UNIT IV.

COMMUNICATION IN The reaction of the clientele to what the

extension worker says is the
EXTENSION feedback/response. In the transfer of
information, it is necessary that there
What is COMMUNICATION? should be some level of past experience
Etymology: and some level of shared meanings
“Communis” – to make common or between the sender and receiver.
establish commonness between two or
more people; Attributes of Communication as a process
“Communico” – to share

Communication
• Dynamic

- A process by which two

- Communication has an ever-
changing character
people exchange ideas,
facts, feelings or impression so - It fluctuates constantly, is
that each gains a common never fixed, and has no clear
understanding of the beginnings and endings.
meaning and intent of the
message. • Systemic
- Communication should be
- A process by which an idea is recognized as a system that consist
transferred from a source to a of a group of elements which
receiver with a purpose of interacts each other and the
changing his behavior. system as a whole.

Communication as interaction • Interaction through symbols

Interaction – the process of reciprocal role - Symbols should arouse in

taking, the mutual performance of one’s self what it arouses in
emphatic behaviors. another.

-
Empathy – the ability to project ourselves
into other people’s personality. The language/symbol we
select and the way in which
Concept of Communication we organize them affect how
others interpret our messages.
Communication can be conceptualized
in terms of the S-M-C-R Model. • Meaning is personally constructed

It is the process by which a SOURCE sends - No two people construct the

a MESSAGE to a RECEIVER by means of a same meaning even if they
CHANNEL to produce a RESPONSE in hear or see the same thing.
accordance with the intention of the Interpretation is bounded by
source. our experiences, thoughts,
Basic Communication process feelings, needs, expectations,
self-concept, knowledge,
When an extension worker etc.
communicates/talks to his clientele, he is
the sender, what he says, is the message, - Each of us is unique so we
the spoken word is the channel, and the interpret in unique ways.
clientele being talked to is the receiver.
• Field of Experience
 The sum total of an individual’s o Character – when a source is
experiences which influences his/her perceived as honest, trustworthy,
ability to communicate. friendly, reliable, warm, etc. his or
Communication can take place between her credibility is based on the
people only to the extent that they share character dimension.
a common field of experience or similar o Competence – when a source is
experience. perceived as well-trained,
competent, intelligent,
BASIC ELEMENTS OF COMMUNICATION experienced, witty, bright, etc.

▪ SOURCE o Composure – when a source is

-
perceived in terms of self-
An extension worker should confidence poise, dignity, level-
have credibility, as this headedness, etc. his or her
determines the acceptance credibility is based on the
or rejection of idea by the composure dimension.
person/group with whom he Dynamism – when a receiver rates a
communicates; adequate source in terms of being bold, aggressive,
knowledge of his guidance, extrovert, etc.
his message and the effective
channels to use; genuine ▪ MESSAGE
interest in the welfare of his
audience and awareness of - The message should contain
time limit. the purpose or the specific
outcome desired from the
Characteristic of the SOURCE: message whether it be
change in behavior,
a. HOMOPHILY knowledge, skills and attitude
on the part of the learner.
- It refers to the degree to
which a receiver perceives - The treatment of the message
the source as similar to him or refers to the manner the
her in certain attributes such message is presented in
as age, sex, language, understandable, logically
values, etc. organized, interesting and in
conformity with acceptable
b. CREDIBILITY standards.

- It refers to a receiver’s - A set of symbols arranged

perception of the deliberately in certain ways in
believability of the source in a order to communicate
particular situation. information or meaning.

