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What Is a Farm? Mental Framing and Reframing as Tools in Communication between Agricultural Advisors and Farmers

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Title: What Is a Farm? Mental Framing and Reframing as Tools in Communication between Agricultural Advisors and Farmers
Language: English
Authors: Egil Petter Straete, Bjørn Gunnar Hansen, Gunn-Turid Kvam
Source: Journal of Agricultural Education and Extension. 2025 31(3):371-391.
Availability: Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Peer Reviewed: Y
Page Count: 21
Publication Date: 2025
Document Type: Journal Articles
Reports - Research
Descriptors: Agricultural Occupations, Interpersonal Communication, Schemata (Cognition), Cognitive Style, Foreign Countries, Extension Agents
Geographic Terms: Norway
DOI: 10.1080/1389224X.2024.2382742
ISSN: 1389-224X
1750-8622
Abstract: Purpose: To explore how advisors communicate with farmers and the mental frames that they use in their communication. Method: A case study in Norway observing meetings between farmers and advisors at 17 farm visits and 43 separate interviews with 26 different informants (advisors and farmers) related to these visits. Empirical analysis is based on theory of framing and categories of frames. Findings: There is variation among advisors in how they communicate with the farmers at farm visits, and how they communicate is related to the mental frames that the advisors apply. The frames identified are those of a machine, the brain, an organism, culture, and family. Some advisors are more skilled than others at switching between these various mental frames -- reframing. Practical implications: The mental frames can be further developed and applied as tools for advisory services to improve communication according to farmers' needs and thus make advisory services more relevant for farmers. Theoretical implications: Mental frames are applied empirically in an advisory context, and the relevance of mental framing is confirmed. Originality: Mental frames have not previously been applied in an agricultural advisory context.
Abstractor: As Provided
Entry Date: 2025
Accession Number: EJ1474419
Database: ERIC
FullText Text:
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  Data: What Is a Farm? Mental Framing and Reframing as Tools in Communication between Agricultural Advisors and Farmers
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  Data: <searchLink fieldCode="AR" term="%22Egil+Petter+Straete%22">Egil Petter Straete</searchLink><br /><searchLink fieldCode="AR" term="%22Bjørn+Gunnar+Hansen%22">Bjørn Gunnar Hansen</searchLink><br /><searchLink fieldCode="AR" term="%22Gunn-Turid+Kvam%22">Gunn-Turid Kvam</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22Journal+of+Agricultural+Education+and+Extension%22"><i>Journal of Agricultural Education and Extension</i></searchLink>. 2025 31(3):371-391.
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  Data: Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
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  Data: <searchLink fieldCode="DE" term="%22Agricultural+Occupations%22">Agricultural Occupations</searchLink><br /><searchLink fieldCode="DE" term="%22Interpersonal+Communication%22">Interpersonal Communication</searchLink><br /><searchLink fieldCode="DE" term="%22Schemata+%28Cognition%29%22">Schemata (Cognition)</searchLink><br /><searchLink fieldCode="DE" term="%22Cognitive+Style%22">Cognitive Style</searchLink><br /><searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink><br /><searchLink fieldCode="DE" term="%22Extension+Agents%22">Extension Agents</searchLink>
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  Data: 10.1080/1389224X.2024.2382742
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  Data: 1389-224X<br />1750-8622
– Name: Abstract
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  Data: Purpose: To explore how advisors communicate with farmers and the mental frames that they use in their communication. Method: A case study in Norway observing meetings between farmers and advisors at 17 farm visits and 43 separate interviews with 26 different informants (advisors and farmers) related to these visits. Empirical analysis is based on theory of framing and categories of frames. Findings: There is variation among advisors in how they communicate with the farmers at farm visits, and how they communicate is related to the mental frames that the advisors apply. The frames identified are those of a machine, the brain, an organism, culture, and family. Some advisors are more skilled than others at switching between these various mental frames -- reframing. Practical implications: The mental frames can be further developed and applied as tools for advisory services to improve communication according to farmers' needs and thus make advisory services more relevant for farmers. Theoretical implications: Mental frames are applied empirically in an advisory context, and the relevance of mental framing is confirmed. Originality: Mental frames have not previously been applied in an agricultural advisory context.
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      – SubjectFull: Interpersonal Communication
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      – SubjectFull: Schemata (Cognition)
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      – SubjectFull: Cognitive Style
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      – SubjectFull: Foreign Countries
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      – SubjectFull: Extension Agents
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      – SubjectFull: Norway
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    Titles:
      – TitleFull: What Is a Farm? Mental Framing and Reframing as Tools in Communication between Agricultural Advisors and Farmers
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            NameFull: Bjørn Gunnar Hansen
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            NameFull: Gunn-Turid Kvam
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            – TitleFull: Journal of Agricultural Education and Extension
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