15 pages., via online journal, Radio is the most widely used medium for disseminating information to rural audiences across Africa. Even in very poor communities, radio penetration is vast; it is estimated there are over 800 million radios in Sub-Saharan Africa. The paper summarizes evidence on food insecurity in Sub-Saharan Africa and strategies to provide information on innovative agricultural practices to smallholder farmers. The research in this paper is then discussed within the context of research on information and communication technologies (ICTS) for development. Next, the paper presents the ICT-enhanced participatory radio campaign approach and ICT innovations introduced by Farm Radio International, a Canadian nongovernmental organization. The paper analyzes two participatory radio campaigns that use both listening groups and ICTs to engage African farmers. Research on these radio campaigns in six African countries is reported to examine how the participatory approach impacted listenership, knowledge and initial adoption of agricultural techniques and practices presented in the radio campaigns. The authors conclude that the findings of research on these projects could be highly relevant for increasing awareness and adoption of agricultural practices in Sub-Saharan Africa. They also appear promising for other development sectors and for other developing regions
17 pages., Via online journal., Purpose: This paper presents economic and pedagogical motivations for adopting information and communications technology (ICT)-mediated learning networks in agricultural education and extension. It proposes a framework for networked learning in agricultural extension and contributes a theoretical and case-based rationale for adopting the networked learning paradigm.
Design/methodology/approach: A review of the literature highlights the economic and pedagogical need for adopting a networked learning approach. Two examples are described to instantiate the language for learning networks: a small community of farmers in India and large Twitter community of Australian farmers.
Findings: This paper reviews evidence that successful networked learning interventions are already occurring within agricultural extension. It provides a framework for describing these interventions and for helping future designers of learning networks in agricultural extension.
Practical implication: Facilitation of learning networks can serve to achieve efficient agricultural extension that connects farmers across distances for constructivist learning. To realize these benefits, designers of learning networks need to consider set design, social design and epistemic design.
Theoretical implication: This paper contributes a theoretical framework for designing, implementing and analysing learning networks in agriculture. It does this by integrating existing ideas from networked learning and applying them to the agricultural context through examples.
Originality/value: This paper contributes an understanding of the value of networked learning for extension in terms of economic and pedagogical benefits. It provides a language for talking about learning networks that is useful for future researchers and for practitioners.
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].
10 pages., Via online journal., Development of natural resource user typologies has been viewed as a potentially
effective means of improving the effectiveness of natural resource management engagement
strategies. Prior research on Corn Belt farmers’ perspectives on climate change employed
a latent class analysis (LCA) that created a six-class typology—the Concerned, Uneasy,
Uncertain, Unconcerned, Confident, and Detached—to develop a better understanding of
farmer perspectives on climate change and inform more effective climate adaptation and
mitigation outreach strategies. The LCA employed 34 variables that are generally unobservable—beliefs about climate change, experience with extreme weather, perceived risks of
climate change, and attitudes toward climate action—to identify types. The research reported
in this paper builds on this typology of Corn Belt farmers by exploring 33 measures of observable farm enterprise characteristics, land management practices, and farmer demographics to
assess whether variations in these observable characteristics between the six farmer classes
display systematic patterns that might be sufficiently distinctive to guide audience segmentation strategies. While analyses detected some statistically significant differences, there were
few systematic, meaningful observable patterns of difference between groups of farmers with
differing perspectives on climate change. In other words, farmers who believe that anthropogenic climate change is occurring, that it poses risks to agriculture, and that adaptive action
should be taken, may look very much like farmers who deny the existence of climate change
and do not support action. The overall implication of this finding is that climate change
engagement efforts by Extension and other agricultural advisors should use caution when
looking to observable characteristics to facilitate audience segmentation. Additional analyses
indicated that the farmer types that tended to be more concerned about climate change and
supportive of adaptive action (e.g., Concerned and Uneasy) reported that they were more
influenced by key private and public sector actors in agricultural social networks. On the
other hand, farmers who were not concerned about climate change or supportive of adaptation (e.g., the Unconcerned, Confident, and Detached groups, comprising between one-third
and one-half of respondents) were less integrated into agricultural networks. This suggests that
Extension and other agricultural advisors should expand outreach efforts to farmers who are
not already within their spheres of influence.
16 pages., Via online journal., Indigenous Mexican immigrants (Mixtecs) from rural Oaxaca, Mexico, experience a high
level of isolation and seasonal farm work, but the increasing speed of communication
technology stands to overcome these difficulties. For farm workers, the initial experience
of landlines and public pay phones was filled with anxiety and missed connections.