- It is high or low according to Message Factors:

the degree to which a source
is considered by the receiver o Code – symbols used in
as believable in a given communicating; both sender
situation based on four and receiver should understand
dimensions. in order to communicate.
o Content – the idea or substance
Dimension of Credibility: selected to express the purpose
 -
of the source for
communicating. Refers to the various methods
o Treatment – the manner by available to any
which the materials are communicator to reach his
arranged in order to be audience with the message.
meaningful to the receiver. They may be classified as
visual, spoken or written or a
Categories of Non-verbal combination of two or three
Communication: channels. The techniques in
using these methods
o Physical – the personal type of determine the success or
communication. It includes failure of the communication
facial expression, tone of voice, process.
sense of touch, sense of smell
and body motions. Dimension of channels:
o Aesthetic – the type of ▪ Mode of encoding or decoding so
communication that takes place that a message can be seen,
through creative expression: heard, touched or felt, smelled and
playing instrumental music, tasted.
dancing, painting and ▪ Message vehicles in the form of
sculpturing.
o Signs – the mechanical type of - Interpersonal channels
communication, which includes
the use of signal flags, the 21-gun - Mediated channels
salute, horn and sirens.
o Symbolic – the type of
- Mass media channels
communication that makes use
of religious, status, or ego-
- Folk media channels
building symbols. Interpersonal channel:
o “Gatekeeper” – someone who
Message meaning and understanding: controls the flow of information,
decides what information to
o Meanings are in people. transmit and to whom he will
Meanings are never fixed. As transmit it, evaluates the content
experience changes, meaning to determine its relevance and
change value to the potential receivers,
o No two people can have exactly and has the power to delete,
the same meanings to the extent alter the flow, add, subtract or
that they have the same distort the message.
experiences. o “Opinion-leader” – a person who
o Denotative or referential is approached by others for
meaning – the relationship advice on certain matters, and
between a word-sign and an perceived as credible,
object or sign-object influential, authoritative in the
relationship. community.
o Connotative meaning –
associated with personal ▪ 4. RECEIVER
experience.

▪ 3. CHANNELS
- The audience in extension
education is composed of
farmers, homemakers and
youth. As receivers of the
 message whose behaviors BARRIERS TO EFFECTIVE COMMUNICATION
the extension workers expect
to change, differ in − Perception – “people see things
intelligence, beliefs, differently”
experience and social − Language – “jargon”
standing in many other ways. − Semantics – “watch that word
These individual differences in meanings”
people may result in different − Inflections – “the emphasis is where?”
interpretations of message in − Personal interest – “I, me, myself”
kind. − Emotions – “watch out for the red flag”
− Attention – “physically present,
Receiver Characteristics: mentally absent”
o Psychological orientation – − Wordiness – “what is it that you want to
psychological factors that are say?”
salient to a receiver’s − Inference – “I thought you said … “
persuasibility
UNIT 5 COMMUNICATION
- Selective exposure
MODELS
- Selective perception
A communication model serves as a
- Selective remembering visual depiction of the communication

-
process, conveying ideas, thoughts, or
Selective acceptance concepts through diagrams and other
means. These systematic
▪ 5. FEEDBACK representations aid in comprehending

- Information that is sent or fed

how communication takes place.

back by the receiver These models of communication

intentionally or unintentionally facilitate the identification of potential
to the source. barriers to effective communication,
- This is an important element of
elucidate the roles played by various
elements involved, and underscore the
effective communication significance of feedback in achieving
which makes it a two-way successful communication.
process.

- It serves as corrective
Through
communication
the application
models,
of
both
function by preventing
individuals and organizations can
communication breakdown.
refine their communication skills and
elevate the overall quality of their
Types of Responses:
interactions.
o Cognitive Effect – knowledge,
awareness, thought and skills
All types of communication,
o Neutralization – shifting of an
especially oral communication are
existing attitude to the neutral
essential for how we interact with
zone
others, and there are different ways to
o Boomerang Effect – a shift
understand how it works. In this
opposite to that direction that is
section, we will explore eight types of
intended.
communication models. These models
o Conservation – maintenance of
help us see how communication
existing attitude.
happens and what factors influence it.
 In this scenario, the marketing
From simple to more complex models, executive takes on the role of the
we’ll learn how communication works “sender” in the communication
in different situations process. They actively lead the
communication and craft the
presentation’s content, sharing
information about the product’s
ARISTOTLE MODEL features and benefits.

