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Abstract

This study is focused on the habits of the Brazilian farmers that access the Internet for searching information to their economical activities. The main goal is to understand how come those agents of the agribusiness use the formal and informal (personal contact) means of communication, as well as the functions that each of those means accomplish to this public. In other words, it intends to identify the channels of communication of major importance to farmers (used more often, considered the ones of more credibility and preferred among them). That is possible by means of a questionnaire sent exclusively by e-mail, answered by Brazilian farmers. The motivation of the study is to contribute to make the communication more efficient to those who work on farms. That can produce benefits to the communication companies and to the public. The results show that the Internet is the mean of communication more often used and preferred on the process of searching information about the agribusiness among Brazilian farmers. The personal contact, not considered in the valuation about preference, appears in second position in the ranking for intensity of use. On the other hand, the radio, regional press newspapers and newsletters of class entities were the less consulted and the last ones in the ranking of preference.

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