Effective communication to improve udder health: can social science help?

Improved udder health requires consistent application of appropriate management practices by those involved in managing dairy herds and the milking process. Designing effective communication requires that we understand why dairy herd managers behave in the way they do and also how the means of communication can be used both to inform and to influence. Social sciences- ranging from economics to anthropology - have been used to shed light on the behaviour of those who manage farm animals. Communication science tells us that influencing behaviour is not simply a question of „getting the message across‟ but of addressing the complex of factors that influence an individual‟s behavioural decisions. A review of recent studies in the animal health literature shows that different social science frameworks and methodologies offer complementary insights into livestock managers‟ behaviour but that the diversity of conceptual and methodological frameworks presents a challenge for animal health practitioners and policy makers who seek to make sense of the findings – and for researchers looking for helpful starting points. Data from a recent study in England illustrate the potential of „home-made‟ conceptual frameworks to help unravel the complexity of farmer behaviour. At the same time, though, the data indicate the difficulties facing those designing communication strategies in a context where farmers believe strongly that they are already doing all they can reasonably be expected to do to minimise animal health risks

Adapting to new challenges: extension theory and practice for the 21st century

Twenty first century challenges facing agriculture include climate change, threats to food security for a growing population and downward economic pressures on rural livelihoods. Addressing these challenges will require innovation in extension theory, policy and education, at a time when the dominance of the state in the provision of knowledge and information services to farmers and rural entrepreneurs continues to decline. This paper suggests that extension theory is catching up with and helping us to understand innovative extension practice, and therefore provides a platform for improving rural development policies and strategies. Innovation is now less likely to be spoken of as something to be passed on to farmers, than as a continuing process of creativity and adaptation that can be nurtured and sustained. Innovation systems and innovation platforms are concepts that recognise the multiple factors that lead to farmers’ developing, adapting and applying new ideas and the importance of linking all actors in the value chain to ensure producers can access appropriate information and advice for decision making at all stages in the production process. Concepts of social learning, group development and solidarity, social capital, collective action and empowerment all help to explain and therefore to apply more effectively group extension approaches in building confidence and sustaining innovation. A challenge facing educators is to ensure the curricula for aspiring extension professionals in our higher education institutions are regularly reviewed and keep up with current and future developments in theory, policy and practice

Dissemination pathways for RNR research

This document discusses ways to disseminate research outputs. Choice of pathways and of how to use them will depend on the nature of the outputs, the characteristics of the potential users and the capacities of in-country collaborators and institutions

Biogas innovation processes and innovation system: lessons from Davao del Sur, Philippines

This paper examines biogas innovation system and processes in two farming communities in Davao del Sur, Philippines. Innovation histories were traced through workshops, semi-structured interviews, observations and document analysis. The paper shows that there were diverse innovation actors both from public and private sectors. Restrictive attitudes and practices resulted in weak and limited interactions among actors. Multi-actor interaction was weak, signifying a lack of innovation actors that focus on creating, developing and strengthening linkages, networks and partnerships. The lack of support in the socio-organisational institutions that constitute the enabling environment within which innovation actors operate may lead to systemic failure

Improvement in Crop Production in Ghana: Is it due to Area Expansion or Increased Productivity?

Agriculture continues to be the mainstay of the economy of Ghana contributing more than a third of the country’s Gross Domestic Product. As such, successive governments in Ghana and their development partners continue to formulate and implement policies, programmes and projects in the sector in order to spur productivity. As a result, some improvements in agricultural production in the country have been recorded in recent years. This paper examines whether or not these improvements are due to expansion in cultivated land area or increased productivity. Time series data covering the period between 1999 and 2009 from Ghana’s Ministry of Food and Agriculture were used for the study. Two main estimations were carried out. The first was a set of estimations of the growth rates of output, area cultivated, and productivity of selected staple crops produced and consumed across the country. The second was an estimation of the relationship between area under cultivation and output of the selected staple crops. The results revealed that improvements in the production of most staple crops in Ghana in recent years are largely due to area expansion rather than improvements in productivity. The results further showed that though output is generally increasing, productivity is decreasing. The conclusion is that improvements in agricultural production, particularly staple crops recorded in Ghana in recent times are due to area expansion rather than productivity increases. This has negative implications for the country’s drive towards self-sufficiency in food production and the attainment of the Millennium Development Goals. It is recommended that policy interventions that aim at improving agricultural production in the country should focus on enhancing productivity rather than area expansion. Key Words: Agriculture, Ghana, Growth Rates, Staple Crops, Productivit

