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Description
This programme is a case-study illustrating some general factors which help us to understand the way in which new ideas spread within the farming community. Dr John Blunden of The Open University h...as chosen to look at agricultural group-buying, an idea which spread widely and fairly rapidly in the years after 1959. Dr Blunden plots the extent and pace of the diffusion, and talks to farmers about their motives for joining groups. Mr Rhys Thomas, who formed the first group, is presented as an innovator. Mr Gwyn Jones of the University of Reading talks about general patterns of adoption of new ideas by farmers, relating the case-study to a theoretical analysis included in the correspondence text.
Metadata describing this Open University video programme
Module code and title: D203, Decision making in Britain
Item code: D203; 05
First transmission date: 12-03-1972
Published: 1972
Rights Statement:
Restrictions on use:
Duration: 00:24:21
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Producer: Michael Philps
Contributors: Frank Bennion; John Blunden; Harold Hereford; Gwyn Jones; Rhys Thomas
Publisher: BBC Open University
Keyword(s): Agricultural group buying; Farming community; New ideas
Footage description: John Blunden introduces Rhys Thomas and describes the initial founding of group-buying practices amongst farmers, or Agricultural Central Trading. Shots of farmers buying group in conference. Blunden indicates the aim of the programme, i.e. the decision-making process of the individual farmer. Blunden introduces George Jones who describes the characteristics of innovative farmers. An animated diagram is used to illustrate Jones' division of farmers into five categories. Blunden describes the development of group-buying amongst farmers and an animated graph illustrates the rapidity of group formation during the years 1959-1965. Blunden interviews Rhys Thomas who recounts the beginning of the group-buying practice which he helped to found. John Blunden, voice over animated map of England and Wales, describes the subsequent developments nationwide of the groups. The map outlines areas where groups are sparse or absent. John Blunden, with aid of maps of England and Wales shaded according to average farm size, gives reasons for the scarceness of groups in these areas. Shot of large farm. John Blunden now moves to a consideration of information flow between less innovative farmers. He discusses this with Tim King, a farmer in Gloucestershire; King also recounts the early days of the group-buying consortium that he helped to found. Blunden, with the help of an animated diagram, analyses the sequence of events that seems to be common to the formation of all groups. This analysis is applied to the group formed by Tim King. Shots of cattle market. Blunden emphasises the latter as a point of communication between farmers. John Blunden now turns to the reasons that may prompt a farmer to join such a group. Two short interviews as illustrations follow. The farmers interviewed are Harold Hereford and Frank Bennion. John Blunden sums up the programme. Credits.
Master spool number: 6HT/70290
Production number: 00521_2202
Videofinder number: 3400
Available to public: no