Barriers and opportunities for creative non-fiction storytelling in agriculture research extension

Australian agriculture research and development agencies use extension and communication programs to maximise adoption of new technologies and practices by farmers. This paper explores the potential of creative non-fiction (CNF) storytelling techniques, which have proved effective in other industries but are not widely utilised in agriculture. Semi-structured interviews with 14 agriculture extension practitioners and research communicators from across Australia revealed a belief that inclusion of CNF storytelling techniques in their practices would enhance farmer adoption of new technologies and practices and could be applied in a wide range of situations. However, they identified barriers preventing the technique being used including cultural norms which prefer objective information over subjective or creative expression of knowledge and experiences. Using thematic analysis of the interview transcripts, interpreted through the lens of social cognitive theory, this paper presents a conceptual model to demonstrate the potential of CNF to stimulate internal mental and external physical embodiment of ideas and the flow-on socialisation of this knowledge.