E-Farming System Knowledge Transfer: Exploring Experiences in the Philippines and Indonesia
E-Farming System Knowledge Transfer: Exploring Experiences in the Philippines and Indonesia
Date
2024-09-30
Authors
Fajardo, John A.
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Abstract
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.
Description
This manuscript explores autoethnography of digital agricultural farming advisory communications in the Philippines and Indonesia. This theorizes complexity theory in communication along with cybernetic tradition which include mobile applications in agriculture, digital media, social media, virtual reality, augmented reality, gamification, and Internet of Things (IoT).
Keywords
Research Subject Categories::INTERDISCIPLINARY RESEARCH AREAS::Technology and social change,
Research Subject Categories::FORESTRY, AGRICULTURAL SCIENCES and LANDSCAPE PLANNING::Plant production::Agronomy,
Research Subject Categories::FORESTRY, AGRICULTURAL SCIENCES and LANDSCAPE PLANNING::Area economics::Agricultural economics,
Research Subject Categories::SOCIAL SCIENCES::Statistics, computer and systems science::Informatics, computer and systems science,
Research Subject Categories::TECHNOLOGY::Information technology::Computer science,
Research Subject Categories::SOCIAL SCIENCES::Other social sciences::Media and communication studies,
Research Subject Categories::TECHNOLOGY::Information technology::Telecommunication::Telecommunication theory,
Research Subject Categories::MATHEMATICS::Applied mathematics::Optimization, systems theory,
Research Subject Categories::SOCIAL SCIENCES::Statistics, computer and systems science::Informatics, computer and systems science::Information and language technology,
Research Subject Categories::SOCIAL SCIENCES::Statistics, computer and systems science::Informatics, computer and systems science::Information processing
Citation
Fajardo, J. A. (2024). E-farming system knowledge transfer: Exploring experiences in the Philippines and Indonesia [Doctoral dissertation, University of the Philippines Open University]. UPOU Repository.