Establishing effective communication between the Agricultural researcher and the farmer with special Reference to the large-scale sugarcane, soybeans and maize industry - a comparative case study in South Africa
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Date
2023
Authors
Bruwer, Pieter Willem
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
Abstract
Sustainable global food production is non-negotiable and can only be achieved by applying sustainable agricultural practices to ensure the longevity of our natural resources, such as soil and water. Research and subsequent dissemination of the results form the basis of agricultural development in the small-scale and large-scale commercial farming sectors. Nature, climate, industry, and agriculture are all integrated systems of our world. It is a complex and dynamic system that has required innovative thinking for the survival and progress of humankind since its inception. The delivery of scientific and technological information has always been crucial for developing sustainable systems, and delivery methods must continuously be evaluated to ensure effective communication and knowledge transfer. Communication breakdown between the researcher and the producer or target audience could have disastrous consequences.
This study aimed to investigate the environment in which the agricultural transfer of knowledge takes place, focusing on South Africa's crop production sector. It also intended to research current methods and models used for disseminating information, identify the key role-players, determine levels of communication between stakeholders and recognise the shortcomings and qualities of such models. It is therefore important to investigate and evaluate current, modern approaches and older models of knowledge transfer in an attempt to provide guidelines along which the delivery of scientific information can be developed.
The entire world faces a situation of information overload in most sectors of industry and social environments. Filtering through this enormous amount of information is an almost impossible task and requires the guidance and expertise of scientists and specialists within a specific field of knowledge. The alternative scenario is where borders between credible, factually based knowledge and “fake science” become blurred, creating confusion and distrust. The participants' perceptions of research, communication, effectivity of knowledge transfer, and relevancy of current methods must be explored to redirect or redesign models, and means of scientific information delivery. This comparative study used a mixed methods approach where the perceptions regarding information dissemination from researchers, advisors and research coordinators in the crop production sector, and researchers, advisors and knowledge management in the sugarcane production sector were obtained using questionnaires complimented by semi-structured in-depth interviews. Descriptive and inferential statistics were applied to analyse and discuss the generated data.
The crop researchers, advisors and research coordinators confirmed unsatisfactory levels of communication throughout the research process and subsequent dissemination of the results. Pseudo-science was a serious concern for all the role-players in this sector. The same participants felt that research funding and the source of funding was a potential problem that could even influence the results generated. The SASRI model, however, was found to be very effective throughout the process of identifying research topics, prioritising projects, funding, and disseminating results. Communication between researchers, extension specialists and sugarcane growers was effective and well-coordinated by knowledge management. The existince of well-established communication channels and feedback ensured the sugarcane production sector’s awareness of fake science but confidence that most of the scientific data generated reached the intended target and therefor regarded pseudo-science as a minor problem. It was further found that although the crop commodity organisations performed well in research, they needed closer collaboration with advisors in the crop production sector to ensure effective dissemination of the generated research results.
It was concluded that the South African Sugarcane Research Institute employed a highly respected and effective model of knowledge transfer and dissemination of results to the target audience. Acceptable levels and channels of communication enabled all the stakeholders in the dissemination chain to network, even on an interdisciplinary level. Well-structured measures of effectivity, such as feedback and adoption rates on the farm-level, create confidence and trust within the SASRI system and contribute most to sustainable production and utilisation of natural resources.
Description
Thesis (Ph.D.(Sustainable Agriculture))--University of the Free State, 2023
Keywords
Sustainable food production, research, dissemination, information overload, dissemination models, communication