Geography Reference
In-Depth Information
Demonstration is a proven way to promote diffusion of agricultural innovation. Neighboring farmers
“look over the fence,” to see what's happening in the demonstration area, and adopt it. Their farms, in
turn, become objects of observation by other farmers who look over the fence, adopt what they see,
and so forth.
OK, so you're probably not a farmer. But at some point in your life, you probably adopted a
certain cultural item because of direct exposure to advertising, or because you saw somebody doing
something or wearing something that you found attractive, or because of something a friend said or
did. If so, then you have experienced contagious expansion diffusion firsthand.
Applied Geography: Looking Swiss
Drive into New Glarus, Wisconsin and you might get the impression that a little piece of
Switzerland has been transplanted in the American Midwest. That's what the locals are
hoping — and even more so that you will stop and spend some money. As in many other
towns and venues in America, the people of New Glarus have taken to using their cultur-
al heritage to promote tourism and the local economy.
In the 1840s immigrants from Canton Glarus, Switzerland settled the area, bringing their
culture with them. The ensuing relocation diffusion of their German language, Catholic
religion, dairying, and other attributes resulted in creation of a culture area in south-cent-
ral Wisconsin that was distinct from neighboring lands peopled by immigrants from other
European countries, as well as the local Native Americans. Other than dairying, however,
little in the cultural landscape was particularly “Swiss-looking.” That started to change a
few decades ago when townspeople began erecting buildings in traditional Swiss styles
and altering existing facades to render the same visual effect. The presumption was that
if you turned the town into a “little Switzerland,” then tourists would come and spend
money. It worked like a charm.
You don't have to go to New Glarus to appreciate the concept, however. Lots of other
towns and neighborhoods have done the same, albeit in all likelihood through a different
cultural heritage. Perhaps you can think of an example or two in your own area.
