Identifying Agricultural Opinion Leaders as Transformation Agents Using Social Network Analysis

This study explores the identification of opinion leaders within farming communities using social network theory, aiming to enhance agricultural extension efforts. Conducted across three villages in Ludhiana, Punjab, data were gathered from 214 farmers using the sociometric method. Five opinion leaders from each village, determined by the highest in-degree centrality scores, were identified through social network analysis using UCINET. Results show that these opinion leaders, central in the communication network, tend to be older, better educated, and possess larger landholdings than general farmers. Social network diagrams were developed for each village, and 15 opinion leaders were selected overall. While the frequency of consultations with these leaders varied, in-degree scores across villages indicated a similar leadership level. These findings suggest that experience, education, and land ownership are significant factors in establishing opinion leadership within agricultural communities, making these leaders essential resources for guiding and shaping farming practices.