New ideas and technologies spread differently across cultures. As stated in Everett Rogers’ book Diffusion of Innovation, there are four main elements that influence this process: the innovation, communication channels, time, and social system. As such, adoption of a new technology significantly depends on the dynamics of these elements.
Here in the Philippines, persuading agriculture and fisheries stakeholders to implement new production technologies is the foremost dilemma of agricultural extension workers (AEWs), especially so if these significantly alter the farmers’ current practice. Although younger, educated, risk-oriented farmers as well as community leaders are easier to sway than the older and very conservative ones. Generally, their decisions are influenced by peers and actual results that could show them the benefits.