Paper ID: 110
Information Flow among Farmers in the Acceleration of Agriculture 4.0
1 Department of Extension and Agricultural Communication, Universitas Sebelas Maret, Indonesia
2 Study Center for Cooperative and MSME Assistance, Universitas Sebelas Maret, Indonesia
3 Departement of Communication Science, Universitas Sebelas Maret, Indonesia
To adopt agriculture 4.0, farmers need to adapt to a new digital-based environment and the speed of its information flow. Many studies have found that the biggest obstacle to agriculture 4.0 (Smart Farming) in Indonesia is the gap in the skills of Information and Communication Technology (ICT) at the farmer level. Nevertheless, there are farmers who have adopted agriculture 4.0. These farmers come from millennial generation and non-millennial one (generation x). This study aims to analyze and describe the flow of information on agriculture 4.0 at the farmer level which enables them to adopt agriculture 4.0. Using multiple-case study approach, this study sought to reveal a holistic picture of the flow of information in two cases of horticultural farmers, namely the case of information flow among millennial farmers and the case of information flow among non-millennial farmers. From the interactive analysis results, this study found several different flow patterns in the process of searching and distributing information related to smart farming and online marketing in both cases. This study also found the role of millennial farmers and the collaboration between millennial and non-millennial farmers in adopting agriculture 4.0. The millennial farmers serve as liaisons and information providers for non-millennial farmers.