13 pages, via Online Journal, This paper contributes to our understanding of farm data value chains with assistance from 54 semi-structured interviews and field notes from participant observations. Methodologically, it includes individuals, such as farmers, who hold well-known positionalities within digital agriculture spaces—platforms that include precision farming techniques, farm equipment built on machine learning architecture and algorithms, and robotics—while also including less visible elements and practices. The actors interviewed and materialities and performances observed thus came from spaces and places inhabited by, for example, farmers, crop scientists, statisticians, programmers, and senior leadership in firms located in the U.S. and Canada. The stability of “the” artifacts followed for this project proved challenging, which led to me rethinking how to approach the subject conceptually. The paper is animated by a posthumanist commitment, drawing heavily from assemblage thinking and critical data scholarship coming out of Science and Technology Studies. The argument’s understanding of “chains” therefore lies on an alternative conceptual plane relative to most commodity chain scholarship. To speak of a data value chain is to foreground an orchestrating set of relations among humans, non-humans, products, spaces, places, and practices. The paper’s principle contribution involves interrogating lock-in tendencies at different “points” along the digital farm platform assemblage while pushing for a varied understanding of governance depending on the roles of the actors and actants involved.
14pgs, There is growing political pressure for farmers to use more sustainable agricultural practices to protect people and the planet. The farming press could encourage farmers to adopt sustainable practices through its ability to manipulate discourse and spread awareness by changing the salience of issues or framing topics in specific ways. We sought to understand how the UK farming press framed sustainable agricultural practices and how the salience of these practices changed over time. We combined a media content analysis of the farming press alongside 60 qualitative interviews with farmers and agricultural advisors to understand whether the farming press influenced farmers to try more sustainable practices. Salience of sustainable agricultural practices grew between 2009 and 2020. Many of the practices studied were framed by the press around economic and agronomic aspects, and farmer respondents said the most common reasons for trying sustainable agricultural practices were for economic and agronomic reasons. The farming press tended to use more positive rather than negative tones when covering sustainable agricultural practices. Respondents used the farming press as a source of information, though many did not fully trust these outlets as they believed the farming press were mouthpieces for agribusinesses. Whilst a minority of farmers stated they were motivated to try a new sustainable agricultural practice after learning about it in the farming press, this was rare. Instead, the farming press was used by respondents to raise their awareness about wider agricultural topics. We reflect on the role and power given to agribusinesses by the farming press and what this means for agricultural sustainability.
Content analysis of two midwestern U.S. farm magazines from the 1940s to 1990s traces the social construction of pesticide advertisements over time. Findings reveal response to changes in the socio-cultural setting.
