Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C14156
Notes:
This book is a product of the 9th Biennial Conference of the African Council for Communication Education at Accra, Ghana, October 18-21, 1994., Chapter 15 in Charles Okigbo (ed.), Media and sustainable development. African Council for Communication Education, Nairobi, Kenya. 506 pages.
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."