ARISTOTLE MODEL OF To achieve an impactful presentation,

COMMUNICATION the marketing executive must carefully
choose their words, understand the
The Aristotle model of communication clients’ needs, and tailor the content to
is a persuasive approach to address their specific concerns.
communication, attributed to the Maintaining eye contact, using an
ancient Greek philosopher Aristotle. In engaging tone, and delivering the
this model, the focus lies on the information confidently are vital to
speaker’s ability to influence the creating a favorable impression on the
audience and elicit a specific response clients.
to their message.
The Aristotelian model underscores the
Aristotle’s model of communication is speaker’s role in persuading the
perhaps the oldest communication audience to respond as intended. This
model most people are familiar with. communication model finds
Dating back to 300 BC, the model application in various professional
examines how people present scenarios, such as sales, marketing,
messages in a persuasive, impactful negotiations, and public speaking,
manner. Aristotle said in order to where effective communication is key
communicate effectively, we need to to achieving specific objectives.
consider these 5 elements within any ARISTOTLE MODEL OF
communication event: COMMUNICATION

➢ The Speaker: The person 2. BERLO’s MODEL

delivering the message
➢ The Speech: The information and The Aristotelian model of
how it’s portrayed communication places the speaker at
➢ The Occasion: The context its core, emphasizing their role as the
surrounding the communication primary driver of communication.
➢ The Target audience: Who will be In contrast, Berlo’s model considers the
receiving the message emotional dimension of the message.
➢ The Effect: The goal of the Operating on the SMCR model, Berlo’s
communication approach takes into account the
Source, Message, Channel, and
To understand this communication Receiver to comprehend
model in a professional context, let’s communication dynamics more
consider a marketing executive giving comprehensively.
a presentation about a new product to
potential clients. The executive’s goal is Example of Berlo’s Model
to convince the clients to buy the In a professional context, consider a
product and become loyal customers. scenario where a project manager
communicates with their team
members to discuss the objectives and
scope of a new project. Focuses on the individual
characteristics of communication and
➢ Source: The project manager acts stresses the role of the relationship
as the source or sender of the between the source and the receiver
message, aiming to convey specific as an important variable in the
information to their team. communication process.
Berlo’s model represents a
➢ Encoding: The project manager communication process that occurs as
encodes the information by a SOURCE drafts messages based on
converting their thoughts and ideas one’s communication skills, attitude,
into a message, which can take the etc. These MESSAGES are transmitted
form of oral communication, written along CHANNELS, which include the
documents, or visual presentations. senses. A RECEIVER interprets messages
based on communication skills,
➢ Message: The message itself knowledge, etc. The limitations of the
contains all the relevant details, model are its lacks of feedback.
goals, and instructions related to the
project. Source: The source is situated where
the message originates.
➢ Channel: The project manager Communication skills – It is the skill of
selects the appropriate the individual to communicate. For
communication channel to transmit example, the ability to read, write,
the message, such as face-to-face speak, listen etc.
meetings, emails. Attitudes – This includes attitudes
towards the audience, subject and
➢ Decoding: The team members towards oneself. For example, for the
receive the message and decode it student, the attitude is to learn more
by interpreting the information and for teachers, it is to help teach.
conveyed by the project manager.
Knowledge– Communicating also
➢ Receiver: The team members are means that the person needs to be
the receivers of the message, knowledgeable about the subject or
tasked with understanding the topic.
project’s requirements, timelines, Note: It refers, not to the general
and deliverables. knowledge, but to the knowledge of
the subject that the person is
