A challenge for researchers and other developers of new technologies in agriculture is to find ways of communicating their results and recommendations. This challenge is particularly acute in regions in which farmers have limited access to education and where illiteracy is widespread, such as in the rural areas of Mali. One approach that shows potential, yet remains largely unused by extension services, is the dissemination of educational video on mobile phones with video and Bluetooth technology, which are widespread in the region.
Social structure, especially in the form of social networks, affects the adoption of agricultural technologies. In light of an increasing focus on new demand-driven agricultural extension approaches that leverage social networks as an opportunity, too little is known about (a) which network characteristics matter? and (b) how do specific network characteristics matter? This paper investigates the impact of social networks in relation to smallholder dairy production technology adoption in Ethiopia.