Moyo, Rachel (author), Salawu, Abiodun (author), and Department of Communication, North West University, Private Bag X2046, Mafikeng, 2735, South Africa
Format:
Online journal article
Publication Date:
2019-02
Published:
South Africa: Elsevier
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 151 Document Number: D10129
7 pages., Via online journal., This study is a quantitative survey of communication media preferred by smallholder farmers resettled under the Fast Track Land Reform Programme (FTLRP) in the Gweru district of Zimbabwe. Data were gathered using a questionnaire and simple random sampling. Communication is integral to agricultural development, particularly so in the context of the FTLRP characterized by a dearth of information, education and training, ensued by the discriminatory command agriculture (Murisa and Chikweche, 2015). Farmers' preferences of communicationmedia in receiving agricultural innovations should be prioritised to improve agricultural communication andsubsequently, productivity, which is dire in Zimbabwe in the light of the continuing food insecurity. Thefindingsindicated that farmers prefer media that are stimulating and engaging such as television and demonstrations;convenient such as mobile phones and detailed such as books probably because the majority of them do not have training in agriculture. Demographic variables of age-group and education were found to be associated with communication preferences of some media. The study has implications for agricultural communication media policy. Beyond prioritization of farmers’preferences, a model of a multi-media approach to agricultural communication has been developed, that could widen communication reach if implemented.
12 pages., Via online journal., This article is concerned with the shaping of agricultural knowledge among farmers, in the context of the rapid changes Polish agriculture has been subject to since the time of the country's EU accession. The theoretical underpinnings of this work have been described in terms of the significant notional categories, i.e. knowledge, knowledge-cultures and sources of knowledge. The research made use of the joint interviews method. Interviews were run with representatives of different generations in 10 farming families in central Poland. The main research objective was to determine sources of farming knowledge among farmers. The use of joint interviews allowed for the identification of sources of knowledge of different kinds. These reflect a division into farmers' closer and more distant surroundings, i.e. to the family and neighbours on the one hand, and to institutions and media on the other. Knowledge acquisition among farmers is in fact found to be a complex process, reflecting socialisation in a multi-generation environment of family and neighbours, on the one hand, and the impact of the institutional and legal system, on the other. In a general sense, this corresponds to the well-known division of sources of knowledge into the tacit and the explicit, with the acquisition of tacit (i.e. informal) knowledge not meeting with any more major obstacles thanks to proximity in a sense that may be cultural (i.e. the agriculture itself), family-related (and in fact multi-generation) and spatial (physical proximity in a given locality). Microsocial conditioning thus plays a major role in the shaping of this source of knowledge. However, the most important factor distinguishing contemporary cultures as regards knowledge on farming is the capacity to adapt to conditions set by the institutions supporting the latter's development. Formal knowledge flowing into farming families from their institutional surroundings requires growing adaptability and preparation if a succession of innovations are to be taken on board. The multi-source nature of knowledge and the achievement of some kind of balance in this respect actually poses a major challenge for the future functioning of family farms as cultural microsystems.
10 pages., Via online journal., Consumption of local food is a fast-growing trend supported by local food advocates and governments. This trend has also captured the interest of researchers. The present study draws from the foundational principles of the theoretical perspective of helping behaviour with a view to enhancing the understanding of why people buy local food. This article tests a conceptual framework with proposed relationships between helping behaviour constructs and local food-buying behaviour within a Norwegian context. Local food consumers in Troms County are surveyed, and the results indicate that empathic concern and social concern influence their attitude towards, and preference for, local food. Local patriotism influences the preference for local food even if such consumers evaluate it as being of lower quality and less desirable than other food products. This study is among the first to examine local food-buying behaviour through the lens of prosocial helping behaviour theory. The recommendations for local food producers and local food advocates regarding appealing to consumers’ prosocial helping behaviour propose communication strategies emphasizing the difficulties that local food producers face, portraying local food producers as people deserving of help against national competition and imports, and depicting them as being as loyal to the local community as the local food consumers are.
