UNIT-3

RURAL SOCIOLOGY IN VETERINARY EXTENSION

Concept of sociology and rural sociology in animal husbandry extension. Culture:
definition, elements, change, impact on production systems. Basic sociological concepts
-society, community and association. Rural society: characteristics and differences
among society, community and culture. Characteristics and differences among tribal,
rural and urban communities. Social control: concept and means of social control
(techniques, folkways, taboos, mores and laws). Social stratification: definition, forms
and characteristics (caste system and class system). Social institutions in rural society:
Social, economic, political, religious and educational (definition, composition and
function). Social change: concept, importance and factors. Social groups: different
groups, classification of social groups and their characteristics. Leadership: definition,
functions of leader, types of rural leaders, Key communicators and their role in the
animal husbandry extension.
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In the year 1893 a French philosopher “August Comte” who is also considered to
be the father of science of Sociology used the term Sociology. Sociology is derived from
the Latin word. Socius meaning “Companion or Associates” and the Greek word
meaning “the study or Science” The etymological meaning of sociology is the Science of
Society.
Sociology can be defined as the scientific study of man’s behavior in relation to
other groups and individuals with whom he interacts.
Sociology according to August Comte is the Science of Society, and social order
and progress subject to natural and invariable lows, the discovery of which is the object
of investigation.
There are several branches in the sociology such as
1) Rural Sociology
2) Industrial Sociology
3) Political Sociology
Rural Sociology:
Rural sociology is a branch of sociology, which attempts a comprehensive and
systematic study of rural communities so as to arrive at an objective understanding of
the existing condition and formulate the principle of changes in the rural societies. Or in
other word rural sociology is the study of all the social phenomena of rural life. Rural
sociology is a study of rural social happening.
Significance of Rural Sociology:
1 Its helps to make a scientific, systemic and comprehensive study of the rural
organizations, of its structure, function and the objective tendencies of its
development.
2 Its helps to discover the lows of development of rural life.
3 It satisfies human relation.
4 It gives complete knowledge of rural life.
5 It covers majority of the population.
6 It starts with the aim of bringing reformation and welfare in the society.
7 It develops a relationship the village and industries.
8 It helps in organization, economic betterment, planning and providing
technology and
systematic knowledge in the society.
Rural sociology and extension education are extremely co-related, because both
the science is oriented to the study of rural life.
The Latin word “Socius” = Companion, and “Logus” = Scientific study. According
to this, sociology is a scientific study of companions.
Scope of Rural Sociology (Importance for Extension Workers):
Rural sociology studies the relationship in the village society, so its scope is wide.
It studies the Non-material culture of village people and the effect of the Material
culture of urban population on rural people.
The studies in rural sociology include:
1. The social psychology of life.
2. The rural social organizations.
3. The social values, which are of advantage for any development programme of
a society.
Rural sociology has become an important aspect of the science of sociology and
has made a unique contribution of its own. Most of the people of the world are rural.
Generally, all writers agreed that rural sociology is the analysis of the life of rural
people.
Importance of Rural Sociology in Extension Education:
1. The village is a basic source of Indian culture. India is a country of villages and
the birth and development of its culture took place from the villages. India’s
progress is based on the progress of the villages. Thus, it is necessary to develop
village.
2. Indian sociology is rural sociology.
3. Complete knowledge of society for social development is needed. This helps
extension worker in knowing the felt needs of the society, and then they can help
