Accessibility navigation

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: 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

Text (Open Access) - Published Version
· Available under License Creative Commons Attribution.
· Please see our End User Agreement before downloading.

[img] Text - Accepted Version
· Restricted to Repository staff only
· The Copyright of this document has not been checked yet. This may affect its availability.


It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

To link to this item DOI: 10.1080/1389224X.2021.1997771


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
Divisions:Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
ID Code:100855
Publisher:Taylor and Francis


Downloads per month over past year

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation