Texting as a discursive approach for the production of agricultural solutions

This paper demonstrates how the short messaging service (SMS) or popularly known as 'texting' has facilitated production of solutions to farm issues using the Farmers' Text Centre (FTC) of the Philippine Rice Research (PhilRice) as the case study. Text messages registered in the FTC database in 2010 covering one cropping season were used and analyzed. Interpretive qualitative research particularly the Grounded Theory was employed to interpret/theorize said data. Since texting is a new, emerging discourse in agricultural development. Grounded Theory allows the explication of theoretical accounts that explain its existence and impact. Results indicate that timing (queries received within working days from 8am to 5pm get speedy response), content (the easier the question the faster it gets reply), length (the shorter the message the better) and clarity of the query/text message, as well as cultural factors (such as greeting and terms of respect) are all important governing factors in texting for farm use. Moreover, analysis reveals that the series of text messages sent back and forth by farmers and agricultural specialist in FTC suggest a dynamic process of negotiation, rather than a passive information sharing. The analysis further reveals that texting has allowed farmers to have access to a 'negotiated' knowledge rather than a standard scientific recommendation vis-à-vis the solution to their farm issues. The term 'negotiated' replies that farmers are actively involved in knowledge production via texting. 'Textholder' is coined in this paper to describe farmers and agricultural specialists as co-creators of knowledge in texting, as opposed to their traditional role as knowledge generator and user, respectively. From the analysis, reflections, implications, and theoretical contributions are drawn in relation to the value of SMSing in agricultural extension and communication.