Evans, cited reference, In a study to compare key-communicators with non-communicators, with regard to their role as change agents, the date of inter-personal interactions at different stages of adoption of three improved varieties of seeds, obtained from 94 families constituting an entire medium sized multicaste village were analyzed (sic). Key communicators were defined as those who had performed more than average acts of communication at different stages of adoption of three improved seeds. Non-communicators were those who had not performed any act of adoption. Twenty three key-communicators were identified. The most important way in which the former differed from the latter was in the frequency of their contact with extension agency (sic) working in the area. (original)
Raghubanshi, C.S. (author), Swarup, R. (author), Yadava, R.P. (author), and Agro-Economic Research Centre, H.P. University, Simla, India; Agro-Economic Research Centre, H.P. University, Simla, India; Agricultural Economics, H.P. University, Simla, India
Format:
Journal article
Publication Date:
1975-07
Published:
India
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 43 Document Number: B05053
16 pages., Via online journal., This study explores potential factors that lead to environmental opinion leadership behaviors such as informing the public about environmental issues and encouraging preventative behaviors among various social groups. Building on the theoretical framework of the diffusion of innovations model, these analyses explore the effects that mass media may have on perceptions of self-efficacy among opinion leaders and how self-efficacy may, in turn, encourage leaders to communicate about aquatic invasive species (AIS) to others in their social networks. Results indicate that mass media and governmental media can have both a positive and negative influence on levels of self-efficacy, and that opinion leaders with higher levels of self-efficacy are more likely to participate in behaviors that could potentially influence their social network(s). These findings not only highlight factors that influence opinion leadership regarding advocacy of environmental behaviors, but also offer insights as to how future campaigns can work with these groups to promote prevention strategies.
Evans, cited reference, The present paper briefly reviews the various methods used thus far for selecting key-communicators to show that none of these was found suitable in a similar study conducted in a multicaste village, with 94 farm families, near Delhi. The study recorded communication acts by each farmer in relation with three practices - ghana bajara, 2, 4-D and Pusa ruby tomato, at three different stages of adoption. The mean number of communication acts were taken to be the cutting scores. Scoring above the mean number in a particular innovation were regarded as key communicators, and those who did not perform a single act of key communication were designated non-communicators. (original)
Singh, Y.P. (author / Professor and Head, Department of Agricultural Extension, R.B.S. College, Bichpuri, India) and Professor and Head, Department of Agricultural Extension, R.B.S. College, Bichpuri, India
Format:
Book
Publication Date:
1965
Published:
India
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 43 Document Number: B05107
Notes:
Evans, cited reference; table of contents, summary only, Agra, India: Satish Book Enterprise, 1965. 204 p.
