Multiple human schemas and the communication-information sources Use: An application of Q-methodology

The present study was conducted with the purpose of developing a communication-information model for the greenhouse farmers using schema theory in Yazd city. Performing Q methodology using factor analysis, the different loaded variables on five schematic factors such as the human philosophy nature, ideological, economic, social, and environmental-conservation beliefs were identified. Running AMOS, it was also unveiled that the philosophical, ideological, social, and economic schemas influence significantly and directly on the personal communication-information sources use. Furthermore, the environmental-conservation schemas affects directly, indirectly, and significantly the personal communication-information sources use. The findings of the present study provide a suitable base for policy-makers who seek to develop more effective and appropriate communication and information strategies to address specific target groups’ needs.