Barriers and opportunities for creative non-fiction storytelling in agriculture research extension
本文通过访谈14位澳大利亚农业推广人员，发现创意非虚构叙事能促进农民采纳新技术，但受限于文化偏好客观信息、缺乏培训等障碍，并提出了一个概念模型。
Australian agriculture research and development agencies use extension and communication programs to maximise adoption of new technologies and practices by farmers. This paper explores the potential of creative non-fiction (CNF) storytelling techniques, which have proved effective in other industries but are not widely utilised in agriculture. Semi-structured interviews with 14 agriculture extension practitioners and research communicators from across Australia revealed a belief that inclusion of CNF storytelling techniques in their practices would enhance farmer adoption of new technologies and practices and could be applied in a wide range of situations. However, they identified barriers preventing the technique being used including cultural norms which prefer objective information over subjective or creative expression of knowledge and experiences. Using thematic analysis of the interview transcripts, interpreted through the lens of social cognitive theory, this paper presents a conceptual model to demonstrate the potential of CNF to stimulate internal mental and external physical embodiment of ideas and the flow-on socialisation of this knowledge. • Unlike other industries, in agriculture there is limited use of creative non-fiction (CNF) storytelling techniques to motivate audiences to adopt new technologies and practices. • Semi-structured interviews with Australian agriculture research communicators and extension practitioners revealed a willingness to use the technique. • Interviewees perceived creative non-fiction storytelling as more effective than current practices of ‘serious’ stories or provision of data or information. • Barriers to utlisation included lack of training and resources, and a culture of communicating objective data rather than subjective experiences. • A conceptual model shows the potential to stimulate internal and external embodiment of ideas and socialisation of knowledge.