BECK, DONALD MARTIN; PHD

                         WASHINGTON STATE UNIVERSITY, 1991
 
                         SOCIOLOGY, SOCIAL STRUCTURE AND DEVELOPMENT (0700); SOCIOLOGY, GENERAL (0626); AGRICULTURE, AGRONOMY (0285)
 

                         This study investigates the influence of network variables on the diffusion of agricultural innovations. The
                         theoretical basis is Everett Roger's diffusion of innovation model and Ron Burt's development of social
                         contagion. The effect of traditional background variables and network variables including measures of
                         social centrality, prestige, and contagion were explored using Burt's (1987b) Structure program. Two
                         models of contagion were explored. The first, cohesion measured the effect of similar actors tied
                         together by interaction ties while the second, structural equivalence measured the effect of individuals
                         having similar relations to others in the network. The diffusion of an erosion control innovation through a
                         network of farmers provides the basis for an empirical test. Support was found for the proposition that
                         structurally equivalent individuals influence the early use of no-till more than alters defined by the
                         cohesion process. Evidence is also provided that links social centrality, and prestige with early use. The
                         study concludes that network variables are more important to explaining the spread of technology
                         throughout a network of early users than traditional background characteristics.

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