ROLE OF COMMUNICATION IN DIFFUSION AND ADOPTION OF AGRICULTURAL INNOVATIONS

Abstract

This paper discusses the long-range communication strategy for media men in evaluating the diffusion of agricultural innovations. This study, advocates the widely recognized role of communication. It investigates the central importance of interpersonal network influences on farmers in convincing them to adopt agricultural innovation in particular. In this study the various theoretical considerations will be reviewed related to the conditions on Pakistan. The empirical work will help in understanding the knowledge, attitude and practice (KAP) formula.