مدل راهبردهای ارتباطی توانمندسازی کاربران فناوری توسعه پایدار در عصر دیجیتال

نوع مقاله : مقاله پژوهشی

نویسنده

عضو وابسته فرهنگستان علوم جمهوری اسلامی ایران و استاد دانشگاه تهران

چکیده

چهره دنیا در عصر دیجیتال به روشنی نشان می‌دهد که در فراهم‌آوری غذا و تغذیه برای جمعیت رو به رشد جهان، چالش‌ها و مانع‌هایی وجود دارد، به ویژه که پایداری زیرساخت‌های کشاورزی هم با پرسش‌های حیاتی در ارتباط‌ با کاربرد فناوری روبه‌رو است. اگر دانش قدرت است، پس فقر نشانگر کمبود دانش است و فقر دانش و اطلاعات هم نتیجه ضعف ارتباط‌هاست. توسعه، که نتیجه حل مساله پیشرفت در جهت زندگی برتر است، نیازمند ارتباط‌ برای توانمندسازی مردم به منظور غلبه بر مشکل‌هایشان با دانش است. هدف این مقاله پیوند دادن ارتباط‌ها با توسعه بر پایه برنامه‌ریزی راهبردی به منظور توانمندسازی و فقرزدایی فناوری در توسعه پایدار کشاورزی می‌باشد. در این مقاله از روش‌شناسی واکاوی معنی‌ها و رهیافت رفتاری در توسعه پایدار کشاورزی استفاده شد تا نظریه را به عمل تبدیل کند. در نتیجه در بهره‌گیری از منابع، از یک سو نظریه‌های گوناگون پذیرش فناوری دربرگیرنده، نظریه‌های UTAUT2 ، کنش مستدل TRA، و رفتار برنامه‌ای TPB، نظریه‌های مدیریت (راهبردی، آینده‌نگاری، چابکی و آشوب)، رسالت ارتباط و توسعه، نقش تکمیلی ترویج و آموزش کشاورزی و راهبردهای انتقال فناوری پذیرش‌پذیر و از سوی دیگر، فرایند مهندسی رفتار (بهینه‌سازی رفتار)، کنار هم آمدند تا همراه با ترویج خلاق (به جای ترویج زورمدار)، مدل راهبردهای ارتباطی توانمندسازی کاربران فناوری در توسعه پایدار کشاورزی در عرصه آشوبناک این پدیده حیاتی را فراهم آورند.

کلیدواژه‌ها

عنوان مقاله [English]

Communication Strategies to Empower Sustainable Development Technology Users in the Digital Age

نویسنده [English]

  • I. Malakmohammadi
Associated member of I.R. Academy of Sciences and Professor of University of Tehran
چکیده [English]

The portrait of the world in the Digital Era indicates that we are facing critical challenges in providing food for growing population, while sustaining infrastructural resources are under vital question of technology application communication. If knowledge is power, then poverty means lack of knowledge that is in turn, information and knowledge poverty as the result of lack or poor communication. Development, also is the result of solving problems of advancement toward the better life. It can be concluded that development needs communication to empower people with knowledge to overcome their problems. The purpose of this paper is to link communication to development through the strategic modeling for empowerment and poverty abolition.Rhetoric analytical methodology applied to review literature, field experiences, and evaluation of extension project implemented to put theories into action to develop sustainable agriculture.Taking the advantage of reviewing different technology acceptance models (TAM1, TAM2, TAM3, and UTAUT2), theories of Reasoned Action (TRA) and Planned Behavior (TPB), the prophesy of communication to development, complementary role of extension education and strategies of adaptable technology transfer, from one hand along with integration of advance management theories (strategic, foresight, agility and chaos theories),  as well as regarding behavioral engineering process (optimization cycle) along with generative extension versus authoritative public extension in the context of chaotic agricultural industry, from the other  over-determined “development communication/ user empowerment/ sustainable agriculture model”, to visualize concepts of persuative communication in ultimate way of  knowledge based technology transfer and application and boosting technology applicants self-efficacy.

کلیدواژه‌ها [English]

  • Development communication
  • Development technology acceptance
  • Digital era
  • Extension education
  • Sustainable agriculture

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مجله پژوهش های راهبردی در علوم کشاورزی و منابع طبیعی
دوره 4، شماره 1
خرداد 1398
صفحه 95-112

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