the villagers in satisfying them.
4. Rural sociology can help in organizing the disorganized Indian rural structure.
Characteristics of Indian Rural Society:
1. The village is the unit of the rural society. Its people carry on the business of
living together within a distinctive framework of caste and social custom. Caste is
a dominant social institution permitting social and economic relations.
2. The village as social and cultural unit possesses a basically uniform organization
and structure of values all over India.
3. Women do not have full equality with men in several aspects of life.
4. Indian rural society is based predominantly on agriculture. Possession of land
and
Livestock carries with it social and prestige values.
5. Every village has its own organizational set-up, authority and sanctions e.g.
Panchayat.
6. Availability of modern means of transport or communication also modifies the
setting of a village.
7. Village settlements are generally by certain regional and local traditions. The
layout of the village, construction of house, the dress, speech and manners follow
the set pattern of the culture area.
SOCIAL CONTROL: concept and means of social control (techniques, folkways, taboos,
mores and laws).
Folkways: Uniformly accepted ways of thinking and acting together are called as
folkways. e.g. Namaste, Shake hand.
Mores: The mores represents the living character of a group or community, operating
in conscious or unconscious control over its members. e.g. the wearing of clothes
of certain style.
Customs: Accepted ways in which people do things together through personal contacts.
e.g. The custom of Marriage, The accepted ways of eating.
Taboos: The word is used to designate all the restrictions communicate through the
verbal “Don’t” and is generally associated with ritualistic behavior to which a
member of a rural society has to submit. It is also said to be an unwritten law of
the society. E.g. Shoes in Kitchen, eating eggs.
Marriege: Marriage involves the social sanction, generally in the form of religious
ceremony, authorizing the two persons of opposite sex to engage in sexual and
the other consequent and correlated socio-economic relations with one another.
Religion: It is the expression of the manner and type of adjustment affected by people
with their conception of the supernatural (God). In it, the persons perform
necessary actions, which bind them with the supernatural powers.
The beliefs and rituals are the two main component parts of the religion
everywhere.
1. Ritual: The offering of flowers, pouring of water, saying of some Mantras or offering
the prayer, all is rituals in the worshipping of the God or Goddess in the temples
and they ate to be followed according to a prescribed manner.
2. Beliefs: The people perform some rituals or worship a particular God or Goddess
because they believe that if they do not do that some calamity may be fall them.
SOCIAL STRATIFICATION: definition, forms and characteristics (caste system and class
system)
Caste:
Caste is social class, membership that is determined by birth and involves
particular customary restrictions and privileges.
Caste system in Indian villages:
We are conducting by rules and regulations of caste. Every caste considers it-
self superior than other caste. Each caste has a definite social ladder.
1. Brahmin - Priests (Teaching)
2. Kshatriyas - Fighters (Administration & Protection)
3. Vaishyas - Artisan & traders (Agriculture & commerce)
4. Shudras - Farmers & labors (Services & manual labor)
Problem or position of caste in India:
In the village, we don’t find farmers and villagers superiority and inferiority.
Every group is governed by their rules and regulations and several restrictions are
there. Occupation cannot be exchanged. Each mind thinks about caste. However, the
problem of caste can be solved by adopting following procedures:
1. By increasing lower caste group
- By borrowing certain custom of higher caste
- By giving the daughter.
 - By common festivals.
2. By education
- By adult education
- By women education
- Increasing of common education
- Hospitals, railways journeys etc.
RURAL CULTURE
Culture: Culture refers to humanly created pattern of thinking; feeling and behaving
that are passing from generations to generations among members of the society.
1. Material Culture: Material culture refers to the tangible aspects of the culture, these
