Communication Strategies For Sustainable Animal Husbandry in Kohgilooyeh County: the Application of Evidential Reasoning

Information, persuasion, dialogue and consensus building were taken as the possible eommunication strategies to facilitate sustainable animal husbandry (sah) in rural areas of kohgilooyeh county, southwestern iran. also, various different aspects of sah attributes were considered which include organizational sustainability, sustainable programs, use of proper media, focusing on target customers, and suitable monitoring- evaluation systems. the study was carried out using evidential reasoning, a multiple attribute decision making (madm) technique, to choose the most appropriate communication strategy for sah in the study area. results indicated that, generally, dialogue was the first communication strategy that should be chosen for sah. of course, it was revealed that communication strategies would vary depending on the attributes of sustainability. more detailed results, especially about how to choose media based on the communication strategy, are presented in the body of the paper.