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<p>This study investigates the role of social media applications in democratising agricultural knowledge among smallholder farmers in South Africa. The historical inability of smallholder farmers in South Africa to access reliable agricultural information and extension services has posed a significant barrier to their success, hindering their ability to make informed decisions that align with their farming practices and goals but also restricting their participation in lucrative markets, ultimately jeopardising their productivity and income. Digitalisation is believed to hold the potential to enhance access to agricultural information for farmers, including smallholder farmers, with social media applications such as Facebook and WhatsApp being the most widely used digital technologies by smallholder farmers in South Africa. However, there is currently a lack of studies specifically examining the role of social media applications in transforming smallholder agricultural knowledge systems. Hence, it was imperative to conduct this study to explore the role of social media applications in the democratisation of agricultural knowledge, bridging critical information gaps and empowering smallholder farmers in their pursuit of their agricultural interests. Using a multiple case study methodology, the research draws on interviews with a sample of 21 smallholder farmers and an analysis of Facebook and WhatsApp groups dedicated to agricultural exchange. Grounded in the Critical Theory of Technology, and Knowledge Systems Theory this study reveals how mobile apps challenge traditional knowledge hierarchies, empowering smallholder farmers to actively participate in the creation, dissemination, and access of agricultural knowledge. This study’s findings demonstrate that these digital platforms facilitate smallholder farmers’ active participation in knowledge processes, such as knowledge creation, dissemination, and access, bridging the knowledge gap that has long characterised smallholder agriculture. Thus, this study calls for policy and practice to rethink agricultural knowledge systems that prioritise centralised and top-down extension models and instead leverage mobile apps for fostering environments where peer-to-peer knowledge exchange is legitimised, supported, and integrated into formal agricultural strategies.</p>

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Social Media Apps and the Democratisation of Agricultural Knowledge

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年8月6日

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  • Farai A. Gwelo

摘要

This study investigates the role of social media applications in democratising agricultural knowledge among smallholder farmers in South Africa. The historical inability of smallholder farmers in South Africa to access reliable agricultural information and extension services has posed a significant barrier to their success, hindering their ability to make informed decisions that align with their farming practices and goals but also restricting their participation in lucrative markets, ultimately jeopardising their productivity and income. Digitalisation is believed to hold the potential to enhance access to agricultural information for farmers, including smallholder farmers, with social media applications such as Facebook and WhatsApp being the most widely used digital technologies by smallholder farmers in South Africa. However, there is currently a lack of studies specifically examining the role of social media applications in transforming smallholder agricultural knowledge systems. Hence, it was imperative to conduct this study to explore the role of social media applications in the democratisation of agricultural knowledge, bridging critical information gaps and empowering smallholder farmers in their pursuit of their agricultural interests. Using a multiple case study methodology, the research draws on interviews with a sample of 21 smallholder farmers and an analysis of Facebook and WhatsApp groups dedicated to agricultural exchange. Grounded in the Critical Theory of Technology, and Knowledge Systems Theory this study reveals how mobile apps challenge traditional knowledge hierarchies, empowering smallholder farmers to actively participate in the creation, dissemination, and access of agricultural knowledge. This study’s findings demonstrate that these digital platforms facilitate smallholder farmers’ active participation in knowledge processes, such as knowledge creation, dissemination, and access, bridging the knowledge gap that has long characterised smallholder agriculture. Thus, this study calls for policy and practice to rethink agricultural knowledge systems that prioritise centralised and top-down extension models and instead leverage mobile apps for fostering environments where peer-to-peer knowledge exchange is legitimised, supported, and integrated into formal agricultural strategies.