things that can be seen and touched. E.g. Temple, Church, Gurudwara.
2. Non-material Culture: Non-material consists of abstract aspects of culture, which
cannot be directly touched or seen. We cannot touch or see belief. Belief is
intangible.
Problems of Rural Society
The problems may be studied under the following heads:
1. The problems concerning Agriculture & A.H.
2. The problems of cottage industries.
3. The problems of population
4. The problems of education.
5. The problems of status of women.
6. The problems of rural health.
7. The problems of child care,
8. The problems of landless labor.
9. The problems of unemployment.
10. The problems of rural indebtedness.
11. The problems of nutrition.
12. The problems of services and supplies.
Rural Social Institution in India:
A social institution is the structure and machinery through which human society
organized, directs and executes the multifarious activities required to satisfy human
needs.
So, if we are considering something as an organized group, it is association of a
form of procedure and is called institution.
Association denotes membership & institution denotes a mode or means of
service.
Under it, we study the social customs, folkways and the mores of the villagers.
Society:
A group of people in more or less permanent association who are organized for
their collective activities and who feel that they belong together.
Community:
According to Chitambar (1990), Community refers to group of mutually
dependent people, living in more or less compact continuous geographical areas, having
a sense of belonging and sharing common values, norms and some common interests,
and acting coactively in an organized manner to satisfy their chief needs through a
common set of organizations and institutes.
There can be large communities like national and smaller communities like
neighborhood. The larger community provides peace and protection and smaller
community provides pleasant and friendship.
 Community exists within a society. It has both a territorial dimension and social
dimension. Components essentials to the concepts of the community are
1) A group of people
2) A continuous geographical area
3) A sense of belonging or identification
4) Common social values, norms and other aspects of culture
5) Common set of organization and institute
6) Some common interest
Association:
A group of human beings organizing themselves for the purpose of fulfilling
specific interest is known as association. According to Maciver and Page (1977), an
association is a group of organized for the pursuit of an interest or group of interest in
common. There can be many associations functioning in community and there will be
office bearers to lead the association. The main purpose of association is to fulfill the
common needs of members.
Ex. poultry farmers association for the purpose of the sale of eggs.
Social Institution in Rural Society:
Institutions are largely defined ways in which society meets its needs that have
existed long enough to become embedded in the social structure. According to
Woodward and Maxell as quated by Annamalai et. al (1993), an institution is a set of
folkways and mores into a unit which serves a number of social functions. Institutions
have a specific set of rules and regulations. Ex. A veterinary college is an association of
students and teachers but the educational system is an institution. Govt. bodies,
Panchyat, village council, Education, Religion.
Five basic social institutions are generally recognized, these are as follow,
1) The family
2) Religion
3) Economy
4) Government
5) Education
Institution is an organized system of social relationships, which embodies certain
common values and procedures and meets certain basic needs of society. The functions
and the structural elements associated with the major Institutions of a society
Elements of Institution:
Sr. Physical Symbolic
Institution Functions Major role
No. Traits Traits
1. Family Bearing & rearing Father Mother House, Ring,
children Children Furniture Wedding,
Will, Mores
2. Economic Providing food, Employer Factory Trade-mark
Clothing & shelter Employee Office Emblem
Consumer Store (Symbol)
Producer Patent sign
3. Political Enforcing laws, Rules Ruler subjects Public Flag, Codes,
(Govt.) & Standards building, Seal, Anthem
Public work
4. Religious Promoting, Pastor Temple Bible, Gita
cooperative member Cathedral Cross
attitude, Faith, Hope,
 Charity

