‘We're out, so wtf do we do now?’: Brexit and rural identity in the era of online agricultural communities

Jones-Garcia, Eliot; Touboulic, Anne

doi:10.1111/soru.12365

Cited by 4 publications

(2 citation statements)

References 65 publications

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“…Appropriated technology is not necessarily emancipatory technology. Farmers may take to online forums to express exclusionary and offensive political views (Jones-Garcia and Touboulic 2021 ). Patterns of online activity can shore up existing inequalities in agrarian society.…”

Section: Discussionmentioning

confidence: 99%

Small farmers, big tech: agrarian commerce and knowledge on Myanmar Facebook

Faxon

2023

Agric Hum Values

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Despite increasing attention to the sensors, drones, robots, and apps permeating agri-food systems, little attention has been paid to social media, perhaps the most ubiquitous digital technology in rural areas globally. This article draws on analysis of farming groups on Myanmar Facebook to posit social media as appropriated agritech : a generic technology incorporated into existing circuits of economic and social exchange that becomes a site of agrarian innovation. Through analysis of an original archive of popular posts collected from Myanmar-language Facebook pages and groups related to agriculture, I explore the ways that farmers, traders, agronomists and agricultural companies use social media to further agrarian commerce and knowledge. These activities evidence that farmers use Facebook not only to exchange market or planting information, but also to interact in ways structured by existing social, political and economic relations. More broadly, my analysis builds on insights from STS and postcolonial computing to disrupt assumptions about the totalizing power of digital technologies and affirm the relevance of social media to agriculture, while inviting new research into the surprising, ambiguous relationships between small farmers and big tech.

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Section: Discussionmentioning

confidence: 99%

Small farmers, big tech: agrarian commerce and knowledge on Myanmar Facebook

Faxon

2023

Agric Hum Values

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“…This failure may be associated with the cost of adapting to new technologies [16,17], and other technology-related factors [14,18]. In today's world, no industry can thrive without adopting new internet-related technologies [19]. E-marketing channels in Saudi Arabia account for roughly ten billion dollars in revenue [20].…”

Section: Introductionmentioning

confidence: 99%

Investigating the Effects of E-Marketing Factors for Agricultural Products on the Emergence of Sustainable Consumer Behaviour

Zia

Alzahrani

2022

Sustainability

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The digitalisation of services is a process that is gaining traction worldwide owing to the numerous benefits that it provides to sellers and consumers. This study aimed to explore the impact of e-marketing factors for agricultural products on the sustainable consumer behaviour. The technology acceptance model (TAM) and the extended unified theory of acceptance and use of technology (UTAUT2) model were used to investigate the factors that trigger long-term behavioural changes towards more sustainable consumer behaviour. Trust and continuance intention (CI) constitute sustainable consumer behaviours. The survey-based data were collected from 172 farmers in and around the Al-Baha province of Saudi Arabia. The findings reveal that, out of the six factors, social influence (SI), hedonic motives (HM), and perceived risk (PR) had a significant impact on trust whereas the perceived usefulness (PU), information quality (IQ), and the perceived ease of use (PEOU) had an insignificant impact on trust. Trust appears to had a substantial positive impact on the development of CI. Furthermore, the significant moderation of age and the insignificant moderation of education are observed among trust–CI relationship. Therefore, policymakers should concentrate on the factors such as SI and decrease the factors that are related to the PR in order to achieve a higher level of trust. This study contributes to the literature on e-marketing of agricultural products resulting in the formation of CI that triggers long-term behavioural changes towards more sustainable consumer behaviour.

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