Worldvics+F,lmwq|5+C.nept

Theoretical trramework
TEdilional I*aEh @ n1e8e @.surption md ldoprion of l8ricultunl
'movatoN aen.r.lly ues rhe d@@tiq!l trm.work of imoyalion- diitusion,
rhich conceflurlih ag.icltnml d.v.loprcnl rhmugh vdiou s!rg6. A
lhorcical fiamcwo* is a coll.crion olintftlat.d concepb ond v&iables like a
&sry bur nor ne*eily so sll rodad{ur. A th@Eticrl flmNork gujda
your !.saoh, d.lemlning what ,!u will masr, $d whor stltisricrl
relalio.lhiF rlu will l@r for. Supnlingly, thmEric.l fmqorlc de d$
inponrfl in exploErory sMi.s, wh.i. Elly donl krow nuh abour rnol i!
eon8 on, ond 4c dying lo l..m @c,
'ou
Worldvics+F,lmwq|5+C.nept rv&iables
a conccptual rimework i5 . sdse deriptior of Ihe mjor vdirbt* opdtin!
wilbin te aEna of rhe pobl.m ro bc p6n d togeths wirh th. r.s.rcn Cs
ove@ch'rg view ofnow rh. vnirble iDt Ecl (or @uld b. mad€ b inldcl und.r
mnipulabilily conditioB) io poduce i 6oF powcrtul or comprehensiv. ..model"
or Elcvlnt pn non@ 1ne hs hercrofoE bed dv.ilall. for shcdding lisht on
lhe problen. Think orir as ! MAP virh conc.pru.l dneoions. The ftam.work, in
hct, .i$e. dticip{6 o. diMrty pr.s..G rh. bsic d6jgn of rh€ srudy. This
dEo&trcal fiadewoik rf.6 to the major th6ri.s/ modeh upon vhich ,/ersag,
.oBunption ad arloptiq of agridhtzt in"owti% i^ NwFp, po\iian is

aed. ID ordcr to ulitir cxi$ine rhcorJ . an arglm.nt is maoe ro ct6srr, mcsge
esin rhe adoprion olagricuhural innovatioE (AOAI)aDd toconsider rhc lrsef
rcsrch @a of idovarions. adoprion. tr is al$ areued rhar rh€ Fr.cess of
intodu€ing *lowtedee, anirude. ed pnctice tevetofrhe a.,me6 r.ro $ctr rirds
my b. dd.rsiood by &ling $e tcad of orh€6 who have u*d DOt Eeath o
Sain ituiel i!!o rh€ phenon.non lnal influcnc€ 6c ofother lypcs ofioolations.
Within this €ont xl, dris charrer F€snrs th€ Beeh nodet and fi. vdabl.s dar
e d.nv.d f@h rhis fr@cwort.
Fir: I rlmd d Rlgd [r cud6 dD rod)
Thc lheretcal frmewort I have apptied ro ny eFfth rs (t) Rose6 and
Sl@naLr,s (197j) nod.t .diltusion ot imovadon.. wb(h is a sidptifi.d
veBion ofa causat schenc outtin.d snd the outcomes rh,r dcscribe ho\ \hote
@hEbn'elcr.ivedd.xFridc. rt .nd{f,titc. tr i:oacoure. a d.du.tiv.
'nqurry tends ro l.st esrabtkhed mod.l/ $@ry. Dcducrive studjes rnd lo b€
q@ d've dd l@t to se "lcth€. o! nol a prohincnr mod€t/rheoD .\ptrins a
Siven set of phenom.na. This coneptual fmmc\ort ouuhcs adoptror of
agncull@l imova oE, fdm.6. krostcdSe. adudes mo pdcrre le\.t. Aftl
also to see that whdt ro.xrnr rhet de exposed ro rh. hessees ot radio. TV and