5. Education Socializing persons Teacher School Diploma

into basic values & Student College Degree
Practice of society Books

Difference between Rural and Urban Community:

No. Rural Community Urban Community
1 Rural community is in close & direct Urban life is remote from nature & it set in a
relationship to nature. high complex man made environment
2 Less density of population. More density of population.
3 More homogenous in racial & More heterogeneous than rural community
psychological traits.
4 Scared culture. Secular culture
5 Predominance of personal and relatively Causal & short-lived relationship.
durable relationships. Superficiality and Standardized formality of
Simplicity & sincerity of relationship. relationship.
6 Strong sense of belonging & unity Comparatively less sense of belonging & unity.
7 Selection for leadership Election for leadership
8 Social control is strong. Social control is weak. Control by law.
9 Rural social life is relatively static & It is under constant & rapid social change
stable.
10 Agriculture is main source of its Industrialism and technology are its dominant
livelihood. Dependent upon land. features.
11 Size of community is smaller than urban. Size of community is much larger than rural.
12 Social mobility of the population is More intensive mobility.
comparatively less intensive.
13 Standard of living is low. Higher standard of living than rural.
14 Social interaction is more & very close Social interaction is less.

Difference in live stock production practices of rural, urban and tribal

communities including rearing pattern:
Livestock sector is production oriented rural adaptive system. Different type of
rearing pattern is adopted by different areas of people. The rearing system has a great
influence on the productivity of animal and plays a significant role in animal resources
development. Rearing pattern varies accordingly to the socio-economic status, culture,
customs, believes and attitudes of different area which has great impact in society.
(1) Cattle rearing:
(i) Loose housing system:
(ii) Conventional dairy barn:
(1) Goat:
(i) Extensive system:
(ii) Semi-extensive system:
(iii) Intensive system:.
(1)Sheep: Normally sheep does not required permanent housing facilities
(2)Pig rearing:
Pig is very sophisticated animal, which has no developed thermoregulatory
system, so its rearing pattern is quite different from others. Mostly pigs are reared by
three types of methods, like:
(1) Loose housing:
(2) Close housing:
(3) Semi loose housing:
(3)Poultry:
(1)Free range system:
(2)Semi close system:
(3)Shifting pattern:
(4)Close housing system:
(a) Cage system:
(b) Deep litter system:
(4)Duck:
(1) Free Range system:
(2)Close housing system:

Differences in livestock production practices

Differences exist between rural, urban and tribal areas in the
animal rearing patterns. These differences stem from the purpose for which the animals
are being reared. The table below exhibits the differences in livestock production
practices among rural, urban and tribal communities. These differences form the basis
for the extension agent to develop suitable programmes which address differential
needs of the societies
S. Particulars Rural Urban Tribal
No
1 Purpose Economic as well Primarily Way of life
as social / economic
religious
2 Number of animals / Less (2 to 3) More (>5) Less (<3)
household
3 Quality of animals Predominantly Predominantly Indigenous / non-
indigenous cross bred descript
4 Productivity of animals Low to medium Medium to high Very low
5 Dry and wet ratio High Low High
6 Animal sheds Open yard Mostly pucca Open yard
7 Feeding Mostly grazing Mostly stall Grazing
feeding
8 Type of feeds Dry, green fodder Dry fodder with Green grasses
with little or no little or no green
 concentrate fodder,
concentrate
feeding common
9 Management Less scientific To a greater Not scientific
extent scientific
10 Adoption of Low level Early adoption No adoption of
technologies to scientific practices.
improve productivity of Adopt
animals traditional practices
11 Cost of production / kg. Low High Meager
of milk / meat
12 Occupation Traditional Entrepreneurial Traditional
13 Profit / unit of milk / Marginal or nil High Marginal or nil
meat sold
14 Sentimental attachment Very much Not to that extent Very much present
with animals present as in rural areas
15 Person involved in the All members of Specific person as All members of the
maintenance of animals the family / part full time job family
time
16 Marketing Own Private Own use. At times
use/vendor/ co- do not milk the
operative animas

