Relationship of Value Orientation and Communication with Acceptance of New Agricultural Practices in Rural Egypt

Abstract

This study was directed toward understanding of the time lag between scientific discovery and actual use of new developments in agriculture. It contributes not only to the practical implications for action programs in the promotion of rural community development and improvements in agriculture, but also to the theory of technological and social change. Four selected value and communication factors were used as independent variables. A practice adoption score was used as the dependent variable. Three control variables were introduced in the analysis of the relationship between variables. As far as the present study was concerned, endorsed value orientation of venturesomeness was a promoting value for the acceptance of new agricultural practices, while conservatism was a prohibiting value. The impact of radio farm programs was not direct but indirect as related to practice adoption. It appears that agricultural news was read since those who subscribe in farm newspaper and magazines also accept more improved farm practices. Finally, cosmopolite personal source of information seems to be the best predictor of farmers' acceptance of new agricultural practices.