Agriculture and Behavioral Science: Emerging Orientations

Abstract
New research orientations are emerging in behavioral science approaches to agricultural development. These new orientations are the product of both experience gained during the era that followed the Green Revolution and a response to changing goals in agricultural development that now place a greater emphasis on considerations of participation and equity. They also reflect a more general concern with the relation of technology and society growing out of efforts to understand energy and environmental problems. These orientations are characterized by a shift away from a conceptual perspective emphasizing communication to one in which technology and social organization are deemed essential in understanding and promoting agricultural development.