Effects of Social Network Characteristics on Climate Change Adaptation Communication in Makueni County

Abstract

Communication is a central and perhaps the most critical component of agricultural extension. The exchange of information forms the core of communication process. Various methods have been applied studying how the process of communication occurs in social networks. The structural characteristics of social networks affect the communication patterns which have impact on the effectiveness of communication and the subsequent diffusion of innovations. Climate change is already affecting agricultural production and farmers in the developing countries have to adapt through the adoption of appropriate and modern technologies. Agricultural extension agents will certainly play a key role in enhancing the adoption of these technologies and hence adaptation. This study aimed at studying the effects of social network characteristics and the flow of information through a social system composed of farmers in five villages in Sakai sub-location in Makueni County in Kenya. Social Network Analysis (SNA) methodology combined with probit regression analysis were applied and results show that common demographic traits result in group formation which are instrumental in the flow of agricultural information within groups. The age, marital status and farm sizes were variables that supported group formation and enhanced the flow information on climate change adaptation