he inrrp.rsml n.t*ork of comuicarion. Thc sinptili.d nodcl (ditlsion oi
rmoval[n) nostly rcl€var ro the dcvelopioS societics and eas, 1.h. mosr
imp.net f€nrE of this nodel about f,orh on dimlsio. iJ Oc w.jghr in xnich lhe
bebavioal chdScs de soughl by giving intoftaion and qrns rhe innrencc
mofiunon ud afinldc. Tt nodcls chosen ro illunar rhis approach aE !d t]r.
disdrcl sl.ps in diffuion proccss
l.l Difiulior otttrnoy,ri.n Model
The fiEr slaec k -Knostedse.- in which porcnlai adoprn tind our about an
rmovd@n dd gain a baic ud6ta"ai"s ol ".h.r i, is a"a b." ir "".i.. Th:
Kond 3tdse ts -peis@r@- in "hrh por.nuat ddook^ rorh b po.ir \r u
negarve rmpssion otrh. rmo,".n t, " "n5 ,
" ,r,. ,r,,,,: ,"g.. 1r*^,in .
:T_li" ,T:'":1"" n acrul) ac!+,.d "i """.a n..r.""r, ."g..
^rmpEhmralrcn--. o.rB whn rh. rMov.rron .\ a.rqlj u*d sE€c,-(
In
ontrmarion.rheadop€,seets.nrormd,onabou..he
he i;h
etrre nno\duonand
.onnN* or drsonrrru6 us oi rhe rmoLauon fhc
rEtlch'€hr Confimaro;
arso d4cnb. (he adoprion ofan innovarion rhrr ws preriolsty
Sometio.s rh€* shees ningle $nn elch olher or rh.) o(!u, ,n rut^'.ar.d o(t.r.
forexanplc on€. rwo. three. four. thlee, four five. The iop,cmenrauon ma, Rsuh
jn*cond rhoughB rhar fredn,(ie!non anJ I,r(n ktunnd(,arun.
Tle Fcond hodel to rhis ehpnical sod, is Ka€ atul Lazofl.td ( | 95 j). To$.srep
flow oodcl of nrss oe{ii, and "Fenal infuence.,. Laz6fetd and Kalz
developed $e theory of lhe two-step now. In general. dc rheo,) puunhcd in
P.Mnal tnflutrce il retj !dr.. rhar hr pr(.\ u,r
hedia is Eccived in firsr plac. by opinion leade.s. rhc p€opt. r.ho diGrtr rec.ire

n€ m6ee. &d rh6 thcse
p€oplc IraGhiG rhe nceee
m an rmerpeBonat way lo lcss
activ. gtuups of rhe *i.rt
Und.Nood (2001) menrioned
snc brsic conctuions ud
a
A4a99Lledia
R.iv. $e su. dout of infooarion. which is nor r@ ,ince $m. p€optc
rece've hoe ihfomadon $an olh.ts. Some m.hbeu of rhe audience acr as
opinion l.adcc b..ae $.y hav. noE exposurc to nedia. h.E nor. and moc
drvee social n€rworks sd theymp.rceived os influeniiat. FiguE2.2 Tow-srcp
flow modelofm*s m.diade$rib.s th. flo\ ot inrbm,rn,i ,mm .pitrnr tckte^
Oq fedbact b n.dia meseg.s $.ilt b. iniuenc.o Dy our $cral
rcla$onships. To @i!. a mesege d@s not n{essit, impl) a.d atr$rer to
do nol @eivc a mc$ag. d€s nor implyto do nor answ.r (we can rcc.ive rhe
ocsege vi. opinion leadc6).
Mass audienc. means rhat alt rhe Ec.ive6 of a messase
Il is comnon lo talk abour media caregoics, sbich a( raken lo inctude
bDadcar {icl.vition snd €sp.cia , 6dio). 8roup (\ido. rap. strd.s. round
filharips. audio-cassclres, ov.rhcad proiecrions. Uip-chan!. posrers.
pMphl€G, and leafleb: as $!lt. rEdirionat tol| mrJia such as puph-rs and
livcrheatE nay be inctudcd). aid InrePesonat channets rcommunrv le.der.
conkr ram.rt, dr€nsion \ortc6) And DSC d€heD nrar.aies haE been

