9 pages., via online journal., In the last few years, the contribution of the agricultural sector to tourism has been increasingly evident. Agritourism provides the possibility to have a green holiday experience and allows farmers to diversify their income. In the tourist sector, communication is decisive in determining consumption choices, and the Web plays an important role. Considering that the Internet can bring potential benefits and reach new customers, it is important that websites are complete and attractive. This paper evaluates agritourism websites in an Italian region (Sicily) to analyse the strategic choices made by farmers. This study uses the eMICA methodological approach to analyse the quality of the websites and a cluster analysis to find homogeneous groups of farms. The results indicate that there is a large group of Sicilian agritourism providers that have been slow in taking advantage of the new opportunities offered by the Web, whereas another group, which is less numerous, makes use of social networking tools, demonstrating web 2.0 communication.
Dyer, J. (author), Stringer, L.C. (author), Dougill, A.J. (author), Leventon, J. (author), Nshimbi, M. (author), Chama, F. (author), Kafwifwi, A. (author), Muledi, J.I. (author), Kaumbu, J.-M.K. (author), Falcao, M. (author), Muhorro, S. (author), Munyemba, F. (author), Kalaba, G.M. (author), and Syampungani, S. (author)
Format:
Online journal article
Publication Date:
2014-05-01
Published:
Elsevier
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 32 Document Number: D10619
9 pages., via online journal., The emphasis on participatory environmental management within international development has started to overcome critiques of traditional exclusionary environmental policy, aligning with shifts towards decentralisation and community empowerment. However, questions are raised regarding the extent to which participation in project design and implementation is meaningful and really engages communities in the process. Calls have been made for further local-level (project and community-scale) research to identify practices that can increase the likelihood of meaningful community engagement within externally initiated projects. This paper presents data from three community-based natural resource management (CBNRM) project case studies from southern Africa, which promote Joint Forest Management (JFM), tree planting for carbon and conservation agriculture. Data collection was carried out through semi-structured interviews with key stakeholders, community-level meetings, focus groups and interviews. We find that an important first step for a meaningful community engagement process is to define ‘community’ in an open and participatory manner. Two-way communication at all stages of the community engagement process is shown to be critical, and charismatic leadership based on mutual respect and clarity of roles and responsibilities is vital to improve the likelihood of participants developing understanding of project aims and philosophy. This can lead to successful project outcomes through community ownership of the project goals and empowerment in project implementation. Specific engagement methods are found to be less important than the contextual and environmental factors associated with each project, but consideration should be given to identifying appropriate methods to ensure community representation. Our findings extend current thinking on the evaluation of participation by making explicit links between the community engagement process and project outcomes, and by identifying further criteria that can be considered in process and outcome-based evaluations. We highlight good practices for future CBNRM projects which can be used by project designers and initiators to further the likelihood of successful project outcomes.
9 pages, via online journal article, Internet is a key for globalization and a tool for communication around the world. E-commerce has been introduced as a global phenomenon in the twenty-first century by internet development. The main goal of this research is to investigate the challenges and solutions of e-commerce in Iran’s agriculture. The paper is based on a descriptive-analytical type of field research, therefore a questionnaire was prepared as our data collection tool. The population of this research was a panel of agriculture faculty members in Iran. The overall results showed that the use of e-commerce in Iran’s agriculture has many obstacles ahead in infrastructural, cultural, social and educational fields. The research findings showed that e-commerce can provide many advantages like profitability, elimination of intermediaries, agricultural production market development, farmers' awareness of market prices, and access to national and international markets, increasing competition and improving the quality of agricultural products. According to the results it seems
that infrastructure development, culture and security and confidence production, and internet training to all classes of people are the most important strategies for e-business development in agriculture. Further research in this area and using other countries’ experiences are some other proposed solutions for e-commerce development in Iranian agriculture.
8 pages., via online journal., Land degradation and soil nutrient depletion have become serious threats to agricultural productivity in sub- Saharan Africa. To improve agriculture production, research has led to recommendation of a range of integrated Soil fertility Management (ISFM) options, of proven effectiveness, for soil fertility improvement. Although many factors contribute to the low adoption of ISFM by farmers, communication gaps between extension agents and farmers lie at the heart of the problem. Hence, the study sought to investigate factors considered by agricultural extension agents in selection of communication channels to disseminate soil fertility information in the central highlands of Kenya. Structured questionnaires were used to elicit information from 105 extension agents. Both descriptive and inferential statistics were used for data analysis. In choosing the communication method to be used in dissemination of soil fertility management (SFM) practices, target group was scored as the most relevant factor followed by type of SFM, time available then number of staff sequentially. Education was perceived to highly influence the selection of workshop (M= 3.4) while age was perceived to highly influence the selection of video showing (M= 2.8) as extension methods in dissemination of SFM. The implication of the study is that diverse communication channels should be utilized to get to farmers of different socio economic characteristics.
