Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 192 Document Number: D03047
Notes:
Brief summaries of research conducted by graduate students and faculty members in the Department of Agricultural Journalism, University of Wisconsin during 1967 and 1968. 16 pages.
18 pages, Digital agriculture has been developing rapidly over the past decade. However, studies have shown that the need for more ability to use these tools and the shortage of knowledge contribute to current farmer unease about digital technology. In response, this study investigated the influence of communication channels—mass media, social media, and interpersonal meetings—on farmers’ adoption, decision-making, and benefits obtained using technologies. The research uses data from 461 farmers in Brazil and 340 farmers in the United States, leaders in soybean production worldwide. The results show differences and similarities between these countries. LinkedIn has the highest positive association in Brazil between the communication channels and the digital agriculture technologies analyzed. In the United States, YouTube has the highest positive correlation. The overall influence of social media among Brazilian farmers is higher than among American farmers. The perceived benefits of using digital tools are more strongly associated with mass media communication in the United States than in Brazil. Regarding farm management decision-making, the study showed a higher relevance of interpersonal meetings in Brazil than in the United States. Findings can aid farmers, managers, academics and government decision makers to use communication channels more effectively in evaluating and adopting digital technologies.
Inhetvin, Tomas (author), Reis Araujo, Marcos Antonio (author), Luz, Leda (author), Espirito Santo, Infaide Patricia do (author), and World Conservation Union (IUCN), International Union for Conservation and Natural Resources.
Format:
Book chapter
Publication Date:
2003-09-08
Published:
Brazil
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 155 Document Number: C25111
Notes:
Chapter 11 in Denise Hamu, Elisabeth Auchincloss and Wendy Goldstein (eds.), Communicating protected areas. Compilation of papers on education and communication presented to the Vth IUCN World Parks Congress, Durban, South Africa, September 8-17, 2003.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C25315
Notes:
Pages 97-109 in Angelique Haugerud, M. Priscilla Stone and Peter D. Little (eds.), Commodities and globalization: anthropological perspectives. Rowman and Littlefield Publishers, Lanham, Maryland. 249 pages.
Marten, Gerald G. (author), Brosius, J. Peter (author), and Lovelace, George W. (author)
Format:
Book chapter
Publication Date:
1986
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C25329
Notes:
Pages 187-198 in Gerald G. Martin (ed.), Traditional agriculture in southeast Asia: a human ecology perspective. Westview Press, Boulder, Colorado. 358 pages.