➢ Feedback: After receiving the communicating and their familiarity
message, the team members with it.
provide feedback to the project Social system – The social system
manager, seeking clarification, includes the various aspects of society
expressing concerns, or confirming like values, beliefs, culture, religion and
their comprehension of the a general understanding of society. It is
project’s scope. where the communication takes
place.
➢ Noise: Noise refers to any obstacles
or interference that may impede Culture: Culture of a particular society
effective communication, such as also comes under the social system.
distractions during meetings, According to this model, people can
language barriers, or technical communicate only if the above
glitches during virtual requirements are met in the proper or
communication. adequate proportion.
Encoder: The sender of the message, something is burning. People can
from where the message originates, is deduct which food is being cooked by
referred to as the encoder. So the its smell etc.
source encodes the message here.
Message Tasting: The tongue is a muscular organ
Content – The body of a message, from used in the act of eat and taste food.
the beginning to the end, comprises its For example, while a food is being
content. For example, whatever the shared, the communication can
class teacher teaches in the class, from happen regarding its taste.
beginning to end, is the content of the
message. Decoder: The person who receives the
Elements – It includes various things like message and decodes it is referred to
language, gestures, body language, a decoder.
etc. They constitute all the elements of
a particular message. Any content is Receiver: The receiver needs to think all
accompanied by some elements. the contents and elements of the
source, so as to
Treatment – It refers to the packing of communicate/responds to sender
the message and the way in which the effectively.;
message is conveyed or the way in
which it is passed on or delivered. Berlo’s model puts emphasis on the
Structure– The structure of the message importance of clear encoding and
refers to how it is arranged; the way decoding to ensure accurate message
people structure the message into transmission. It highlights the
various parts. significance of feedback, allowing the
Code– The code of the message refers project manager to assess whether the
to the means through which it is sent team members have grasped the
and in what form. It could be. project’s objectives and address any
Channel– It refers to the five sense potential misunderstandings.
organs. The following are the five
senses: 3. LASWELL’s MODEL
Hearing Theories of mass communication have
Seeing always focused on the “cause and
Touching effects” notion, i.e. the effects of the
Smelling media and the process leading to
Tasting those effects, on the audience’s mind.
Communication occurs through one or Harold Lasswell have sufficiently
more of these channels. expressed this idea. Laswell’s essential
question is timeless (1949): “Who says
Seeing: Visual channels, for example, what in what channel to whom with
watching television so the message is what effects?”
conveyed through the scene/film.
Example of Laswell’s Model
Touching: The sense of touch can be
used as a channel to communicate. An Instagram campaign:
For example, we touch, buy food, Who: A vodka company
hugging our loved ones, etc. Said what: Showed that vodka can
help you have fun and meet good
Smelling: Smell also can be a channel looking women
to communicate. For example, In which channel: On Instagram
perfumes, food, fragrances etc. To whom: A targeted group of men
Charred smell communicates aged 21 – 30
With what effect: Increased month-on- The participants swap between the
month sales roles of source/encoder and
receiver/decoder.
4. SHANNON and WEAVER’s MODEL
Wilbur Schramm stated: “In fact, it is
This model is often referred to as an misleading to think of the
“information model” of communication process as starting
communication. A drawback is that somewhere. It is really endless.
the model looks at communication as Example of Osgood and Scrhamm’s
a one-way process. That is remedied Model
by the addition of feedback loop. You take turns updating each other on
NOISE indicates those factors that your weekend, what you have
disturb or otherwise influence planned for the summer, and how
