An Exploratory Factor Analysis (EFA): Analysis of Message Strategy Instrument Validity

Abstract

Taylor (1999) in defining 'message strategy', relates this concept to 'how to convey' certain information rather than 'what is being conveyed.' Taylor also explains that the term, 'message strategy' is viewed as an approach used by an individual or an organization in introducing a product, service, or the institution itself as one of the techniques of promotion as well as communication. A similar situation occurs in the context of developing the society, as a development agent is the main organization that is responsible to plan a particular message strategy especially in disseminating information about developmental activities. Based on the previous studies, it was discovered that developed countries tended to use more message strategies in spreading information about development to the communities (Taylor & Finley, 2010). However, the agents responsible for changes in developing countries were found to have frequently failed to use the appropriate message strategies to encourage the local society to participate in development programs (Unermen & Bennet, 2004). The inability of the community to understand the messages conveyed had caused the message strategy used to be ineffective (Aldous, 2005).