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2.7 How was the Evaluation Performed?
2.7.1 Theory Used to Guide the Project
Several theories inform and guide this evaluation diffusion theory, social marketing, and
agrarian ideology We will not provide an indepth discussion of these theories However, we will
give a brief outline of each as follows
Diffusion is the way innovations are communicated to individuals through communication
networks These networks are numerous and include social, electronic or personal But the
commonality is that these networks spread a message concerned with new ideas or existing
behaviour Communication allows communities of people to share information, perhaps coming
to a mutual understanding, thus persuading individuals or groups of people to adopt new
inventions and ideas ( Rogers 1995)
Social marketing is a campaign to change the attitudes and behaviour of a particular
population Marketers usually offer people some a particular product or service During the last
half of the twentieth century, marketing has also embraced not only selling a product, but also
selling an idea for non- commercial gain Marketing for non- commercial gain is motivated by a
social goal, often health or safety issues The campaign is organized by a specifice group ( the
change agent) who wants to persuade others ( the change target), to accept or abandon attitudes,
practices and behaviours Most common social marketing campaigns are agresssive campaigns
launched against, drinking and driving, smoking, or advocating the use of seat belts, or
commitment to environmental issues ( Kotler, 1989 amd Weinreich, 1998, OECD, 1993)
Agrarian ideology stresses the importance of the small independent land holder This
ideology portrays farming and, by extension agriculture, as a " calling " The " people" are honest
and self- reliant and live in a patriarchal society In this ideal world, farming is the same no matter
where one lives Differences in geography ( climate, culture, land, poplulation concentration) are
obscured from the realities of place Distance disparity is concealed, regional differences are
disguised The agrarian ideal celebrates a close- kit family and community spirit among its
members who have homogeneous ideas and attitudes with no discord or acrimony Socially,
politically, economically and geographically, the family farm becomes a cherished image ( Kelsey,
1994, Naples, 1994)
2.7.2 Methodology Used for the Evaluation
We initially decided to use two methodological techniques for this project analysis
content and context analysis The complexity and the extent of the irretrievable data of the
project required that we expand our methodology to include other techniques Thus,
tnangulation or multi- method measures became the preferred approach
Object Description
| Rating | |
| Title | Project Evaluation |
| Language | en |
| Date | March 1999 |
Description
| Title | Page 21 |
| Language | en |
| Transcript | 2.7 How was the Evaluation Performed? 2.7.1 Theory Used to Guide the Project Several theories inform and guide this evaluation diffusion theory, social marketing, and agrarian ideology We will not provide an indepth discussion of these theories However, we will give a brief outline of each as follows Diffusion is the way innovations are communicated to individuals through communication networks These networks are numerous and include social, electronic or personal But the commonality is that these networks spread a message concerned with new ideas or existing behaviour Communication allows communities of people to share information, perhaps coming to a mutual understanding, thus persuading individuals or groups of people to adopt new inventions and ideas ( Rogers 1995) Social marketing is a campaign to change the attitudes and behaviour of a particular population Marketers usually offer people some a particular product or service During the last half of the twentieth century, marketing has also embraced not only selling a product, but also selling an idea for non- commercial gain Marketing for non- commercial gain is motivated by a social goal, often health or safety issues The campaign is organized by a specifice group ( the change agent) who wants to persuade others ( the change target), to accept or abandon attitudes, practices and behaviours Most common social marketing campaigns are agresssive campaigns launched against, drinking and driving, smoking, or advocating the use of seat belts, or commitment to environmental issues ( Kotler, 1989 amd Weinreich, 1998, OECD, 1993) Agrarian ideology stresses the importance of the small independent land holder This ideology portrays farming and, by extension agriculture, as a " calling " The " people" are honest and self- reliant and live in a patriarchal society In this ideal world, farming is the same no matter where one lives Differences in geography ( climate, culture, land, poplulation concentration) are obscured from the realities of place Distance disparity is concealed, regional differences are disguised The agrarian ideal celebrates a close- kit family and community spirit among its members who have homogeneous ideas and attitudes with no discord or acrimony Socially, politically, economically and geographically, the family farm becomes a cherished image ( Kelsey, 1994, Naples, 1994) 2.7.2 Methodology Used for the Evaluation We initially decided to use two methodological techniques for this project analysis content and context analysis The complexity and the extent of the irretrievable data of the project required that we expand our methodology to include other techniques Thus, tnangulation or multi- method measures became the preferred approach |
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