Ortigues-Marty, I. (author), Louveau, I. (author), Bee, G. (author), Oltjen, J.W. (author), Kononoff, P.J. (author), McArt, J.A.A. (author), Thomas, C. (author), Fairchild, B.D. (author), Kogut, M. (author), and Huff-Lonergan, E. (author)
Format:
Journal Article
Publication Date:
2025-03-03
Published:
USA: Oxford University Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 209 Document Number: D13551
3 pages, Scientific publishing has undergone a tremendous change in recent years. We, a group of Editors-in-Chief of scientific journals owned by scientific bodies, want to communicate some of our values. We represent animal, animal – open science, animal – science proceedings, JDS Communications, Journal of Animal Science, Journal of Applied Poultry Research, Journal of Dairy Science, Poultry Science and Translational Animal Science. Our values motivate our involvement in society-, association-or scientific institution-owned journals in animal science and shape our practices in scientific publishing, in the light of the tremendous changes in the land-scape of scientific publishing over the last decade.
12 pages, Notable differences have been observed in how society perceives and understands the agricultural industry. Consumers today are concerned with how their food is raised and produced, and drastic changes in how information is gathered regarding those subjects have occurred due to the rapid development of digital media. As a result, the agricultural industry has fallen behind in ensuring accurate information is shared about the daily work done to feed the world. A form of digital media that has infiltrated the daily lives of society is social media (SM). This study sought to evaluate the impact established agricultural social media influencers (SMIs) on Instagram can have on changing participants' perceived knowledge regarding several agricultural topics. Participants were recruited through the platform Prolific and were asked to complete an anonymous Qualtrics survey. Survey questions were asked before and after participants were shown example images of agricultural SMIs. Data collected were analyzed utilizing IBM SPSS (Version 28) to compare pre-image and post-image results to determine the contents' impact on participants' perceived knowledge of subjects relating to agriculture. Results indicated significant differences between the pre-image and post-image perceived knowledge results and between different forms of reported engagement willingness.
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.
9 pages, Genetically modified organisms (GMOs) and their uses are often misunderstood. Consumers are regularly unsure what GMOs are, or if they are safe for consumption and the environment. Contradictory and sometimes inaccurate information is available from numerous sources, and challenges consumers and others to separate the facts from sensationalized stories. Agricultural producers often communicate with consumers, neighbors, and members of the general public; however, they do not have information to share about GMOs. Multimedia resources can provide agricultural producers with science-based information to share with consumers. Agricultural communicators and Extension educators can create science-based multimedia resources to bridge the communication gap.
Norris-Parish, Shannon L. (author), Leggette, Holli R. (author), Pesl Murphy, Theresa (author), Parrella, Jean A. (author), Richburg, Audra (author), and Herring, Andy D. (author)
Format:
Journal article
Publication Date:
2024-01-12
Published:
UK: Oxford University Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 208 Document Number: D13252
9 pages, Animal scientists face an increasing need to communicate with the lay public because of the public’s interest in the origin and production of animal-sourced foods. Consumers’ increased interest infers a critical need for effective communication skills among animal science graduates. Effective communication skills are mandatory if students are to explain scientific information and mitigate misinformation about livestock production. The purpose of our study was to investigate the communication styles and communication effectiveness of upper-level animal science students enrolled in a beef cattle production and management course at Texas A&M University across five semesters (N = 241; spring 2018 = 61, summer 2018 = 15, Fall 2018 = 54, spring 2019 = 55, and fall 2019 = 56). Male animal science students (n = 25; 32.9%) preferred assertive and direct communication (a driver communication style) and female students (n = 32; 19.4%) preferred collaborative and accommodating communication (an amiable communication style). Students were moderately experienced with beef cattle production (M = 3.09, SD = 1.07) before enrolling in the course; however, former beef cattle experiences did not influence their preferred communication style [F(10, 230) = 0.36, P = 0.96]. Researchers also observed students’ communication skills during an end-of-semester beef cattle production and management project presentation and identified strengths and weaknesses. Students demonstrated strong, in-depth animal industry knowledge, an ability to connect beef production techniques to management success, and critical thinking skills when answering questions. Oral communication skills warranting improvement included integrating visual aids and/or visual slides to support findings, using improved stage presence and confidence, and sharing responsibilities when presenting as a team. Finally, completion of a supplemental communication training module, intended to develop oral communication skills, significantly improved [F(1, 55) = 4.16, P = 0.046] students’ beef cattle production and management project presentation scores. As students become aware of their communication preferences and tendencies, they become equipped to adjust their communication practices and techniques when needed. Through this study, we gained insight into students’ communication tendencies and skills, which can be used to provide curricular recommendations and enhance students’ workforce readiness.
