Videos and podcasts for delivering agricultural extension: achieving credibility, relevance, legitimacy and accessibility

Chivers, Charlotte-Anne ORCID: 0000-0003-3267-5558, Bliss, Katie ORCID: 0000-0001-6595-9456, de Boon, Auvikki ORCID: 0000-0003-0067-8877, Lishman, Lydia, Schillings, Juliette, Smith, Rachel and Rose, David Christian ORCID: 0000-0002-5249-9021 (2023) Videos and podcasts for delivering agricultural extension: achieving credibility, relevance, legitimacy and accessibility. Journal of Agricultural Education and Extension, 29 (2). pp. 173-197. doi:10.1080/1389224X.2021.1997771

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Purpose To explore the perceived credibility, relevance, legitimacy and accessibility of videos and podcasts in farm extension. Methods A two-phase mixed methods approach consisting of a pre-COVID online survey of farmers (n = 221), farmer telephone interviews (n = 60) and in-person focus groups of farmers (n = 4) followed by an analysis of how viewers interact with Agricology videos and podcasts, a further online survey (n = 141) and online farmer focus groups (n = 4) during the COVID-19 pandemic. Findings If they are to be perceived as effective extension methods, videos should be short, concise, practical, advert-free and visualise how to implement a practice. Podcasts can be longer, more detailed, and allow multitasking. Both should use farmer-friendly language, be easily accessible, high quality, non-biased, and be created by someone whom farmers respect. Practical implications Helps policy-makers and extensionists understand the potential of videos and podcasts and the trade-offs in using them with other forms of extension. The findings are also of use to global advisory services seeking to offer hybridised advice as a result of the ongoing COVID pandemic. Theoretical implications Elucidates the trade-offs of using videos and podcasts when face-to-face extension is not possible and develops the CRELE framework. Originality Discusses the role of podcasts in farm extension and re-evaluates the role of videos when face-to-face extension is impossible.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: COVID-19; Extension; Knowledge exchange; Podcasts; Videos
Subjects: G Geography. Anthropology. Recreation > GE Environmental Sciences
S Agriculture > S Agriculture (General)
S Agriculture > S Agriculture (General) > S560 Farm Economics
S Agriculture > S Agriculture (General) > S589.75 Agriculture and the environment
Divisions: Schools and Research Institutes > Countryside and Community Research Institute
Research Priority Areas: Place, Environment and Community
Depositing User: Sofia Raseta
Date Deposited: 08 Nov 2021 14:34
Last Modified: 02 May 2023 11:15

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