Farmers’ attitudes to disease risk management in England: a comparative analysis of sheep and pig farmers

The UK Department for Environment, Food and Rural Affairs (Defra) identified practices to reduce the risk of animal disease outbreaks. We report on the response of sheep and pig farmers in England to promotion of these practices. A conceptual framework was established from research on factors influencing adoption of animal health practices, linking knowledge, attitudes, social influences and perceived constraints to the implementation of specific practices. Qualitative data were collected from nine sheep and six pig enterprises in 2011. Thematic analysis explored attitudes and responses to the proposed practices, and factors influencing the likelihood of implementation. Most feel they are doing all they can reasonably do to minimise disease risk and that practices not being implemented are either not relevant or ineffective. There is little awareness and concern about risk from unseen threats. Pig farmers place more emphasis than sheep farmers on controlling wildlife, staff and visitor management and staff training. The main factors that influence livestock farmers’ decision on whether or not to implement a specific disease risk measure are: attitudes to, and perceptions of, disease risk; attitudes towards the specific measure and its efficacy; characteristics of the enterprise which they perceive as making a measure impractical; previous experience of a disease or of the measure; and the credibility of information and advice. Great importance is placed on access to authoritative information with most seeing vets as the prime source to interpret generic advice from national bodies in the local context. Uptake of disease risk measures could be increased by: improved risk communication through the farming press and vets to encourage farmers to recognise hidden threats; dissemination of credible early warning information to sharpen farmers’ assessment of risk; and targeted information through training events, farming press, vets and other advisers, and farmer groups, tailored to the different categories of livestock farmer

Perception of concept and practice of social power in development interventions in Malawi

The study examined research participants’ perception of social power in intervention programmes in Malawi. Two districts and four villages with active participation in the intervention programmes were purposively selected. Focus group participants were purposively identified, while the snow balling procedure was employed to select key informants. A total of 375 participants consisting of 219 men and 156 women (to better explore the viewpoints of men from those of women) were drawn from the two study locations. Data were analysed by content analysis. The results showed that >98% of participants stated that power meant the ‘capacity of a social actor to influence decisions and secure compliance of other social actors. Less than 98% also perceived ‘power’ as the leadership ability of a social actor but few participants with high level of power shared this construct. Further analysis informed that power was perceived as the act of guiding fellow social actors to plan and implement activities serving common interest while another 50% of respondents perceived power as a mere potential ability to influence. Statistics however showed only 3.7% of relatively powerful social actors from agricultural extension workers and 1.3 % of sexual and reproductive health interventionists shared power as potential ability to influence way of thinking and doing. Therefore, stakeholders of development intervention should recognize experienced social actors and traditions as power indicators since these will enhance effective extension policy process aimed at development intervention among rural populace

Pig farmers’ perceptions, attitudes, influences and management of information in the decision-making process for disease control

The objectives of this study were (1) to explore the factors involved in the decision-making process used by pig farmers for disease control and (2) to investigate pig farmers’ attitudes and perceptions about different information sources relating to disease control. In 2011 a qualitative study involving 20 face-to-face interviews with English pig farmers was conducted. The questionnaire was composed of three parts. The first part required farmers to identify two diseases they had experienced and which were difficult to recognize and/or control. They were asked to report how the disease problem was recognized, how the need for control was decided, and what affected the choice of control approach. For the latter, a structure related to the Theory of Planned Behaviour was used. Their verbal responses were classified as associated with: (1) attitude and beliefs, (2) subjective norms, or (3) perceived behavioural control (PBC). In the second part, five key sources of information for disease control (Defra, BPEX, research from academia, internet and veterinarians) and the factors related to barriers to knowledge were investigated. Interviews were recorded and transcribed. A qualitative analysis of the text of the interview transcripts was carried out using templates. Drivers for disease control were ‘pig mortality’, ‘feeling of entering in an economically critical situation’, ‘animal welfare’ and ‘feeling of despair’. Veterinarians were perceived by several participating farmers as the most trusted information source on disease control. However, in particular non-sustainable situations, other producers, and especially experiences from abroad, seemed to considerably influence the farmers’ decision-making. ‘Lack of knowledge’, ‘farm structure and management barriers’ and ‘economic constrains’ were identified in relation to PBC. Several negative themes, such as ‘lack of communication’, ‘not knowing where to look’, and ‘information bias’ were associated with research from academia. This study identified a range of factors influencing the decision-making process for disease control by pig farmers. In addition, it highlighted the lack of awareness and difficult access of producers to current scientific research outputs. The factors identified should be considered when developing communication strategies to disseminate research findings and advice for disease control

