Mass media created awareness of and interest in new practices but farmers did not adopt them without personal contacts with people they could trust. Most of these contacts were with other farmers but the most influential farmers had frequent contacts with extension officers, especially in high-adoption communities. A revision of the hypothesis of two-step flow of communications was suggested. Factor analysis of 15 major variables demonstrated that adoption of new practices was mainly related to social status and contact with extension. Group norms had considerable influence on the adoption level of group members. Suggestions were made for the extension service.
|Qualification||Doctor of Philosophy|
|Award date||22 Mar 1963|
|Publication status||Published - 1963|
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