Decision-Making Paths in the Changing of Production Traditions in Sao Paulo, Brazil: The Growing Role of Dialogic Communication in Rural Extension

摘要

When the guy comes and puts pressure on me I already don't trust him. " This natu-ral suspiciousness towards outsiders, considered at times a cultural trait, is a common stand with Brazilian farmers who do not easily trust sellers of new technologies.Acquiring new technologies and consequently changing their productive traditions is an exercise that involves a long dialogical and pedagogical path that permeates a close relationship of partnership and trust. Historically, when Brazilian farmers acquired new technologies from research centers and public and private companies they did not have success. This has led the farmers to distrust the adoption of new technologies presently offered by rural extension bodies of Sao Paulo.