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The study found that the communication process was persuasion-oriented instead of interaction-oriented as intended by the new communication model. The communication process was outcome-oriented; communication was pro-innovation-biased and the message preoccupied with persuasion. Little room was given for the active interpretation of recipients and involvement of the recipients in planning. The study found that the practical operation of the two-way communication model was limited by the inherent top-down approach of the diffusion approach. 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