Comunicação digital na era digital: desafios e oportunidades para a disseminação científica

Abstract

The advancement of rural communication and the use of technologies are crucial to connecting rural producers to the media. US models inspired the concept of rural communication, but one-way approaches were insufficient, leading to a search for more interactive models. In Brazil, since the 1950s, rural extension has aimed to transfer agricultural knowledge, with initiatives such as Acar and Embrater. The potential of scientific articles to communicate information is highlighted, despite media distortions. The Brazilian livestock sector grew in 2023, with legislation regulating exports and zoonoses. Agri marketing 4.0 and 5.0 strategies leverage technology and emotional connections, but myths persist, requiring accurate education and outreach. Rural producers' preference for digital media reflects the transition from traditional to digital, with marketing playing a crucial role in company -consumer interaction. The dissemination of scientific knowledge is essential, driven by technology and marketing, encouraging interest in science and promoting partnerships and funding for future research.