hie@hicrtly E l€d, in lcms of cohplerny. rom mrrpeen,l
cohmunicar'on rhrcugh r.dio dd r.levieon bloadcasdng, md group nedia, b
mulri{ha]ml clmFisn' This nntils at$ subrum.s ne nolD, rhar cach
s@kgy ce be madc noE efecriv. by incorporaring rhar. which prcced.s n
Rndio brcadcsrs, for exdpte, bav. nuch oore impoct rt rhey a( backsropped
urh aulhorirativ., villagr bssed inLqenon.l s@ei ed goup m€dia cff
benefit fron bolh Bdio and inErpetsonat comhunicarion slppon We .
o6'gn.d conDlnicarion cmpai8ns usualJ. Inrortr boad.aiinsr ri age
bsed goup n.dia. and int.nsivety rrained fietd sork.b. The gcner,t rute oi
hhb.meBins f,on rqo decrdcs of tictd etpeacnce N ro uk nruhift\
chmncls, wh€rcvcr possibt., so that each n.diun reintorc.s and nrtrtliptics rhe
rnponec. ofth. orheB in e inEgmted neNork.
3J Con Asunptiotu .tr

on &drc@ beh.vio., dd ir hetp.d crplain why ci.in m.dia hpai8$ my
hlve failcd lo alrer .udience arritndes md behavior.
The twoi&p now rheory Save way to rhc multi,ep Iow $eog oi m6s
conmu.ie on or dilT6ion of innovltion ih.ory. .I)pinjon lcadeu .r. nor ,
group sel apan. and .. opinion teadeBhip is nor a rmir which $ne rcopte hove
dd olhe6 do m! bur @!her,.. opinion t€adeBhip n an inregratpan oftu 8ive_
.nd-rar. of cveryday Fnond ret.tio.sbips-. (Kau and L@reld | 95 j. p ll)
Karz dd laasfsld se opinion tead.s as peopte in cerrajn seghenrs ofsociery
0El re inrcrEr€d in psnicula, subj.ds $no bc.om._ in e|Iecr. somerhins rike
h.dia cxpens on rhose subj.crs. ll is lhe* pcople, den. thar aberbs cetuin
h.dia m.seges &d infoms rheir friends, fdili.s, and Feu opinion teaduFare
norneserit, rmdnionat t.ade6 in ecierr slch .s polili(ans rnd ctellJ rnd rhc
likc (alrhou8! de) cm be) Ra$er. rhe' ar. pcrcei\cd crp.r s h pjnrcutor
One of rhe nain points in di$ussing opinion teadership !s r Eralds ro runction,l
$.ory ad tne T*o - Slep ftow modet is rhar n6s nedi. cummutucalDn does
not @ch the public jn one gi.nt mv.. Rathq. lhea aE two sr.ps in rhe p,(c$
dd indc a a tncktc-doh cffec| mong subSroups ofa popuraron lh€ opinion
Ladr- $.n. is lh. lcy tolhismodclofcommunicarion
ThEe difusion conc.prs de lars€t! exptorcd: opinion lead..sdrp. conmrunicdion
nct*orks, and rhe crnicat nass. Opinion teadership is det,n€o as oe desree ro
which & individul is abte i.tomalt, ro innu.nc. orher indtrrduals. nud\ or
oven behdvjo! in a d.sired wa, wilh rela c ,equencr. Net\ork aill)sis

Einforced the inponace of homophile and hdebphit, in und.dandinB rhe
natuE of communication ltows. Ag..t Opinion lede4 n.co I
6 olh.r individuats. Tncy need innoearions in order ro.rrend rh. rime of c(rh!
& opinion leaderdd to rcnaih lhcir opinion leadeShip cmss-differc s.gnrnrs
Imovation is ah on going kstr. Ho*.v.r, rhis srudy exptocd rhe farme6. v€6ion
.bout opinion l€ad6. ol. in disenimdnS infomarion ,.g@,ng aSnculu,rl
ieovations &d ns adoplion rbsugh *nina6. rcfresh.r cou6e. uarhrng. and
famc6 d!y. dd .xhibition. ,?/,a dd ndio r,.lks.
3.4 lrdiridurt tnnov.rir.n.ss Tb@r)
In th. thor.ricat considcd ons of t. di fusioo Esearch I have also .r d i ned r he
Roge^, 1995 lh.ory ofindividut innoraliv.n.s. Tbc indrvrdut innoFriv.ncs
th€ory is baed on who adoprs rhe innolarion and vhen. A be jhaped curve is
oft n us.d ro illslEt $c pcrcenbge of jndividuab d.! adopr d ,nnovariDn lh.
n6t cat.gory ofldoptea is i.novalore The second Broup r rno\n os rhe cart)
ado!&6. The rhird ed folnh Crclps d€ thc ert) hajon) ed |!re nrljoiD.
And rhe fi,al group is rhe tassards. uho are hirhtj- ske icat and resisr.doprin!
lntil abslukly na6ery. tn nan) ces. lhe) herer adopr ft. inn.varbh
3.5 Dyn.mi. nod€t of.doprion
Thc tMncr hs pantt s..n rhe -D)nmic modet of adoption.. nhich p.edi$
lhe behavior of farneE over tine regading adopdon ot inrproved agriculrural
te.hiologi.s. Linder et al (t9SO) cnphasizd rhc tengrh or rne t.! b.he.h
innial awaren.ss ahd acrul useofnc\ re.hnol4\.

