COMMUNICATION AND ADOPTION 3(3+0)

Lesson 24 : Elements of Diffusion

Introduction

One of the most important functions of Extension is to bridge gap between research centers and the farmers/farm women for introduction of improved methods of agriculture. In other words successful communication is the main job of an extension worker. We have already considered the term communication and its elements in the units earlier discussed. An extension worker’s job does not end with merely informing the farmers about improved practices, he should ensure practical application (by the farmers) of the result of research and field trials. The efficiency Extension communication can be measured

1. by the speed or quickness with which the gap between what is known and what is done by the farmers is bridged.
2. by the number of new practices adopted; and
3. also by the number of farmers and communities that adopt the new practices.

While discharging the technology dissemination function by the extension workers, they are often faced with some of the following questions:

1. There is lag between what is known and what is done by most farmers. Why?
   
2. Where do most farmers get their new ideas?
   
3. In some villages, people seem to accept new ideas quickly and in others, nearly all the people are slow to take to new things. Why?
   
4. Some farmers accept new ideas and put them into practice faster than others. Why?
   
5. Some new ideas and practices are accepted quickly and with little apparent efforts, while others are accepted only after years of effort put forth by extension agencies. Why?

These questions have been focus of considerable research by the behavioural scientists in several countries including India. An understanding of the adoption and diffusion processes shall help the extension agents to accelerate the adoption of the innovations.