messages as they are being members of your respective families
transmitted. are doing. When you hang up, you
promise to chat again soon.
Example of Shannon-Weaver Model
An example of the Shannon-Weaver 6. WESTLY AND MCLEAN MODEL
model is a telephone call. Here, a The Westley and MacLean model of
person who makes the call is the sender communication, also known as the
and uses a telephone as the encoder Conceptual Model of Communication,
to turn the message into a form which is a circular approach that highlights
can be relayed through wires. the dynamic and evolving nature of
communication. It comprises five
INTERACTIVE MODELS OF components: source (sender),
COMMUNICATION encoder, message, decoder, and
receiver. This model views
In interactive models, feedback and communication as an ongoing process
responses are considered, as well as with constant feedback and
what a leader or individual says during adaptation.
their initial message. Interactive models In a professional scenario, the Westley
of communication are used most and MacLean model can be
commonly in a business environment exemplified as follows:
for collaborative work, team
discussions and two-way conversations Consider a marketing team
with clients. Let’s take a closer look at collaborating on a product launch. The
the core models of interactive team leader (source) encodes the
communication. product’s key features and benefits
into a marketing message. The
5. OSGOOD and SCHRAMM’s MODEL message is then conveyed to the team
The Osgood-Schramm model of members (receivers) through a
communication is a dynamic and presentation or written document.
interactive approach that emphasizes
feedback and context in the
communication process. In the As the team members decode the
professional context, it involves a message, they may provide feedback
sender (e.g., a manager) delivering a or suggestions for improvement. The
message (e.g., about a new project) to team leader takes this feedback into
receivers (e.g., the team). account and adapts the marketing
message accordingly. The updated
Emphasizes the circular nature of message is then shared with the team
communication again for further review and discussion.
This iterative process of encoding, Throughout the meeting, there is a
decoding, and receiving feedback continuous exchange of messages
continues until the team reaches a between the project manager and the
consensus on the final marketing team members, where both parties
message. The dynamic nature of this send and receive information
model enables ongoing refinement simultaneously.
and enhancement of the
communication process, ensuring The Barnlund’s transactional model
clarity, effectiveness, and alignment recognizes that
with the team’s SMART goals. effective communication is not one-
sided; it involves dynamic and
The Westley and MacLean model interactive exchanges. It underscores
emphasizes the circular and ongoing the significance of active listening,
nature of communication, where feedback, and shared understanding
feedback and adaptation play vital in the professional world, leading to
roles in ensuring effective improved decision-making, teamwork,
communication in the professional and successful outcomes.
context.
8. DANCE’s HELICAL MODEL
7. BURLUND’s TRANSACTIONAL MODEL Dance’s Helical model of
Barnlund’s model of transactional communication represents
communication explores immediate- communication as a spiraling and
feedback (real-time) communication dynamic process, acknowledging the
between people. The multi-layered continuous evolution of interactions
approach suggests various aspects are over time.
crucial to determining how effective a
conversation is. For instance, cues, In a professional scenario, this model
such as private cues (a person’s can be illustrated by team meetings
background), public cues throughout a long-term project.
(environmental context) and so on can Initially, team members gather to
influence how we speak. discuss project objectives, tasks, and
timelines (Phase 1). As they progress,
In a professional setting, we can each subsequent meeting builds upon
illustrate Barnlund’s transactional prior discussions, deepening their
model with a business meeting. In this understanding and refining strategies
scenario, a project manager (sender) (Phase 2).
presents a new proposal to team
members (receivers). As the project During Phase 3, the team implements
