Levinson, Jeremy (author), Lamie, Dave (author), Vassalos, Michael (author), Eck, Chris (author), Chong, Juang (author), and Reay-Jones, Francis P. F. (author)
Format:
Journal article
Publication Date:
2024-05-15
Published:
USA: Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE)
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 208 Document Number: D13277
9 pages, The Train-the-Trainer approach is widely used in Cooperative Extension education to efficiently disseminate research-based information to many clientele groups, including farmers. This paper compares the traditional Train-the-Trainer model to a comprehensive Collaborative Train-the-Trainer model and discusses weaknesses of the traditional model that are addressed in the Collaborative model. Sources of information used by farmers (growers) and overall effectiveness were measured through a survey instrument created and distributed to farmers in South and North Carolina. The Collaborative Train-the-Trainer model, which emphasizes peer-to-peer interaction and feedback loops, represents an enhanced approach for conceptualizing and implementing Extension educational programs.
16 pages, Background
Residue-based biogas is considered as a renewable energy that should be used to improve energy security and household livelihoods in rural areas. Observational learning and word-of-mouth learning are critical in the dissemination of knowledge about agricultural technologies. Yet, scholars have little understanding of the impacts of these learning methods on farmers’ use of residue-based biogas. Using survey data from rural areas of Hubei China, this study estimates the impacts of observational learning and word-of-mouth learning from different subjects (i.e., relatives, neighbors, cadres, cooperative members, and technical instructors) on the use of residue-based biogas by farmers. Additionally, the moderating role of interpersonal trust in these relationships is explored.
Results
Results from logistic regression models show that observational learning from technical instructors significantly increases farmers’ use of biogas. Furthermore, interpersonal trust significantly and positively influences the impact of observational learning on farmers’ decisions to use biogas. Similarly, interpersonal trust significantly and positively moderates the influence of positive word-of-mouth learning on farmers’ decision to use biogas. In contrast, a negative moderating role exists in the relationship between negative word-of-mouth learning and farmers’ decision to use biogas. These impacts are further affirmed by robustness checks.
Conclusions
The results presented here show that enhancing farmers’ interpersonal trust promotes the use of residue-based biogas by farmers. One important implication is that the government might promote the use of residue-based biogas by organizing technology demonstration activities, providing communication platforms, and enhancing mutual trust between farmers and relevant groups.
8pgs, ocial trust and social networks are a common and more valuable phenomenon for the development activities of the rural community in the context of Nepal. However, the development activities of the community are not well perceived from the lens of social trust and social network as it is essential to sustain the development activities. Considering the landscape of social trust and social networks, this study focuses on the situation and effect of social trust and social networks on the development activities at the Rupa Rural Municipality in Kaski. The purpose of this study was to explain the situation of social trust and social networks and also explore interconnection with community-level development interventions. Employing a phenomenological qualitative research design, the primary informations were collected through indepth interviews and recorded informations were transcribed, coded, decoded, analyzed and interpreted. The major thematic aspects such as social trust and social networks of community development have linked with relevant theories. The finding indicate that the development activities of community with their desire and having social trust are found successful. The social networks have played further connective role by interlinking development aspects at community level for sustaining the interventions of community development. Though the study is limited to Rupa Rural Municipality, it has established the importance of social trust and social networks for community development.
Author emphasized the opportunity for agricultural industry players to expose potential buyers to emotions "in a space where, oftentimes, products are perceived similarly." Author presented ways to build emotion into the customer experience.
16 pages., via online journal., raceability system has received wide attention in solving food safety issues, via which food information could be tracked back to producer/farmers. Consumers need to obtain this information from producers or social networks, trust in the information, and consequently assess perceived risks, especially when food scandals are exposed to the media. In this study, we introduce the social embeddedness theory to understand how consumers' social activities affect their risk perceptions on traceable food. Specifically, we investigate how risk perceptions are predicted by the interpersonal relationships, organizational level and social-level relationships. Results show that the interpersonal relationships were associated with lower levels of risk perceptions, while organizational and social relationships impacted consumer's risk perceptions at middle and higher levels, respectively. Results also show that the “ripple effect” extended to effect of risk events with negative information, however, did not exist for the group exposed to positive information. Potential food safety implications have been proposed to identify for effective risk mitigation under media coverages.
10 pages., Via online journal., Consumption of local food is a fast-growing trend supported by local food advocates and governments. This trend has also captured the interest of researchers. The present study draws from the foundational principles of the theoretical perspective of helping behaviour with a view to enhancing the understanding of why people buy local food. This article tests a conceptual framework with proposed relationships between helping behaviour constructs and local food-buying behaviour within a Norwegian context. Local food consumers in Troms County are surveyed, and the results indicate that empathic concern and social concern influence their attitude towards, and preference for, local food. Local patriotism influences the preference for local food even if such consumers evaluate it as being of lower quality and less desirable than other food products. This study is among the first to examine local food-buying behaviour through the lens of prosocial helping behaviour theory. The recommendations for local food producers and local food advocates regarding appealing to consumers’ prosocial helping behaviour propose communication strategies emphasizing the difficulties that local food producers face, portraying local food producers as people deserving of help against national competition and imports, and depicting them as being as loyal to the local community as the local food consumers are.
pgs. 1-17; Article 3, Via online journal., Audience analysis is a critical skill to forge relationships and develop effective communications. Programs provided by the Cooperative Extension Service must be aware of external and internal audiences to provide relevant information and evoke impacts. Berlo’s (1960) Source-Message-Channel-Receiver Model of Communications guided this formative evaluation of Extension staff, and horse 4-H club volunteer leaders (program facilitators) to expose internal communication tendencies in Arkansas. Findings identified that program facilitators seek horse-related information from a variety of sources, most frequently relying on personal connections and least frequently seeking Extension sources. Program facilitators share a variety of messages and most frequently relay information about deadlines to club members. Messages about recruitment and fundraising were shared least often. Program facilitators described utilizing a variety of personal and electronic channels to share messages with the greatest frequency for in-person communications. Incoming channels were less diverse than outgoing channels and primarily featured email, which program facilitators preferred. Program facilitators are primarily female, aged in their thirties, described lifetime involvement with 4-H and the horse industry, and most frequently reported having less than five years’ experience in their current position. The ground-level perspective of facilitators’ demographics and communication tendencies was evident in results of this study. In application, practitioners must continue to actively seek relationships with audiences, remain cognizant of communication factors, and provide accurate messaging through preferred channels.
9 pages., Article # 1RIB4, Via online journal., Food hubs represent a business model through which farmers can collectively market product to access new supply chains and buyers can efficiently access locally sourced foods. Many farmer marketing cooperatives fit within the food hub definition and have existed for decades. Accordingly, much can be learned from them to support food hub business planning efforts. We developed and synthesized case studies of three successful cooperatives in order to match key food hub operational challenges with recommended best management practices. Such information is useful for Extension education efforts supporting the development of economically viable food hub businesses.
10 pages., Researchers investigated empowerment in the context of two strategies, Integrated Weed Management and Integrated Pest Management. Findings suggested: "With the rise of chemical resistance, the agricultural industry has placed considerable emphasis on the need to accelerate and achieve farmer adoption if IWM and IPM, but our evidence suggests that greater emphasis should be given to understanding the socio-cultural factors that affect farmer decision making. Farmer empowerment emerged as a core concept from the data."
