Interpersonal Communication and the Diffusion of Innovations

Many studies show that the mass media do not result in important changes in human behaviour unless they are combined with interpersonal communication (Klapper, i960; Rogers, 1962,-Luthe, 1968). Some of the advantages of interpersonal communication over the mass media are that (1) it is more casual and therefore less inclined to attract only persons already sympathetic to the view expressed, (2) it is more flexible in countering resistance, (3) it provides immediate personal rewards for compliance, and punishment for non-compliance, being itself capable for expressing social pleasure and displeasure, and (4) the receiver can ask questions to the sender in order to decrease his uncertainty on the effects of the new behaviour. (See: Lazarsfeld, Berelson and Gaudet, 1948). The relative importance of these and perhaps other factors is unknown. The decision to adopt or not to adopt agricultural innovations usually involves a considerable amount of uncertainty. The situation of every farmer is somewhat different and frequently it is not known what the results of the innovation will be on his land with this year's weather. It is unknown how soon this innovation will be replaced by a better innovation. Also prediction of prices is difficult. Laboratory experiments by Sheriff and others indicate that in such a situation interpersonal communication can have considerable influence on the perception of the effects of an innovation. Social scientists will have to help extension officers to decide how they can take this influence