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How digital communications contribute to shaping the career paths of youth: a review study focused on farming as a career option

Can the power of digital communications create opportunities for overcoming generational renewal problems on farms? This interdisciplinary review explores the reported impacts of digital communication on career initiation into farming from a global perspective via the lens of career theories. Sevent...

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Detalles Bibliográficos
Autores principales: Unay-Gailhard, İlkay, Brennen, Mark A.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer Netherlands 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9340744/
https://www.ncbi.nlm.nih.gov/pubmed/35935346
http://dx.doi.org/10.1007/s10460-022-10335-0
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author Unay-Gailhard, İlkay
Brennen, Mark A.
author_facet Unay-Gailhard, İlkay
Brennen, Mark A.
author_sort Unay-Gailhard, İlkay
collection PubMed
description Can the power of digital communications create opportunities for overcoming generational renewal problems on farms? This interdisciplinary review explores the reported impacts of digital communication on career initiation into farming from a global perspective via the lens of career theories. Seventy-three papers were synthesized into two domains: (1) the impact of digital communication interactions on farming career initiation, and (2) the dynamics of digital communication initiatives that create opportunities to inspire youth into farming. The finding shows that the mainstream literature primarily aims to support the continuity of farming careers but pay little attention to the potential of digital communication to attract youth into farming. This review argues that career communications for farming receives insufficient attention, and could be better integrated into agricultural communications strategies by using the potential of digital communications. Study concludes that while economic and geographic factors, as well as societal and cultural norms, lead to negative perceptions on farming careers, there are three pathways that may contribute to breaking down these negative perceptions. Firstly, taking the changing nature of career motivations, such as the trend towards sustainable farming linked to self-fulfillment, among today’s youth into consideration is essential. Secondly, highlighting technological advances in digital agriculture practices, like geographical flexibility or innovation capacity of farming, for example, is important to increase awareness about new opportunities in the profession. Lastly, communication campaigns with targeted groups (e.g., young females) play a role to change the negative perceptions of the rural way of life and the farming profession.
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spelling pubmed-93407442022-08-01 How digital communications contribute to shaping the career paths of youth: a review study focused on farming as a career option Unay-Gailhard, İlkay Brennen, Mark A. Agric Human Values Article Can the power of digital communications create opportunities for overcoming generational renewal problems on farms? This interdisciplinary review explores the reported impacts of digital communication on career initiation into farming from a global perspective via the lens of career theories. Seventy-three papers were synthesized into two domains: (1) the impact of digital communication interactions on farming career initiation, and (2) the dynamics of digital communication initiatives that create opportunities to inspire youth into farming. The finding shows that the mainstream literature primarily aims to support the continuity of farming careers but pay little attention to the potential of digital communication to attract youth into farming. This review argues that career communications for farming receives insufficient attention, and could be better integrated into agricultural communications strategies by using the potential of digital communications. Study concludes that while economic and geographic factors, as well as societal and cultural norms, lead to negative perceptions on farming careers, there are three pathways that may contribute to breaking down these negative perceptions. Firstly, taking the changing nature of career motivations, such as the trend towards sustainable farming linked to self-fulfillment, among today’s youth into consideration is essential. Secondly, highlighting technological advances in digital agriculture practices, like geographical flexibility or innovation capacity of farming, for example, is important to increase awareness about new opportunities in the profession. Lastly, communication campaigns with targeted groups (e.g., young females) play a role to change the negative perceptions of the rural way of life and the farming profession. Springer Netherlands 2022-08-01 2022 /pmc/articles/PMC9340744/ /pubmed/35935346 http://dx.doi.org/10.1007/s10460-022-10335-0 Text en © The Author(s) 2022 https://creativecommons.org/licenses/by/4.0/Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) .
spellingShingle Article
Unay-Gailhard, İlkay
Brennen, Mark A.
How digital communications contribute to shaping the career paths of youth: a review study focused on farming as a career option
title How digital communications contribute to shaping the career paths of youth: a review study focused on farming as a career option
title_full How digital communications contribute to shaping the career paths of youth: a review study focused on farming as a career option
title_fullStr How digital communications contribute to shaping the career paths of youth: a review study focused on farming as a career option
title_full_unstemmed How digital communications contribute to shaping the career paths of youth: a review study focused on farming as a career option
title_short How digital communications contribute to shaping the career paths of youth: a review study focused on farming as a career option
title_sort how digital communications contribute to shaping the career paths of youth: a review study focused on farming as a career option
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9340744/
https://www.ncbi.nlm.nih.gov/pubmed/35935346
http://dx.doi.org/10.1007/s10460-022-10335-0
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