Despite the benefits of mobile phones, their adoption was delayed among Mixtec in
Oxnard, California, because of a combination of legal status, high cost, and seasonal
work. This article finds that a surge in mobile phone adoption and use took place during
a time where production of labor-intensive crops like strawberries increased throughout
California, farm worker settlement patterns matured, and mobile phone plans changed
becoming more affordable and easier to understand. The widespread adoption of mobile
phones brought more predictability to the informal agricultural job market for farm
workers, but this did not necessarily mean higher wages in the strawberry fields.
7 pages., via online journal, The purpose of the present paper is to investigate the market potential of pork labelled to indicate medium and high levels of animal welfare. The paper asks, in particular, whether there is a risk that Danish consumers will abandon high level welfare pork if less expensive products with a medium level of animal welfare became avail-able. The study was based on an online questionnaire with a choice experiment involving 396 Danish respondents. The results indicated that the Danish market could accommodate more than one pork product with a welfare label but the price differential separating medium and high level animal welfare pork will have to be quite narrow. In addition, full willingness-to-pay of consumers who want to buy high level welfare pork cannot be relied upon to incentivise new consumers to buy medium welfare pork. Further, raising brand awareness in the shopping situation and improving consumer's understanding of brand attributes for high level welfare brands were found to be vital.
Sellnow, Timothy L. (author), Parker, Jason S. (author), Sellnow, Deanna D. (author), Littlefield, Robert (author), Helsel, Emily M. (author), Getchell, Morgan C. (author), Smith, Julia M. (author), Merrill, Scott C. (author), and University of Central Florida
The Ohio State University
Morehead State University
University of Vermont
Format:
Online journal article
Publication Date:
2017
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 4 Document Number: D10178
17 pages., Via online journal article., Crises, by their nature, demand effectively designed and quickly delivered instructional messages that compel stakeholders to take appropriate actions to protect themselves and their assets. The challenges of crisis communication are intensified in crises involving unanticipated and relatively unknown disease outbreaks with the potential to spread exponentially. This study assesses the communication challenges and opportunities in such volatile crises through an analysis of the Porcine Epidemic Diarrhea virus (PEDv) outbreak that severely threatened the United States pork industry in 2013 and 2014. Interviews were conducted with 13 individuals directly involved in developing and distributing risk and crisis biosecurity messages during the PEDv outbreak. Participants were selected based on affiliation with the National Pork Board, American Association of Swine Veterinarians, university extension, or their swine industry expertise. Four generalizable implications emerged: 1) the advantage of maintaining flexibility in crisis communication planning; 2) the value of audience analysis and message adaptation; 3) the importance of understanding not only what to do, but also why the recommended actions are essential; and 4) the utility of risk/crisis communication and education both prior to and during a crisis event.
8 pages., Via online journal., Increasing concerns about farm animal welfare have led to an increase in the availability of welfare-friendly-products (WFP), but little is known about how much more consumers are willing-to-pay (WTP) for WFP or about their buying trends in Latin America. In this study, a survey was given to 843 meat consumers in the city of Toluca, Mexico. The results show that consumers were interested in farm animal welfare issues and their ethical, sociological and economic implications, as in Europe. The people surveyed also conveyed a high level of empathy with animal feelings and emotions, however they clearly demanded more information and regulations related to farm animal welfare. The majority of respondents expressed that they were WTP more for properly certified WFP, but mostly based on the benefits in terms of product quality and human health. If the demand for WFP begins to increase in Mexico, the supply chain should consider a certification system to guarantee product origin based on current conditions.
16 pages., via online journal, The sustainable intensification of animal production systems is increasing as a consequence of increased demand for foods originating from animals. Production diseases are particularly endemic in intensive production systems, and can negatively impact upon farm animal welfare. There is an increasing need to develop policies regarding animal production diseases, sustainable intensification, and animal welfare which incorporate consumer priorities as well as technical assessments of farm animal welfare. Consumers and/or citizens may have concerns about intensive production systems, and whether animal production disease represent a barrier to consumer acceptance of their increased use. There is a considerable body of research focused on consumer willingness-to-pay (WTP) for improved animal welfare. It is not clear how this relates specifically to a preference for reduced animal production disease incidence in animal production systems. A systematic review and meta-analysis were conducted to establish the publics’ WTP for farm animal welfare, with a focus on production diseases which arise in intensive systems. Systematic review methodology combined with data synthesis was applied to integrate existing knowledge regarding consumer WTP for animal welfare, and reduced incidence of animal production diseases. Multiple databases were searched to identify relevant studies. A screening process, using a set of pre-determined inclusion criteria, identified 54 studies, with the strength of evidence and uncertainty for each study being assessed. A random effects meta-analysis was used to explore heterogeneity in relation to a number of factors, with a cumulative meta-analysis conducted to establish changes in WTP over time. The results indicated a small, positive WTP (0.63 standard deviations) for farm animal welfare varying in relation to a number of factors including animal type and region. Socio-demographic characteristics explained the most variation in the data. An evidence gap was highlighted in relation to reduced WTP for specific production diseases associated with the intensification of production, with only 4 of the 54 studies identified being related to this. A combination of market and government based policy solutions appears to be the best solution for improving farm animal welfare standards in the future, enabling the diverse public preferences to be taken into consideration.
