Purpose: Agricultural extension services in poor countries often identify opinion leaders based on criteria such as wealth and social status. We explore the effectiveness of this top-down approach by analysing the role of so-called model and nodal farmers in the diffusion of malt barley in a highland community in Ethiopia. Research approach: We…

Purpose: The rapidly evolving nature of agricultural innovation processes in low-income countries requires agricultural extension agencies to transform the classical roles that previously supported linear information dissemination and adoption of innovation. In Bangladesh, strengthening agricultural innovation calls for facilitation of interactive…

Building on the tradition of agricultural extension, this article discusses several changes in thinking regarding the relations between communication and innovation. Starting from the idea that network building, social learning and conflict management are key processes to be supported by communication professionals, the article makes critical…