Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: Byrnes2 Document Number: C12370
Notes:
Francis C. Byrnes Collection, Chapter 29 in Borton, Raymond E. (ed.), Case studies to accompany Getting Agriculture Moving. Agricultural Development Council, New York, NY. 1967. 302 p.
Schneider, Ivo Alberto (author / Federal University of Rio Grande do Sul, Brazil)
Format:
Conference paper
Publication Date:
1974
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 31 Document Number: C12494
Notes:
Francis C. Byrnes Collection; See B03082, Pages 88-97 in Robert H. Crawford and William B. Ward (eds.), Communication strategies for rural development. Proceedings of the Cornell-CIAT international symposium, Cali, Colombia, March 17-22, 1974. Cornell University, Ithaca, NY. 278 p.
Examines adaptation as a dynamic diffusion of innovations process in which adopters change innovations according to their individual needs. Adaptation may be explained by three factors: (a) the differing interpretation of innovation components by individual adopters, (b) an individual's level of adopter innovativeness or readiness to accept change and [c] the generative learning process whereby an individual relates new information prior knowledge and experience. Adaptation may occur unconsciously at the beginning of the diffusion process. Those who study the adaptation process should begin at the initial awareness state when potential adopters are forming their opinions and ideas about an innovation. Author uses an example involving a group of Kalahari bushmen first considering a sample of soft drink that they are told can quench thirst.
