informal and formal channels of communication preferred and used in the adoption of ranching ...

338 Pages·2005·1.35 MB·English

by  Bill Lazenby

INFORMAL AND FORMAL CHANNELS OF COMMUNICATION PREFERRED
AND USED IN THE ADOPTION OF RANCHING PRACTICES BY LIVESTOCK
PRODUCERS IN THE STATE OF NUEVO LEÓN OF NORTHEASTERN
MEXICO

A Dissertation
by
WILLIAM LEE LAZENBY

Submitted to the Office of Graduate Studies of
Texas A&M University
in partial fulfillment of the requirements for the degree of

DOCTOR OF PHILOSOPHY

August 2005

Major Subject: Agricultural Education
INFORMAL AND FORMAL CHANNELS OF COMMUNICATION PREFERRED
AND USED IN THE ADOPTION OF RANCHING PRACTICES BY LIVESTOCK
PRODUCERS IN THE STATE OF NUEVO LEÓN OF NORTHEASTERN
MEXICO

A Dissertation
by
WILLIAM LEE LAZENBY

Submitted to the Office of Graduate Studies of
Texas A&M University
in partial fulfillment of the requirements
for the degree of

DOCTOR OF PHILOSOPHY

Approved by:
Chair of Committee, Gary Briers
Committee Members, Glen Shinn
Wayne Hamilton
Manuel Piña, Jr.
Head of Department Christine D. Townsend

August 2005

Major Subject: Agricultural Education
iii

ABSTRACT

Informal and Formal Channels of Communication Preferred and Used in the Adoption of
Ranching Practices by Livestock Producers in the State of Nuevo León of Northeastern
Mexico. (August 2005)
William Lee Lazenby, B.S., Stephen F. Austin State University; M.Ed., Texas A&M University
Chair of Advisory Committee: Dr. Gary Briers

This descriptive research was undertaken to investigate the preferred channels of
communication used in the adoption of livestock production practices by ranchers in the
northeastern Mexican state of Nuevo León. The study builds on previous research by Freund
(1999). Freund’s study concluded that ranchers in Nuevo León preferred the Unión Ganadera as
their primary source. However, the producers indicated some communication preferences that
resulted in the Unión adjusting some of their efforts to reach out to their membership. This study
was designed to revisit those livestock producers to investigate what changes had occurred in
their preferences for communication since the Freund (1999) study.
This research was conducted in the state of Nuevo León, Mexico. The methodology used
was a survey employing a questionnaire to collect data. The convenience sample consisted of 273
active members of the Unión Ganadera Regional de Nuevo León (UGRNL) who attended
regularly scheduled association functions.
A principal objective of the research was to describe the communication infrastructure
used in the state of Nuevo León by UGRNL livestock producers. Another objective of the
research was to describe preferred formal and informal channels of communication that livestock
producers use to get information about ranching practices. Yet another objective was to describe
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what UGRNL livestock producers use as primary sources of information when choosing to adopt
or reject agricultural practices, as well as investigating what secondary and feedback channels
they prefer. Another objective was to determine which husbandry practices UGRNL livestock
producers want more information about. Finally, an emphasis of the study was on what
communication channels smaller stakeholders prefer, because the Unión wants to use that
information to improve its diffusion of technology to that particular group of producers.
v
DEDICATION

To my wife, Rhonda E. Lazenby

We have journeyed together for almost thirty-three years now. I have learned to lean on
her strength, love and encouragement. This vague dream of pursuing another degree never could
have come true if not for her willingness to make countless sacrifices for me. She is my
inspiration and the love of my life.
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ACKNOWLEDGEMENTS

