Indigenous communication networks in the diffusion of agricultural information

Results of the study showed that the village system is a system of closely-knit groups or networks bound by religion and/or friendship, kinship, and compadrazgo relationships, with indigenous means of communicating with each other, such as the pass-the-word system, use of run-errand-boys, and other forms of interpersonal or group interactions. The study also showed that indigenous formal and informal networks were formed: (a) as an off-shoot of an induced technology or as tool and product of diffusion (b) as means to an end (c) as forum to evaluate external threats, and (d) as a means to maintain consensus or status quo. The study further showed that to be chosen as a village leader, one should at least possess the following characteristics: good, respectable and had no enemy; good in dealing with people; active and intelligent; experienced; has capabilities and knowledge in planning and management; responsible and dependable; sincere; good at articulating village problems and solutions; approachable; and influential. In other words, one should be safe, qualified, dynamic and sociable in order for him/her to be chosen as a village leader. In the village, more information were sought from neighbors, friends, co-farmers, relatives, and compadrazgos through interpersonal or group discussions. The study seemed to support the following generalizations: 1) The more stable and firm the social structure, the greater the influence of that structure on the decision-making of its members; 2) the speed of diffusion of a particular information is dependent on the degree of importance assigned to that particular information by its receivers; 3) spatial proximity contributes to group stability and/or cohesiveness; 4) influentials are close associates of people whom they influence and, hence, tend to share the same social status characteristics, and, 5) intimate asociates tend to hold opinions and attitudes in common and are reluctant to depart unilaterally from group consensus.