A Study of Agricultural Biodynamic Innovation Diffusion

Abstract

Online media has an advantage over other conventional media, such as television and radio, namely interactivity. This interactivity process causes two-way communication between users on social media. Although biodynamic techniques have long been discovered and developed, their application is still not developed in Indonesia. This study aims to discover how biodynamic innovation spread through the interactivity of WhatsApp media in agricultural support communities. The theory used is the McMillan interactivity model. this research also used the diffusion innovation from Rogers and Willis’ three principles of biodynamic success as one of the supporting theories. In addition, this study also uses Three levels of social media analysis: the level of audience engagement, interaction, and message relationships. The results showed four significant themes for user-to-user interactivity: innovation, socialization, consultation, and information on biodynamic techniques. The use of eco enzymes and Jakaba mushrooms is the focus of interactivity in this group. The instructors’ biodynamic experts and the farmers’ experience in applying biodynamic techniques play a significant role in the active interactivity of the group and the spread of biodynamic innovations.