manager conveys the proposal, the strategies and carries out project tasks
team members attentively listen and based on the insights from earlier
offer feedback and queries in real- meetings. Challenges and new
time. perspectives emerge, prompting them
to revisit communication and adapt
In response to the team members’ their approach (Phase 4).
input, the project manager may clarify
points and adjust the proposal In Phase 5, the team reflects on
accordingly. The team members, in progress and outcomes, drawing from
turn, respond to the revised proposal, past interactions to evaluate success
engaging in further discussions, seeking and identify areas for improvement.
additional information, or expressing This reflection informs adjustments in
their opinions. communication strategies, influencing
 future meetings, and enhancing
collaboration. Community Organizing
− It is a development strategy for
Over time, the communication process building people’s capabilities
forms a helix-like cycle where each towards self-determinants and self-
meeting informs the next, resulting in reliance. It is a method and process
continuous learning and shared of educating, organizing and
knowledge among team members. mobilizing people which leads to
their own development.
The Helical model highlights
communication’s non-linear nature Task and Function of community
and emphasizes continuous learning, organizer
adaptation, and building on shared
knowledge for effective teamwork and • As a facilitator
successful project outcomes in Enhance individual and group
professional settings. strengths and minimizes weaknesses
and conflicts. Heightens group unity
UNIT 6. COMMUNITY and assist individuals and groups to
respond to common interest.
ORGANIZING AND
APPROACHES TO RURAL
CHANGE • As a Trainer
Assess training needs, plans &
Community Organizing conduct educational program to
enhance capabilities, assist leaders in
Community training others and engages in praxis
− Defined as an organization of through continuous dialogue with
families and individuals, settled in a people.
fairly compact and contiguous
geographical area, with significant • As an Advocate
element of common life as shown Analyzes and articulate critical
by: issues, assist others to reflect upon other
Manners – a way of doing issues, evokes and provokes
something meaningful discussions and actions.
Customs – the social convention
carried on by tradition • As a Researcher
Tradition – handing down orally of Conduct social analysis,
customs, belief and others from engages in participatory technology
generation to generation. development, simplifies and enriches
research concepts and skills.
− Also refers to people and the
pattern of social relationship, • As a Planner
among them which maybe Conduct Analysis of area
characterized by: resources and potentials, assists local
Values – Values are individual groups in planning for their common
beliefs that motivate people to act good and systematizes group action.
one way or another. They serve as
a guide for human behavior. • As a Catalyst
Norms – rule or standard of Initiate debates and actions
behaviour shared by members of a regarding critical problems and
social group. monitors & nurtures growth of
individuals and groups.
 ✓ Measure of Success: Increase in
COMMUNITY ORGANIZATION yield and the total production of
− It is the process of bringing about the crops being emphasized
and maintaining adjustment
between social welfare needs and PROJECT Approach (PA)
resources in a geographical area or
special field of service ✓ General Nature: Fixed period of
(Dunham,1958) time, large funding
✓ Basic Assumption: Better results
− It is a process by which a community can be achieved in particular
identifies its needs and objectives, location during a specified time
develops the confidence and will to period with large infusion of outside
work at these needs and objectives, resources, etc.
takes action in respect to them and ✓ Purpose: To demonstrate, within
in so doing, extends and develops project area, what can be
cooperative and collaborative accomplished on a short period of
attitudes and practices in the time.
community (Ross, 1955 and 1976). ✓ Measure of Success: Increase in
yield and the total production of
the crops being emphasized
EXTENSION APPROACHES TO RURAL Farming System Development Approach
CHANGE (FSDA)

