9 pages., via online journal., Encouraging the uptake of sustainable soil management practices often requires on‐farm experiential learning and adaptation over a sustained period, rather than the traditional knowledge transfer processes of identifying a problem and implementing a solution. Farmer‐to‐farmer learning networks are emerging with farmers experimenting and sharing knowledge about these practices amongst themselves. One potential communication channel for such interaction and knowledge sharing is social media and Twitter in particular. A content analysis of a Twitter account for an EU research project, SoilCare, and in‐depth qualitative interviews with five farmers using Twitter, was used to illustrate the extent and type of farmer‐to‐farmer knowledge sharing in relation to sustainable soil management practices. Evidence of farmer learning and knowledge sharing on Twitter with respect to these practices was identified. Twitter can capture the immediacy of the field operations and visual impacts in the field. Furthermore, the brief messages channelled through Twitter appeal to time‐constrained farmers. The ability for interaction around particular hashtags in Twitter is developing virtual networks of practice in relation to sustainable soil management. Within these networks, farmer champions are emerging that are respected by other farmers. Twitter works best for those actively seeking information, rather than passive recipients of new knowledge. Therefore, its use with other forms of face‐to‐face interaction as part of a blended learning approach is recommended. Twitter also offers a potential space for other actors, such as researchers and advisers, to interact and share knowledge with farmers.
14 pages., via online journal., The preservation, management, and sharing of indigenous knowledge is crucial for social
and economic development in rural Africa. The high rate of illiteracy (print-based) in
rural Africa and the exclusion of indigenous knowledge from Western education add to
the information gap experienced in rural Africa. Other challenges facing oral cultures are
the disappearance of traditional knowledge and skills due to memory loss or death of
elders and the deliberate or inadvertent destruction of indigenous knowledge. The
rapidly increasing use of social media and mobile technologies creates opportunities to
form local and international partnerships that can facilitate the process of creating,
managing, preserving, and sharing of knowledge and skills that are unique to
communities in Africa. This article proposes the use of social media and mobile
technologies (cell phones) in the creation, preservation, and dissemination of indigenous
knowledge and discusses the role of libraries in the integration of social media
technologies with older media that employ audio and audiovisual equipment to reach a
wider audience.
11 pages., via online journal., This paper is concerned with how urban food activists related to the media during 2015, when Bristol was the European
Green Capital (EGC), how they represented themselves and how others represented their agenda. Our intention is to
inform the debates on urban agriculture (UA) and, more specifically, to contribute to discussions about ‘scaling up’
UA. To achieve this, we adopt a form of analysis that rests on Castells’ insights about contemporary protest movements,
the media and the role of communication technologies in constituting social power. By using Bristol, a city with a welldeveloped and studied urban agriculture movement, we suggest new areas for consideration that focus on the importance
of communication in the development of the movement. Our study relied only on publicly available data; newspaper
reports about the EGC and a sample of the social media used by the urban food networks in the city. We found that
the mass media was mainly concerned with reporting topics other than food and that urban food was not a salient
issue in their coverage. The Twitter network we analyzed was a loose constellation of different communities, which
shared materials that were mostly concerned with creating a shared, normative picture of urban food. By considering
the structure of these forms of media, we can observe the assembly of the forms of communication and their content.
The paper concludes that the self-representation of urban food networks at that time reveals a narrow focus of interest.
This emphasis may have contributed to the lack of connection within the city between potential allies. Our conclusion
supports similar research findings in neighboring communities, which have observed the limited connections of urban
food networks to the circuits of power and influence.
12 pages., via online journal., Prepackaged leafy green vegetables represent one of the fastest growing segments of the fresh-produce industry in the United States. Several steps in the production process have been mechanized to meet the downstream demand for prebagged lettuces. The growth in this market, however, has come with drawbacks, and chief among them are consumers finding wild animals in prepackaged crops. These incidents may signal an overburdened produce supply chain, but we currently lack the information needed to determine if this is a food-safety problem or food-quality concern. Here, we address this gap by reviewing online media coverage of wild vertebrates found in prepackaged produce items by customers in the United States. We discovered 40 independent incidents since 2003 with 95% having occurred during 2008–2018, suggesting that the frequency of incidents may have increased during the last decade. The minority of incidents included wild animals found in organic produce (27.5%), whereas the majority involved conventionally grown crops (72.5%). Most incidents involved amphibians (52.5%) and reptiles (22.5%), while fewer contained mammals (17.5%) and birds (7.5%). Frogs and toads made up all of the amphibian-related incidents, with more than 60% comprising small-bodied treefrogs found in various types of fresh leafy greens. At least seven incidents involved Pacific Treefrogs (Hyliola regilla) and three comprised Green Anoles (Anolis carolinensis). One lizard and nine frogs were found alive, and at least two frogs were released into non-native areas. This is the first review quantifying incidents of vertebrates found by customers in prepackaged produce, yet it remains unclear whether these occurrences indicate a food-safety crisis or a complaint against food quality. Nevertheless, wild animals can spread diseases to humans via contaminated produce, therefore we contend that industry professionals can reduce the potential health risk to their consumers and negative economic consequences to themselves through increased attention to this matter.