12 pages, via online journal, Since the rice crisis of 2007, the government of Benin has initiated many programmes for rice intensification. Comparison of three rice production areas shows that local rice production has indeed been increased by the facilities provided by the government programmes. Although broadly the same facilities (market outlet, credit, input, etc.) were provided to rice farmers in the three study areas, which are located close to one another, there are not only similar, but also some different outcomes with regard to farmers' practices. There were also some unexpected changes, like the shift from limited collective canal cleaning to individual canal cleaning in Koussin-Lélé and the use of pumps in upland areas in Bamè. The study explores the interplay between these external interventions of government programmes and local actions of farmers to explain the outcomes. Using an actor-oriented perspective, the study concludes that farmers' agency played a critical role in the success of interventions; the changes occurred because of local actions of the farmers and intermediaries interacting with the external interventions at diverse junctures. Differences in strategies for resolving livelihood problems, in production options and biophysical conditions influence farmers' local actions and contribute to the explanation of the diversity of outcomes. The main lesson drawn from this research is that evaluation studies should not consider external interventions as the only or primary source of change. The dynamic interplay between local agency, intermediation and external interventions makes room for change.
22 pages., Via online journal, Private consumption is increasingly being blamed for resource depletion and environmental degradation, and the discourse of ascribing environmental responsibility to the individual consumer has become a part of mainstream policy-making. Measures aimed at promoting consumers' voluntary engagement through sustainable consumption now constitute an important part of public sustainability strategies. Nevertheless, the actual progress made in changing people's consumption patterns in a more sustainable direction has been modest. Based on a quantitative and a qualitative content analysis of articles on environmentally sustainable consumption of meat published in five national and regional newspapers in Norway between 2000 and 2010, it is argued in this article that an important reason for the lack of both political and consumer engagement in the issue can be attributed to a discursive confusion that arises from a simultaneous existence of mainly two clashing discourses on what is actually environmentally sustainable consumption of meat. One that is focusing on the environmentally malign aspects of consumption and production of (especially) red meat, and another that is focusing on the environmentally benign aspects of production and consumption of red meat. The findings imply that the lack of consensus on the character of the problem constitutes a major barrier for the opportunity to change people's consumption patterns in a more environmentally sustainable direction through the use of voluntary measures.
17 pages., via online journal., Social media are transforming communication between organizations and their audiences, and even changing the organizations themselves. Social media's low cost and low requirements for technical skills needed to both use and maintain an online presence allow small businesses with limited marketing budgets to use the same marketing strategies as bigger businesses with large marketing budgets. In addition, social media provides businesses direct and interactive ways to reach out and retain customers. This case study analyzes Cedar Park Farmers Market (CPFM)'s use of its Facebook page. Using Facebook Graph API Explorer, we extracted data regarding posts and fans of CPFM's Facebook page since the page was created. We then examined the data to explore the social networks, including farmers market organizers, vendors, and customers, within CPFM's Facebook page and how the market used its Facebook page, by looking at the Facebook page layout, composition of fans, post intensity, post ownership, media type, and degree of engagement. We found that (1) the market organizers, customers, vendors, and local communities were all engaged with the CPFM Facebook page; (2) the CPFM used Facebook as a marketing platform to publish timely information (e.g., available products or upcoming events) and to reach and retain customers and vendors; and (3) the CPFM's Facebook page functioned as a cyber–social hub to connect and engage the local community.
16 pages., via online journal., Critical factors influencing farmers’ use of traditional communication methods (TCMs) in information dissemination were isolated with a factor analytical technique. The results show that most of the farmers were between 31 and 60 years and the majority (63%) employ use of TCMs such as proverbs, hooting, putting leaves on path, and use of palm fronds to deliver information at a moderate level. The features of TCMs, farmers’ personal characteristics, economic proficiency, and influence of social contact were factors influencing use of TCMs. It was concluded that use of TCMs is influenced by their peculiarities in discerning information and the user's personal and socioeconomic characteristics.
14 pages., via online journal., While dealing with weather variability has always been a source of stress for farmers, a generally warmer, wetter climate with the potential for increasingly intensive precipitation poses a threat to long-term farm viability. Knowing how farmers think about increasingly variable weather patterns (IVWP) is important for educators, agency staff, and others to learn how to work with producers on adaptation strategies to protect natural resources and prevent crop failure. In 2011, the University of Maine Cooperative Extension conducted focus group sessions with farmers from seven different commodity groups, five mixed farmer sessions, and two sessions with consultants, educators, and agency staff who work with growers to learn about grower perceptions of environmental changes, and to learn about changes they may be making to their farming operations to protect their operations from IVWP. Farmers discussed over 40 practices that could be construed as adaptation measures to buffer against IVWP. Fruit (apple and blueberry) growers spent the most time on the subject and expressed the most concern about the effects of IVWP, while dairy and potato growers spent the least. Given the divergence of opinion on the subject of climate change that Maine growers expressed, successful outreach education through the U.S. Department of Agriculture (USDA) and Cooperative Extension should likely emphasize short-term risk management, resilience, and stability of farm operations as opposed to communicating the need to adopt strategies based on climate change.
