Research on mass communications and on the acceptance of new farm practices may be characterized as an interest in campaigns to gain a acceptance of change. Despite their shared problems, these two fields have shown no interest in each other. However, very recently, as the student of mass communications began to revise his image of an atomized mass society, there have been signs of growing convergence. The attempt to take systematic account of interpersonal relations as relevant to the flow of mass communications has directed the attention of students of urban communication to rural sociology.