6 pages, Using an intercept method at two local farmers’ markets (n= 192), this study found the notion that local foods taste better and are more nutritious (i.e., lionization) and the notion that buying locally supports and contributes to the local economy and community (i.e., communization), positively influences consumers’ attitude towards shopping at their local farmers’ market. This positive attitude subsequently influences consumer purchase behavior. Extension professionals can utilize these data-driven results to aid in effective farmers’ market promotion by communicating micro-benefits (e.g., nutrition, taste) and macro-benefits (e.g., economic impact) to potential and current farmers’ market consumers.
8 pages, The National Agriculture in the Classroom Organization (NAITCO) is a professional network of state and territory Agriculture in the Classroom programs. Its purpose is to provide national leadership in promoting agricultural literacy with the vision that “agriculture is valued by all” (National Agriculture in the Classroom, Citation2023c, Vision, para. 2). The organization grew out of a task force formed by the U.S. Department of Agriculture (USDA) in 1981 (National Agriculture in the Classroom, Citation2023e). Agricultural literacy is not a new concept. In the late 1980s, the National Research Council of the U.S. National Academy of Sciences established the Agricultural Education in Secondary Schools Committee to examine the status and forecast the future of agricultural education. The impetuses behind this research were the many forces identified by the Council that were challenging American agriculture and education.
9 pages, As the food industry becomes globally connected, it is essential to provide Food Science students with experience working in virtual teams before they enter the workforce. Working in teams virtually brings extra challenge due to a lack of face-to-face interactions. FSHN 230, Professional Issues in Food Science (asynchronously online), provided students the opportunity to practice virtual teamwork skills. Low, medium, and high dosage team projects allowed for experiential learning and practice in virtual teamwork. Team effectiveness (psychological safety, dependability, structure and clarity, meaning, and impact) was closely monitored using team members’ evaluations of the team at the middle and end of the semester. Students' perceptions of learning were assessed using a survey at the end of the instructional period. Across all teams, students were most likely to report experiencing psychological safety and dependability in their virtual teams and least likely to report experiencing the work as meaningful. Across all teams, students were most likely to perceive the virtual team project as assisting with learning about food science-related careers. As higher education continues to create real-world simulations to teach skills, such as virtual teamwork, more effort may be needed to help students connect classroom activities and career-ready skills to real-world expectations.
26 pages, This research is intended to initiate understanding of how obesity in the South persists even though the majority of inhabitants subscribe to a faith that discourages unhealthy lifestyles. Grounded in the Cognitive Dissonance Theory, this study examined Protestant evangelical Christians in the South (N = 11), who participated in semi-structured interviews. The first emergent theme was that, to these Southerners, the purpose of food is for sustenance and survival, as well as for bringing people together. Most participants reported having an average level of knowledge of nutrition and health. Furthermore, participants generally agreed that marketing or educational efforts had little effect on their understanding of nutrition. Another theme emerged when participants provided Biblical references to food or health. “The Body is a Temple” and “gluttony” were the most common Biblical concepts. All participants referred to taste or desirability as the driver of their food selections. Furthermore, most participants claimed habitual gluttony as a personal experience in their lives. This study concluded that subjects employed two modes of “trivializing” as a way of resolving dissonance. Some participants justified their eating habits based on Southern culture, while others explained that their church culture supported unhealthy eating as a means of gathering in fellowship.
16 pages, Plagued by recent and historic drought, the need for water storage and management solutions in California is apparent. As a potential solution, the Sites Reservoir project offers an opportunity to a state eager to conserve and better manage water. The Sites Reservoir project involves complexities from a variety of standpoints and stakeholder perspectives. This study investigated the frames and sources used by The Sacramento Bee to communicate about the Sites Reservoir project over a 10-year period. The most frequently used frames throughout the dataset were “policy and government” and “water conscious,” and the sources most frequently utilized for information about the project in the articles were elected officials, government agency representatives, and nonprofit representatives. The findings suggest water management is linked with political activities and supports the assertion that the media tend to focus on the role of policy and political opinion in water management issues. At the same time, the findings suggest the need for water solutions is evident, given the prominence of the “water conscious” frame. Future studies should evaluate frames over time, and investigate the potential nuance between frames used to communicate about water management in different areas of the United States facing water management issues.
20 pages, Knowledge of agricultural practices has declined in recent years, resulting in consumers becoming uncertain of where and how their food has been produced and the marketing tactics used to promote the product. Historically, the U.S. population’s rich agricultural heritage coincided with higher levels of agricultural literacy. Some scholars, however, have maintained that U.S. culture has begun to lose touch with its agricultural foundations. More recent evidence has demonstrated that consumers acquire knowledge about their food from various media, most notably the Internet and social media. Often these sources use incorrect information and promote food and agricultural marketing trends that may not be grounded in scientific data. In response, this historical narrative analyzed a reform effort that occurred in U.S. food labeling policy and practice in the 1900s, which contributed to food labeling issues and consumer distrust in the agricultural industry. Based on the findings of this investigation, we concluded that food labels were initially intended to provide consumers with more profound knowledge of the food they purchased. However, key legislative acts such as the Fair Packaging and Labeling Act and the Nutrition Labeling and Education Act shifted the food labeling movement into a branding device to differentiate products and brands. We recommend that agricultural practitioners explore new ways to communicate their message more effectively. We also call for producers to incorporate more personal and emotional appeals when marketing agricultural products to better compete with third-party branding efforts.
7 pages, The study was carried out to investigate the use of New media for communication among extension agents and farmers in Oyo State, Nigeria. Forty Extension agents and eighty farmers were randomly selected. Data collected were subjected to descriptive analysis using frequencies and percentage. Majority of extension agents (90.0%) were aware of Social Media. Farmers (97.5%) were aware of Agricultural websites. Extension agents (85.0%) have access to Agricultural Blogs, farmers (87.5%) have access Agricultural Websites. Extension agents also have high access (75.0%) to New media and farmers have high access (67.5%) to New media. Majority of Extension agents in the study area have a benefit derived from the use of New media as to enhance their job commitments. Farmers have the benefits derived from the use of New media as it saves time and money. Majority of Extension agents in the study area used new media to source for information on farmers’ livelihood and possible ways of improving their living standards. Extension agents (55%) and also farmers (60.0%) have high level of use of new media. It is recommended that Extension agencies should organize in-service training for the staff on skill acquisition and importance of New media use in sourcing and disseminating innovation and also the Nigerian government should address the problem of using the New media in agricultural and rural development via focusing on providing broadband connectivity and a content centric development approach particularly in the rural areas.
8pgs, In many studies, communication and social cognitive theories have been used to investigate people's behaviors toward agricultural insurance programs resulting in varied conclusions on how and why people react to such programs. However, few of them have explicitly investigated the role of social cognitive theory in escalating insurance literacy levels on agriculture and cultural factors. Thus, the purpose of this study is to identify and analyze the behavioral factors of tidal swampland farmers in Barito Kuala Regency, South Kalimantan province, towards agricultural insurance in the perspective of analyzing farmers' knowledge of agricultural insurance products and determinants of community behavior. Under the instrumental case-study research design, the data were collected through interviews and Focus Group Discussion (FGDs) with 35 informants, consisting of the Head of the South Kalimantan Provincial Agriculture Service and the Barito Kuala District Agriculture Service, opinion leaders, academics, representatives of farmer groups, and farmers. Documentation data related to the implementation of the agricultural insurance program were used to complete the interview and FGDs data. The results of this study indicate that tidal swampland farmers are trapped in hoax information or negative issues related to Agricultural Insurance which makes them reluctant to participate in agricultural insurance. Farmers prefer to be resigned and surrender to the state of their agricultural land than to participate in agricultural insurance. Besides, farmers feel there is no point in participating in agricultural insurance, especially those who think the registration and insurance claim process is convoluted. Low insurance literacy is a key problem of the misinformation that is formed.
