Abstract
The purpose of this study was to systematically identify “key players” and media channels within the turf industry to constitute the diffusion of innovations in emerging turf research and technologies. Online survey questions were structured using Borgatti’s KeyPlayer™ (TM Analytic Technologies) software to determine “the contribution of a set of actors to the cohesion of the network (Borgatti, 2006, p. 21). Turf industry professionals were asked to identify who they trust when they have questions regarding turfgrass. Researchers directly contacted 282 participants via email, collecting 239 responses. The top 25 key players, the number of distinct persons reached in the network, and the percent of the network reached were calculated for the entire sample and each strata of the sample (including golf course superintendents, landscapers, turf producers, Extension, and Others—including Extension Specialists, Turfgrass Faculty, and Sales representatives. Of the 422 unique names mentioned in the survey, key player data showed that the top 25 key players were 1 or 2 steps away from 305 distinct persons in the network (72.3% of the network). With their influence on the larger network, these individuals will now be enlisted to aid in the diffusion of emerging new turf research and technologies.
Highlights
Introduction and Problem StatementIn science communication an “opinion leader” is “influential because others in the organization listen to them for advice or information” regarding an innovation (Stone et al, 1999, pp. 135, 138)
The identification of a list of opinion leaders or key players – those with influence in a community – is a clear concept that is difficult to manifest in a real-world, diffusion of innovation scenario
Agriculture development and diffusion of innovation models far have primarily focused on the importance of engaging key players in efforts to disseminate researchbased information (Ruth et al, 2018)
Summary
Introduction and Problem StatementIn science communication an “opinion leader” is “influential because others in the organization listen to them for advice or information” regarding an innovation (Stone et al, 1999, pp. 135, 138). The identification of a list of opinion leaders or key players – those with influence in a community – is a clear concept that is difficult to manifest in a real-world, diffusion of innovation scenario. Agriculture development and diffusion of innovation models far have primarily focused on the importance of engaging key players in efforts to disseminate researchbased information (Ruth et al, 2018). Science is communicated in a variety of channels to the public, and how the receiver decodes the message depends on outside noise and the source from which the information is being disseminated. Considering the increased availability of pseudo-science and misinformation about emerging and new technologies, it is of paramount importance to ensure that accurate information reaches the intended audience using the relevant channels (Schiele, 2020)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
