Social Networks in Communication

Meaning

• A social network refers to the structure of relationships or ties among individuals, groups, or organizations through which communication takes place.
• It shows who communicates with whom, how often, and in what manner within a community or group.

Types of Social Networks

Types of Social Networks

1. Egocentric (Personal) Network

• Centered on one individual (ego) and all the people connected to them.
• Example: A farmer (ego) connected with neighbors, relatives, extension agents.
• Used for studying individual influence and personal support systems.

2. Socio-Centric (Complete) Network

• Examines the entire group or community and all interconnections.
• Example: A village community showing who communicates with whom.
• Useful for analyzing diffusion of innovation and collective behavior.

3. Open Network

• Members have many external contacts outside the group.
• Encourages exposure to new ideas and innovations.
• Example: A progressive farmer linked to agricultural universities, markets, and NGOs.

4. Closed Network

• Members communicate mainly within the group.
• Builds trust, cohesion, and strong norms, but may resist change.
• Example: Traditional village community sticking to old farming practices.

5. Formal Network

• Structured communication network with defined hierarchy and roles.
• Example: Extension officers → Village leaders → Farmers.
• Clear authority, but sometimes rigid.

6. Informal Network

• Arises naturally from personal interactions and relationships.
• Example: Gossip, casual farmer-to-farmer talk, WhatsApp group chats.
• Fast and flexible, but may spread rumors.

7. Communication Role-Based Networks (from Diffusion of Innovation Theory)

• Opinion Leaders – Influence others’ decisions.
• Isolates – Have few connections, weakly linked.
• Bridges – Connect two otherwise unconnected groups.
• Liaisons – Link groups without belonging to either.

Functions of Social Networks in Communication

1. Information Flow – Facilitate the spread of knowledge, innovations, and news.
2. Opinion Leadership – Certain individuals act as influencers or opinion leaders in the network.
3. Social Support – Provide emotional, moral, and practical support.
4. Diffusion of Innovation – Key in Rogers’ Diffusion of Innovations Theory (innovators → early adopters → majority → laggards).
5. Behavioral Influence – Networks shape norms, attitudes, and decision-making.

Examples in Agriculture Extension

• Farmer-to-Farmer Networks: Sharing best practices for crops.
• SHGs (Self Help Groups): Women farmers exchanging ideas.
• WhatsApp/Facebook Groups: Modern digital social networks for fast information sharing.