COMMUNICATION AND ADOPTION 3(3+0)

Lesson 40 : Social Change

Levels of change

Basically change occurs at two levels at individual level and social system level.

• Individual level: Many changes occur at individual level, i.e. the individual is the adopter or rejecter of the innovation. Change at this level has variously been referred to as diffusion, adoption, modernization learning or socialization.

• Social system level: change at this level can diversely term as development, specialization, integration or adaptation. Here our attention is centered on the change process at the social system level.