Can the TV makeover format of edutainment lead to widespread changes in farmer behaviour and influence innovation systems? Shamba Shape Up in Kenya

Edutainment, the combination of education with entertainment through various media such as television, radio, mobile phone applications and games, is increasingly being used as an approach to stimulate innovation and increase agricultural productivity amongst smallholder farmers in sub-Saharan Africa. Shamba Shape Up, a widely publicised makeover reality TV programme, is an example of edutainment that has received considerable attention, and airs in three countries in East Africa where it is estimated to be watched by millions of viewers. There is no published academic research on the influence of makeover television formats on innovation systems and processes in smallholder agriculture. Using an Agricultural Innovation Systems approach, this paper explores how makeover edutainment is influencing smallholder farmer innovation systems together with the effect this is having on smallholder farms. In the absence of previous research, it articulates a Theory of Change which draws on research traditions from mass communication, agricultural extension and innovation systems. Data came from two large scale quantitative (n=9,885 and n=1,572) surveys and in-depth participatory qualitative research comprising focus group discussions, participatory budgets, agricultural timelines, case studies and key information interviews in Kenya. An estimated 430,000 farmers in the study area were benefiting from their interaction with the programme through increased income and / or a range of related social benefits including food security, improving household health, diversification of livelihood choices, paying school fees for children and increasing their community standing / social capital. Participatory research showed SSU enhanced an already rich communication environment and strengthened existing processes of innovation. It helped set the agenda for discussions within farming communities about opportunities for improving smallholder farms, while also giving specific ideas, information and knowledge, all in the context of featured farm families carefully selected so that a wide range of viewers would identify with them and their challenges. Broadcasts motivated and inspired farmers to improve their own farms through a range of influences including entertainment, strong empathy with the featured host farm families, the way ideas emerged through interaction with credible experts, and importantly through stimulating widespread discussion and interaction amongst and between farmers and communities of experts on agricultural problems, solutions and opportunities. The fact that local extension workers also watched the programmes further enhanced the influence on local innovation systems. The findings indicate that well designed makeover edutainment can strongly influence agricultural innovation processes and systems resulting in impact on the agricultural production and behaviours of large numbers of smallholder farmers

Perception of Concept and Practice of Social Power in Development Interventions in Malawi

The study examined research participants’ perception of social power in intervention programmes in Malawi. Two districts and four villages with active participation in the intervention programmes were purposively selected.  Focus group participants were purposively identified, while the snow balling procedure was employed to select key informants. A total of 375 participants consisting of 219 men and 156 women (to better explore the viewpoints of men from those of women) were drawn from the two study locations. Data were analysed by content analysis. The results showed that >98% of participants stated that power meant the ‘capacity of a social actor to influence decisions and secure compliance of other social actors. Less than 98% also perceived ‘power’ as the leadership ability of a social actor but few participants with high level of power shared this construct. Further analysis informed that power was perceived as the act of guiding fellow social actors to plan and implement activities serving common interest while another 50% of respondents perceived power as a mere potential ability to influence. Statistics however showed only 3.7% of relatively powerful social actors from agricultural extension workers and 1.3 % of sexual and reproductive health interventionists shared power as potential ability to influence way of thinking and doing. Therefore, stakeholders of development intervention should recognize experienced social actors and traditions as power indicators since these will enhance effective extension policy process aimed at development intervention among rural populace