COMPENDIUM, IEEC-2023   ( ISBN : 978-81-967860-4-5 )
Theme- 5: Capacity Building to Address Diverse Resource Management Issues towards Sustainable Agri-food Systems

Unearthing Agricultural Influencers: Leveraging Social Network Analysis to Identify Key Communicators in the Farming Community

Tadepalli Yamini, P. Venkatesan, V. Jyothi and K. Naga Latha

Department of Agricultural Extension Education, Acharya N.G. Ranga Agricultural University, Agricultural college, Bapatla, AP


Effective communication within agricultural communities is crucial for knowledge dissemination, technology adoption, and overall productivity improvement. This study employs Social Network Analysis (SNA) to examine communication patterns using various metrics, visualizations, and patterns in agricultural networks and identify key communicators who play pivotal roles in information flow. Using data collected from surveys within the agricultural community we constructed a network graph that represents interactions and connections among various stakeholders. Our findings revealed a complex web of relationships within the agricultural network, with nodes representing individuals, organizations, and institutions. Through centrality measures and network metrics, we identified the nodes D1, G1, W2, V2, and T2 as key communicators who occupied strategic positions in the network with the highest degree of centrality. These key communicators serve as bridges, facilitating the transfer of knowledge and innovations. The density of the whole network is found to be 8.07%. Understanding the role of these key communicators is essential for designing targeted interventions to improve communication strategies and enhance the dissemination of agricultural best practices. This research contributes to the growing body of literature on social network analysis in agriculture and offers practical insights for policymakers, extension services, and agricultural development programs seeking to optimize information diffusion within farming communities. By harnessing the power of key communicators, we can promote sustainable agricultural practices, technology adoption, and community resilience.

IEEC-2023 at RARI (SKNAU, Jobner), Jaipur, Rajasthan organised by Society of Extension Education, Agra, India