11 pages., Via online article, A “digital revolution” in agriculture is underway. Advanced technologies like sensors, artificial intelligence, and robotics are increasingly being promoted as a means to increase food production efficiency while minimizing resource use. In the process, agricultural digitalization raises critical social questions about the implications for diverse agricultural labourers and rural spaces as digitalization evolves. In this paper, we use literature and field data to outline some key trends being observed at the nexus of agricultural production, technology, and labour in North America, with a particular focus on the Canadian context. Using the data, we highlight three key tensions observed: rising land costs and automation; the development of a high-skill/low-skilled bifurcated labour market; and issues around the control of digital data. With these tensions in mind, we use a social justice lens to consider the potential implications of digital agricultural technologies for farm labour and rural communities, which directs our attention to racial exploitation in agricultural labour specifically. In exploring these tensions, we argue that policy and research must further examine how to shift the trajectory of digitalization in ways that support food production as well as marginalized agricultural labourers, while pointing to key areas for future research—which is lacking to date. We emphasize that the current enthusiasm for digital agriculture should not blind us to the specific ways that new technologies intensify exploitation and deepen both labour and spatial marginalization.
Marques, Andreia (author), Kamali, Farahnaz Pashaei (author), Asveld, Lotte (author), Osseweijer, Patricia (author), Silveira, Jose Maria F. J. de (author), and Delft University of Technology, Netherlands
Unicamp Universidade Estadual de Campinas, Brazil
Format:
Online journal article
Publication Date:
2019-11-05
Published:
Netherlands: Elsevier
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 124 Document Number: D11216
16 pages, via online journal, Sugarcane expansion in Brazil during the 2000s was partly restricted by several discussions about the sustainability aspects of its cultivation. These discussions were mainly based on surveys that sometimes use highly aggregated data not including local perspectives and particularities, and sometimes used case studies with small samples which, while listening to local perspectives, cannot be considered representative of the whole sector. This work aims at filling this gap by considering both the perceptions of the local community, which add primary data on impact, and a large sample, to increase the research representativeness. To do so, we present the results of 353 interviews, covering 33 municipalities in five states of the Center-South region of Brazil (the largest cultivation area in the country). The results show that the expansion of biofuels has generated conflict mostly related to environmental and social issues, although there is good acceptance of the sugarcane mills in general. Our conclusions point to the importance of including local voices for a deeper understanding of the advantages and limitations of the expansion of biofuels.
12 pages, via online journal, This study, underpinned by the Resource-Based View and its association with the Relational View, contributes to the existing cross-disciplinary literature involving economic geography, tourism and marketing by extending the current understanding of the relationship between firms' value co-creation activities and sales performance in the context of rural wine producing firms. Specifically, by investigating how a firm's competitor orientation (possessing and acting upon knowledge of competitors) affects the relationship between firms' capabilities to engage in value co-creation activities and sales performance. This investigation utilises a multi-level qualitative investigation within small-to-medium-sized, New Zealand wine producers engaging in various value co-creation activities (wine hospitality and tourism such as accommodation and restaurants through to wine sales, including at cellar doors). The methods employed involved 40 interviews across 20 businesses; observations of cellar door employees in all 20 firms; and collection of archival data. The findings reveal that by having a high degree of a competitor orientation, the enhanced value co-creation activities can help individual companies improve sales performance and support cluster sustainability, including via repeat tourism. However, results vary among competing businesses based on the product-markets served, where illustrations of potential tensions highlight the need for the management of complementary relationships, within and across clusters (the latter typically being to serve overseas markets). This study consequently offers new unique insights that explain strategies affecting not just an individual firm's performance, but also, the sustainability of other businesses.
