Question

Who pointed out that "diffusion and adoption of all innovations is not necessarily desirable"?

• A. Wilkening (1956)
• B. Ramsey et al. (1959)
• C. Rogers and Shoemaker (1971)
• D. Bradbury (1978)

Hint:

Rogers and Shoemaker (1971) introduced critical, balanced perspectives to diffusion theory, warning against the "pro-change/pro-innovation bias" that assumed all technologies are universally good.

Answer 1

The Correct Option is C

Step 1: Understanding the Concept:
Early diffusion research often had a "pro-innovation bias," assuming that any new technology developed by scientists was automatically good and should be adopted by all farmers.

Step 2: Detailed Explanation:
In their influential book *Communication of Innovations* (1971), sociologists Everett Rogers and F. Floyd Shoemaker critically examined the limitations of traditional diffusion models.
They pointed out that not all innovations are beneficial for every individual in a social system.
Some innovations are inappropriate, economically unfeasible, or carry negative social/environmental consequences for certain groups of farmers.
Therefore, they explicitly warned that the diffusion and adoption of all innovations is not necessarily desirable.

Step 3: Final Answer:
The statement was pointed out by Rogers and Shoemaker (1971), corresponding to Option (C).