The Role of Communication Campaign Strategies for Sustainable Resource Development in Papua New Guinea

Abstract

This research underpins the role of communication campaign strategies for sustainable resource development in Papua New Guinea. The research employed both qualitative and quantitative paradigms. Field data were collected from a 10% sampling size to represent the whole population whereby 200 respondents were interviewed. Findings show that communication campaign was a technique to inform and influence landowners of Markham Valley. The research into the influence of communication campaign on technology transfer, diffusion process and adoption behaviour reveal that the most effective diffusion processes were observed from neighbour which confirms the extension, adoption and development of new technology through diffusion process within the same community. The research into adoption behaviour reveals that the most people in Markham Valley were found to be early adaptors of agricultural innovation. This research paper recommends that a socially constructed communication campaign is more appropriate and convenient in the case of Markham valley as it express social value of the communication which can influence and manipulate mindset of the rural people in Markham valley about the potential of commercial tree farming.