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

Chivers, C.-A., Bliss, K., de Boon, A., Lishman, L., Schillings, J., Smith, R. ORCID: https://orcid.org/0000-0002-1546-3847 and Rose, D. C. (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. ISSN 1750-8622 doi: 10.1080/1389224X.2021.1997771

Abstract/Summary

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
URI	https://reading-clone.eprints-hosting.org/id/eprint/100855
Identification Number/DOI	10.1080/1389224X.2021.1997771
Refereed	Yes
Divisions	Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
Publisher	Taylor and Francis
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