By By

Gopal .y.mGopal .y.m

PAK-8100PAK-8100

By By

Gopal .y.mGopal .y.m

PAK-8100PAK-8100

Agricultural innovations and diffusion of new technologies are important factors in developing countries where culture plays an important role'For example, in a village ‘A’ the rate of adoption of an innovation was 57 percent and only 26percent in village B. This indicates that social and culture of these two villages arequite different ‘regarding the diffusion of innovation, even though these innovations had promoted equally in both villages by

Government agency.

What is culture

Acc to ROGERS“ culture is the pattern of

learned behaviour and the product of the behaviour shared by the members of society and transmitted among them”

Meaning of tern culture

1. Habitual and systematic ways by which people make a living.

2. Social organization used by the people as agencies to achieve their purpose and wishes.

3. Attitudes beliefs and the sanctioned way of life.

Why to study culture in relation to diffusion

1. Culture can either facilitate or hinder change.

2. The spread of innovation is not a simple matter of economic advantage.

3.The difffusion may also change the social structure of culture system.

4. The social system which is part of the culture and its norms affect the diffusion process.

Social change Is the process of alteration in the

structure and function of the social system

Categories of social change

1. Immanent change: a change in social system with little or no external influence

2. Contact change: source external to the social system introduced a new idea. It may be either selective contact change or directed contact change

Levels at which social change occurs

1. Individual level.2. Social system level.

Steps in social change1. Invention. An invention is the finding or

creation of a new configuration, composition of matter, device, or process. Some inventions are based on pre-existing models or ideas.

2. Diffusion. communication of new ideas

3. Consequences. results of accept or rejection of technology

Consequences of InnovationConsequences are the changes that occur to an individual or to a social system as a result ofthe adoption or rejection of an innovation. We can classify these consequences into three categories.

1.Desirable versus undesirable consequences

2.Direct versus indirect consequences

3.Anticipated versus unanticipated consequences,

Consequences of InnovationConsequences are the changes that occur to an individual or to a social system as a result ofthe adoption or rejection of an innovation. We can classify these consequences into three categories.

1.Desirable versus undesirable consequences

2.Direct versus indirect consequences

3.Anticipated versus unanticipated consequences,

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