9 pages, via online journal, The overall willingness of smallholder farmers to adopt new green technologies remains low, in spite of the great progress made in understanding the factors that affect their decision. The present study introduces an interdisciplinary approach combining positive psychology and sustainable development studies to show that two personal resources – self-control (a learned repertoire of goal-directed skills that enable people to act upon their aims) and cognitive goal-oriented hope (the ability to follow different routes to pursue one's goal), prompt the adoption of technologies by smallholder farmers. Both personal resources facilitate achieving future goals and changing existing circumstances. A theoretical moderation model on the adoption of agricultural technologies aimed to protect soil degradation in Nepal is proposed and empirically tested. Data were collected from 268 households in the Jhapa district by a face-to-face questionnaire. A multiple regression analysis tested and confirmed the hypothesized moderation model. Following the discovery of a significant interaction, the nature of the interaction was farther explored by calculating simple slopes. Analysis results show a significant positive connection between self-control (p-value = 0.002), hope (p-value = 0.005), information (p-value < 0.001), and technology adoption. Self-control was also found to have a significant moderating effect in enhancing a positive association between receiving information and technology adoption (p-value = 0.017). In addition to its theoretical innovation and empirical contribution, the importance of this study lies in its practical implications, given that policy, education, and communication may influence hope and self-control levels.
10 pages., via online journal., This paper investigates the impact of broadband access on agribusiness in rural Wales and the resulting implications on entrepreneurial activity. Despite attempts by Government and telecommunications providers to develop widespread broadband coverage in Wales, concerns remain in relation to an increasing digital divide between urban and rural locations. Broadband is a key enabling technology therefore connectivity is significant, not only in communication, but also in the ability for businesses to innovate and grow. Wales is a predominantly rural country with 84% of the total land area in Wales being used for agriculture (Welsh Government, 2013). The food and farming sector represents a significant part of the Welsh economy, and is dominated by small businesses. Connectivity and increased use of technology are vital for these businesses to overcome location constraints and various industrial challenges, notably Brexit. The research uses survey data from 738 farmers and 107 food SMEs in Wales, with 19 follow-up semi-structured interviews. The survey results highlight issues of technology adoption, with 19% of farmers in the survey having no access to broadband internet, with others reporting the speed of connection being a limiting factor. The consequences of poor connectivity point to limited computer skills and low levels of soft technology adoption, a lack of engagement with social media, limited scope for innovation and restricted business growth, with 55.1% of food respondents identifying poor broadband access as a barrier to internationalisation. This has led to agrifood businesses adopting a passive approach to growth opportunities. The findings suggest that rural areas remain at a disadvantage due to poor connectivity, an issue that must be tackled by the Welsh Government to readdress the balance in the economy and limit a brain drain of skilled people moving to urban areas, often outside Wales. Support for such businesses is vital, particularly given the pressures and uncertainty in the industry, as broadband access represents an important enabler for future innovation and entrepreneurial activity
12 pages, via online journal, This paper charts two exploratory practices of rural transformation in the Yangtze River Delta that began around 2008, aimed at revitalising villages and exploring new urban-rural interrelationships while simultaneously expanding the knowledge base on possible development opportunities, risks and existing diversities in rural China. Using a comparative case study, the study shows that both practices promoted a redefinition of urban-rural relationships, a reconnection of rural networks, and the introduction of alternative spatial intervention methods. However, they also led to the intrusion of certain social values which were alien to the local population and resulted in the further exclusion of rural residents. By revealing the substantial changes and analysing the interactions of actors involved in the practices according to actor-network theory, this paper highlights the strengths and weaknesses of the new initiatives and thus allows for a more rigorous understanding of how emerging bottom-up and top-down initiatives affect rural transformation. The paper argues that the inclusion of the locals primarily in the form of land-leasing contracts and a limited number of job opportunities are far from sufficient to stimulate sustainable development processes and to address the major social challenges facing rural areas. It further identifies 23 key factors distilled from the empirical evidence that closely related to rural sustainable development and proposed to constitute a checklist for assessing the sustainability of emerging rural practices. The practical insights from the study thus enrich the theory of sustainability with regard to rural development by expanding the scope and dimension.
