conditions but also that they be considered as they affect one's family and relationship with others. Awareness of and the general soundness of an innovation may be obtained from an impersonal source, but its suitability for the potential adopter and the effect upon his personal relationships is most likely to be determined by personal communication with persons who are aware of his situation and who are involved in these relationships. This may be the county agent or agriculture instructor for those who have developed personal contacts with such persons. For most, however, sanction of a new practice is likely to be sought from neighbors, friends, relatives, or others with whom the farmer has continuing relationships. In other words, the most appropriate contacts for evaluating the new practice are those which serve other functions-friendship, mutual aid, status, etc.-for the farmer. Learning the techniques of putting new practices into operation is a task-oriented function. It is expected therefore that this role is performed by those sources having the technical know-how and who communicate it effectively. Most instruction in techniques requires two-way communication and personal demonstration with actual materials and equipment. The agricultural agencies with professionally trained personnel are best equipped to perform this role, although other farmers and commercial dealers also perform this role for many persons not having established contacts with the agencies. It is not likely, therefore, as some seem to imply, that the day has arrived when it is sufficient to utilize the mass media in disseminating information about new ideas in farming. The possibilities for television in this respect remain to be demonstrated. Yet, it is unlikely that even it can replace the interpersonal exchange between the farmer and the expert or between the farmer and other farmers or dealers in learning about how to put new practices into effect, many of which are rather complex and intricate. While the findings of this study may not hold true for farmers of older age and for farmers of other regions, they do substantiate for the most part the findings of previous studies. Both form and content of information appear to be associated with the nature of the communicating agent as a social system with its set of functions, norms, and operational features. Greater refinement in the roles of the communicating agents might be obtained (a) by a series of questions pertaining to each type of agent, and (b) by questions pertaining to different types of changes or practices.