COMMUNICATION AND ADOPTION 3(3+0)

Lesson 27 : Agencies of Change

Introduction

After having learnt what diffusion is, you will be aware that if new information or a technology has to spread there should be a medium. In urban areas and with the educated class new information is obtained from mass media. However this does not happen in rural areas when most people do not have access to TV or a radio and who cannot read a news paper. At such times extension agents play a very important role in transferring new information to the rural folk.