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."
Lamble, Wayne (author), Seaman, Don (author), and Lamble: Professor, Faculty of Extension, University of Alberta, Edmonton, Alberta, Canada; Seaman: Professor, Educational Human Resource Development, College of Education, Texas A&M University, College Station, TX
Format:
Book chapter
Publication Date:
1994
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C07359
Notes:
See C07353 for original, In: Donald J. Blackburn (ed.) Extension Handbook: Processes and Practices, 2nd edition, 1994. Toronto, Canada: Thompson Educational Publishing, Inc. p. 46-56
Brown, Sheila A. (author / Professor of Business Administration, Mount Saint Vincent University, Halifax, Nova Scotia) and Professor of Business Administration, Mount Saint Vincent University, Halifax, Nova Scotia
Format:
Book chapter
Publication Date:
1994
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C07361
Notes:
See C07353 for original, In: Donald J. Blackburn (ed.) Extension Handbook: Processes and Practices, 2nd edition, 1994. Toronto, Canada: Thompson Educational Publishing, Inc. p. 69-78
Hassan, Musa Abu (author / Department of Development Communication, Centre for Extension and Continuing Education, Agriculture University of Malaysia, Serdang, Selnagor, Malaysia)
Format:
Report
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C08030
Notes:
James F. Evans Collection, Mimeographed, 1994. 25 p. Paper presented at the Association for Education in Journalism and Mass Communication Convention in Atlanta, GA, August 10-13, 1994., This study examines the ways in which staff of communication units in agricultural extension agencies in Malaysian select media to transfer knowledge to their clients. The findings revealed that the respondents regard actual objects are best in knowledge transfer activities, followed by media that convey reality with a high degree of fidelity. With regard to the selection elements considered important, they choose audience characteristic, followed in order by purpose of communication, audience media preference and time given to complete the media. (original)
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.
