Farmers


The front-line worker needs the additional support that
comes from national level exposure of the project's objec-
tives; but the farmers still need the direct dialogue with you
to receive precise information and a demonstration of
procedures-and to get your answers to their questions.
All the "pressure points" we have discussed can be seen as either
positive or negative forces, which will have their influence on a
farmer's attitude to adopting your recommendations. The negative
ones are the kinds of blockage which were represented by the
squiggly line in the communication model presented in the first
chapter. Some of the pressure points, like media messages, are
external factors; some, like the concern about risk-taking, are in
the head.

Only when you are familiar with the range and effects of
these pressure points can you begin to achieve a rapport
with your farmers, which will enable you to work with them
to promote change.


THE ADOPTION CURVE

This analysis of "pressure points" may help us to understand more
clearly the way in which farmers-or any group of people-accept
or reject new ideas and practices. It seems there is a common and
recurring pattern involving five stages:

1. Awareness when a person is first exposed to a new idea-by,
 maybe, reading a publicity leaflet or talking with
 a friend.

 2. Interest when he relates the idea to his own situation and
 his curiosity is aroused about its potential bene-
 fits.

 3. Evaluation when he begins to ask questions of himself, his
 neighbours or the extension worker; when he will
 be mindful of the potential risks and influenced
 by both the positive and the negative forces or
 "pressure points".

 4. Trial when he shows his willingness to experiment
 with the idea on a small scale.

 5. Adoption when he takes on the idea into his regular farm
 practice and begins to argue its merits to other
 people.


Chapter 3