Skip to main navigation menu Skip to main content Skip to site footer
Plant Science Today (PST)

Research Articles

Vol. 13 No. sp2 (2026): Recent Advances in Agriculture

Information-seeking networks of paddy farmers during cyclone disasters: A social network analysis in coastal Odisha, India

DOI
https://doi.org/10.14719/pst.14509
Submitted
13 March 2026
Published
08-06-2026

Abstract

This study examined agricultural information networks among 120 paddy farmers in cyclone-prone Balasore district, Odisha. Data were collected through structured interviews and social network analysis (SNA) was used to map information exchange. A two-mode affiliation network was constructed and centrality measures, including degree and eigenvector centrality, were computed using UCINET. Results revealed that WhatsApp recorded the highest degree centrality (0.71) and eigenvector centrality (0.45), indicating that it is the most connected and influential information source within the network. Fellow farmers (0.67; 0.43) and television (0.62; 0.39) also occupied prominent positions, highlighting the importance of interpersonal and mass media channels in information dissemination. Extension agents (0.55; 0.34) maintained a moderate role, while digital platforms such as Facebook (0.53; 0.33) and YouTube (0.52; 0.32) demonstrated emerging significance. In contrast, Agri apps (0.47; 0.29) showed relatively lower influence and traditional media such as radio (0.29; 0.17) and print media (0.29; 0.17) remained peripheral within the network. The findings highlight the dominance of digital and interpersonal communication channels in disseminating cyclone-related agricultural information. Integrating formal extension services with digital and community-based networks can enhance information delivery and improve farmers’ preparedness and resilience in cyclone-affected regions.

References

  1. 1. Naidoo G, Rolls MJ. A method to investigate agricultural information use by small-scale Mauritian cattle keepers. J Agric Educ Ext. 2000;7(1):53–62. https://doi.org/10.1080/13892240008438805
  2. 2. Food and Agriculture Organization of the United Nations. The impact of disasters and crises on agriculture and food security. Rome: FAO; 2018.
  3. 3. Bandiera O, Rasul I. Social networks and technology adoption in northern Mozambique. Econ J. 2006;116(514):869–902. https://doi.org/10.1111/j.1468-0297.2006.01115.x
  4. 4. Conley TG, Udry CR. Learning about a new technology: Pineapple in Ghana. Am Econ Rev. 2010;100(1):35–69. https://doi.org/10.1257/aer.100.1.35
  5. 5. Dutta R. Information needs and information-seeking behavior in developing countries: A review of research. Int Inf Libr Rev. 2009;41(1):44–51. https://doi.org/10.1080/10572317.2009.10762796
  6. 6. Putnam RD. Bowling alone: The collapse and revival of American community. New York: Simon & Schuster; 2000. https://doi.org/10.1145/358916.361990
  7. 7. Pretty J, Smith D. Social capital in biodiversity conservation and management. Conserv Biol. 2004;18(3):631–8. https://doi.org/10.1111/j.1523-1739.2004.00126.x
  8. 8. Wasserman S, Faust K. Social network analysis: Methods and applications. Cambridge: Cambridge University Press; 1994. https://doi.org/10.1017/CBO9780511815478
  9. 9. Borgatti SP, Mehra A, Brass DJ, Labianca G. Network analysis in the social sciences. Science. 2009;323(5916):892–5. https://doi.org/10.1126/science.1165821
  10. 10. Matuschke I, Qaim M. The impact of social networks on hybrid seed adoption in India. Agric Econ. 2009;40(5):493–505. https://doi.org/10.1111/j.1574-0862.2009.00393.x
  11. 11. Ramirez A. The influence of social networks on agricultural technology adoption. Procedia Soc Behav Sci. 2013;79:101–16. https://doi.org/10.1016/j.sbspro.2013.05.059
  12. 12. Scott J. Social network analysis. 4th ed. London: SAGE Publications; 2017. https://doi.org/10.4135/9781529716597
  13. 13. Borgatti SP, Everett MG, Johnson JC. Analyzing social networks. London: SAGE Publications; 2013.
  14. 14. Thuo M, Bell AA, Bravo-Ureta BE, Okello DK, Okoko EN, Kidula NL, et al. Social network structures among groundnut farmers. J Agric Educ Ext. 2013;19(3):339–59. https://doi.org/10.1080/1389224X.2012.757244
  15. 15. Demiryürek K. Use of social network analysis to identify opinion leaders: A case of organic hazelnut producers in Turkey. J Ext Syst. 2008;24(1):17–29.
  16. 16. Vishnu S, Gupta J, Subash SP. Social network structures among livestock farmers vis-à-vis calcium supplement technology. Inf Process Agric. 2019;6(2):170–82. https://doi.org/10.1016/j.inpa.2018.07.006
  17. 17. National Research Council. Applications of social network analysis for building community disaster resilience. Washington DC: National Academies Press; 2009.
  18. 18. Liverpool-Tasie LSO, Winter-Nelson A. Social learning and farm technology in Ethiopia: Impacts by technology, network type and poverty status. J Dev Stud. 2012;48(10):1505–21. https://doi.org/10.1080/00220388.2012.693167
  19. 19. Matous P, Todo Y. Exploring dynamic mechanisms of learning networks for resource conservation. Ecol Soc. 2015;20(2):36. https://doi.org/10.5751/ES-07602-200236
  20. 20. Freeman LC. Centrality in social networks: Conceptual clarification. Soc Netw. 1979;1(3):215–39. https://doi.org/10.1016/0378-8733(78)90021-7
  21. 21. Bonacich P. Power and centrality: A family of measures. Am J Sociol. 1987;92(5):1170–82. https://doi.org/10.1086/228631
  22. 22. Aker JC. Information from markets near and far: Mobile phones and agricultural markets in developing countries. Agric Econ. 2011. https://doi.org/10.1257/app.2.3.46
  23. 23. Mittal S, Mehar M. Socio-economic factors affecting adoption of modern information and communication technology by farmers in India. J Agric Educ Ext. 2016.
  24. 24. Shaw R, Shiwaku K, Takeuchi Y. Disaster risk reduction and community resilience. Int J Disaster Resilience Built Environ. 2013.
  25. 25. Rogers EM. Diffusion of innovations. 5th ed. New York: Free Press; 2003.
  26. 26. Shaw R, Takeuchi Y. East Asian perspectives on resilience and adaptation to climate change. Tokyo: Springer; 2012.

Downloads

Download data is not yet available.