COMMUNICATION AND ADOPTION 3(3+0)

Lesson 27 : Agencies of Change

Extension agent

Extension agent is an advisor employed by the government to asset people in rural areas with methods of farming and home economics.

Role of Extension agent in diffusion of technologies

1. Identify the existing practices in the social system
2. Analysis of the situation to identify the gaps between innovation and existing practice
3. Reason out the gaps through in-depth analysis
4. Assess the awareness/knowledge levels of clientele group in the social system regarding recommended innovation and reasons for not adopting it
5. Acquire adequate information regarding elements of diffusion and its influence in the real life situation of the clientele group
6. Planning and handling of diffusion process
• Availability and accessibility of the innovation
  
• Hands-on experience in the application of innovation
  
• First hand information regarding pre and present history of the innovation
  
• Specific characteristics and its compatibility in the present situation
  
• Selection of suitable diffusion channels
  
• Accurate planning and implementation time line of the innovation in diffusion Process
  
• Personal and psychological characteristics of the clientele
  
• The structure of the social system
7. Judicious assessment of the different stages of growth rate of the innovation after innovation to take care of the influencing factors and changing needs.
8. Establishment of sustainable linkage between the institutions and organizations involved in the process.
9. Periodical evaluation of diffusion process
10. Channelizing the outcomes of the diffused innovation to the relevant institutions.