10 pages, Extension faculty are tasked with developing and communicating educational programs to local clientele, and communication skills are a considerable piece of the Extension faculty job. Thus, UF/IFAS Extension included a communication portion to the on-board training for newly hired Extension faculty to develop their design skills so they can more effectively communicate through their educational and marketing materials. We used Rogers’ (2003) innovation-decision process to assess Florida early career Extension faculty’s adoption of design principles after completion of the 2019 UF/IFAS Extension Faculty Development Academy. Thirty-two Extension faculty completed the spring and fall sessions of the Academy. A mixed methods approach was utilized to gather survey data at the immediate completion of the Academy and qualitative, telephone interview data four to five months after completing the Academy. The faculty retrospectively perceived they increased their knowledge about design principles. They had an overwhelmingly positive attitude about learning design principles to better their communication efforts, but they decided not to fully adopt design principles in their work as other information and elements of learning their job took precedent.
5 pages, Social media usage has precipitated changes in Cooperative Extension’s delivery of programs to amplify involvement with selected audiences and it is important that we craft relevant content for a variety of audiences. Current research tells us that social media and related content can enrich education and can create broader audiences for programming. Resources like blogs, podcasts, and geofilters have shown to be received positively by a wide range of audiences and have created greater rates of engagement.
Yet, one platform that has received limited attention is TikTok, perhaps due to TikTok’s mixed reviews in educational systems. With current trends showing that 48% of 18-29 year olds are using the app, we believe that TikTok has great potential for connecting audiences with research-based information and engaging previously unreached communities.
12 pages, Food waste and food insecurity are two concurrent major public health issues. To address them, gleaning programs can reduce waste and enhance food security by diverting produce to food pantries. To understand the experiences of farmers and gleaning programs, interviews were completed with 12 farmers who had participated in a gleaning program and 16 farmers who had not donated produce through a gleaning program within the Greater Kansas City metro area. For farmers who had participated in the gleaning program, the ease of donating and tax incentives were primary benefits. Inadequate experience and inefficient volunteers were cited as challenges. Farmers without experience with gleaning programs cited safety and liability issues as concerns. Because farmers communicate frequently with other farmers, food rescue organizations should consider enlisting their support. Communities and government agencies should provide financial support to improve the resources and infrastructure of gleaning organizations to improve farmer-gleaner relationships.
18 pages, The purpose of this study was to assess the knowledge level of farmers on basic computer literacy, social media use, and to explore which social and demographic factors affected their knowledge capacity. The study had a final sample of 176 participants from the northern, southern and central regions of Trinidad and Tobago. A survey instrument comprising of 14 multiple-choice questions with one accurate response was developed to decrease bias of farmers randomly selecting the accurate response. The questions addressed knowledge on basic computer and social media literacy. Analysis was conducted using one-way ANOVA with post-hoc testing. Results indicated that there were significant differences in farmers’ performance in the knowledge test based on characteristics such as age, education, and household use of social media and the internet. Based on the findings, minimal training in computer and social media literacy did not impede the farmers’ use of the computer or social media. These discoveries highlight the potential of extension programs using the internet and social media applications to improve communication efficiency among agricultural stakeholders within farming communities.
