Why The Expansion of Online Agricultural Communications- Specifically Within Extension – Is Important

The Department of Agricultural and Human Sciences (AHS) publishes a monthly blog written by students, alumni, and faculty sharing important topics and helpful resources related to the fields of agriculture, extension, and human science. In the January blog post, AHS minor student Chloe Sharpe discusses the importance of online agricultural communications, especially within Extension.

The internet—we all know about it and use it in some fashion nowadays. We have to! From filling out medical information and paying bills through online portals to scrolling for hours viewing a plethora of entertaining, bite-sized content, our lives revolve around technology specifically within the online sphere, more than ever. However, amid this technological evolution, some sectors such as agriculture are not widely recognized for having a strong online presence that is both accurate and educational, supported by reputable sources.

Many elements of modern life affect us daily without us knowing the intricacies behind them. Take roads for example. Few people have deep knowledge about road design or planning, yet we rely on them heavily for efficient transportation. Agriculture is similar, in that many take it for granted, assuming it’s simply “there”—farmers grow food and we buy it at grocery stores. However, agriculture differs in one key aspect: while we could theoretically survive without modern roads, we cannot survive without agriculture. Food is a fundamental necessity, and understanding agriculture’s processes and challenges is vital to sustaining and improving our food systems, especially with expansive urbanization on its way.

How can we expect agriculture to grow and flourish if it is not commonly discussed or understood by those outside of its craft? This is not to say that topics like what we eat, where we eat, where our food comes from, or the price of food are not already present in public conversations. Public concern and interest in these topics have increased in recent years. Yet, the depth of discussion and baseline for common knowledge about agriculture within society is far from what it should be. Agriculture is foundational and we should, as a society, be better educated about it.

This is where Extension comes into play. Originating to diffuse scientific, research-based information to the public, it was created to bridge the gap between research institutions and communities, ensuring that the latest advancements and best practices reach those who need them most. Despite its noble purpose, Extension often struggles with visibility. It has even been casually nicknamed by some as the “least-well-known secret.” This lack of awareness by those outside of agriculture hinders its ability to fulfill its mission to its fullest potential.

Extension possesses an immense wealth of knowledge—past, present, and future—that addresses many pressing questions about food safety, health, and sustainability. Yet, this treasure trove of information is underutilized in today’s digital age. This is a missed opportunity, especially considering how much time people spend online daily.

To bridge this gap, investing in the expansion of online agricultural communications within Extension is essential. This investment could take many forms, such as hiring more agricultural communicators or providing existing Extension agents with tools and training to enhance their digital outreach. One key role could be creating platforms for farmers who wish to have a steady online presence, helping them tell their stories and share their experiences without adding more tasks onto their already full day’s work. After all, that’s the point of Extension: to act as a conduit between experts and the broader community.

By establishing a robust online presence, Extension could significantly increase public awareness of its programs. This would not only foster a stronger sense of community but also empower individuals to make informed decisions about their food and health. Imagine a world where scrolling through social media introduces people to innovative farming practices, highlights local agricultural events, or provides tips on sustainable food consumption—all sourced from a trusted entity like Extension.

The benefits of such an initiative are manifold. Beyond creating community and awareness, it would also bolster support for farmers and agricultural research. People are more likely to back initiatives they understand and feel connected to, and online agricultural communications can build those connections. Moreover, expanding Extension’s digital footprint ensures that the invaluable knowledge it offers reaches a diverse, tech-savvy audience, particularly younger generations who will shape the future of food and agriculture.

This is not to say that Extension does not currently thrive. Its impact is profound, but it could be even greater. By emphasizing the vital role Extension has played and will continue to play in society, we can underscore the importance of investing in its growth. Public awareness and engagement are critical to ensuring that Extension remains a cornerstone of agricultural education and communication.

In conclusion, the expansion of online agricultural communications within Extension is not just an opportunity—it is a necessity. It aligns with modern communication trends and ensures that agriculture remains at the forefront of public discourse. As a society, we owe it to ourselves to elevate the conversation about agriculture and support the systems that sustain us. Extension’s future—and the future of agriculture—depends on it.