When Leaders Are Hard to Find: Reimagining Opinion Leaders in Sparse Communication Networks

Diffusion of innovations theory proposes that opinion leaders can enhance the success of science communication campaigns. Such strategies hinge on an assumption that target communities include well-connected and trusted members who need only be identified and recruited. However, sparse or difficult to engage communication networks may not meet this assumption, making opinion leader-based interventions ineffective or impossible. This project reviews two studies involving rural populations where attempts to identify opinion leaders failed. We leverage these examples to highlight barriers to community-based campaigns, theoretical implications for diffusion scholarship, and suggested strategies for communication scholars and practitioners encountering sparse or fragmented networks.