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Agricultural Communication

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lightbulbAbout this topic
Agricultural Communication is the study and practice of conveying information related to agriculture, food systems, and rural development. It encompasses the use of various communication methods and media to inform, educate, and engage stakeholders, including farmers, consumers, and policymakers, about agricultural issues, innovations, and practices.
lightbulbAbout this topic
Agricultural Communication is the study and practice of conveying information related to agriculture, food systems, and rural development. It encompasses the use of various communication methods and media to inform, educate, and engage stakeholders, including farmers, consumers, and policymakers, about agricultural issues, innovations, and practices.

Key research themes

1. How does multilingual and culturally sensitive communication influence access to agricultural information in diverse farming communities?

This research theme addresses the challenges and strategies related to delivering agricultural information to linguistically and culturally diverse farmer populations. Understanding multilingual communication mechanisms is crucial for ensuring equitable access to agricultural knowledge, thereby enhancing adoption of innovations and improving agricultural productivity, especially in countries with high language diversity such as Nigeria and Ethiopia.

Key finding: The study found that linguistic diversity in Nigeria hinders farmers’ access to agricultural information when broadcasts are delivered only in dominant languages such as English. It demonstrates that multilingual farm... Read more
Key finding: This investigation reported that state extension services predominantly employed top-down, one-way communication approaches that were misaligned with policy goals of participatory development. Contrastingly, non-governmental... Read more
Key finding: This empirical study highlights that farm radio broadcasts using accessible and clear language significantly promoted the adoption of Yam Minisett technology. Attributes influencing effectiveness included language clarity,... Read more
Key finding: Findings reveal high access to agricultural content on dry season farming via broadcast media among Nigerian smallholder farmers, though regularity of exposure was inconsistent. The study connects access patterns to the... Read more

2. What role do Information and Communication Technologies (ICTs) play in enhancing agricultural knowledge dissemination, market access, and trade information among farmers in developing contexts?

This theme explores the deployment, effectiveness, and challenges of ICT tools—such as mobile phones, SMS alerts, and internet platforms—in bridging information gaps in agriculture. ICTs have transformed agricultural extension services by improving access to weather forecasts, market prices, input availability, and marketing channels. Understanding the socio-economic determinants and infrastructural limitations that influence ICT adoption provides insights to optimize technology use for sustainable agricultural development in resource-constrained settings.

Key finding: Integrated ICT systems combining databases, automated SMS alerts, and mobile applications significantly enhance pre-harvest and post-harvest agricultural activities by providing farmers timely advisories on soil health, pest... Read more
Key finding: The study concludes that farmers’ use of ICTs is positively correlated with education, socio-economic status, landholding size, extension contact, and mass media exposure, which in turn improve access to marketing information... Read more
Key finding: This World Bank report evidences that ICT-enabled innovations such as computerized milk collection systems, handheld data devices for health workers, government-operated information kiosks, and smart cards for microfinance... Read more
Key finding: The paper reveals a high satisfaction level with information facilities and resources among Nigerian agricultural researchers, but identifies deficits in information content and services that limit research productivity. It... Read more

3. Which communication approaches, skills, and institutional frameworks most effectively support agricultural extension and modernization in the 21st century?

This theme investigates the evolving nature of agricultural communication as a discipline and profession, encompassing extension methodologies, media usage, institutional roles, and workforce competencies. Insights focus on transitioning from traditional, top-down knowledge dissemination to integrated, participatory, and technology-supported communication models. It further explores communication challenges such as user diversity, message targeting, and the role of agricultural communicators in fostering trust and adaptability within complex rural contexts.