9 pages., Via online journal., Intergenerational environmental communication (IGEC) was examined using pre- and post-survey research after child participation in a groundwater environmental education (EE) program. The EE program increased child knowledge, but did not significantly increase parent knowledge. There was also a significant difference between perceived levels of environmental communication (EC) between child and parent, with parents indicating higher levels of EC than their children. Participants reporting low EC levels had significantly less interest in, concern for, or knowledge about environmental issues. Several key factors initiated IGEC between children and their parents, including saving household money by changing environmental behaviors, exposure to media sources that reported environmental news, and school activities such as homework related to environmental issues. Environmental educators should be cautious when implementing EE programs, as additional considerations are essential to determine what influence, if any, child participants have beyond the classroom. Continued research is needed to increase EC between children and their parents with the hope of improving intergenerational approaches to environmental issues.
8 pages., Via online journal, This paper examines the effect of farmers' access to communication technologies (CTs) on farmers' agricultural output at the aggregate level in the People's Republic of China (P.R. China) based on panel data. The paper uses a dynamic Cobb–Douglas aggregate production function and the generalized method of moments (GMM) as estimation techniques to estimate the parameters of interests. The research findings are: the estimated effects (measured by elasticity) of teledensity on the provincial level agricultural output have been positive and statistically significant both in the short and long runs. In the long-run, the size of the effect is substantial: from 0.94 to 1.06. This implies that the agriculture sector of the P. R. China has some potentials to derive benefit from the use of CTs like telephone. Hence, the Chinese government should consider policy support to expand communication infrastructure for the farmers
7 pages, Via online journal., As agricultural communications has grown and evolved since its origins more than 100 years ago, the future directions of the discipline related to teaching, research, and as a professional organization are discussed with a challenge to the members of the profession to be engaged in future discussions and decisions.
9 pages., Via online journal., This paper looks at how knowledge has been communicated within a multi-layered water governance structure in order to manage non-point source (NPS) pollution in South Korea. Since 28,300 ha of wetlands were reclaimed in Saemangeum, on the western side of the country, in 2006, the artificial lake created has suffered from chronic pollution. For the purposes of integrated water management, a water governance structure was formed linking organisations ranging from local to national scales. Despite institutional efforts to implement integrated water management and a governance approach, knowledge of NPS pollution and its management was produced and communicated among certain stakeholders only, such as policy and technical experts. In-depth interview and archival analysis of this research attempt to explain why and how the loss of knowledge communication occurred in this context. The first result of this research illustrates that, while knowledge communication has been smooth at the national and provincial layers, it has not taken place efficiently through to the local layer. When it comes to local farmers and governmental organisations and experts in particular, knowledge nodes have not functioned. Second, the research suggests that non-communication of knowledge has been mobilised as a professional strategy. Actors at the local layer have prioritized their professional interests and intentionally avoided knowledge communication with other department or ministries. Local and community actors have chosen not to provide farmers information. We conclude by discussing policy implications for knowledge communication and inclusive water governance.