Social Change:
Social change in society indicates the movement of direction in which it is going.
It can be any direction. So, all changes do not involved progress. The progress in the
changes is the only achieved if there is some fitted (desired) goals.
Factors affecting to the social change (Causes):
(A) Biological factors-
1. Changing size of the population.
2. The changing balance of birth & death.
3. Changes in composition (Regional variation) of the population.
4. Interaction of population change and social change.
5. The limitation of natural selection.
6. Heredity of the people Attitude, Interest, Restriction, Taboos etc.
(B) Cultural factors-
No culture is perfect. So imperfection of culture itself may result in individual
discomfort and dissatisfaction which cause motivation to change.
(C) Technological factors-
1. Changing techniques and changing society. e.g. Drama, T. V./ Pictures.
2. Modern society and machine –age. E.g. Power- loom, Mill.
3. New agriculture techniques and social change. E.g. Labor-Tractor.
4. Advances in communication and social change. E.g. Postcard –Mobile.
 5. New techniques, new inventions, new modes of production, new standard of
living etc.
6. Due to advancement of technology, agriculture has been changed and hence
rural population.
(D) Geographic factors-
- Climate - Earth surface - Heat, cold, etc.
SOCIAL GROUPS:
Group: A group is a unit of two or more people in reciprocal interaction or
communication with each other.
Social Groups: Social groups are aggregate (to collect into a mass) or categories of
people who have consciousness of membership and interaction.
Types of Group:
1) Primary groups
The primary social groups are those in which intimate face-to-face interaction,
involvement of one’s personality and we-feeling among the members. Primary groups
socialize the individual. Examples –Family -Neighborhood -Play group -Primary school
group
2) Secondary groups
Not necessary depend on face-to-face contacts. They represent partial and
specialized interests. They are relatively temporary. They are sometimes called as
“Special interest groups”. Examples -Political party, -College groups, -Professional
society, -Higher secondary groups, -Religious groups, -Employers association, -Labor
unions, -Cooperative societies
3) Formal and Informal groups:
1. Formal groups - Those groups which have a membership roll, constitution, by-
laws or some procedure for electing office bearers and perhaps membership’s
fees, are formal groups. E.g. Students’ union
2. Informal groups – Groups which do not have such a degree of institutionalization
or set programmes are called informal groups. E.g. A group of students who
regularly go together to hostels or cinema is an informal group.
4) Locality groups
This classification considers locality as one bond for holding groups together.
E.g. Neighborhoods, communities, villages, towns, talukas, districts, regions, nations etc.
5) Classification based on structural organization:
1. Involuntary groups-Member by birth, residence or location. E.g. Family,
neighbor, community
2. Voluntary groups-Member by choice. E.g. play group, youth club.
3. Delegate groups-Members representative of and chosen by groups. E.g. united
nations.
Organization of Groups (Procedure for formation of Group):
A group may organized at any time there are individuals who have a need, or
think they have a need, that cannot be satisfied individually, and there is no group
already in existence to meet that need.
The stimulation for the formation of a group may begin in a mass meeting of
persons who become conscious of the need for some kind of organization. At this stage
certain preliminary problems need to be solve, such as the purpose of the proposed
organization, the number and types of members, the method of becoming a member, the
approximate financial programme and its relationship to the other groups.
 If the new organization is to be affiliated with an already established
organization, help, plan, suggestions may be obtained from the parent group.
Leadership: definition, functions of leader, types of rural leaders,
What is a leader? Leader is a person whose behavior stimulates action in the group.
What is leadership? It is the activity of influencing the people to cooperate towards
some goal which they find desirable and wish to realize. It involves cooperation and
understanding.
Types of leadership: 1 Ahead 2 The head 3 A head
1. Ahead: The person who has achieved prestige and pre-eminence of unique
attainment, who is ahead of his group. e.g. C.V.Raman, Dr.Bhabha, Dr.Raja
Ramanna, Rabindra Nath Tagore, Dr.V.Kurian, Dr.M.S.Swaminathan etc.
2. The head: The person, who by designation has been official leadership status
involving formal authorities-who is the head of his group. E.g. Principal.
3. A head: The people, who emerges in a situation as capable of helping the group
determine and achieve objective and/or maintain strengthen of group itself who
is a head of his group.
What are the qualities of a good leader? Leader must have certain qualities which
can be learned by the average person, if he works on their intelligently. These qualities
are:
1. Believes in principles of democracy. Group decisions are sound and acceptable.
2. Respects the rights and dignity of all.
3. Willing to accept personality.
4. Able to work and get along with people in friendly and peaceful manner.
5. Able to communicate his thoughts and ideas
6. Well informed.
7. Optimistic and enthusiastic
8. Open minded
9. Initiative in getting the group target through careful planning.
10. Restrain (to keep back) his own desire, not partnership
Functions of a leader:
An executive, planner, policy maker, expert, external group representative,
internal relationship, media for symbol of the group.