2-6 K.t olcpr: Mcleg. coGmption Adoplion. Agncurmt ionourions.
Diftusion of inoovation,s modet, Twojr.p ilow. Indilidual innovarion lheory.
|sn@ro8y ec.pt&e mod.t. KAp ld.t. Aericutr@ cunpnses a numb€r ol
inlrinsic concepk and benefik. $hich hare becn etahor.tcd hed in rhe ,nrn .f
ned'a lnd idca.rsonal comhuicarion hessaSe The$ nessascs .nhance rh€
ude6tlrding ofte fam.B dbour $c n.* ideas ofasricuture ,ield. Tatien a a
sel. thc Kcy Mc$ag.s reprcsenr a t6he*ork around which fhing .onnunilJ,
lminS agri€ulrudt imov'|ions d{i medod of pracrices. such a comext has ne
pot€mral ro encou!.ge eiptoring fu h.r uhdersrsndi.g and insiehN inro nodcln
,gncur.!E, dd couered rn.n 6pon*s in $. fi.td coEnrt, h.td bt them in
Th. n.ses6 nnd€ipin th. agnculN6t innovorions ed aculnres otb.nalionl
ourcoh.s &bss lbe dea. The* m.ssges compnF , tuee of adivities for
p.@urng cops.s*nriat in salis4,iiE human nceds ior food. Specill prcerams
e bcing broadcar ad t t.csl th@ueh veioc chtuels oi pBC. pt.V ad p I V
Wo d, wbich assisl fm.re. Becaus hoden agn.utluE requtres appbing
4qu'Ed sFcializcd botrlcdse &d stdls Aom frany disciptinB. md a
uhdersbndihgofrtE Mt fu.loN strich iDpaq on dsriuulruBt !idbitir).
Tt@rcrically. hcsese isd{fined. as--A singte6hj.cr !t{hc js S.trrruth tror rLr\
sful Instead. an objed usualty app.ats s a compone ofa la,ger pogram or
applicaion thar .omains nant olher obiecr Thrcush lhc rnreradnh oa rhe$.
obl.clJ. posmmc.s @hi.\! highe.order funcrionahy and moE compl.t

.havior Ma3 m.dia (ddio ed TV) uk it a com.pt of highty hp.rhy of
2.? M.Jo.vfiiibtd: Coiccprlalrv t h!v. expticar.d jnderEndenr and deFndenr
TV
M;ii
I
IrknBon.l Copponi...ior
Masr.dia nat. rh. imdadon knoM dd rnrc.Feml$ucs o.r. n
ExDos@ lo asricutlurl imovarioN is co6i@6 & ,rrcFndcnr
vdiable. Exposule n@r rhe choices oa $atching dd trsrcnins of ugricuhu\-
progltm. R dio and ry ft lhe qi.r or exlcndd of ieovu,on. M!5, m.dia
cn4.rs are Gl.tively moE iopon&t ar rh. tno{t.dge ,a8e. wheeas
nbpcM.at conlacis m Ghil€tr no( imponad.r $e E-uuairi tAd.lj,rt\
know€! e moe .ducalcd. hlve highty s@iat sl.rls. aE noG op.n ro borh noss
D.di. md inrcrpce@t .h$i.ts of comnuicrtion. aod hrving noE conteh
wilh .h.rge aacnlt *l6sion as€n6 ed f.low frmc6.
i I
J
Sll,."r.*iiOr+'ritii
I
I

