Principles and Techniques of Veterinary and AH Extension

IDENTIFYING KEY COMMUNICATORS

The methods that are in common use for identifying Key Communicators are

• Sociometry
• Election
• Discussion method
• Workshop
• Group observer
• Key informants technique
• Self-designating technique and
• Informal ratings.

Sociometric method

• This is concerned primarily with obtaining choices in inter-personal relations, such as with whom one would like to work, play, etc., or to whom one would go for advice on livestock farming or other problems. It attempts to describe social phenomena in quantitative terms.
• It is necessary that the persons involved in a sociometric test know one another. It is also to be emphasised that the grouping of individuals upon the basis of sociometric tests is in terms of choices relative to specific situations. The tests are not designed to measure a vague factor called popularity. In a sense, the persons chosen by several others are popular, but it is popularity or acceptance in terms of specific activities. Sociograms for the same individuals will manifest difference when the choices are in relation to different activities.
• This method is very useful to the Extension Worker in finding out the “natural” or “local” or “informal” leaders or key communicators in the villages, who are the influential persons that help in the introduction and popularization of new improved practices in their communities or neighbourhoods. An extension worker goes into a given area and asks the farmers to indicate whom they ordinarily consult for advice on livestock farming or any particular aspect of livestock farming (breeding of dairy animals) in which the extension worker wants to introduce some improvement. Usually after a few interviews, it becomes apparent which farmer is the influential person or ‘natural’ leader. Figure given below (sociogram) illustrates this type of test.

• When ‘H’ is interviewed, he may indicate that he generally goes to ‘B’ for advice on livestock farming. ‘G’, ‘F’ and ‘D’ may also say that ‘B’ is the one whose advice they take on farming. Only ‘A’ indicates that he goes to ‘H’ for advice on livestock farming. Since more people preferred ‘B’ he is 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 be influenced by his behaviour. It should be remembered that ‘B’ is the ’natural’ leader or the one who initiates action for the others. ‘B’ may or may not hold an office or leadership position in organisations 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 / key communicators in relation to farming practices.

Election

• Another method widely used in selecting leaders / key communicators, consists simply of the members of the group electing a leader / key communicators. The extension worker can guide or assist the local people in electing the right people for the right job by explaining’ to the group the functions of leaders / key communicators in relation to particular problems, and outlining the qualifications of a good leader / key communicator for the given purpose. It has been found that this election method can also be used for selecting persons to receive leadership training. For example, a group be asked to indicate what members of the group they think would be good leaders and what persons they would be willing to follow after the individuals has received specialised training. It is better for the extension worker to accept the chosen leaders of a group than to try to impose others by any pressure.
• Kelsey and Hearne (1963) have suggested the following steps in guiding the local groups to find suitable leaders.
• Steps in Discovering Leaders / key communicators
• What is the job to be done?
• What characteristics and skills does this job require?
• Where is the person with these qualifications?
• What group will support or follow this person?
• Of the qualities he has –
• Which of them may be improved by training?
• Which may not be changed materially?
• Of the qualities he lacks –
• Which may be developed by experience and training?
• Which may he never hope to have?
• On what basis shall a qualified person be induced to serve?
• Unless we proceed in an orderly manner from one step to another, we shall not know where to look for trouble if our procedure falls. If we are not clear about what needs to be done, how can we explain or sow a group what knowledge and skills are needed? When we know what qualifications are needed, it is easier for the group to find a leader.

The Discussion Method

• Through discussions (on any subject) the person with sound knowledge and ability is soon recognised and a mere talker easily spotted. Discussion gives encouragement and assurance to the potential leader / key communicator to express himself, and over a period of time may make him more confident in accepting some position of leadership, and emerge as a valuable leader.

The Workshop Method

• Through this method, where the large group breaks up into smaller groups and the responsibility of the programme and decision-making rests upon the smaller unit, leadership / key communicator emerges, in each group. Over a period of time, the extension worker can spot certain leaders / key communicator who come to the fore in taking responsibilities. The extension worker or professional leader / key communicator in the workshop has the position of consultant observer, discussion group leader etc.

The”Group Observer”

• The extension worker should watch a community or group on action and then he will be able to spot potential leaders. He may observe the community in any type of situation for obtaining the best results, the group should not be aware of this.
• Rogers (2000) who designates these local leaders as “opinion leaders” mentions the following two methods that have been used to locate these leaders in mass public.

Key Informants

• Persons well aware of their community may be asked to indicate opinion leaders / key communicators in that area. This is cost -saving and time saving when compared to the sociometric method.

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 respondentscan identity and report their self-image correctly.

Informal 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.