Community standards and social relationships provide the general framework wherein the process of change occurs, and they account for the differences between one community (or group) and another.
Social values: In some groups and communities, people place a higher value upon material gains and money than they do in others. In some other groups; changes in farming are encouraged and expected, prestige is attached to the adoption of new ideas and techniques. In others, more value is placed upon tradition and little freedom is allowed for the individual to deviate from the group’s pattern in adopting innovations.
Local leadership: The acceptance of change is influenced by the nature of leadership and control in the group or community. In some communities, none would accept a new idea unless and until the leader in the community adopts it. In such situations it is important to identify and use such influential persons. The influence of informal leaders is likely to be greater where neighbor, kinship and communities are the strongest.
Social contacts: The nature and extents of social contacts within and outside the community is important in the diffusion of new ideas and techniques as detailed below.
Nature of social contacts: The promoting organization, directly and indirectly give support to the diffusion process. If the contacts are through kinship, visiting and informal activities, there may be greater resistance to change.
Extent of social contacts: The broader the social orientation, the greater will b e the acceptance of new ideas.
Social distance: The more is the social distance, lesser is the association between the farmers and hence the acceptance also. Rigid class structure impairs inter-class communication process.
Participants