Full text (pdf)The roles and information needs of homemakers, a traditional audience of the
Extension Service, have changed in recent decades. However, research has not
determined what those needs are and how Extension can best address them. To
determine the family and consumer issues important to homemakers and communication
channels preferred by them, six focus groups were conducted throughout Kansas.
Participants were asked about their most important family and consumer issues,
current use of and attitudes toward mass media, and current use of and attitudes
toward Extension. Results indicate that homemakers are concerned about having
strong families and relationships and developing consumer skills. Most participants
were users of mass media but did not consider much of it trustworthy. Extension
users think its information is reliable and accurate but saw a need for increased
publicity of and convenience in accessing Extension. Many participants were
unaware of Extension and its services. These results can be used to develop
communication methods that will effectively deliver important family and consumer
information to homemakers.
