23 pages., via online journal, Cultured meat has yet to reach store shelves but is nonetheless a growing issue for consumers, producers, and government regulators, many of whom have taken to social media to discuss it. Using a conceptual framework of social cognitive theory and issues management, this qualitative content analysis investigated social-media discourse surrounding the topic of cultured meat in the United States by describing the content of the discussion in late 2018 and identifying individual influencers and communities of influencers engaged in the discussion. Data were collected from Twitter using listening platform Sysomos MAP. The thematic analysis revealed eight themes: legality and marketing, sustainability, acceptance, business, animal concerns, science and technology, health concerns, and timeline, and indicated that conflicting views and questions about cultured meat exist among conversation participants. Top influencers included philanthropists, government officials, journalists and writers, and animal-welfare advocates. These influencers were grouped into four distinct communities based on interactions with each other and other users. The topics identified in the analysis provide insight into ways in which communicators can enter these conversations, and influencer communities represent groups of users whose broad reach could more easily transmit pro-agriculture messages.
6 pages., via online journal., ICT has been initiated and implemented effectively by the
public private partnership, government, researchers and various
Institutions. Availability of wireless service, Internet and mobile
communication have forced ICT to find foothold in daily routine
of the Indian farmers. ICT has huge impact in agricultural
development but still in natal stage. Many farmers are not availing
the actual potential of ICT due to poverty, social constraint,
illiteracy, language barriers and unwillingness to adopt new
technology. Many Indian farmers have reported positive change
in income, quality of produce and timely access to the market
information by using latest mobile application. WhatsApp is the
most popular and easy to use Mobile Instant Messaging service
amongst the Indian farmer. It supports sharing of localized
information and utilizing these services as query redressal
public platform. This paper is an attempt to gather meaningful
agricultural data for analysis and filtering of relevant need based
information assessment. The main focus of the present work is to
develop an automatic information handling and redressal of the
need based agricultural information system using WhatsApp as
social media platform.
14 pages., via online journal, With shifting demographics of agricultural professionals, online educational resources present opportunities for Extension and other natural resources faculty and personnel to use various tools for supporting agricultural producers in the 21st century using more modern technology. Traditionally, Agriculture and Natural Resource (ANR) Extension programming has used a variety of hands-on methods for teaching new, more sustainable farming practices, such as on-farm field days, workshops, farm visits, and demonstrations. While these traditional teaching methods are preferred among farmers, online support tools play a critical role in the overall decision-making process for farmers who are considering making changes to their current farming practices. Online educational resources, with mobile-friendly versions, can be used to assist Extension and Natural Resource Conservation Service (NRCS) agents meet the needs of their clients using more modern forms of technology, whether from the office or on-farm. This study employed two focus group discussions with Extension and NRCS agents and university faculty members to evaluate the usability of a cover crop website that could be used as a support tool for a variety of agricultural professionals. Four themes emerged from this study with reference to a simple, clean appearance; efficient browsing; process-thinking design; and mobile- friendly. This research will be used to inform the continued development of website tools to benefit farmers, producers, agents, and other stakeholders.
8 pages., via online journal., Social media provides huge opportunities and incentives that could ease promotion of agricultural extension, facilitate real-time service delivery and enable wider farmer coverage. Ineffective dissemination approaches, expanding farmer population, low staffing, and aging agricultural extension agents continue to negatively affect the provision of agricultural extension services in Kenya. Despite the social media potential in agricultural communication, lack of awareness and low usage in the rural areas of developing countries have been documented. This study sought to establish the level of social media familiarity among smallholder rural farmers with the aim of exploring the possibility of usage in agricultural extension. The study was undertaken in Thika Sub-County of Kiambu County on 140 farmers through a researcher administered semi-structured questionnaire. Probability-proportional-to-size sampling method was employed to derive the sample size from existing extension farmer groups. Simple random sampling technique was further used to identify the actual respondents from each group. A low level of social media familiarity was established among the farmers with education, age and gender having significant influence. The study recommends awareness creation initiatives to promote social media familiarity with a particular focus on women who form the bulk of the farmers but with the lowest level of social media knowledge.
6 pages., ISSN: 2456-1878, via online journal., The use of mobile phones as means of
communication between the extension agents and local
farmers in Edo South was examined to determine the
perception of the extension agents on its effectiveness.
Fifty-one (51) respondents were obtained through random
sampling using questionnaires to obtain relevant
information in the two local government areas; Ovia North
East and Ovia South West selected for the study. The result
obtained indicated that male extension agents were in
majority (72.5%), 54.9% of the sampled population above
45 years of age and 58.8% possessed 16 – 20 years working
experience. Phone calls and short message service (SMS)
were found appropriate for agricultural information
dissemination. Significant and positive relationships were
established between the working experience of extension
agents and their perception of mobile phone usage. The
recommendation is that formal integration of mobile phone
into extension activities be done to enhance wider coverage,
reduce cost and risks associated with movement. Extension
agents and farmers need more training on effective usage
of SMS and phone calls for interaction on farm related
issues. Enforcement of existing telecommunication laws
could reduce network failure and also enhance effective
usage.
7 pages., Article # 6IAW6, via online journal., Although Extension educators have harnessed the power of technology as an important vehicle for conveying research-based content, it is important that the power of traditional educational methods not be overlooked. These traditional methods remain ideas that work, have worked, and continue to work even today. In this article, we spotlight these traditional ideas by presenting a social marketing campaign that engages limited-resource audiences via themed print educational materials—posters, brochures, and bookmarks. Evaluation results indicate that the campaign has been successful in engaging the target audience and motivating them regarding the adoption of healthful behavior changes.
Ochilo, Willis N. (author), Ruffhead, Holly (author), Rumsey, Abigail (author), Chege, Florence (author), Lusweti, Charles (author), Oronje, Mary Lucy (author), and Otieno, Washington (author)
Format:
Online journal article
Publication Date:
2019
Published:
Taylor & Francis
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 77 Document Number: D10807
18 pages., via online journal., Mobile apps are increasingly being used to answer development challenges around the world. The development opportunities that apps offer is wide-reaching but uptake of the technology varies. This article examines the ease of use and factors impacting user acceptance and behavior when interacting with an app for agricultural extension in Kenya. Results show factors including gender and age play a role in the adoption of technology by agricultural extension agents. The findings have useful lessons for apps’ development in the agricultural sector and suggest that including intended users of an app in the design process significantly increases usability.
25 pages, Online journal article, Existen diferentes modelos para pensar la extensión rural. Con el fin de indagar las concepciones de extensión rural de los extensionistas que trabajan en diez diferentes países latinoamericanos se realizó una encuesta. La muestra fue no probabilística incidental (n=589). Se observa predominio de una concepción transferencista de la extensión rural en el promedio de las 10 muestras, con importantes diferencias entre países. La muestra uruguaya posee una orientación dialógica. No se observa presencia de concepciones asociadas al desarrollo local/territorial o a la noción de sistemas de innovación. Se recomienda implementar acciones para definir de manera crítica y consciente los modelos de extensión rural que se desea implementar.