Investigated dairy farmers' uses of information sources in evaluating bovine growth hormone (BGH) , the credibility attached to various sources, and factors affecting that credibility. BGH, "the first biotechnology ready for adoption by commercial agriculture," is intended to give dairy cows greater potentials for increased milk production. Results include farmers' assessments of nearly 20 information sources, in terms of trustworthiness and expertise.
This article traces the emergence of the basic paradigm for early diffusion research created by two rural sociologists at Iowa State University, Bryce Ryan and Neal C. Gross. The diffusion paradigm spread to an invisible college of midwestern rural sociological researchers in the 1950s and 1960s, and then to a larger, interdisciplinary field of diffusion scholars. By the late 1960s, rural sociologists lost interest in diffusion studies, not because it was ineffective scientifically, but because of lack of support for such study as a consequence of farm overproduction and because most of the interesting research questions were thought to be answered."
