Culture plays an important role in the diffusion of agricultural technology innovations in developing countries. For example, adoption rates of a new innovation were 57% in one village but only 26% in another village, showing that the social and cultural differences between the villages impacted diffusion. Culture refers to learned patterns of behavior and products shared by a society that are transmitted among its members. Studying culture in relation to diffusion is important because culture can facilitate or hinder change, diffusion changes social structures, and social systems and norms affect the diffusion process.

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2. ROLE OF CULTURE IN DIFFUSION OF AGRICULTURE TECHNOLOGY By Gopal .y.m PAK-8100

3. Agricultural innovations and diffusion of new technologies are important factors in developing countries where culture plays an important role 'For example, in a village ‘A’ the rate of adoption of an innovation was 57 percent and only 26 percent in village B. This indicates that social and culture of these two villages are quite different ‘regarding the diffusion of innovation, even though these innovations had promoted equally in both villages by Government agency.

4. What is culture Acc to ROGERS “ culture is the pattern of learned behaviour and the product of the behaviour shared by the members of society and transmitted among them ”

5. Meaning of tern culture Habitual and systematic ways by which people make a living. Social organization used by the people as agencies to achieve their purpose and wishes. Attitudes beliefs and the sanctioned way of life.

6. Why to study culture in relation to diffusion Culture can either facilitate or hinder change. The spread of innovation is not a simple matter of economic advantage. 3.The difffusion may also change the social structure of culture system.

7. 4. The social system which is part of the culture and its norms affect the diffusion process.

8. Social change Is the process of alteration in the structure and function of the social system

9. Categories of social change Immanent change : a change in social system with little or no external influence Contact change : source external to the social system introduced a new idea. It may be either selective contact change or directed contact change

10. Levels at which social change occurs Individual level. Social system level.

11. Steps in social change Invention. An invention is the finding or creation of a new configuration , composition of matter , device , or process . Some inventions are based on pre-existing models or ideas . Diffusion. communication of new ideas Consequences. results of accept or rejection of technology

12. Consequences of Innovation Consequences are the changes that occur to an individual or to a social system as a result of the adoption or rejection of an innovation. We can classify these consequences into three categories. 1.Desirable versus undesirable consequences 2.Direct versus indirect consequences 3.Anticipated versus unanticipated consequences,

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