The journey toward finishing this dissertation has been many years in the making. It
began over ten years ago when on long walks with my wife, we talked of my suppressed desire to
take a new direction with my life and work. I was unhappy with my choice of a career but felt
that with the responsibilities of raising a family, I had no choice but to continue on the path I was
on. She never wavered in encouraging me to hang onto the dream and allow God to take care of
the rest. As time went by, God saw to it that I was given the opportunity.
My children and my extended family supported me to reach for this dream, even when it
meant they had to sacrifice time and resources to allow me to pursue this goal. I will be forever
grateful for their prayers and encouragement.
I am humbled that God has given me the opportunity and the gift of living in this blessed
land where things like this can come true. I am thankful to Him for giving Rhonda and me the
resources to allow it to happen.
I am thankful to my committee for their willingness to serve and to be in my corner. It
could not have been easy to mentor and guide someone who was older and who did not bring to
the table some of the skills of younger students. They were patient and understanding with my
inability to spend all the time that I should have with organization and preparation because of job
and family conflicts. Dr. Shinn, Dr. Briers, Dr. Murphy, Dr. Piña, and Mr. Hamilton, I am
eternally grateful for your guidance and assistance.
A special thank you goes to Dr. James Christiansen. Dr. Christiansen is the only member
of the faculty left from my days at Texas A&M while working on my master’s degree. He did not
serve on my committee officially since he thought he would be retired before I finished.
Nevertheless, he has counseled me and advised me for the entire period of time that I worked on
this degree program. I view him as a mentor and friend. He is truly a gentleman’s gentleman.
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If I ever teach at the college level, it is my goal to model my teaching philosophy and
relationships with students after his.
Thank you to the hard working and dedicated people of the Unión Ganadera Regional de
Nuevo León and the Facultad de Agronomía at the Universidad Autónoma de Nuevo León. I will
never forget the graciousness and hospitality with which you welcomed me. You were patient
with my lack of language skills and unfamiliarity with your culture. I was impressed, humbled,
and inspired by your dedication to the welfare of the ganaderos and students in your care. Dr.
Homero Hernandez, Dr. Erasmo Gutiérrez, and Dr. Humberto Ibbara with UANL were most
helpful with gathering the data and willing to help in whatever way they could. Isaías Galván,
Ricardo Marroquin, Fidel Falcon, and Lazaro Galarza with the UGRNL did everything they could
do to make my time in Mexico productive and to make me feel welcome. I feel grateful to call
these men my friends.
I want to also thank Mr. Antonio Manuel Garcia Garza, the president of UGRNL. I heard
a great deal about Mr. Garcia before I went to Mexico the first time. He seemed to be recognized
on both sides of the border as a strong leader. After meeting him in person and watching him
interact with his employees, the faculty of UANL, and the ganaderos of Nuevo León, it is
apparent why Mr. Garcia had that reputation because it is well earned and deserved. It is my
steadfast hope that this research is beneficial to him and the other leaders of the UGRNL as well
as the livestock producers of Nuevo León.
I want to thank my sweet, beautiful, and bright niece Lindsey Stoker for journeying with
me to Mexico in the summer of 2004 to act as my translator. Not only was she an excellent
translator, she was also a delightful travel companion.
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I am also grateful to Martha Liliana Hoyos de Brumbaugh for all the assistance with the
translation of various documents. She did a wonderful job and is always there when I need help
with my tiny Spanish vocabulary.
Thank you to my beloved sister-in-law Veda Mendoza for coming to my rescue by
lending valuable time and computer expertise in preparing this document. I fear it would have
never been finished without her help.
I am indebted to my colleagues John Marino, Roger Kaatz, and Dennis Newton at
Producers Cooperative Association for filling in for me when I had to be away for class work or
spending time in Mexico. Finally, I am eternally grateful to James Deatherage, my supervisor and
the General Manager of Producers Cooperative, for allowing me the latitude to pursue this
degree. No one has been in my corner more on this process than he has.
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TABLE OF CONTENTS

Page

ABSTRACT.......................................................................................................................... iii

DEDICATION...................................................................................................................... v

ACKNOWLEDGEMENTS.................................................................................................. vi

TABLE OF CONTENTS...................................................................................................... ix

LIST OF TABLES................................................................................................................ xii

CHAPTER

I INTRODUCTION............................................................................................. 1

Background................................................................................................. 1
Statement of the Problem............................................................................ 3
Purpose of Study......................................................................................... 4
Objectives/Research.................................................................................... 4
Theoretical Base for Study.......................................................................... 5
Research Questions..................................................................................... 6
Need for Study............................................................................................ 7
Delimitations............................................................................................... 8
Limitations.................................................................................................. 8
Basic Assumptions...................................................................................... 9

II REVIEW OF LITERATURE............................................................................ 10

Background................................................................................................. 11
History and Culture of Ranchers and Ranching................................... 12
Diffusion of Innovation............................................................................... 14
Adoption Stages.................................................................................... 15
Reason for Variance in Rate of Adoption............................................. 18
Adopter Categories............................................................................... 19
Social Change....................................................................................... 25
Technology Transfer............................................................................. 26
Communicating Change to Livestock Producers.................................. 27
Researcher/Client Systems................................................................... 28
Knowledge Gap.................................................................................... 34
Change Agent.............................................................................................. 41
Effective Principles of Adult Learning................................................. 42
The Adult Educator as a Change Agent and Facilitator........................ 44
x
CHAPTER Page

Change Agent Credibility..................................................................... 52

Communication Preferences........................................................................ 55
Selecting Delivery Strategies................................................................ 57
Communication Variables.................................................................... 60
Communication Channels..................................................................... 64
Mass Media Communication................................................................ 65
Interpersonal Communication............................................................... 71
Summary..................................................................................................... 72

III METHODOLOGY............................................................................................ 78

Research Design.......................................................................................... 78
Sample......................................................................................................... 78
Survey Instrument Design........................................................................... 79
Collection of Data....................................................................................... 82
Data Analysis.............................................................................................. 83

IV FINDINGS........................................................................................................ 85

Description of the Sample........................................................................... 85
Section A – Demographic Information....................................................... 86
Section B – Preferred Communication Sources.......................................... 95
Section C – Cattleman Communication Magazine..................................... 119
Section D – Communication Strategies by UGRNL................................... 141
Section E – Comparison to Freund (1999).................................................. 163
Changes in Communication Preferences by UGRNL Participants
Since Freund (1999) Study................................................................... 165
Formal Communication Infrastructure........................................................ 169
Informal Communication Infrastructure...................................................... 170
Primary Sources of Information.................................................................. 170
Secondary or Supporting Sources of Information....................................... 171
Feedback Channels...................................................................................... 172
Additional Information Preferences............................................................ 173

V SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS..................... 176

Summary..................................................................................................... 176
Method of Investigation........................................................................ 177
Demographics of the Sample................................................................ 179
Communication Infrastructure.............................................................. 181
Primary and Secondary Sources of Information................................... 181
Preferred Communication Sources in 2003-04..................................... 182
Preferred Communication Sources by Age Group............................... 183
Preferred Communication Sources by Size of Operation..................... 186
Information Sources in Awareness – Interest Stages............................ 189