of other farmers to be more efficient by creating incentives 2) Media use strategies 2.1) Conventional media, consisting of print media, activity media, comprising knowledge-sharing bases and seminars; and personal media, in the form of the agricultural scholars who are model community leaders; and and 2.2) Online social media, including Facebook Line groups for exchanging knowledge and 3) Approaches for developing the communication should use modern technology to build up and store knowledge. They should promote a wide diversity of activities. Media use strategies-agricultural scholars should choose a diverse range of media, with an emphasis on the end result of delivering knowledge that can really solve problems and be built upon.