15 pages., via online journal., Water quality is a complex issue and residential fertilizer can be one of the many contributors to poor water quality. Working with residential audiences to help them understand and reduce their impacts on water quality is an important task among many agricultural education and Extension professionals. In order to effectively work with residential audiences, we must first understand what influences their intent to engage in fertilizer best management practices. In this research, we paired the Diffusion of Innovations and Elaboration Likelihood Model to examine the influence of perceptions of an innovation’s characteristics, personal involvement with water, and communication on intent to engage in fertilizer best management practices. The communication was presented to experimental groups as a 35-second video about fertilizer best management practices. Data were collected via a survey instrument and were analyzed using inferential procedures. Four of the five characteristics of innovations significantly influenced intent to engage in fertilizer best management practices among the control group. However, all five characteristics were significant among the entire sample but the influence was less compared to the control group. Involvement increased intent while the video treatments had little effect. The results of the research support existing findings, but also offer areas of new discovery as well as insights for practice and additional study. Future research should examine the repetition of communication as well as different dimensions of involvement.
Villegas, Victor (author / Oregon State University Extension Service)
Format:
Presentation
Publication Date:
2018-08
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D09904
Notes:
Presentation at the Association of Communication Excellence (ACE) conference during the Agricultural Media Summit, Scottsdale, Arizona, August 4-8, 2018. 13 pages. PowerPoint slides.
Baxter, Michael (author / Western Africa Project Department, The World Bank)
Format:
Book chapter
Publication Date:
1989
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 86 Document Number: C05732
Notes:
CAB R742298; Paper initially presented at the Sixth International Farm management Congress; 1986 July 2; Minneapolis, MN, In: Roberts, Nigel, ed. Agricultural extension in Africa. Washington, D.C. : The World Bank, 1989. p. 93-98, Significant innovations with potentially broad application in agricultural extension that are under way in World Bank funded projects in developing countries are highlighted. These include: (1) the proliferation of the electronic mass media (radio and television); (2S) the availability of small, handy video cameras; (3) the development of interactive voice-computer systems; (4) increased reliance on private extension services; (5) increased role of farmers' groups and individual contacts; and (6) the greater attention being given to women's agricultural extension needs
International: Modernizing Extension and Advisory Services (MEAS), University of Illinois, Urbana-Champaign; Michigan State University, East Lansing; and U. S. Agency for International Development, Washington, D.C.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 138 Document Number: D05682
5 pages., September-November issue via online., Digitalisation is improving the agricultural extension system by providing services at the right time, and facilitating adoption of new agronomic practices, resulting in yield improvements and higher incomes for farming households.
15 pages., Article #: 1277838, via online journal., Commercial channels can be non-conventional networks for disseminating agricultural information, especially if farmers are willing to pay for a DVD with
learning videos. Using purposive sampling, we selected retailer and involved them
in selling videos compiled in a DVD. Inside the jacket of DVD, we pasted a sticker
listing a phone number that buyers or video viewers could call for further questions.
We interviewed 341 of the buyers who called that number. After the phone interviews, snowball sampling was used to select 180 farmers for face-to-face interviews
in order to validate the information collected during the telephone interviews and
to understand the behavioural changes triggered by watching the videos. Within
four months of first distributing DVDs to retailers, 80% of the 700 DVDs were sold.
Distributing videos through commercial channels gives a fair chance to everyone to
learn, since the DVDs were sold on the open market at an affordable price. About
84% of the DVDs were sold at 1 USD, suggesting that all of the respondents were
willing to pay for learning DVDs; 86% of respondents said they now spent less
money on pesticides after watching the videos. Private sector actors can become
“new extensionists” and distribute agricultural information to rural populations.
