12 pages., Purpose
Pervasive use of poor quality seed remains an important reason for low yields throughout the developing world. We explore ways to increase the quality of the local stock of seed tubers among a sample of Ugandan potato farmers.
Design/methodology/approach: Using videos, we provide agricultural extension information on (i) how to select the best seed tubers and (ii) how to properly handle and store seed tubers until the next planting season. The relative effectiveness of the information interventions is tested using an individually randomized controlled trial where we model spillovers using a randomization-based framework for estimating causal effects under interference between units.
Findings: Especially the video on seed selection translated into increased awareness and adoption of recommended practices, increased probability of using improved inputs, as well as higher consumption.
Practical implications: Interventions aimed at improving seed quality are important in the absence of access to high-quality seed. Video messages are becoming increasingly useful as a complementary tool in agricultural extension.
Theoretical implications: Randomization-based inference can be used to take into account spillover effects in the analysis rather than the design phase of an experiment.
Originality/value: This is the first study to address seed quality of potato tubers in a real-world setting using videos.
9 pages, Effective delivery of continuing education programs can improve their impact. Using the first of four two-week modules of a professional short course, we tested outcomes of a flipped classroom approach, comparing professional foresters’ completion rates, preference for, and perceived value of pre-module content delivered via video and reading. Participants in the National Advanced Silviculture Program self-reported significantly higher pre-module completion rates, preference for, and perceived value of video over reading. This simple study suggests the potential for video to serve as an accessible and preferred format for delivery of key content to supplement an in-person continuing education program.
10 pages, This study examined content of YouTube videos on cassava production and processing posted in Nigeria between 2009 and 2019. Purposive sampling method was used in selecting 155 YouTube videos with cassava production and processing contents. Primary data on video source, content, duration, quality, number of views, subscribers, likes, comments, presentation format and year of upload were obtained by watching these videos. Data were analysed using frequency counts, percentages, means, standard deviation. Many (53.5%) of the videos were on processing of cassava, while most (80.0%) of the videos were relatively recent (2014 - 2019). Private individuals (38.7%) and media houses (34.2%) were the main sources of videos on cassava production and processing on YouTube. The major content of the video was on agronomic practices in cassava production (12.9%) and value addition (11.0%). Also, 66.0% of the videos had video description (descriptive texts), 36.8% had mobilizing information while 52.3% had a video quality of 720p. Furthermore, 72.9% of the videos had between 1-to-7-minute runtime and these videos had more likes than dislikes with mean values of 92.8 and 5.6 respectively. The mean number of views, subscribers and comments were 11,138.1, 179,537.6 and 13.6, respectively. The presentation patterns in the videos were in form of news (24.5%) and documentary (20.0%). YouTube videos on cassava production and processing were well viewed with a substantial number of subscribers. More YouTube videos on cassava production and processing should be produced with varied contents by different stakeholders in the agricultural sector.
Pages 121-147 in Scaling-up Solutions for Farmers., In most of the developing countries in Asia and Africa large yield gaps are existing between the current farmers’ yields and potential achievable yields. The necessity of meeting the farmers’ requirement to scale up research results is paramount for adequate food production. This requires empowerment of farmers by answering queries of farmers appropriately through different extension channels including state and central machineries. These are the backbone of the agricultural technology development to empower farmers as the major stakeholders and hence requires attention. Lack of awareness among farmers about good agricultural management practices compel them to follow the traditional practices. All agricultural education and research, ultimately aims at increased productivity and economic well-being of farmers. This is possible only when there is a minimum gap between laboratories and land. This gap is bridged by agricultural extension. But human capacity, the content of the information, processes of delivery and technology determine effectiveness of extension services. Non-availability of sufficient extension personnel is a major constraint. To overcome these shortcomings, e-Extension (eE) is the alternative. It is important to rejuvenate the agricultural extension system (AES) with innovative information communication technology (ICT) models for knowledge generation and dissemination. Latest digital technologies are discussed in this chapter on ICT to empower farmers to scale up for reaching the required target of food production with special reference to Indian scenario.
There is an urgent need to transform neglected knowledge delivery systems by strengthening the science of delivery which has been neglected by the researchers/development worker/policy makers alike. Availability of new technologies such as information technology (IT), internet of things (IoT), audio and video using cell phones, geographical information system (GIS), simulation modelling, remote sensing (RS) open up new vistas for effective knowledge delivery for achieving the impacts on ground. This will help to cross the “Death Valley of Impacts” for achieving the zero hunger goal by adopting innovative approaches/tools and partnerships.
Using two samples of U.S. adults (Study 1: N = 336; Study 2: N = 2329), this study features a messaging experiment utilizing a between-subjects design, with a no-message control group, to explore the impact of a narrative video, in comparison to an infographic video, on support for sustainable aquaculture. Results indicate that the infographic video type is more transporting than the narrative video, and that transportation influences support for aquaculture indirectly through emotional response, as well as risk and benefit perceptions; however, importantly, we also note that video content may have contributed to the observed differences. For an emerging issue like aquaculture with environmental and human health implications, strategic messaging, especially when accompanied by vivid images, may allow audiences to better engage with a complex and contentious topic.
21 Pages, Visual messaging is becoming the new avenue to connect with consumers. The majority of the American public is not connected with agriculture and often questions procedures, practices, and tactics within the industry. Practitioners and researchers have suggested value congruent messages, a type of emotional appeal, may increase attention to agricultural messages. However, limited research has been conducted to define and investigate value congruent messages in agricultural communications. The purpose of this study was to describe the presented messages in videos used in one agricultural advocacy effort, CommonGround’s “Nothing to Fear Here” campaign. This content analysis described the video’s message content and use of value congruent messages. Schwartz Theory of Basic Human Values (2012) was used to identify the values present in each video within the campaign. The values of benevolence, security, self-direction, universalism, and hedonism were common values displayed in the campaign. Message sensation value was calculated, and it was found the videos had moderate levels of emotional arousal. The primary characters in the videos were mothers, farmers, and children. More research should be conducted to explore how the value congruent messages and message sensation value interact to increase a receiver’s level of attitude change after viewing the message.
