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Interpersonal relations in diffusion of an innovation in two Indian villages (extension)

Agricultural Communications Documentation Center (ACDC)
Appa Rao. G. (main author), Rogers, E.M. (author), Singh, S.N. (author), Rogers: Stanford University; Singh: IARI, Division of Agricultural Extension
Journal article
Publication Date:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 60
Subject Term:
adoption, diffusion, diffusion of information, face-to-face communication, India, information flow, oral communication, social communication
Phase II, Examines how individuals are connected to each other by communication flows in a social system and its effect of diffusion and adoption of an innovation. The majority of farmers in villages seek information on farm and other related matters from their friends, neighbors and relatives which speaks of the role of interpersonal communication in diffusion of innovations. Farmers in a progressive village sought information on high yielding wheat varieties from the best farmers of the village and farmers in non-progressive villages sought information from their friends. A similar trend was observed in diffusion of high yielding rice varieties information in an innovative and a non-innovative village. Relates the interpersonal relationships with the adoption of particular innovations.