9 pages., via online journal., Mobile apps such as social media have friendly attributes and unbiased usage across gender and age; and have become one of the most promising channels for dissemination of agricultural information. The current sources of agricultural information available to farmers do not allow a two-way flow of information and instant feedback. The information disseminated using such channels are generally not customized to specific farmers’ needs. Despite the availability of various mobile apps providing agricultural information, the adoption rate is too minimal. The aim of this study was to determine the usability attributes of social media influencing its adoption and use. A semi-structured questionnaire was used to collect data from a sample of 149 respondents. The respondents were selected through purposive sampling technique from a population comprising of farmers, extension staff, lecturers and students enrolled in agricultural courses participating in the Farm Attachment Program of Egerton University. Data collected was analysed using Statistical Packages for Social Sciences (SPSS) and probit regression was used to analyse expected probability of social media adoption. The findings indicate that the main usability attributes of social media are Ease of use, usefulness, credibility, flexibility and Internet availability. Mobile apps being used to disseminate agricultural information should incorporate some of the usability attributes that have significantly influenced the adoption and use of social media to enhance its uptake and use.
4 pages., Article #: 3TOT7, via online journal., Extension professionals at all levels can use popular social media platforms to increase awareness of Extension. This article explores how our team of Extension professionals has used a blog in combination with Facebook on a weekly basis to better market Extension and our work. Every Extension professional can easily become part of a deliberate effort to more actively connect with stakeholders by using these tools.
11 pages., via online journal., Urban agriculture plays an increasingly vital role in supplying food to urban populations. Changes in Information and Communications Technology (ICT) are already driving widespread change in diverse food-related industries such as retail, hospitality and marketing. It is reasonable to suspect that the fields of ubiquitous technology, urban informatics and social media equally have a lot to offer the evolution of core urban food systems. We use communicative ecology theory to describe emerging innovations in urban food systems according to their technical, discursive and social components. We conclude that social media in particular accentuate fundamental social interconnections normally effaced by conventional industrialised approaches to food production and consumption.
Ruth, Taylor K. (author), Suits, Teresa (author), McLeod-Morin, Ashley (author), Telg, Ricky W. (author), and Association for Communication Excellence (ACE)
University of Nebraska-Lincoln
University of Florida
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11304
18 pages., via online journal, Hurricane Michael hit the Florida panhandle as a category five hurricane on October 10, 2018. One of the risks after a hurricane is the spread of mosquito-borne disease due to standing floodwaters, which provide perfect breeding grounds for mosquitoes. People often turn to social media during times of crisis to receive up-to-date information. Therefore, there is a need to understand how to use social media to communicate about risks after a natural disaster. The purpose of this study was to explore how Twitter was used to communicate about mosquito control before and after Hurricane Michael and was guided by the Centers for Disease Control’s crisis communication recommendations. Data were collected using Sysomos Media Analytics Platform (MAP). The search included tweets about mosquito control two weeks before and two weeks after Hurricane Michael made landfall and was limited to Florida residents. There were 198 tweets about mosquito control in this timeframe, and a sharp increase in tweets in the weeks following the hurricane. Users tweeting the most about mosquito control were public agencies like mosquito control districts, and common hashtags included #mosquito and #mosquitocontrol; #HurricaneMichael was rarely used. The largest number of tweets were identified with the frame Be First to warn people about mosquito spraying in their local areas. A minority of tweets promoted self-efficacy or promoted action related to mosquito control. None of the analyzed tweets expressed empathy. Extension can use the findings from this study to guide future risk communication on social media following a natural disaster.
14 pages., Via online journal., Guided by the theory of reasoned action and social cognitive theory, this study was conducted to better understand how decisions to purchase organic or conventional milk are influenced by norms and attitudes established via human interactions and how those norms and attitudes vary by geographic region. An online Qualtrics survey was used to gain insight into behaviors, attitudes, and interactions of 308 milk consumers in various geographical regions of [State]. The findings indicate that urban, suburban, and rural consumers differ in some ways in their interactions related to milk information, as well as their perceptions of organic versus conventional milk. Based on the findings of the study, differences in personal networks and exposure to certain messaging in varying regions might perpetuate a more positive, confident, and informed view of organic or conventional milk products in some areas more so than others. The researchers recommend using the results of the study to tailor messages to the specific information needs of consumers in urban, suburban, and rural regions of [State].
12 pages., via online journal, We examined how information from multiple communication channels can inform social norms about local food purchasing. The concept of social exposure was used as a guide. Social exposure articulates how information in social, symbolic, and physical environments contributes to normative perceptions. Data was collected from a sample in Wisconsin. Results indicated that information from communication channels representing symbolic, social, and physical environments all contributed to normative perceptions. We also found that for individuals who frequent farmers’ markets, information from some communication channels was relatively less strongly associated with injunctive norms. It may be that when first-hand, experiential information is available to inform norms, individuals rely less on information available through other communication channels. Future work might further explore how farmers’ markets foster information sharing in communities, as such information may contribute to normative perceptions.