J
J
ptsdicror vriiables. $,r ar.
r.lomaron ro lhe ibmi.g
," .J
Adcultuie is now the p.manenr subjd of pakinan Brcaacasnn! rorporarion
(PBC) which retay fm baed pmgrams lile -Khaith Khanh Har'.&ti... :Arhem
Khanne, Wasdhyahh Jhotka.-...Ka eela.,and -theiayTeemt Hat whagda\..
At rhis sr!8. lh.s p.o8tus .E being rFard G indcprnd.d lanaotes
'' '|'''I ..-....:
lll I Deummbry
PTv ag.ic!hur!l nrogrrnr
Pdlist& rcl.rision and pT! World pbvidB DAsnc
lnrough vaious prograns ofrhe phsnohenon ].her
losih s@na chdd.. kay sarh. Expcn di*lsion. Mirri
t

art the exrendr of.gricullunl i@ovatons. R.s@h indiatca fiar pTv.id pT!
wnd prceians hav. . cauel Etadonship.
$c cnrqion v.riabl. of impacl.
4E lcs!r!r..Ti.!!9tost
I
H.re the prcdicror variabtes influence
Ae.ss lo tfthnotogy .nd oft.r fam trchniqu€s. and intomaron - r a hasic
elcn ofdy srntcSy ro prohore food suity &d cr.djcae poveny. lh,sqitl
only happ€n ifsm. fam.rs ore huch more ctoset),iNorved !r rhc scnerarioD
dd dim8ion of lehnotog'. F,ming comhunir,.s poss.ss r{hnotosicrl
knowleee, 6s rell as rhe oap&ir, ro imovate b) rh€Dstvcs_ Adoption ol.
innovadons has b.cohe a cenrlat focus ofagricuhurat Esealc. rn rhe sv€nrids
Ret
ASr.ultw r.s€h iBfid6. Laini,g tircilnica
Exhibi'ion J o,rta iRJd;
3,8 Diftusio! otio@!.liotr aod.t for.doprion orqriculrtrr.r t.norrrions
Thb hod€t |o.xplain ldoprion of lgicutlunt imova ols p€rhrs o batanced
PE*nr.tion of researh findings $ar r.pr€e.ls $hd ae. n. rssd.._ h,sL naldr
sels of expla.arory !{iables: trostedlc le\.t. adule E!cr. .nd b.tu\io,al

ft snoukl be nokd $a! ktuwtcds. lcEt vdiabl.s as,ated wnh .xposue to
nedia ed inreQ.rsonal com&unicarion Characrerisrics ot lihere include a!c.
iocon.. tud cdsarion. As.. a conmont) 6ed nricFndgnr \aridL nr rjcJr(tr
on adoption of ituovariols {Rogd, 1983), hs b.cn used !o try io cxpt.in
famas b€h.vior, bur wnh dubious succ€ss, Resedch rcautc shos a vaied
Elarionship berw.en age .nd imovarions, adoption tev.t. Sode studies havc
fourd rhar oldcr fahers aG hore lik.ly ro be adopre4 ot no-rillagc lechniques
(Hoovd dd Wiir.ta. t98O: Lstey.nd Nole. l98l). bur othd judies find m
Elatiotuhip b.rw.cn age dd us of asicutrulat innolarons (cartson_ .l at.,
l98l). Srilt orh.rsrudiessho{ rnd}oun8.. fhrrs tu. nroru t,(et) ro .pr D.$
pncricas, NoMk.rd Kosbins ( t 98j) d8ue rhal youeer rirm€r are nore tik.ty
ro adopr Edued ([.ge hhnologics. while oldcr fahe6 arc mor.,rr.t) ro rdopl
strucruralpracrice and othcr cuhuEt pEcrices such as lrass qare$als and sr p
@ppiat. This ag.-scl.div. adopdon nay accour for the tact ofa Etaionship in
other s$dies. Allhoueb .dirudes ae r.ared scpararet) h.re. th.t s rctaled ro
indilidual levet vaiables. One musr dmember rhar an arnudc r defined onh ar
'I pr.disposnion io aca ed des not atss!,s rcpBenr onc,s b