15 pages, Farmers are invited to tell stories about their farms, especially about their farm’s origin and history. However, some farm stories go untold, are uninvited, or become obscured, including stories of farm closures. With this case study, we invite journalists and academics to provide further opportunities for farmers to tell their own closure stories. Written by the farmer and her CSA member and friend, who researches farmer communication, this case study calls on farmers to tell their farm-closure stories in the complicated and robust ways such stories deserve. We draw on academic and public scholarship about farm closures and farmers’ disclosures to feature how one farmer decided to end her farm and farming career. We chronicle her decision-making process and her strategies to communicate the closure of her farm, as well as analyze themes from how audiences reacted to her news. We also offer a range of reasons for inviting such telling of complex closure stories.
17 pages, This article draws upon research exploring a project that combines edutainment and participatory communication strategies as an approach to social change in Malawi. Throughout the research, I take a critical stance that seeks to uplift voices of an audience attending a radio listening club (RLC) and therefore utilize participatory methods to co-create the body of knowledge with study participants. In this article, I query RLC audience’s thoughts of the project’s relevance and influence in their daily lives. Oriented by Hall’s concepts of encoding and decoding, I analyse my data focusing on the dynamics between the objectives of the producers and the lived reality of the participants. Findings reveal that audience’s motivation for continued attendance of the RLC is different to that intended in the encoding process; rather audiences negotiate the relevance of messages to their own needs, those of their children and utilize the space to extend their social capital.
5 pages, Information plays important role in agriculture development. This study investigated the nature
and extent of available agricultural information sources and information seeking patterns of farmers in Punjab Pakistan. To conduct this study, survey method was used and the population of
the study was the farmers of Punjab, the largest province of Pakistan. The sample of 60 farmers
was selected during the year 2020 by using convenient sampling technique. Furthermore, these farmers were selected from Attock, Kasur and Bahawalnagar to ensure the representation from northern, central, and southern parts of the province of Punjab. The responses of the framers were collected in the form of questionnaire and researcher used adopted descriptive statistics. Results revealed that majority 41 percent of farmers seek information to enhance
their agricultural knowledge. It was found that comparatively interpersonal channels were mostly
preferred with the 56 percent whereas mass media occupied second position with 42 percent. It was also found that numerous types of information sources such as interpersonal sources, mass media and new media were available to disseminate information related to farmers’ needs. It was also revealed that among information needs, market and weather forecast trends were on top priority ranked 1st and 2nd respectively.
15 pages, This study investigates the existing communication flows in agricultural cooperatives and the means of communication used by these organizations to communicate with their members. The authors
conducted a systematic literature review to address the following questions: How does communication occur in agricultural cooperatives? What means of communication have been adopted by agricultural cooperatives? What are the main theories supporting the analysis of communication issues in these organizations? There is evidence in the literature that inadequate communication between management and cooperative members can be one of the reasons for organizational failure. Inconsistent and ineffective communication can create a disconnect between members and organizations. In addition, communication is an important mechanism capable of improving the commitment of members to the cooperative. Despite this, agricultural cooperatives are slow to incorporate more diverse and
effective means of communication to reach their varied audiences.
17 pages, Traditionally, dietary choices are formed through socialization, social norms and the social environment, while news media seemed to have little impact on people’s diets. This article explores whether today’s news media consumption and in particular consuming and sharing information about food on social media are associated with following a vegetarian or vegan diet. The data come from a tailor-made survey carried out in Hamburg, Germany, in 2018 (N = 1,214). Making use of probit regression with multiple equations, we analyse the associations between vegetarianism and individual news consumption, having vegetarians in the social environment, and communicating about food, controlling for individual and family characteristics. We find that both regular news consumption via social media and having vegetarian friends or family members is associated with pursuing a vegetarian diet. Moreover, news consumption via social media comes with increased communication about food, suggesting high relevance of social media for pursuing a vegetarian diet.
