Social learning in information diffusion and capability of farmers

Purpose - The purpose of this paper is to empirically analyse the importance of social networking in information diffusion and capability of farmers by understanding the pattern of social networking. This study also looks into the impact of social networking in agriculture and how far the village resource centre as an institution helped the social networking at the rural level. Design/methodology/approach - The study conducted an empirical analysis by using primary data. A well-structured interview schedule is used to collect the information about social networking of each of the 170 Village Resource Centre (VRC) attending (VRCAM) and VRC non-attending (VRCNAM) people of Meppadi (Kerala State, India) and 170 VRC non-attending people from neighbouring villages of Meppadi (VRCNANV). Also, 133 samples were collected from VRC attendees (VRCAT), VRC non-attendees (VRCNAT) and VRC non-attendees from neighbouring villages of Thiruvaiyaru (Tamil Nadu state, India). Findings - This paper provides empirical results that appropriate institutions at rural level can create effective social networking, and thereby help the information dissemination among the farmers. It is understood that the Meppadi VRC social network is expansionary in nature, but in Thiruvaiyaru, the social network is not expansionary. A major motive for the farmers to join a VRC network is to gain “knowledge” in both regions. The two patterns of networking identified that networking and communication between experts and attendees are strong in Triruvaiyaru, but less visible in Meppadi. Similarly, networking between VRC attendees and non-attendees is very strong and evident in Thivaiyaru. At the same time, the study found that the knowledge diffusion from VRC happens maximum in Meppadi famers because of their enhanced skills and capabilities. Research limitations/implications - Since the research has conducted among the farmers who attended one particular type of institution, the result lacks diversity. Therefore, researchers are encouraged to conduct it in different types of institutions. Practical implications - The study throws light on the importance of appropriate institutional interventions for developing a social network to disseminate knowledge and ideas among the farmers. Farmers rely more on personal interactions with their peers, friends, agricultural professionals, local institutions, media and extension farm advisers for new technology, knowledge, etc., than the formal channels of information sharing. Social implications - Well-directed social networks among the farmers can enhance the productivity of agriculture, which, in turn, will enhance the living standard of the agriculture-dependent population. Originality/value - The study conducted an empirical analysis by using primary data and proved that local institutions are important for developing social networks.