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

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 Leon. The study builds on previous research by Freund (1999). Freund's study concluded that ranchers in Nuevo Leon preferred the Union Ganadera as their primary source. However, the producers indicated some communication preferences that resulted in the Union 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 Leon, Mexico. The methodology used was a survey employing a questionnaire to collect data. The convenience sample consisted of 273 active members of the Union Ganadera Regional de Nuevo Leon (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 Leon 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 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 Union wants to use that information to improve its diffusion of technology to that particular group of producers.