Communication and diffusion of the iucd: a case study in urban india

Abstract

In this study the diffusion and adoption framework is used to investigate a family planning innovation. The study indicates the utility of this framework from an analytical point of view both for the researcher to the process by which family planning comes to be adopted, and for the administrator to understand the working of the communications elements of his program. The data indicate that different communications media and informal communications networks are used at different stages of the adoption process. At the awareness stage, messages emanating from the family planning administration make their biggest impact. At the later stages of interest and evaluation, local sources of information become important, and interaction with the clinic staff takes place at high rates. Both husbands and wives are involved in the communications processes, but they have different communication patterns. Both are also involved in the final adoption decision-making processes. © 1967 Population Association of America.