14 pages, This research is an inquiry into the (under)utilisation of mobile phones by smallholder farmers in their agricultural activities in Zimbabwe. Through a naturalistic enquiry, the research established that agricultural extension officers are vital in the adoption and use of mobile phones for agricultural purposes. Those extension officers who were not skilled in productively using mobile phone technology had technophobia, which was the primary reason they did not use the technology in their interactions with farmers. Yet, a sizeable number of farmers used their mobile phones to receive information from agricultural extension officers, officials, other farmers, and market vendors. Interviewed farmers perceived the mobile phone as a tool for education in agricultural matters. However, very few used their phones effectively for agricultural purposes. The research identified two main inhibitors to the acceptance and use of mobile phones by farmers: a lack of the necessary digital skills, and lacking information to use mobile phones. Other inhibiting factors included semi-literacy, old age, insufficient infrastructure, socioeconomic status, excessive cost, and lack of support from telecommunications companies and other service providers. This research contributes a novel perspective to the body of knowledge regarding mobile technology adoption for agricultural activity in marginalised communities.
24 pgs, Increasing interest in farmers’ local soil knowledge (LSK) and soil management practice as a way to promote sustainable agriculture and soil conservation needs a reliable means to connect to it. This study sought to examine if Visual Soil Assessment (VSA) and farmer workshops were suitable means to engage, communicate and preserve farmers’ LSK in two mountainous communes of Central Vietnam. Twenty-four farmers with reasonable or comprehensive LSK from previously studied communes were selected for the efficacy of VSA and farmer workshops for integrating LSK into a well-accepted soil assessment tool (VSA). In field sites chosen by the farmers, VSA was independently executed by both farmers and scientists at the same time. Close congruence of VSA scores between the two groups highlighted that farmers could competently undertake VSA. Farmers’ VSA score was compared with their perception of field’s soil quality. For the majority of farmers’ perception of soil quality was consistent to their VSA score (62.5%), while the remainder perceived their soil quality was lower than their VSA score. For most farmers their assessment of soil quality using VSA valued their LSK, and the two measures were well aligned. Soil colour and presence or vulnerability to erosion were common soil characteristics mentioned by farmers and affected the final VSA score. Farmers’ participation in VSA and workshops strengthen farmers’ confidence in their LSK and provided guidance on the impact of their soil management on soil improvement and conservation.
Conference paper / Journal article, This study examined farmers’ readiness to assess social media as agro-information reception tool in the study area. An interview guide was used in collecting data from 120 farmers who were randomly selected. Data collected were analysed with the aid frequency counts percentages and logit regression. The results showed that half of the respondents (50%) had primary education. About 90% were aware of whatsapp and 12.6% were aware of blogs, respectively. Education, farming experience, membership of farmers’ group and extension access were the variables that positively influence farmers’ readiness to assesssocial media as agro-information reception tool while respondents’ age negatively influence readiness to assess social media. Enlightenment programmes for farmers on the use of social media and an improved extension services to keep the farmers acquainted with the benefits of social media.
9 pages, Humans have improved plants for their utility through selective self-pollination, crossing, and progeny selection for >10,000 years, largely based on physical characteristics. Less than 200 years ago, the genetic basis of heritability in selection was revealed, enabling breeders to accelerate genetic gain. Breakthroughs in genomics and molecular markers for the past century have enabled breeders to locate and select genomic regions affecting desirable traits, improving breeding precision. Transgenesis has enabled crop insertion of desirable exogenous genes, enabling de novo functionality. These technologies, along with agronomic practices, have generated more than sixfold yield improvements in crops such as corn in the past century. Gene editing, with its unique ability to precisely edit, change expression, and move genes within a crop's genome, has the potential to be the next breakthrough technology. For this to come to fruition, it is critical to take a holistic view considering perspectives of scientists, farmers, regulators, and consumers.
21 pages, Metaphors have been crucial in making genetics and genomics public, from the code and the book of life to genetic scissors and gene surgery. A new field is emerging called “gene drive” – a range of controversial technologies that can potentially be used for the eradication or conservation of animal species. At the same time, metaphors are emerging to talk about the promises and dangers of “gene drive”. In this article we use thematic analysis to examine thirty interviews with gene drive science and communication experts, and stakeholders, focusing on how they talk about their lived experience of metaphor use in the context of gene drive communication, including their struggle to remember salient metaphors and their reflections on which metaphors to use and which to avoid. We discuss the significance of our findings for research and practice of responsible science communication.
