Adoption of rice-mungbean technology in two Pangasinan [Philippines] villages: a blockmodelling analysis
1997
Jamias, S.B. (Philippines Univ. Los Banos, College, Laguna (Philippines). Inst. of Plant Breeding)
Recent diffusion research has increasingly focused on socio-structural variables, realizing that an innovation is not simply a physical object that can be transferred to potential adopters but an `idea' that is evaluated, understood and accepted through a process of human interaction. Using the block-modelling analysis on the communication network structure of 173 farmers in a rainfed and irrigated village, the research vividly highlighted short comings of the diffusionist paradigm's concept of information flow, from innovators/leaders to others throughout the community. Results revealed the potential disadvantage of groups of farmer-cooperators turning into a "select group", isolated from other groups in the community and having little or no reciprocated ties between them, hence limiting the spread of adoption. Further, farmers often do not seek information from those whose advise they value most and that sociometric leaders and information brokers play different roles in technology diffusion. The use of new computer programming to carry out communication network analysis such as block modelling was also shown to enrich the interpretation and evaluation of data. Implications for extension and community development are given
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