ABSTRACT
This chapter is concerned with the actual agents involved in change, and when the various disciplines concerned with social change are examined in some detail they reveal three main units of analysis:
The individual as adopter (as in psychology, rural sociology, consumer research, and public health).
The group as key parameter (as in social psychology, group psychology, sociology, and mass communications).
The institution and its cultural framework (as in anthropology, social anthropology, and political science).
