7 pages., As the information revolution sweeps through the agricultural sector, extension professionals may be lagging behind their clients in the use of information and communication technology (ICT) such as social media, which could be a valuable tool for outreach and education. We surveyed sustainable agriculture stakeholders in California - extension professionals, county agricultural commissioners, and members of farm bureaus and producer groups - to measure their ICT behavior and attitudes. Drawing on diffusion of innovation theory, we characterized the innovation attributes of ICT that may influence the adoption and use of new technology among extension professionals. We also studied their demographic characteristics to establish whether there was a connection with ICT use. The main perceived benefit of ICT was that it can quickly reach larger, more diverse and more distant audiences. The perceived challenges included lack of professional support, the potential for misinformation on social media platforms, and the time requirements and technical complexity of technology use. Extension professionals experienced these challenges more than other sustainable agriculture stakeholders, creating a technology gap between extension professionals and their clientele. An ICT community of practice and clear organizational guidelines for measuring and reporting performance relating to ICT might help extension professionals dose the gap.
Online from https://doaj.org, Authors examined extension professionals, county agricultural commissioners, and members of farm bureaus and producer groups regarding their behavior and attitudes about use of information and communication technologies (ITCs). Results indicated that extension professionals experienced challenges in using ICTs more than the other sustainable agriculture stakeholders, "creating a technology gap between extension professionals and their clientele." Authors suggested use of an ICT community of practice and clear organizational guidelines for measuring and reporting performance related to ICT.
Buchner, Richard P. (author), Grieshop, James I. (author), Connell, Joseph H. (author), Krueger, William H. (author), Olson, William H. (author), Hasey, Janine K. (author), Pickel, Carolyn (author), Edstrom, John (author), and Yoshikawa, Frank T. (author)
Format:
Journal article
Publication Date:
1996
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11713
Results of a study examining the regional reach of information for tree crop farmers in a six-county area questioned the traditional emphasis on pest control advisors and private consultants as an effective way to distribute information widely. Farmer responses to this survey identified farm advisors as more useful information sources. Authors also encouraged agricultural educators to learn more about how farmers gather information and what influences their adoption of new practices.
