ERIC Number: ED158929
Record Type: Non-Journal
Publication Date: 1978-Aug
Reference Count: N/A
The Role of Communication and Attitudes in Small Farm Programs. A Synthesis. SRDC Synthesis Series No. 4.
Colette, W. Arden, Comp.; Easley, Gail, Comp.
The ever-widening gap in farm productivity and income has resulted from differences in access to resources such as land and credit, limited access to information, and deliberate decisions by some farmers not to change. This last cause is the most difficult to correct. The decision not to adopt new practices is based on attitudes, values, and goals; these may need to be changed before different decisions can be reached. Adopters and non-adopters exhibit distinctly different characteristics, attitudes, value orientations, and behavior patterns. Different methods of communication are required to reach these discrete audiences. In the spread of information to disadvantaged farm populations, publications are not as effective as communication on a one to one basis. Information is best exchanged and accepted through face to face contact with county extension agents, home economics agents, nutrition aids, vocational-agricultural teachers, government representatives, and especially with family, friends, and neighbors. Attitudes such as traditionalism, conservatism, familism, and debt avoidance inhibit the adoption of new ideas. Guidelines are listed for a change agent to utilize in promoting both a positive attitude toward change and the acceptance of new ideas. (Author/DS)
Publication Type: Reference Materials - Bibliographies
Education Level: N/A
Sponsor: Rural Development Service (USDA), Washington, DC.
Authoring Institution: Southern Rural Development Center, State College, MS.