aiE.ts hav€ a mool obliS.tion ro produce food is posniv.ly dsoci.tcd wilb rhc
eof ,* ptulh.s (EFii ad En in, t982;No\z[,I982c).
Fanes have nixcd arhud$ row4d the u* of hyhnd seeds, r.cnilizeB
peticid.vinsclicides. On the o,e lEnd. fm€6.rcspons. rs in .)e,.and on dc
olh.r thenresponse h falling under fi. choices oa a/il is.xpensrve b/ I hale no
non.t c? it i3 nol €sity avaitabl. and {, rhc imova ons e nor.,tacri\r.
A\ar.n.$ v4i.btes relaed ro the dopion ol.agriculrurat imokrions pr.qic.s
includ.: hybrid *.dyf€nilizervpesicid6 sd asriculruat rchnoloSies. Mosr
siudi.s ihdicatc lhc l&ge, rhe fm si& ad rhc nore incomc F@rced by thc
f@ .nbrpns., rne sE6t r rbe use ot conse aion pmrrc.s Early nudies in
adoption nave shou a posnile r.larionship beNcn a,brD.r s ue ot ned,a and
'ftrp.aonat conkcl and use of inno\alions.
wh.t s.ens ihponan is rhar aq!6es' i.teEst. needs of tanne.s. is a
pRcquisite ro adoption .tfons. ln orher wods. knortedg. or a piobten is a
l@sart bur nor suf!€icn condirion for the adop on of hnoe.ions pralices
The dcmand. sid. enphasiz.s adoptton ofan jnnovation rs an ouko$. or in
individul leeing or @omunic.rions p@s dd€mined prindil' b fmea,
3.9 lod.pdd.nrv.ri!bt6.nd proporidons
Dioer.nr research.s propose a variert ofe\ptanaron facros
@ an
'movation TIE ke, conceouatiario.s can tc
coupsr (t) ihiovaroG (2J carty adoprcis (j)earty

These llve ostrucr goups. s welt 6 tn fa(ors $al thcoErically ,ppear in .,ch
8rcup, arc cxPtaincd b€tow
ImovrtoE: Th6 is @nsid.abt. ,lprorr in lh. titeEtuc tor hr connerjon
between an individuatt perc.plion ofan imovaror and his or her acceprance otil
(Acarual- 2000: Maclie.l988). Thc fi6l conshcr gbut in rfiis ft\cmh.
imovators' p€lc.ptioos o f i nnovation anribules, incl udes al | ftree ar ri bules.
Elchis.xm'n.dforiBinp€rupohrh.!\eot.lncuhuEt
3. l 0 Potential Adopters
inno!ar,ons.
llina.ron'2-s.rly doDt.dtj*arly hrjori., 4-t.re majorir, rhggcrdr
' Opinion lad.6 lRog.q t995 (opinion t.!d.r +)
! Cha|3c agens Rog.re. t995(chang.ag. +)
'ccrrm.6 (ccf!me6 norn.F bj lds
. Nunb.rdsE(posir vety influ.nces lor ujinsnew bh)
I
;"1*'fi;'i:il"T'Jffn',*ltl.]i:*.:' -*'. "*""-",
!:},"i'fi ;'iffi;1'Jf:.:1.ilt'Jtr"tiiililt'*"'. -' *"",.,"'',
,ilr#;:lT;i:Till "'.t:::md o' mess.\ \ \isf rrc'1''r f 'J'cd
;:i:il1i*:i;fif""""lii;berdai of me$aBcs 6 si gtr, nc.n,'.r,.hcd
Innov oh: Venruresonen*s is atmosr an obsessio. .. rnreresr in ne$ idccs
lcads rh.m our of t@at cict. oap€er n r$orks and inro a EoR c.snoB\hre vrcirl

El ioBhiF _.. oia,.eived d d.viet
fom la.l sial sysr.m and
&@ded dubious sratls oftowcEdibitiry by ovcrage m.mbes of th. sFrem.
E.rly ldoprcB: Moe inr.gnted inro
ner p.c6 ... d€crc*s noccnainly abour a n€s
lftal sdidl s)ieor ... csprst J b) his or
'd.a
bt., adoptin8 n
E.rly n.jorit!: S.ldom hotd posirionsofopinion teadesh,p r a syreo... n!\
d.lib.d. lor en. rine b.fo,€ adopring ... ,,Bc no( rhe fid by which rhe ne{. n
tried / Nor $e last lo tay lhc otd side.,,
L.L D.jo y: adopts duc ro ftoNnic .(€sir, and rh. Esull or incEsing
Fer pGs@ .,. host u4ir.inry nul be Fnov.d p,ior lo aoopnon.
opinion l.adcrship.. rh. mosl tocalik i. rh.iroutl@k of
susprcrou o' chege agcnrs and innovarion.
Edly adopre$ g.ncrally ar. froE highly educared. have h,sner
noE op.n.o boih m6s m.dja &d inr.rp€mnot .hM.ts or cohnunrcalon. and
have moR contact *ith chaee as€nB. M6s nediachanheb tre Rlarirety more
mporont rh. knowtedg. sage. whcred inrQeenat channeh arc etatirct)
morc rhPondr at rhc Frsusion sro8c.
Innovation d(isions m6y b. oprionat, where fie farmets has a reatopro unil) t,,
adopl or Ejed th. idea colt€criE, *tcF a d(ision is r.eherr b, consnsus
among thc lilming conmuniry. or odhorily_bascd. Nh.r. ! lecjsion ts ilrpos.d
by dnorher p.'$n or o'ean,alon rhor pos6\e, Rquhr. poq(r. \uJu! ir

