Social media networks are increasing in popularity and have been integrated into many aspects of daily life. Analysis of the ways in which individuals use social media is important for understanding social, cultural, and environmental issues. This study examines experiences of farmers’ market customers through their self- expression on social networks. Contributions to the Instagram social network based on the #farmersmarket hashtag were gathered on a single day, yielding 19,398 contributions created by 13,862 users. Six major linked hashtags were identified (#Organic, #Fresh, #Food, #Local, #Vegan, and #Healthy), providing key indicators of the characteristics of farmers’ markets that are valued by customers. Four customer segments were identified: Product Oriented, Emotional Oriented, Social Oriented, and Product-Social Oriented, with strong interconnections identified between these communities. The results of this study provide insights into consumer values and behaviors in the farmers’ market context and will be of practical use for future marketing and management.
11pgs, Taylor and Francis Online, The field of research on agricultural and rural extension and education, also referred to as advisory services and intermediaries, has always engaged with different aspects of the spaces in which agricultural producers (farmers, growers, ranchers) are situated and operate. In this editorial, I will reflect on the elements and environments which jointly constitute and shape the farm (Darnhofer 2020) and their connection with extension and advisory services in the digital age, opening up new digital and virtual spaces. Extension and advisory services receive ample consideration in current debates on digitalization and digital transformation of the agrifood sector, and are an important focus of attention for agriculture and food systems research, practice and policy (Ehlers, Huber, and Finger 2021; Ingram and Maye 2020; Klerkx 2020). In what follows, I will elaborate on some digital and virtual spaces as sites of extension and advisory services research, to progress the field of study for which The Journal of Agricultural Education and Extension serves as a publication outlet.
24 pages, Drawing from fieldwork of 14 small food farms in the Midwest, we describe the on-the-ground, practical challenges of doing and communicating sustainability when local food production is not well-supported. We illustrate how farmers enact learned and honed tactics of sustainability at key sites such as farmers' markets and the Internet with consumers. These tactics reveal tensions with dominant discourse from government, Big Ag, and popular culture. The success of these tactics depends on farmers having fortitude--control, resilience, and the wherewithal to be exemplars of sustainability. In our discussion, we highlight how the local farmers' social movement work constitutes loosely organized small groups connecting others to an amorphous idea of a sustainable society--one that sustains an environmental, economic, local, cultural, and physical way of life. Using Fine's concept of tiny publics, we identify design opportunities for supporting this less directed kind of social movement.
6 pages., Online via UI e-subscription, Authors used campaign experiences of the "Food Hero Social Media Project" conducted by the Extension Nutrition Education Program at Oregon State University to identify five practice suggestions which nutrition educators can use to advantage.
