February 1997 Presentation at University of Guelph, Ontario, Canada

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Cyberspace & Agricultural Technology Transfer in the

21st Century

Dr. R.L. (Bob) NielsenProfessor of Agronomy

Purdue UniversityWest Lafayette, IN USA 47907-1150Internet: rnielsen@dept.agry.purdue.edu

WWW

www.agry.purdue.edu/agronomy/ext/corn/talks/ugo97.htm

February 1997 Presentation at University of Guelph, Ontario, Canada

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Nielsen’s Disclaimer….

The opinions expressed by this simple agronomist are his and his alone.– Don’t blame Purdue, Indiana, or the USA

My comments & observations about the use of Cyberspace in technology transfer apply mainly to public sector research and education efforts.

February 1997 Presentation at University of Guelph, Ontario, Canada

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What is Technology?

1. The practical application of knowledge, especially in a particular area,

2. A manner of accomplishing a task esp. using technical processes, methods, or knowledge.Merriam Webster’s Collegiate Dictionary (10th Ed.)

February 1997 Presentation at University of Guelph, Ontario, Canada

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What Information to Transfer?

Fundamental (elementary?) knowledge about crop growth & production

Knowledge of and considerations for adopting new technologies

Comparative data from similar farming operations

Crop diagnostics

February 1997 Presentation at University of Guelph, Ontario, Canada

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Cyberspace Includes...

Primarily the Internet– World Wide Web, Gophers, Email, News

Groups, List Servers– Focus for today’s discussion

CD-ROM Programs– Purdue’s Corn Growth & Development CD

Satellite delivery– Good for remote areas

February 1997 Presentation at University of Guelph, Ontario, Canada

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Let’s Agree On This….

Cyberspace should be viewed as simply another tool (albeit a fascinating tool!) in our communication toolbox.

Communication

Methods

February 1997 Presentation at University of Guelph, Ontario, Canada

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We Will Continue to Use…

Print and broadcast news media– Will not die soon

Farmer/customer meetings– “Personal touch” will

continue to be important

Conferences & conventions– “Rubbing elbows”

with researchers and fellow farmers will still be valuable

Newsletters & traditional pubs.

February 1997 Presentation at University of Guelph, Ontario, Canada

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My Objectives Today…

Advantages of Cyberspace Disadvantages of Cyberspace Show ‘n Tell

– Corn Growth & Development CD– Corn Growers Guidebook– Agronomic Links Across the Globe

February 1997 Presentation at University of Guelph, Ontario, Canada

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Advantages of Cyberspace...

Open 24 hours per day– Good for users– Good for developers

Content can be revised easily– Encourages timely updates– What I see in the field today can be on the

Web tonight, including digital images– Timely information is appealing to users

February 1997 Presentation at University of Guelph, Ontario, Canada

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Advantages of Cyberspace...

Not limited to own information– Links to other folks’ Web sites greatly

broadens scope of information available to clientele from single site

– Theoretically, should foster collaboration among individuals within and among institutions

– Theoretically, should decrease duplication of efforts in neighboring institutions

February 1997 Presentation at University of Guelph, Ontario, Canada

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No Room For Turf Protection

The Web does not nurture those who wish to be sole source of information

Hyperlinks allow everyone to win– Source wins– Provider of link wins

February 1997 Presentation at University of Guelph, Ontario, Canada

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Advantages of Cyberspace...

Opportunity for use of multimedia– High resolution, color images easiest to

incorporate into Web documents– Sound, video, and animation somewhat

limited today by… Skills of developer in many situations Low speed modem connections of users’

computers Browser limitations (esp. ‘old’ versions)

February 1997 Presentation at University of Guelph, Ontario, Canada

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Advantages of Cyberspace...

Multimedia enhances ability to tell a more complete story– Diagnostic images of diseases or insects– Planter calibration videos– Crop growth & development images and

video– Expert’s voice leading you through a

tutorial on interpreting site-specific data

February 1997 Presentation at University of Guelph, Ontario, Canada

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Advantages of Cyberspace...

Interactive information flow should enhance distance education programs– Class notes & links to useful sites– Homework assignments– Quizzes, tests & their results– Virtual laboratory exercises

February 1997 Presentation at University of Guelph, Ontario, Canada

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Advantages of Cyberspace...

Email offers opportunity to easily…– Communicate one-on-one between user &

‘expert’– Share timely information to specific lists of

Email users County Extension Educators Farmers Industry contacts

February 1997 Presentation at University of Guelph, Ontario, Canada

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Advantages of Cyberspace...

Opportunity for public research & education sector to “shine”– Cyberspace should allow us to finally

document the fact that we are often the source of information that our clientele receive from other entities

– Our breadth of disciplines should give us an edge over industry in developing comprehensive information sites

February 1997 Presentation at University of Guelph, Ontario, Canada

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Disadvantages of Cyberspace...

Clientele’s capabilities– Local Internet Service Provider availability– Speed of modem connections– Quality of local phone lines– “Power” of computer itself

Not as instantaneous as DTN and other satellite delivery systems– Time to dialup & connect is nuisance

February 1997 Presentation at University of Guelph, Ontario, Canada

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Disadvantages of Cyberspace...

No standards for documenting electronic publications– What’s there today may not be tomorrow

‘Real’ publications exist for eternity in libraries Web documents can ‘evaporate’ at the whim of

the developer or Webmaster

– Non-tenured professors need ‘proof’ of scholarly value of Cyberspace efforts

February 1997 Presentation at University of Guelph, Ontario, Canada

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Disadvantages of Cyberspace...

Separating junk from fact on the Web is not always easy for layperson– Some advocate need for peer reviews

similar to refereed journals– ‘Snake oil’ products & questionable advice

are already on the Web My responsibility as an Extension Specialist

includes sorting out the junk from the valuable in reviewing Web sites for my clientele

February 1997 Presentation at University of Guelph, Ontario, Canada

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Disadvantages of Cyberspace...

Most current search engines still force the user to wade through far too many results to identify useful sites– Another responsibility of mine is to ‘surf’

the Web for my clientele and develop more defined lists of sites for specific topics

February 1997 Presentation at University of Guelph, Ontario, Canada

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Disadvantages of Cyberspace...

Web publishing style can restrict utility of information contained therein– On-screen appeal vs. printing quality

In my opinion: HTML vs. PDF

– Glitz & glamour (slow loading) vs. simple & dull (faster loading)

Animation, huge graphics, frames, Java scripts all increase retrieval time, especially when connected by modem

February 1997 Presentation at University of Guelph, Ontario, Canada

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A New Set of Rules

Cyberspace is a revolutionary communication medium that many of us are still figuring out how to use effectively

February 1997 Presentation at University of Guelph, Ontario, Canada

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Potential for Effectiveness

As an educational instrument, Cyberspace has the potential for greatness or mediocrity

Creativity of the developer/author is an important key

February 1997 Presentation at University of Guelph, Ontario, Canada

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Successful Technology Transfer

Trust

Respect

Knowledge

Experience

Sincerity

Visibility

Familiarity

(T + R) = (K + E) +2S + 3V + 4F

February 1997 Presentation at University of Guelph, Ontario, Canada

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Now for Show ‘n Tell….