15 pages., Securing the adoption of scalable agro-educational information and communication technology (ICT) solutions by farmers remains one of the international development community’s most elusive goals – in part due to two key gaps in the data: (1) limited comparisons of competing knowledge-delivery methods, and (2) few to no follow-ups on long-term knowledge retention and solution adoption. Addressing both of these gaps, this follow-up study measures farmer knowledge retention and solution adoption two years after being trained on an improved postharvest bean storage method in northern Mozambique. The results found animated-video knowledge delivery at least as effective as a traditional extension approach for knowledge retention (97.9%) and solution adoption (89%). As animated video can more cost-effectively reach the widest – even geographically isolated – populations, it readily complements extension services and international development community efforts to secure knowledge transfer and recipient buy-in for innovations. Implications and future research for adult learning are also discussed.
21 pages., Via online journal., This project is an examination of how strategies for innovation in fertilizer application are communicated to agricultural communities. Specifically, this project examines the 4R Nutrient Stewardship Program‒a public communication campaign seeking to encourage the use of specific strategies, tools, and best practices in fertilizer application. The campaign is advanced by the Fertilizer Institute, an industry trade association, and targets local agricultural communities within the United States. To understand how this campaign functions to encourage adoption of innovative fertilizer application behaviors, this project draws on the principles of diffusion of innovations theory as well as established concepts within public relations, including issues management.
7 pages, On-farm bacteriologic culturing (OFBC) provides quick and inexpensive mastitis diagnosis, but commercial adoption of this innovation has been low in Mississippi. We implemented an Extension-led trialing program to identify reasons for producers' lack of OFBC adoption, explore change in producers' knowledge and perceptions of OFBC, and assess the effectiveness of the program relative to OFBC adoption. Most producers were unaware of OFBC initially but identified several benefits after trialing it for 30 days. The methodology for designing and implementing a trialing program based on Rogers's diffusion of innovation framework was effective and could be replicated easily in other contexts.
Specht, Kathrin (author), Zoll, Felix (author), Schumann, Henrike (author), Bela, Julia (author), Kachel, Julia (author), and Robischon, Marcel (author)
Format:
Journal article
Publication Date:
2019
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 99 Document Number: D10870
Via online. 27 pages., Global challenges such as climate change, increasing urbanization and a lack of transparency of food chains, have led to the development of innovative urban food production approaches, such as rooftop greenhouses, vertical farms, indoor farms, aquaponics as well as production sites for edible insects or micro-algae. Those approaches are still at an early stage of development and partly unknown among the public. The aim of our study was to identify the perception of sustainability, social acceptability and ethical aspects of these new approaches and products in urban food production. We conducted 19 qualitative expert interviews and applied qualitative content analysis. Our results revealed that major perceived benefits are educational effects, revaluation of city districts, efficient resource use, exploitation of new protein sources or strengthening of local economies. Major perceived conflicts concern negative side-effects, legal constraints or high investment costs. The extracted acceptance factors deal significantly with the “unknown”. A lack of understanding of the new approaches, uncertainty about their benefits, concerns about health risks, a lack of familiarity with the food products, and ethical doubts about animal welfare represent possible barriers. We conclude that adaptation of the unsuitable regulatory framework, which discourages investors, is an important first step to foster dissemination of the urban food production approaches.
Online from UI Library subscription., Study examined interpersonal influence during the diffusion of agricultural innovation in a rural district of Pakistan. Findings revealed that interpersonal communication had a major role in agricultural activities, particularly that farmers were motivated through face-to-face discussion.
Online via UI Library Catalog search. 10 pages., Findings of a survey among a sample of 100 farmers in District Sargodha revealed 99% used agricultural radio/TV/FM, 96% used mobile phones, 66% used magazines/newspapers/periodicals, and 61% used social media. Respondents placed highest value on enhancing their productivity.