Opinio. ldd.r: An opt ia, /.dgr is tu iMividut who r.ads in influencing rhe
dejsions of rh.ir p.es in rhen $ciat syslem (Khhore. 200oTh.r. manr srudies
on .gicultual i&ov ions i. lh. ftcdu.e rhar hare ,ru*d on opinion
rcddeship,In this study. rh. innvncc ot n opinian lead./ onu|cdecision ro,n
aghcuh@l innoEtions is .l$ osi{iei.d sienirctuL
Cbmg. rg.rat RogeE (1995) 4sens thar cr4,as oge,. succ.ss h surinS the
adolion of imvaioN h posirively rlat d ro rhc clot or rh c .hdne, aF.t s
cfons in conracting individuats. The agenl is rsponsbte fof such tdsks a\
$*$in8 ed d.\etop,nS rhe need ror !he8.. rrgdlnl ,nrcn6 ru Lhan!1. Jn,t
lBnslatins rhc inreds inro d.cisions b adopr This Esearch exahines lhcrher.
when pesenr, a .r?,a? ,ged is o f&ror rhat oitlcts rirm.rs. 6z of b.uer
s..dyfenili2.ryp.$icid6 and asnculrurc &chnoto!ies
Co-rt.Der: Co,f@e6 are indilidut anons rhc commun{) or l..mrcA \ho
h.lp 0$6 in rctlins rhen rn praaic. dd bd.nr or rh€ iniovarion co-fam.r
u a key pe@n rn rhe aea where rhe study is beinSconduded
Nrhb.rdr: A nubcrdlr is e influ. ial nemb.r *ho lakes d.cisions and
navhg a good repni.ation on lhe !i|age/rown and tooz!. ThB nunrNrdft r\ truarcd
4 e rndep.ndcnl vdiabl. oo which fme6 d.p..d tor e.nin8 mBqg?r
Egad'ns cops culdlation nelhods dd other pracrices ofnnjovarons.

MODEL
FGer.4 sdc: HrFri6id n*r by& e:fu
3.12 Tieo..ric.l Strrcn.nr
TS I i Famc6 qe €xpo*d ro $. nes.86.
TS2: Thcy rE a% of thc .xircna of rhc imovarion ,nd san sm.
ud.6ra.dine ofhow n fundion.
TSI: Famqs fomaposirive neSati!.3r ude lowards rhe innolarions.
TS4: The fm.6 engqc in acdviries, which tead lo , choic. of acc.prdce or
TS5: A famc6 eek einforc.nflr fo, rhc innov{ion daision, ne has made. bur
he m.y rev€E his pevioc dmbion if exposed rc conflicrins ncseses
aboul rhe imoEtioo.
!rEL.id ^.eee. ori'!'rurhnil;ei;il;
I
I