9 pages., Via online journal., In a world where the notion of ‘sharing of knowledge’ has been gained much prominence in the recent past, the importance of information and communications technologies (ICTs) to promote sustainable agriculture, especially when combined with mobile and open source software technologies is discussed critically. On this rationale, this study was carried out to explore the applicability of the concept of converging ‘Free and Open Source Software (FOSS)’ to promote sustainable knowledge sharing amongst the agricultural communities in Sri Lanka. A multi-stage community consultative process with a set of designated officials (“Sponsors”) and a series of semi-structured questionnaire survey with a cross section of smallholder agriculture farmers (n=246), were carried out in the Batticaloa, Kurunegala and Puttalam districts to gather the baseline data. This was followed by a number of field experiments (“Campaigns”) with the farmers (n=340) from same geographical areas. The two FOSS, namely: (1) “FrontlineSMS” for ‘Text Messaging’ and (2) “FreedomFone” for ‘Interactive Voice Responses’, were applied to evaluate the effectiveness of knowledge sharing within the farming communities. It was found that FOSS intervention increases the ‘Text messaging’ and ‘Voice Call’ usage in day-to-day agricultural communication by 26 and 8 percent, respectively. The demographic factors like age and income level of the farmers has positively influence on the knowledge sharing process. And also the ‘Mobile Telephony’ was the most extensive mode of communication within the communities. The outcome of analysis, as a whole, implies that, with a fitting mechanism in place, this approach can be promoted as a “drive for positive changes” in agriculture-based rural communities in developing countries like Sri Lanka, and those in South and East Asia with similar socio-economic and cultural perspectives.
29 pages., via online journal., University of Nebraska-Lincoln (UNL) Libraries was one of 19 participants in a national study of the research practices and needs of agricultural researchers. Two UNL Libraries faculty members interviewed 11 UNL scholars during the summer of 2016. The ethnographic research approach revealed four core themes: interdisciplinarity and collaborations, scientific communication practices, scientific research data issues and practices, and challenges and opportunities. Illustrated by the sample of faculty comments presented here, the themes have direct implications for the UNL Libraries, while in other cases these point to concerns and opportunities for the university, the academy, and the nation.
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.
14 pages., via online journal., Climate communication research suggests strategic message framing may help build public consensus on climate change causes, risks and solutions. However, few have investigated how framing applies to adolescents. Similarly, little research has focused on agricultural audiences, who are among the most vulnerable to and least accepting of climate change. Among 950 high school agriculture students in North Carolina, we found agriculture and environment framing of climate change, but not community and health frames, elicited feelings of worry, and these together with community frames elicited hope. Further, students feeling more worry were more supportive of individual and collective action. Those accepting climate change and females had more emotive responses and higher support for all action measures, and acceptance of human causes predicted more worry and support for collective action. We find these results encouraging as agriculture teachers likely employ agriculture and environment frames when following best teaching practices.
23 pages, via online journal., Organizational scholarship has rarely considered various hidden organizations in our society. Thus, little is known about how organizations and their members conceal their identity from others and how outsiders might evaluate the appropriateness of, effectiveness of, and motivations for organizational concealment. Our study reports survey data assessing 14 different hidden organizations and their perceived concealment efforts. Additionally, we examine the appropriateness of three motivations for concealment and three attitudes related to concealment. Results suggest similarities and differences in the effectiveness and appropriateness of concealment efforts by various organizations. Additionally, perceived motivations for concealment explain concealment efforts for some types of organizations, but not others. We draw several conclusions from our findings, discuss scholarly and practical implications of this research, and suggest directions for future scholarship related to organizational concealment.
16 pages., via online journal., Synthetic biology will probably have a high impact on a variety of fields, such as healthcare, environment, biofuels, agriculture, and so on. A driving theme in European research policy is the importance of maintaining public legitimacy and support. Media can influence public attitudes and are therefore an important object of study. Through qualitative content analysis, this study investigates the press coverage of synthetic biology in the major Nordic countries between 2009 and 2014. The press coverage was found to be event-driven and there were striking similarities between countries when it comes to framing, language use, and treated themes. Reporters showed a marked dependence on their sources, mainly scientists and stakeholders, who thus drives the media agenda. The media portrayal was very positive, with an optimistic look at future benefits and very little discussion of possible risks.
10 pages., via online journal., Public engagement in collaborative natural resource management necessitates shared understanding and collaboration. Empathic perspective-taking is a critical facilitator of shared understanding and positive social interactions, such as collaboration. Yet there is currently little understanding about how to reliably generate empathic perspective-taking and collaboration, particularly in situations involving the unequal distribution of environmental resources or power. Here we examine how experiencing the loss or gain of social power influenced empathic perspective-taking and behavior within a computer-mediated scenario. Participants (n = 180) were randomly assigned to each condition: high resources, low resources, lose resources, gain resources. Contrary to our expectations, participants in the perspective-taking condition, specifically those who lost resources, also lost perspective taking and exhibited egoistic behavior. This finding suggests that resource control within the collaborative process is a key contextual variable that influences perspective-taking and collaborative behavior. Moreover, the observed relationship between perspective-taking and egoistic behavior within a collaborative resource sharing exercise suggests that when resource control or access is unequal, interventions to promote perspective-taking deserve careful consideration.
