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Male and stale? Questioning the role of “opinion leaders” in agricultural programs

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  • Petr Matous

    (University of Sydney)

Abstract

Social networks can influence people’s behaviour and therefore it is assumed that central individuals in social networks, also called “opinion leaders”, play a key role in driving change in agricultural and food systems. I analyse the outcomes of an intervention (that encouraged Sulawesi smallholder farmers to take a specific action toward improving the health of their cocoa trees) to assess the impact of engaging opinion leaders in agricultural programs that aim to change farmers’ practices. The intervention has been implemented through (a) 18 opinion leaders identified by interviews and a social network survey of 1885 cocoa farmers; and (b) 18 randomly selected farmers who were not central in local social networks. The obtained social networks and statistical data were quantitatively analysed and the results were interpreted with input from the field staff. Contrary to expectations, the highly socially central opinion leaders were not more effective in promoting the initiative in their communities. On average, randomly selected low-centrality farmers convinced almost twice as many of their peers to take the recommended action as compared to the identified opinion leaders (17.1 versus 8.6) but the variation within the random group was also significantly higher. Importantly, while the identified opinion leaders were mostly senior men, women performed better in influencing others into taking action even when their centrality in local social networks of agricultural advice was lower. I discuss the implications of the conventional selection of perceived opinion leaders as model farmers for achieving sustainable and equitable change at scale in agriculture and propose practical alternatives.

Suggested Citation

  • Petr Matous, 2023. "Male and stale? Questioning the role of “opinion leaders” in agricultural programs," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(3), pages 1205-1220, September.
    • Handle: RePEc:spr:agrhuv:v:40:y:2023:i:3:d:10.1007_s10460-023-10415-9
    DOI: 10.1007/s10460-023-10415-9
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