Summary
Contents
Subject index
This collection of 10 original essays honors the intellectual legacy of Prof Everett M Rogers (1931–2004), a pioneering and distinguished teacher—scholar of diffusion of innovations, communication networks, and social change. Well-known colleagues and contemporaries write on topics that not only piqued Rogers' curiosity, but to which he made seminal and lasting contributions. The concluding chapter documents Rogers' life journey from his modest farm boy beginnings in Iowa, through his distinguished academic career, to his final return to the farm.
Chapter 8: Implementing Strategic Extension Campaigns: Applying Best Practices and Lessons Learned from Ev Rogers
Implementing Strategic Extension Campaigns: Applying Best Practices and Lessons Learned from Ev Rogers
For those of us who were not conducting diffusion projects in the 1960s, it is easy to underestimate the profound impact of university and government extension services on the development of the diffusion paradigm. The extension services provided ready infrastructure with local access into communities for the investigation of adoption, implementation, communication channels, time, social influence, and the all-important degree of innovativeness of adopters. Ev was foremost in working with extension colleagues to test ideas about diffusion. Trained in this emphasis, Ronny Adhikarya is an exemplar of the savvy research-infused practitioner. It is in him and research-practitioners like him that ...
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