AGRICULTURAL INNOVATIONagricultural innovation must consider the relation-
ships among these different types of structures
(Jamieson et al. 1998). While it may no longer be as
fashionable as it once was, the adoption-diffusion
model still has much to offer in such efforts. The
model refers implicitly to structural effects of so-
cioeconomic status and communication behavior,
though these are conceptualized at an individual
level (Black and Reeve 1992). Structural analysis
has recently moved more firmly into this interdis-
ciplinary realm, particularly in economics (see
‘‘Economic Sociology’’). With the appropriate struc-
tural tools, rural sociologists could make notable
contributions to our understanding of how the
social structures of markets influence innovation.
Technological change in agriculture is still
vitally important throughout the world and, cor-
rectly applied, diffusion research can assist in its
investigation. It is important to consider the conse-
quences of technological change as well as the
determinants of adoption of innovation. It is criti-
cal to apply the model to environmental practices
and other ‘‘noncommercial’’ innovations in agri-
culture. In-depth case studies over time are need-
ed to further our understanding of how and why
individuals and agricultural social collectives adopt
technological change. Above all, the social, eco-
nomic, and political contexts of innovation must
be studied with the models and methods of mod-
ern structural analysis. All this provides a basis for
continuing to build on a wealth of research materials.
(SEE ALSO: Diffusion Theories; Rural Sociology)
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