Agricultural communication used to be top down from the corporation to the

Agricultural communication used to be top down from

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Agricultural communication used to be “top-down” from the corporation to the client information diffusion Recent agreicultural and rural innovation suggest important strategies and services affect the communication process because ehtye connect different actors needed for the innovations and promote actions. These include: o Demand articulation o Knowledge brokerage o Visioning and scenario building o Group process facilitation o Interactive institutional assessment o Design experimatatin o Etc. Social media enhances the connectedness of the actors/components Social media intensivies communication in 2 major ways 1. Amplifying messages from traditional media 2. Enabling new ways of collaboration and co-creation Social media implications o More people can use their voice than before o Info can be increasingly set free for ppl who need it for knowledge creation but who cannot access it o Ppl have more freedom to be creative as individuals and collectively
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Social media is less social in agri/rural innovation – it is used to generate ideas Methods and Data Sources Ontario has over a quarter of Canada’s farms and is the largest argriculturea nd food processing sector in Canada Farming in ON is a major generator of jobs and related jobs Reports from paper – preliminary results of an inventory of social media used by individuals involved in agri-food innovation. Searched a combination of words on social media related to agri/rural. Findings Trends in the users of social media o Findings indicate that SM in agrifood and rural sectors are at an early stage o Ontario based individuals and organizations are the most active in the Canadian networks o Scale and intensity of agri-food and rurarl development initatives in ON are relatively large compared to other provinces o Wide range of stakeholders who are deploying social media o Individual farmer and farm based social media accounts are predominant o Text and Discussion posts are the preferred format Social media for organizational development and transfer o Social marketing campaigns – campaigns are an important driver for social media use aimed at creating awareness of specific issues and targeting behavioural changes o Social media for community engagement – use of social media for connecting relevant stakeholders, linking information and sharing potential resources o Social media for community engagement – used to create oppurtunities for attracting financial support from the community and beyond. o Social media for enhancing outreach and business – findings indicate that a small number of private sector companies have made a business from building websites for farmers, including platforms that incorporate social media.
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