韓國農村에 있어서 農事技術革新의 受容過程 = Adoption Process of Agricultural Innovations in Korean Rural Community

다국어 초록 (Multilingual Abstract)

1. Objectives of the Project:
(1) To determine how the farmers adopt agricultural innovations encouraged by the farming policy authorities and to see the correlations between their attitudes of adoption of agricultural innovations and their socio-economic conditions.
(2) To study what kinds of communication sources the farmers use in acquiring information about the agricultural innovations, and to make a comparative analysis of respective roles of mass media or personal contacts in their adoption process.
2. Methodology (Selection of the Sample Villages/Households and Interviewing)
Four C.D. Villages and as many non-C.D. villages were selected from Kyongsangbuk-do Province for the present study. From each of these eight villages forty to fifty households totaling 360 households in all were chosen by the use of random sampling method. A total of 360 householders were personally interviewed with a questionaire from August through October of 1973. Out of the original 360 respondents, only 341 respondents' answer proved to be valid for the study. Therefore 341 copies of questionaire were treated for comparison and analysis of this study.
3. Selected Characteristics of Sample Households
(1) Median age 46.6
(2) Illiteracy rate 32.3%
(3) Median size of family members 6.4
(4) Farm size 8.5tambo^*
(5) Possession of radio 94.4%
(6) Possession of TV 18.7%
(7) Subscription of a newspaper 19.7%
(8) Subscription of a magazine 17.0%
(9) Subscription of a farm magazine 13.2%
(10) Listening to radio programs on agriculture 54.0%
(11) Dwelling duration of more than 30 years in the same village 83.6%
(12) No experience of living in the town or city 19.6%
^*1 tambo is equivalent to .245 acres.
4. Data Analysis Collected
(1) Adoption of Agricultural Innovation Programs
In order to determine the attitude of adoption of agricultural innovation programs a questionaire of 12 items derived from the agricultlnal programs encouraged by the agriculture supervising authorities was given to each respondent, and the findings are shown in Table 1.
TABLE 1
◁표 삽입▷(원문을 참조하세요)
On the basis of the data collected and using "Arbitrary Index Construction," we made an adoption index of agricultural innovation and the indices were correlated for comparison with respondents' socio-economic variables. The findings are as the following in Table 2. (The correlation between the two variables were testified by X^2-test.)
TABLE 2 Correlation between the Adoption Index of Agricultural Innovations and Socio-Economic Variables
◁표 삽입▷(원문을 참조하세요)
As shown in Table 2, in the correlation between the adoption index of agricultural innovations and the respondents' socio-economic variables, a high degree of significance is found in the items of farm size, the degree of participation in community organizations, the frequency of visit to Rural Guidance Offices and listening to radio concerning agriculture, while no statistical significance is found in the items of age and education of the householders. However, in the percentage rates of age in younger group (mainly, below 30 years of age) and of education in above elementary school level, the rate of adoption index proved to be high. Therefore it follows that those respondents who are younger in age and higher in educational background are more likely to have a strong tendency of adoption of agricultural- technological innovations.
On the other hand, the comparison of C.D. villages with non-C.D. villages in their correlation of adoption index convinced us to conclude that villagers in C.D. villages show a stronger tendency toward adoption of agricultural-technologica innovations compared with that of non-C.D. villagers.
(2) Adoption of Agricultural Innovations and Communication Sources
The purpose of the chapter lies in the determination of the role of communication sources at adoption stages for adopter categories in the adoption of T.O.K weeding chemicals (that is, a kind of agricultural programs recommended to farmers), and furthermore to analytically and cross-culturally compare the findings of my study with those of my predecessors in and outside the country. Using the theoretical knowledge of Professor E.M. Rogers, an authority in Diffusion Theory, I divided adoption process of innovations as knowledge stage persuasion stage and decision stage, and I investigated what kinds of communication sources the respondents use in the respective stage. The adopters were catergorized by innovaters, early adopters, early majority, late majority and non-adanalyzed the role of communication sources at adoption stages for adopter categories. Thus I testified the hypothesis by E.M. Rogers. The followings are summary of the comparison for testification.
1. Mention of any mass media source was made by 35% of the 334 respondents, and personal communication sources were made by 62% at knowledge stage in the adoption process. A much higher difference in rate between mass media source and personal communication source is found in the decision stage rather than in the knowledge stage and in the persuasion stage. Therefore, unlike the rural community in the United States of America, the Korean rural community sees that the personal communication sources are of much greater importance in the knowledge stage and in the persuasion stage in the adoption process rather than mass media sources, and particularly, personal communication is of the utmost importance in the decision stage.
2. While the mass media communication sources play more important roles compared with those of personal communication sources in early adopters of innovations rather than in later adopters of innovations, personal communication sources play more important roles in both early adopters and late adopters of innovations. When we look into the reasons why the personal communication sources is more important than mass communication sources in every stage, they are firstly a poorer preparation and subscription of mass communication in Korean rural community than in his U.S. counterpart; secondly, a high rate of illiteracy of Korean farmers and a low rate of contact with mass media because of poor economic condition, etc. In conclusion the fact that Korean rural community shows a greater importance of personal communication sources rather than mass media communication in the adoption process compared with the case in the U.S., it follows that Korean rural community is still in the stage much more characteristic of Gemeinschaft.
The findings of the present study reveals more than 26 percent of utilizing mass media sources in every stage of adoption process. Judging from these phenomena compared with those of Professor Seung-Gyu Mun (less than three percent in every stage), it may well say that we have witnessed a notable development for seven years thanks to a high rate of mass media expansion into rural areas and a successful performance of New Village Movement(or Community Development Plan) in which many agricultural innovation programs are included. On the other hand, when we compare the findings of the present study with that of 1973 in the rural community in Colombia(Percentage of Utilizing Mass Media Source at each stage), we can conclude that mass communication sources play a fairly great role in the diffusion of innovation.
3. Unlike the case in the rural area of the U.S., in Korea, the role of the personal-localite communication sources (33.6%) in the knowledge stage is higher than that of personal-cosmopolite communication sources (28.6%). This gap of rate between both sources was enlarged in the decision stage. Consequently the findings of the study agree with that of Rogers's study in Columbia in 1973.
In short, we have surveyed some hypotheses about the role of communication sources at adoption process, developed in the advanced American society and we have concluded that they may not have cross-culturally validity in the rural community of Korea. On the other hand, we have found that the tendency of adoption process is similar to that of Colombian rural community. However, the only difference we may point out is that Korean phenomenon of roles of mass media and extension agents in every station of life shows a slightly higher than that of Colombian counterpart.

목차 (Table of Contents)

• Ⅰ. 序論
• 1. 硏究目的
• 2. 硏究內容
• Ⅱ. 硏究方法
• 1. 調臺對象의 選定
• (1) 調査對象地의 選定
• (2) 調査對象地의 槪況
• (3) 調査對象의 標集方法
• 2. 調査經過
• 3. 調査對象의 特性
• 4. 分析方法
• Ⅲ. 調査結果의 分析
• 1. 農事技術革新의 受容態度
• (1) 農事技術革新 愛容指數의 作成
• (2) 農事技術革新 受容指數와 社會經濟的 變數와의 關係
• 2. 農事技術革新의 受容과 Communication
• (1) 매스·콤
• (2) 部落外 個人的 傳達쓰오스와 部落內 個人的 傳達쏘오스
• 3. 個別的 傳達쏘오스別 比較
• Ⅳ. 結論