Faculty of Information and Communication Studies

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Browsing Faculty of Information and Communication Studies by Subject "Research Subject Categories::FORESTRY, AGRICULTURAL SCIENCES and LANDSCAPE PLANNING::Plant production::Agronomy"
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    Agroenterprise Communicative Practices: An Ethnomethodological Study of Enterprise Engagement of Rice Farmers in Midsayap, Cotabato
    ( 2021-06-07) Quiring, Sylvia Therese C.
    This is a study on the worldview of rice farmers on agroenterprise, and their communicative practices. Using qualitative methodology, I analyzed empirical data from rice-based agroenterprise engaged farmers to answer the following research questions: What is the view of the farmers on agroenterprise, and How does their view define their communicative practices as entrepreneurs. Ethnomethodology was chosen as the research framework of this study for its ability to examine the contextual use or conduct of mundane activities enabling researchers to have specified data on practice. Though this specified ability of ethnomethodology may limit the application of the findings, it could be compensated for its capacity to observe and retrieve knowledge and skills in day-to-day activities. I found out that the rice farmers see their agroenterprise venture as an advanced farming activity, and this advanced farming activity is communicated through their three main practices of Financial preparedness and acumen developed; Farming practices enhanced, and Filial obligations accomplished. Financial preparedness and acumen developed is broken down into Saving is essential, Farm diversification for multiple sources of income, and Practical entrepreneurial knowledge and skills are used. While Farming practices enhanced is further defined by the rice farmers as Recordkeeping improved farm management, and Appropriate farming technologies are applied. As an advanced farming activity, these agroenterprise communicative practices are the necessities by which other rice farmers may need to accomplish to engage in entrepreneurial activities. Based on the findings of this study, I came up with methodological and practical recommendations on the implementation and conduct of agroenterprise-based extension initiatives.
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    E-Farming System Knowledge Transfer: Exploring Experiences in the Philippines and Indonesia
    ( 2024-09-30) Fajardo, John A.
    Agriculture is complex and hermeneutic having epistemology in communications, innovations, politics, and society. This sector faces challenges in attaining food security due to climate change, low crop productivity and farm income, and aging farmer population. Traditional communication of crop advisories requires more time and has limited reach to farmers compared to digital communications. Although, the advances in digitalization also pose “last mile” challenges. Complexity theory in communication offers pedagogy and practice in E-farming knowledge transfer to smallholder and marginalized farmers. The theory has been utilized in digital social advocacy, neo-diffusionism communication, management, and social science. This study aims to theorize Complexity theory in digital knowledge transfers in agriculture to drive social impact through effective utilization of crop advisories in digital media, mobile applications, and Internet of Things (IoT). Autoethnography, Focus Group Discussion, Key Informant Interviews, and User Acceptability Test qualitative research methods as well as desktop quantitative research were utilized in this study. One hundred (100) farmer respondents and ten (10) key informants were interviewed in the Philippines and Indonesia. Results of the study showed that farmer motivations and needs are vital in digital crop advisory’ success. The PCE (Planning-Communication-Evaluation) model is proposed leveraging Complexity theory. This model covers different interactions of adaptive agents in the social system including content developers, farmer personas, and other agents in the e-farming system. The social, digital adaptiveness, and muted voices of various farmer personas offer discourse to unravel and drive success in e-farming. The research findings also provide pragmatic and pedagogical implications of adaptive agents or nodes in digital farming advisories anchored from Complexity theory. Digital e-farming communication and the use of artificial intelligence (AI) offer a discourse in the production and adaptation of the sociality and reproduction of society through these agents interacting in a fluid or non-linear pattern.