Yamini, T.Venkatesan, P.Jyothi, V.Devy, M.R.Rao, V.S.Suseela, K.2025-05-122025-05-122024-12Yamini T., Venkatesan P., Jyothi V., Devy M.R., Rao V.S., Suseela K. . Social network analysis approach to identify agricultural key communicators. Journal of Environmental Biology. 2024 Dec; 45(6): 788-7970254-87042394-0379https://imsear.searo.who.int/handle/123456789/247539Aim: This paper employed Social Network Analysis approach to visualize and calculate different social network metrics. It identifies key communicators who play pivotal roles in information flow. Methodology: Research was conducted at Jammulapalem and Perali villages of Bapatla district, Andhra Pradesh, India, during 2022-23 using an exploratory research design. A total of 120 farmers Eigen vector were selected using simple random technique, and data was collected using a well-developed interview schedule. Network metrics such as Degree centrality, betweenness centrality, and eigen vector centrality were computed to evaluate the network structure using R software (version 4.3.1). R packages, namely igraph, statnet and network D3, were used for network creation, analysis and visualization to identify the influential nodes. Results: The study revealed a complex web of relationships among various stakeholders within the agricultural network through a network graph, identifying key communicators with the highest Degree centrality. Interpretation: The focal points identified through Social Network Analysis represent a specific demographic and socio-economic group, typically aged between 35 and 55, primarily medium-scale farmers,with landholdings spanning 10 to 25 acres and high annual income, with educational backgrounds ranging from high school to pre-university college, and wield significant influence within their local communities. They require sensitization, training, practical demonstrations, and personalized support to effectively disseminate agricultural information.Agricultural Information System NetworkCentrality measuresInformation SourcesKey CommunicatorsNetwork visualizationSocial Network AnalysisJournal ArticleIndiaDepartment of Agricultural Extension Education, Agricultural College, Bapatla -522 101, IndiaExtension Systems Management, ICAR-NAARM, Hyderabad -500 030, IndiaDepartment of Agricultural Extension Education, Agricultural College, Bapatla -522 101, IndiaDepartment of Agricultural Extension Education, Agricultural College, Bapatla -522 101, IndiaDepartment of Statistics and Computer Applications, Agricultural College, Bapatla -522 101, IndiaDepartment of Agricultural Economics, Agricultural College, Bapatla-522 101, India