Key finding: Expert interviews identified the absence of a universally accepted definition for agricultural communications but emphasized critical skills like policy understanding, audience targeting, and strategic message delivery. Key... Read more
Key finding: This historical and forward-looking analysis documents agricultural communications’ evolution from print journalism to a multifaceted discipline incorporating strategic communications, marketing, public relations, and digital... Read more
Key finding: This qualitative study identified significant structural and operational constraints impeding extension officers’ effectiveness in Pakistan’s Punjab province. Themes include inadequate government support, unclear roles,... Read more
Key finding: This comprehensive review deploys systems theory to conceptualize agricultural information systems as interacting subsystems encompassing research, extension, and farming communities. It asserts that effective agricultural... Read more

All papers in Agricultural Communication

Japanese agricultural studies in Africa began in the 1960's when most of the African countries became independent. However in only forty years these studies have accumulated many field research papers and acquired considerable importance... more
Japanese agricultural studies in Africa began in the 1960's when most of the African countries became independent. However in only forty years these studies have accumulated many field research papers and acquired considerable importance... more
Việt Nam đã nhận được đầu tư trực tiếp nước ngoài đáng kể trong vài thập kỷ qua cùng với chính sách tăng trưởng xanh và phát triển bền vững đang được Chính phủ quan tâm. Tăng trưởng kinh tế (GDP), FDI, toàn cầu hóa (GLO) và tăng trưởng... more
Communication is an important element in the governance of organizations. In most research on the development and maintenance of successful cooperatives, effective communication with and between members is an ongoing issue. In... more
Trong năm 2025, kinh tế Thái Lan ghi nhận nhiều diễn biến đáng chú ý với những tác động trực tiếp và gián tiếp tới kinh tế, an ninh chính trị, ổn định xã hội của Thái Lan và khu vực. Tăng trưởng kinh tế của Thái Lan có dấu hiệu chững lại,... more
This study investigated the usage of ICTs among farmers and the socioeconomic factors influencing their usage. It was to fill a gap in ICT usage among crop farmers in rural communities in Northern Ghana. A multistage sampling technique... more
Development of the socially oriented market economy of Ukraine, effective realization of reforms in this area and improvement of people's living standards are not possible without forming a high level of labour motivation of financial... more
The paper has analysed and evaluated the existing concepts of relations between science and education, advisory services and agricultural practice in the aspect of strengthening competitiveness of the agricultural sector of the EU and... more
The European Commission Draft Regulation on Common Agricultural Policy 2021-2027, proposes that the concept of "genuine farmers" shall be defined so as to ensure that no support is granted to those whose agricultural activity forms only... more
Chính quyền của Tổng thống Trump đã công bố quyết định áp đặt biểu thuế nhập khẩu mới đối với danh sách một loạt các quốc gia có hoạt động thương mại với Mỹ, trong đó có Việt Nam và Thái Lan. Chính sách này có thể khiến xuất khẩu của Thái... more
El propósito de este artículo es analizar el comportamiento de los países miembro de la Unión Europea (UE) en un periodo en el que se han producido importantes avances en este proceso de integración y se han puesto en marcha políticas... more
The impact of the print media in agricultural development has been the focal point in the recent times and has received considerable awareness from researchers, planners, politicians and media practitioners of developing countries... more
The practice of agricultural engineering in Africa dates back to the Egyptian civilisations that depended on irrigation along the Nile River, but as a discipline, agricultural engineering is fairly recent. Agricultural engineering is... more
Agriculture is the bedrock of economic development in Nigeria. However, the development of the sector cannot be achieved without an efficient and effective extension system. Thus, there is the need for a well articulated and comprehensive... more
The agricultural sector worldwide is facing many issues relating to crop productivity due to the lack of communication between extension workers and farmers. To reduce this gap, information technology like mobile phones are one of the... more
The European Commission Draft Regulation on Common Agricultural Policy 2021-2027, proposes that the concept of "genuine farmers" shall be defined so as to ensure that no support is granted to those whose agricultural activity forms only... more
Agriculture extension services in Pakistan are perceived as ineffective for many reasons. Limited research has been conducted so far in Pakistan to find those reasons. This study was conducted to consolidate different factors impeding the... more
Technically Speaking: Technical Skills Needed for Agricultural Communication Baccalaureate Graduates Technically Speaking: Technical Skills Needed for Agricultural Communication Baccalaureate Graduates
Implementation of Conservation Agriculture (CA) project is a process of multi-participation that involves actors from agricultural researchers and scientists, extension agents, private consulting firms, pioneer farmers, rural... more
The experience of highly developed countries proves that agricultural producers are one of the stabilizing factors of the socioeconomic relations of states as a whole. In the context of effective management of agricultural producers in... more
