58 pages., Journal article via online., Historical analysis of print advertising in the early 20th Century revealed that "in an era of scientific discovery and therapeutic ethos, fruits and vegetables were advertised as medical tonics, with 'prescriptions' that included recommended daily doses, to ward off or cure real or imagined medical ailments (flu, listlessness, acidosis)." Findings identified social positives and negatives associated with this practice. Researchers recommended use of a broader social marketing and transdisciplinary approach.
17 pages, via online journal, The greatest challenge now facing agricultural science is not how to increase production overall but how to enable resource-poor farmers to produce more.
The transfer-of-technology (TOT) model of agricultural research is part of the normal professionalism of agricultural scientists. In this model, scientists largely determine research priorities, develop technologies in controlled conditions, and then hand them over to agricultural extension to transfer to farmers. Although strong structures and incentives sustain this normal professionalism, many now recognise the challenge of its bad fit with the needs and conditions of hundreds of millions of resource-poor farm (RPF) families. In response to this problem, the TOT model has been adapted and extended through multi-disciplinary farming systems research (FSR) and on-farm trials. These responses retain power in the hands of scientists. Information is obtained from farmers and processed and analysed in order to identify what might be good for them. A missing element is methods to encourage and enable resource-poor farmers themselves to meet and work out what they need and want.
Mungai, Ndungi wa (author) and Seis, Colin (author)
Format:
Book chapter
Publication Date:
2017
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08789
Notes:
Pages 223-237 in Gordon, Iain J. Prins, Herbert H.T. Squire, Geoff R. (eds.), Food production and nature conservation: conflicts and solutions. United Kingdom: Routledge, London. 348 pages.
Fuller, Sara (author), Bickerstaff, Karen (author), Khaw, Fu-Meng (author), and Curtis, Sarah (author)
Format:
Book chapter
Publication Date:
2010
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D07367
Notes:
Pages 261-277 in Peter Bennett, Kenneth Calman, Sarah Curtis and Denis Fischbacher-Smith (eds.). Risk communication and public health. Second edition. Osvord University Press, Oxford, England. 339 pages.