17 pages, British Columbia’s food system is experiencing an emerging trend in the digitalization of agriculture, which will impact agricultural practices in the province. The rapid growth of this field has created a niche for training and education in digital agriculture and more specifically, in areas such as robotics, artificial intelligence, big data analytics, and computing. However, it remains unclear whether current educators and trainers in British Columbia are communicating both the benefits and risks of digital agriculture, and the need for an inclusive and equitable approach to digital agriculture. To understand the emerging education and training landscape in digital agricultural technologies, this exploratory study engaged in a key informant interview with 12 participants, including educators, relevant government staff, and private training consultants/practitioners in the food and agricultural sector in British Columbia. The small sample is reflective of the nascent nature of this area of research, which seeks to better understand digital agriculture from the perspectives of agricultural educators and trainers both in the public and private sectors. The study found that there is currently a lack of consideration for equity and food sovereignty in digital agricultural training and education. This is primarily due to a gap in engagement with the social aspects of digital agriculture. Without engaging critical social scientists and critical data studies, digital agriculture education, and training may be conducted in ways that do not promote responsible and ethical innovation, and are therefore counterproductive to the development of a just and sustainable food system.
Pages 121-147 in Scaling-up Solutions for Farmers., In most of the developing countries in Asia and Africa large yield gaps are existing between the current farmers’ yields and potential achievable yields. The necessity of meeting the farmers’ requirement to scale up research results is paramount for adequate food production. This requires empowerment of farmers by answering queries of farmers appropriately through different extension channels including state and central machineries. These are the backbone of the agricultural technology development to empower farmers as the major stakeholders and hence requires attention. Lack of awareness among farmers about good agricultural management practices compel them to follow the traditional practices. All agricultural education and research, ultimately aims at increased productivity and economic well-being of farmers. This is possible only when there is a minimum gap between laboratories and land. This gap is bridged by agricultural extension. But human capacity, the content of the information, processes of delivery and technology determine effectiveness of extension services. Non-availability of sufficient extension personnel is a major constraint. To overcome these shortcomings, e-Extension (eE) is the alternative. It is important to rejuvenate the agricultural extension system (AES) with innovative information communication technology (ICT) models for knowledge generation and dissemination. Latest digital technologies are discussed in this chapter on ICT to empower farmers to scale up for reaching the required target of food production with special reference to Indian scenario.
There is an urgent need to transform neglected knowledge delivery systems by strengthening the science of delivery which has been neglected by the researchers/development worker/policy makers alike. Availability of new technologies such as information technology (IT), internet of things (IoT), audio and video using cell phones, geographical information system (GIS), simulation modelling, remote sensing (RS) open up new vistas for effective knowledge delivery for achieving the impacts on ground. This will help to cross the “Death Valley of Impacts” for achieving the zero hunger goal by adopting innovative approaches/tools and partnerships.
11 pages, During the early stages of the COVID-19 pandemic (March-April 2020), opinion leaders in agriculture and natural resources (ANR) were asked to participate in a survey about the impacts of the crisis on the ANR industry specifically about their concerns related to communication, economics, level of preparedness, and health during this crisis. Of the 225 ANR leaders who participated, the majority were concerned that members of the public were sharing inaccurate information about COVID-19; others they come into contact with were not taking appropriate measures to avoid contracting COVID-19; about the impact of COVID-19 on the U.S. economy, their state’s economy, and the global economy; and other countries’ level of preparedness to deal with COVID-19. ANR leaders were consistently the most concerned about items that were outside of their direct sphere of influence. Implications from this work are that ANR leadership programs should incorporate programing to help ANR leaders understand how to be influential during a crisis at a national and international level. For statewide ANR leadership programs, it is recommended to include programming sessions related to identifying and sharing credible information and enabling and inspiring those in their circle of influence to do the same.
