Popular doesn't mean influential among Cambodian farmers
by University of Sydney
18 June 2020
It's become common practice for NGOs and environmental development agencies to use 'influencers' for the roll out of environmentally sustainable farming practices, but this isn't always the most effective method, say social network analysts from the University of Sydney.

Published in the International Journal of Agricultural Sustainability, their research examined the role of social network brokers—well-connected individuals within a community—in the adoption of innovative farming practices in Battambang Province in North-Western Cambodia. The authors, Dr. Petr Matous, Junjian Zhang and Associate Professor Daniel Tan found that less popular farmers were better influencers, compared to their more popular peers.

"Similar to marketers on social media, the international development industry and environment conservation organisations have become enamoured with the idea of leveraging local 'influencers' to deliver programs ranging from behavioural interventions, to the promotion of new technologies," said Faculty of Engineering academic and environmental and humanitarian engineer, Dr. Petr Matous.

"External organisations often don't have the capacity to support every single farmer in a village and show them how a new technology works. Instead, they often select several 'model farmers', who they choose based on whether they are community leaders or regularly offer advice," he said.

"They then give these 'popular' and seemingly influential farmers new technologies in the hope they will adopt them and disseminate the knowledge or technology around the village using their social networks.

The researchers found that providing less popular farmers with new information and technologies was more likely to result in a wider community adoption of sustainable farming practices.

"Farmers who move between diverse sub-communities and were more open-minded were the most receptive to the early adoption of the recommended farming practices such as crop rotation or drip irrigation and they are not the same group as the most 'popular' farmers," said Dr. Matous.

"This might be the case because popular farmers may be reluctant or tired of being repeatedly used by external agencies. Whether in Cambodia or anywhere else, the fact that someone is locally prominent does not necessarily mean that they are interested in new environmental or resource-conserving practices.

"The findings suggest that we should not excessively rely only on the handful of prominent farmers in the hope that new technologies will magically trickle down from them to others, who are often their competitors. To tackle environmental degradation and looming food insecurity, we need to better engage larger sections of the communities."
https://phys.org/news/2020-06-popular-d ... rmers.html