T36: Th. l.t1r6 i @r wirh opilio! tad6.
TS7: Th. yield incr.b6 ttough 1he adoption of dodeh i.chnotogy.
Hl: G@t r tn. dpore to ,t INg6 of lericul@t idovltioc, lne
g&atcr th. knowledS., lhitu(l€ an.l, pra.licc lcv.l
's
Hl FallM int Eom-red $reuC! inrcrpeson.l co@icalion @ lit ty lo
Havc a hignd agrialtuFl imovatioB'adoprion eorc rhm $os. who 6r. .ot.
Hl: Thc higher is ih. expos@ ro asjcutrE lehrologiqt i|mvadol1 rhc
hi$erwill b. rhe rel€vdl indei of ue.
I rb On rn. dE6ge borh. ro ndro md fv f.tms .\D6.d . !d..
H, No. dey rSnrfrdrtydrffs.nc..
?. Ho: Inc f.rn c. sFnd dtu on lij.ning Edjo md wrchjng TV in a wk wnh
Hi No, thcy ligni6@lty dideor or rhe av.6se.
L flo: Or lh. .vcGg. rhcy ratrc s4 jnrnd in borh Rdio {d TV aericutrue
}l: Nq dE inrGl in bod 6, sisnificady diit mi
4. H. TheF R rc drftod*j Ltdng rnr*j of Tva igrtrutMt pbg'm
H,:.^o. hE E a 3isni66r dtfdme .lMs Lh. FrfotllMi of d,fi*nr
rrv aSncurM p.o8tu
t. go Thd. is no di{orde in rh. freq!.ncy of tkr.nin8 ladio agricuhml
l.: Nq IEE i! a siSnifitui difr@e
6. H. At avengc, rhr. ( nodifa.EM in Gp.ndents$risiadion wnh amujr
H.: No, lhd n . srglifi.d difa.mc..
7. Ho Ar rhc .vsgc rtr., coDrld.xr.djon agots, numbdd&, md co-f.llow
H.: No, lhc4 h r si8rin.&r di'I.6ce.
3 H. lh.c s no dtf.,fl( In rh. &.qu6.y of tdcnins ud erch,.B
P6(ic'd64tudc,d6 Adlmffir
fl,: No, ln* is a sjgninhr diffcmcc.

9.
12.
tb Tn.c is norgnjficrd drfi.En.. ii.n.nnon
4 No. rh.( iri risniii..,rdifi.Hc.
*"":;#ff *.* riik.d sirh.xktr,ion ,!.frs ,or rio\iDs r.d icrl
H, Thcr. is no sigitficrnr tink
Ho lh.re is no high in.i.!*.rhr.
H. Th.E is si8nifi..nr inces. in yi.td .rkr.
H0 ChlnS.aS.nr hisht) monvaB tlm.ts rosJds adopnn-r rsro .ro!sr,onj
dr I h.r tra,isniflrnr mr.ofmorr Ni
lr Ho f.D.usrrirf(nonlidgo\.mn.{,nc.nht.!.E,nd.Fndenr
F. N6, rhq rrcnor iid.p.nd.nr
i1 Ho jhs chmg. in rEd,Lon.,.pp@ch rnd Ed,o. Tv 6 i,,u.p.no.nl
q No,6., e nor ,id.pcn&nr.
I5. th ftft ir md'f.ric. m intomlrioi gtr.n b) \rou: euM!.
Hr No. ih{rc E! !i3triltcrd d,tf.rncc.
| 6. tl.. Thft is no dirl:Em. ii itrfotuid gv.n
Hr: N6,lh.E isa sienificrnr datr.knc..;ons by tsrc6 rEmmS plornms
3.15 Ch.Dt rsono.ry
This ch.pr.r d.*rib.s $c rhcoEricat underpinninss of rn,s Eseuch iud\
Cl4iryinS difftsion p@$ of innorition dd tnen considerin8 the \ idcr 1..a of
agncult@ deriv.d rh. Es.eh f.@so,k. Th. purpo* ws ro .3rabtrsh rhe
facto6 rh.t rill b. cxoitr d in rhi, srldy. As orh.r DOI iudr.s har. dotrc. rhi\
sfudy dilia r.s@h i. dill$ion of iuovariom s i|3 foundalron b€cau* of ns
M.L ue iB feu o. ncsg6 u* comnunic6tioi in broader *ns)_ and irs
choice of faclos rbsr hale b.cn srudi.d.nd .nhanc.d by oth.R. Thb studr- witl
dnder diflBion of imoladon c$dh moe clc!&t lo lhe aedcutrudl
innovatioB. Ir willexahin.$c reteran..ofrhe mod.h pbposed rn lhr chapter
ad tbe cor$ponding Foposirions in order |o puiJe a rcsBl
rcearch question. ll {ilt aho cxahinc lhe r!,cbn (kno$redse. atrrude and
behaviotpoposed in rhenodetsare b.inSehpha3izdd by l.armcrs ar (netr ra.m.

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