How to use leader?
1. Planning and organizing village activities.
2. Assisting in giving demonstrations.
3. Planning, organizing, executing and evaluating of development plans.
Role of leaders in animal husbandry extension:
Key communicators and their role in the animal husbandry extension.
Key communicators or opinion leaders: Key communicators or opinion leaders are
those persons in any social system who are sought for information and advice on
general or specific topics.
 Rogers and Kincoid (1981) define opinion leader as the degree to which an
individual is able to informally influence other's knowledge, attitudes or overt behavior
in desired way with relative frequency. It is assumed that such persons are respected
persons in each social system to whom some people look for advice and information
and who thought such consultations, influence their behavior and actions.
Identification methods of key informants / key communicators / opinion leader:
There are several methods for identification for identifying key informants. These
methods are as follow:
1 Sociometric method: In this method veterinarian has to visit village. He will be
associated with the group or he will observe the group interaction. If the particular
person is repetitively interacted by the majority of members of that he will be called
as leader.
2 Consultation with colleagues: Whenever veterinarian wants to starts any work in
the village where his previous colleagues had worked. The present veterinarian
should contact his colleagues and asked regarding influencing leaders in that
existing social system. Due to consultation, the local leader is identified.
3 Discussion methods: Whenever veterinarian visits to the village where he will have
to be worked, he should have to discuss certain topic with respects to his worked. At
the time of discuss certain topic he should identify the influencing person having
some knowledge and recognition should be identified as a leader.
4 Election method: In this method the decision is left on the group to identify the
group leader. The leader is elected by the group. This helps extension worker by
electing the right person torn the right job.
5 On the basis of seniority and past experience of the person: In this method the
senior person or having past experience is called as a leader. But main drawback in
this method is illiterate person may be called as leader on the basis of his seniority.
When he does not become active in actual leadership veterinarian should adopt
another in addition to this method. So combination would be beneficial to
implement extension programme.
6 Self designating technique: In this method are asked a series of questions to assess
the degree to which they perceive themselves to be opinion leaders. Self ration
technique is not an ideal method to choose an appropriate leader.
7 Group observer methods: The extension worker has to observe a community or
group in action which makes enable to identify spot key communicators. This type of
identification of is done in gathering or meeting.
8 Dialogue method: Veterinarian makes dialogue with his clients to bring their
animals at hospital for treatment or artificial insemination. The clients use to
dialogue with his subordinate station. On this dialogue basis, the selection of the
leader is done.
9 The workshop methods: A large group is broken into numbers of small groups.
The programme work is distributed in different groups. The person in each group
who volunteer themselves and takes responsibilities called as leader.
Characteristics of key communicator: Key communicators have been found to have
distinctive characteristics. On the basis of a review of large research studies, Rogers and
Shoemarker (1971) draw the following conclusion regarding the characteristics of key
communicators.
External communication:
 Key communicators have greater exposure to mass media then their followers
 Key communicators have more cosmopolitan than their followers.
 Key communicators have greater change agent contact then their followers.
Accessibility:
 Key communicators exercise relatively greater social participation then their
followers in social system.
Social status:
 Key communicators enjoy a relatively higher social status then their followers as
far as conditions in that social system exists.
Innovativeness:
 Key communicators are more innovative then their followers
 When the social system's norms change, key communicators are more
innovative but otherwise not especially so.
 When the norms of social system are more modern, key communicators are
more monographic. Monographic is a tendency of key communicators to act as
such for only one topic.
Relationship to the social system:
According to Shankaraiah (1969) ,the key communicators under Indian conditions are:
 Perceived as the best farmers when the social system is actively modern.
 Social stars are when the social system is relatively traditional.
Role of Key communicators:
1. Communication of new technology to other villagers.
2. Keeping in touch with the scientists, other institutions, media and sources of
information.
3. Coordinating the function of the village organization and the institutions and
channelizing them towards the adoption of technologies for greater production.
4. assisting the villagers in securing the supplies and services required by them.
5. Guiding and helping people in getting assisting from government.
6. Helping the fellow villagers in the preparation of the action plans.
7. Giving the consultant guidance and acting as local consultants.
8. Focusing on the problems of villagers and helping the extension workers and
9. Serving as the demonstrator in the case of agricultural innovation.

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