Agricultural communication covers works and scientific activities focusing on communication between agriculture and non-agriculture shareholders related to the issues about agriculture. Here the term "agriculture" refers to "farming,... more
AGRICULTURE IN ZAMBIA Although Zambia is generally well-known for its copper production, the majority of its people are engaged in agriculture for their livelihood. Because of this, and also because of the need to diversify the economy,... more
This study analysed mass media utilization among yam farmers in Benue and Niger States, Nigeria. Multi-stage sampling technique was used in the selection of 399 yam farmers for the study. Data were collected from primary source using... more
The transformational role of ICT in the social and economic spheres of man engendered development of the communication technology in Nigeria. Based on the telecom deregulation policy of the Nigerian Government in 2001, the country... more
Agriculture extension services in Pakistan are perceived as ineffective for many reasons. Limited research has been conducted so far in Pakistan to find those reasons. This study was conducted to consolidate different factors impeding the... more
This study was undertaken to investigate the information needs and information seeking behavior of the researchers in Nigerian Stored Products Research Institute, Ilorin, Kwara State. The study used questionnaire and interview method to... more
The Chinese government initiatives on mechanization of agricultural activities and its indispensable role in agricultural engineering research and development can not be overemphasized. This dates back to as early as 1949. The continued... more
Agriculture in Thailand has developed as it is today because of the long-term strategic vision of the government. Since the 1980s, agricultural development policy has used a variety of marketing principles, which ensures that there is... more
Technically Speaking: Technical Skills Needed for Agricultural Communication Baccalaureate Graduates Technically Speaking: Technical Skills Needed for Agricultural Communication Baccalaureate Graduates
Higher education institutions represent a key element for the development of individuals, which is reflected in the economic and social development of countries. This study reveals how higher education in particular helps in certain... more
Las instituciones de educación superior representan un elemento clave para el desarrollo de los individuos, mismo que se ve reflejado en el desarrollo económico y social de los países. Este trabajo da a conocer específicamente en qué... more
Agricultural communications education has evolved over time, shifting in an effort to meet the needs of students through new approaches, new methods, and new technologies. The purpose of this paper was to examine the influence of... more
Information on determinants of involvement in sweetpotato production (SPP) in Niger-Delta Area of Nigeria is scarce. Determinants of involvement in SPP among farming households in Niger-Delta Area of Nigeria were therefore assessed.... more
Agricultural extension, which is essentially a message delivery system, has a major role to play in agricultural development. It serves as a source of advice and assistance for farmers to help them improving their production and... more
We live in interesting times! There is a global realisation of the need for greater and sustainable food production-from a shrinking arable area. This comes after a long period of agricultural decline, particularly in Europe and more... more
In order to increase farm productivity and sustainability on a worldwide scale, agricultural extension services are essential in bridging the gap between research and actual farming. This study examined agricultural extension services and... more
The main purpose of the current manuscript is to review the agricultural extension system in Egypt. The information gleaned in this article could be useful for policymakers, extension administrators, and extension researchers to identify... more
An electronic information transfer system, called Michigan State University Information Services (MSUIFS), can store and deliver news and feature stories to mass media outlets and to Michigan county Extension offices.
The Institute of Food and Agricultural Sciences (IFAS) is an Equal Opportunity Institution authorized to provide research, educational information and other services only to individuals and institutions that function with... more
This paper investigates the provision of agricultural information to small scale farmers in Zimbabwe. It seeks to find out the methods and means of disseminating agricultural information to the small scale farmers in Harare, Zimbabwe.... more
Technically Speaking: Technical Skills Needed for Agricultural Communication Baccalaureate Graduates Technically Speaking: Technical Skills Needed for Agricultural Communication Baccalaureate Graduates
The Institute of Food and Agricultural Sciences (IFAS) is an Equal Opportunity Institution authorized to provide research, educational information and other services only to individuals and institutions that function with... more
This study investigated the impact of Information and Communication Technology (ICT) on the productivity of agricultural marketing in Nigeria. The study embarked on pure literature review which was complemented with personal interviews... more
Globally the key role of agricultural information services cannot be underestimated because agriculture and food production are key facets of inclusive development. Farmers have dynamic and intricate information needs that can be... more
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