General Agricultural Extension Approach ✓ General Nature: Interdisciplinary

(GAE) Approach
✓ General Nature: Transfer of ✓ Basic Assumption: Technology
Technology (TOT) which fits the needs of farmers
✓ Basic Assumption: Technology and particularly the small farmers, is not
information are available but are available and needs to be
not being used by farmers. If these generated locally.
could be communicated to ✓ Purpose: To provide extension
farmers, farm practices would be persons and through their farm
improved. people, with research results
✓ Purpose: To help farmers increase tailored to meet the needs and
their production interest of farming system.
✓ Measure of Success: Increase in ✓ Measure of Success: Extent to
national production of the which farm people adopt
commodities being emphasized in technologies developed and
national program continue using.

Commodity Specialized Approach (CSA) TRAINING and Visit Approach (t&v)

✓ General Nature: Highly specialized ✓ General Nature: Highly disciplined

and focus on one export crop or and patterned with fix schedules for
aspect of farming training and visit to farmers
✓ Basic Assumption: The way to ✓ Basic Assumption: Extension
increase productivity and personnel poorly trained, not up-to-
production of particular date and tend not to visit farmers.
commodity is to concentrate on ✓ Purpose: To induce farmers to
that one grouping extension. increase production of specified
✓ Purpose: Increase production of a crops.
commodity
 ✓ Measure of Success: Increase in
yield and total production of the Relative Advantage - the degree to
crops being emphasized. which a farmer recognizes an innovation
as better than the idea or practice
Cost-Sharing Approach (CSA) he/she is currently practicing.
Compatibility – the degree to which a
✓ Basic Assumption: Commitment of farmer perceives the innovation/new
learners to participate if they pay idea to be consistent with his socio-
some part of the costs. cultural values and beliefs, and with
✓ Purpose: To make funding of previously introduced ideas and felt
agricultural extension affordable needs.
and sustainable both at Complexity - the degree to which a
central/local level. farmer can understand and follow an
✓ Measure of Success: Farm innovation.
people’s willingness and ability to Trialability – the degree to which an
provide some share of the cost, innovation can be experimented or
individually or through their local duplicated on a small-scale basis.
government units. Observability - the degree to which the
results of an innovation can easily be
observed by the farmers.
Agricultural Extension Participatory DIFFUSION PROCESS
Approach Defined as the spreading of information
✓ General Nature: Puts responsibility from a source to its intended or
of determining agricultural unintended receivers or users and the
extension program in the hands of stages through which adoption passes.
farmers making them partners in A process by which an innovation is
GOs and NGOs. communicated through certain
✓ Basic Assumption: Needed is channels over time among the members
participation of farmers, research of a social system.
and related services.
✓ Purpose: To increase production of STAGES OF DIFFUSION PROCESS
farming people.
✓ Measure of Success: Continuity of AWARENESS, a stage when a person
local extension organizations and knows that an idea exists but lacks details
benefits to the community. and information about it.
INTEREST, a stage when a person seeks
THE ADOPTION PROCESS more factual information as to what it is,
how it works and what its advantages
Innovation - an idea, or practice, or are.
technology perceived as new by a EVALUATION, when an individual shows
person marked interest in the idea as it applies to
Adoption his farming operation and family.
The process by which a person is TRIAL, a stage whereby an individual has
exposed to, evaluates and weighed the advantages and risks
accept/practice or reject a involved and whether he can try it on a
particular innovation. small scale, the individual actually
It is the decision to make full use of applies the new idea on a small scale in
the technology as the best option order to determine its utility in his own
possible. situation.
ADOPTION, as the final stage of the
Characteristics of an Innovation that diffusion process which is described as
determines its adoption
full/large scale and continuous use of the Have less education and older than the
idea. early majority
Less active in associations and
Note: organizations
The farmer can also reject the innovation Skeptical about new information and
based on his/her observation and ideas
assessment. Adapt a practice only when it is majority
The 5 order may not always occur in by the community.
specified order, the trial stage may be
skipped and evaluation stage may occur LAGGARDS (traditional) 16%
throughout the whole process. Last people to adopt an innovation
Adoption may not always be the end Suspicious of the innovations, the
process but more information may be innovator and change agent
needed to confirm, reinforce or switch Very conservative
decisions. Usually the oldest, least educated and
wealthy
CATEGORIES OF ADOPTERS Not risk takers
Usually believes in superstitious and
INNOVATORS (Venturesome) 2.5% indigenous knowledge
The first people in locality to adopt an Decision to adopt depends on their past
innovation or new idea experiences.
Have larger farms, higher net worth, more
educated and informed
Highly respected and have prestige
Takes calculated risks
Experiment

EARLY ADOPTERS (respectable) 13.3%

Follow the innovators
Usually younger than average, have
higher education than those slower to
adopt
Participate actively in community
organization and programs
More informed, reads papers and
magazines

EARLY MAJORITY (deliberate) 34%

Slightly above average in age,
education and farming experience
Not elected leaders but are active in the
community
Most likely informal leaders and have
limited resources than innovators and
early adopters.
Adopts new ideas after they are
convinced of its value as seen from early
adopters.

LATE MAJORITY (skeptical) 34%

Make up a large block of farmers in the
community