Key communicators

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“Farmer is elixir of human life” by-M.B.Tengli

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PRESENTATION ON

KEY –COMMUNICATORS

Course title: development communication and information management.Ag.Extn-502.

PRESENTER

Mahesh.B.Tengli M.Sc(Agri) Extn.Edu. Semester: I NMCA,NAU. 2014-2015

3M.B.Tengli M.Sc (Agri) EXTN.EDU.NMCA,NAU.

Key communicators outline

Objective.

Introduction

Identification methods of key communicators.

Characteristics of key communicators.

Role of key communicators.


• After going through this unit, you will be in a position to• Define key communicator • The identification methods in a social system• Discuss role of key communicators in agriculture development

process

Objectives


• Key communicators or opinion leaders are persons in any social system who are sought out for information and advice on general or specific topics.

• Rogers and Kincoid (1981) define opinion leadership as the degree to which an individual is able to informally influence other’s knowledge, attitudes, or overt behaviour in a desired way with relative frequency. It is assumed that such persons are respected persons in each social system to whom some people look for advice and information and who through such consultations, influence their behaviour and actions.

Introduction.

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The concept of key communication was first developed by Katz & Lazarfield etal (1944). Since then they have been variously called as fashion leaders, influencers, information leaders, opinion leaders, spark plugs, style-setters, gate keepers etc.

However, all these names have been used more or less for individuals operating in a social system who are more important in the communication of information than others

M.B.Tengli M.Sc (Agri) EXTN.EDU.NMCA,NAU.

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Three important methods are in common use for identifying key-informants. These methods are:

1. Sociometric method2. Information ratings3. Self-designating method


Identification methods of key communicators.

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Sociometric method:

This method is very useful to the Extension Workers in finding out the natural or local or informal leaders in the villages, who are the influential persons that help in the introduction and popularization of new, improved practices in their communities or neighborhoods.

An extension workers goes into a given area and asks the farmers to indicate whom they ordinarily consult for advice on farming Usually after a few interviews, it becomes apparent which farmer is the influential person or natural leader.


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• Figure (Sociogram) illustrates this type of test.


H B

F

D

G

C

A

E

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Sociogram :When ‘H’ is interviewed he may indicate that he generally goes to ‘B’ for advice on farming ‘G’ , ‘F’ and ‘D’ may also say that ‘B’ is the one who advice they take on farming.

Then ‘B’ is the operational or potential, ‘natural’ leader for these people and therefore if the extension worker succeeds in inducing ‘B’ to take up certain new practice, it is quite likely that others will influenced by his behaviour.

‘B’ may or may not hold an office or leadership position in organizations in this area. He may not even think of himself as a leader and may insist that he is not a leader. However, so far as these farmers are concerned, ‘B’ is the operational leader in relation to farming practices.


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Information ratings:

In this method, some members of a social system are purposively or randomly selected and asked to designate persons giving advice and information on a general or particular topic.

This method is economical and quick as it saves cost and time. However, it is limited to the extent each informant is thoroughly familiar with the social system.

This method is usually used in emergency where extension worker is new to social system and wants to send urgent message or distribute some subsidy.


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Self-designating method:

In this method, each selected person is asked a series of questions designed to determine the degree to which he perceives himself to be a key-communicator.

This method has one important advantage in so far as it also measures the individual’s perception of his being a key-communicator, which in turn influences his behaviour. However, its accuracy is limited to the extent the respondents can identity and report their self-image correctly


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Key-communicators have been found to have distinctive characteristics. On the basis of a review of a large number of research studies, Rogers and Shoemarker (1971) drew the following conclusions regarding characteristics of key-informants.

1. External communication 2. Accessibility 3.Social status 4. Innovativeness 5. Relationship to the social systems


Characteristics

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1.External communication : Key-communicators have greater exposure to mass media than their followers b. Key-communicators are more cosmopolitan than their followers. c. Key-communicators have greater change agent contact than their followers.

2.Accessibility: Key-communicators exercise relatively greater social participation than their followers in a social system

3.Social status: Key communicators enjoy a relatively higher social status than their followers as far as conditions in that social system exists.


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4.Innovativeness

1. Key-communicators are more innovative than their followers

2.When the social system’s norms favor change, key-communicators are more innovative but otherwise not especially so.

3.When the norms of a system are more modern, key-communicators are more monographic. Monograph is the tendency of a key- communicator to act as such for only one topic.


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5.Relationship to the social systems:

According to Shankaraiah (1969), the key- communicators under Indian conditions are:

1. Perceived as the best farmers when the social system is actively modern.

2. Social stars when the social system is relatively traditional.


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Role of key communicators :

1. Diffusion of the new technology to other villages .

2. Keeping in touch with the scientists, other institutions, media and sources of information .

3. Coordinating the functions of the village organizations and the institutions and channelizing them towards the adoption of technologies for greater production .

4. Assisting the villagers in securing the supplies and services required .


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5. Guiding and helping people in getting assistance from government.

6. Helping the fellow villagers in the preparation of the action plans.

7. Giving constant guidance and acting as the local consultants. 8. Focusing on the problems of villager and helping the extension workers and.

9. Serving as the demonstrator in the case of agricultural innovations.


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• REFERENCE :

1.Textbook on Agricultural Communication by A.S.Sandhu


Key communicators

Education

Transcript of Key communicators