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While the model for transmitting scientific information ­ a model that attributes the effects of a message on the public to the intent of the communicator mediated by text ­ is increasingly becoming an exclusive tool for communication novices, other alternative models are emerging and ­ most importantly ­ field research is being tested and examined.

A wide gap exists between what scientists and rural farmers know. The rapid advancements in digital technology are likely to widen this gap even further. At the farmers' level, this knowledge gap often translates into poor and inefficient management of resources resulting in reduced profits and environmental pollution. Most modern rice cultivars can easily yield more than 5 tons per hectare when well managed, but millions of farmers often get less than 5 tons using the same production inputs.