Communication and Institutional Change in Mexican Agricultural Development.

A theoretical framework for integrating concepts of communication and institutional change based on experience with the Puebla Project in Mexico is given. The Puebla Project is a program to introduce high yield corn technology on a broad scale to 50,000 dry land corn farmers in Puebla, Mexico. The first part of the paper points out how institutional analyses can have limited value when restrictive concepts are used. Events observed in Puebla can be better explained by defining "institution" as a set of rules or norms which govern the behavior of individuals in different roles or positions. Broad scale analyses are facilitated because rules can be classified into groups as can roles. Then communication becomes an intellectual process analogous to problem solving (displaying ideas so the idea can be transformed, not the person). The second part of the paper describes the Puebla Project in the context of Mexican development and explains the main institutional issues which were taken into account in organizing the field program. The project stresses institutional and operational factors, such as (1) continuous research and evaluation to change operating rules of both technical staff and campesinos; (2) fostering of campesino organization as a means to ensure that rule changes will be relevant, (3) direct involvement of campesinos in communicating new rules and procedures, (4) continuous on-the-job training of new personnel to expand the number of personnel who understand institutional concepts, and (5) gradual change in the rules governing the distribution of agricultural credit and supply organizations. (NQ)