Extension Resource Use Among Washington State Wine Makers and Wine Grape Growers: A Case for Focusing on Relevance
Interview and surveys were used to understand Extension relevance in the context of overall information resource use among Washington State wine makers and wine grape growers. Relevance, rather than adoption, is suggested as a frame for assessing Extension communication with these practitioners. Results suggest that Extension resources are used and valued, but not always perceived as relevant. Moreover, practitioners' resource use preferences were diverse but tended to fall into three categories: science driven, value driven, and utility driven. Appreciating differences in how these groups perceive Extension resources as relevant may be useful in framing more efficient and effective communication with them.
Szymanski, E. A. (2016). Extension Resource Use Among Washington State Wine Makers and Wine Grape Growers: A Case for Focusing on Relevance. The Journal of Extension, 54(1), Article 33. https://tigerprints.clemson.edu/joe/vol54/iss1/33