Communication Strategies to Empower Sustainable Development Technology Users in the Digital Age

The portrait of the world in the Digital Era indicates that we are facing critical challenges in providing food for growing population, while sustaining infrastructural resources are under vital question of technology application communication. If knowledge is power, then poverty means lack of knowledge that is in turn, information and knowledge poverty as the result of lack or poor communication. Development, also is the result of solving problems of advancement toward the better life. It can be concluded that development needs communication to empower people with knowledge to overcome their problems. The purpose of this paper is to link communication to development through the strategic modeling for empowerment and poverty abolition. Rhetoric analytical methodology applied to review literature, field experiences, and evaluation of extension project implemented to put theories into action to develop sustainable agriculture. Taking the advantage of reviewing different technology acceptance models (TAM1, TAM2, TAM3, and UTAUT2), theories of Reasoned Action (TRA) and Planned Behavior (TPB), the prophesy of communication to development, complementary role of extension education and strategies of adaptable technology transfer, from one hand along with integration of advance management theories (strategic, foresight, agility and chaos theories), as well as regarding behavioral engineering process (optimization cycle) along with generative extension versus authoritative public extension in the context of chaotic agricultural industry, from the other over-determined “development communication/ user empowerment/ sustainable agriculture model”, to visualize concepts of persuative communication in ultimate way of knowledge based technology transfer and application and boosting technology applicants self-efficacy.