11 pages, This study examined village extension agent’s access and use of information and communication technology in extension services delivery to farmers in Plateau State, Nigeria. The population for the study consisted of all the village extension agents (VEAs) of the Plateau Agricultural Development Program (PADP) in the central agricultural zone of the state. Multistage sampling technique was employed in selecting the respondents for the study. Primary data were collected through the administration of questionnaires and interview techniques and were analyzed using descriptive and inferential statistics. Findings from the study shows that majority (77%) of the sampled village extension agents (VEAs) were males with a mean age of 43 years, Majority (87%) of the respondents were married with a mean household size of 4 persons. The study also showed that majority (80%) of the VEAs had tertiary education with a mean working experience of 13 years and average monthly income of ₦64875. The result also shows that four (4) out of the seven (7) listed ICT facilities were adjudged the ICT facilities accessible to VEAs in the study area having had mean values above the discriminating index (x̅ =2.50). They included; GSM (phone) (x̅ =3.94), radio (x̅ = 2.83), television (x̅ = 2.73) and computer (x̅ = 2.68). Based on 2.50 discriminating index, only two out of seven listed conventional ICT facilities had mean values above the discriminating index (x̅ 2.50) and thus were adjudged the ICT facilities used by VEAs. The GSM (phone) had the highest mean value of 3.62 followed by radio with mean value of 2.54. The logit regression result shows that coefficients of years of working experience and monthly income were significant and positively related to ICT use, while age and complexity in use of ICT were significant and negatively related to ICT use. Major constraints to use of ICT by VEAs includes; lack of administrative support in provision of ICT (87%), lack of in-service training on ICT use (66%), Poor salary/remuneration (64%), lack of awareness of ICT importance in extension (56%) among others. The study recommends intervention, serious synergy, and proactive response on the part of the government, non-governmental organization,s and extension organizations in ICT provision and training of VEAs on ICT use as well as stepping up campaigns on the importance of ICT use in agricultural extension delivery.
19 pages., Advancing information and communication technologies (ICTs) has become central to international agricultural and extension development efforts. ICTs are crucial in facilitating information transfer, ensuring stakeholder access to information, and increasing the decision-making capacity of smallholder farmers. The research presented here introduces an instrument developed to quantify perceptions of ICT use capacity within international extension networks. The aggregate scale was verified for content validity, response process validity, internal structure validity, and consequential validity informing its use. The instrument was administered to network members (n = 122) associated with the Global Forum for Rural Advisory Services. An exploratory factor analysis (EFA) was conducted with measures of correlation and reliability analyzed. Six factors were extracted and analyzed further. The resulting Perceptions of ICT Use scale and factors can be used as reliable instruments for quantifying perceptions of ICT use capacity, enhancing international extension network needs assessments, and informing policies and practices which maximize ICT capacity.
Munthali, Nyamwaya (author), Lie, Rico (author), Van Lammeren, Ron (author), Van Paassen, Annemarie (author), Leeuwis, Cees (author), and Asare, Richard (author)
Format:
Journal article
Publication Date:
2021-06-12
Published:
South Africa: University of Witwatersrand
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12435
37 pages., Information and communication technologies (ICTs), specifically those that are digital and interactive, present opportunities for enhanced intermediation between actors in Ghana’s agricultural extension system. To understand these opportunities, this study investigates the capabilities of ICTs in support of seven forms of intermediation in the context of agricultural extension: disseminating (information), retrieving (information), harvesting (information), matching (actors to services), networking (among actors), coordinating (actors), and co-creating (among actors). The study identifies the types of ICTs currently functioning in Ghana’s agricultural system, and applies a Delphi-inspired research design to determine the consensus and dissensus of researchers, scientists, and practitioners about the potential of these ICTs to support each of the seven intermediation capabilities. The findings reveal that experts reached consensus that interactive voice response (IVR) technologies currently have the highest potential to support disseminating, retrieving, harvesting, and matching. Meanwhile, social media messaging (SMM) technologies are currently seen as highly capable of supporting coordinating and, to a lesser extent, co-creating, but no consensus is reached on the potential of any of the technologies to support networking.
