Design/methodology/approach: A review of the literature highlights that entry to a working life in agriculture has been characterised by protracted farm succession processes; a strong association between being a farmer and owning land in the family name; lingering male identities esteeming manual labour; and a pragmatic need at farm level for manual work. The abolition of milk quota in 2015 was predicted to catalyse expansion of production on dairy farms with an increase in milk production; accompanied by a demand for qualified personnel. The BNIM method was employed.

Findings: Results confirm that agricultural education is perceived and experienced as offering new pathways for young farmers to enter the occupational category of ‘farmer’, helping to manoeuvre around the constraints of non-inheritance. The students’ narratives evidenced managerial identities, being strongly influenced by encountering management approaches through their agricultural education. All students desired to eventually own a farm someday and to be to employed as a professional dairy farm manager was a perceived as an intermediary goal.

Practical implication: Discontinuation of the traditional family farming model based on family farm/land ownership is not imminent even among a cohort qualified to become employed dairy farm managers.

Theoretical implication: This paper contributes to theoretical framework which highlights the shift in farmer masculine identity and the career trajectory of graduates of specialised agricultural education programmes.  相似文献   

Design/Methodology/Approach: Semi-structured interviews with volunteers from different occupational groups in Bangladesh, and a phone survey with 227 respondents.

Findings: Each occupational group acted differently. Shop keepers, tillage service providers, agricultural input and machine dealers reached fairly small audiences. Tea stall owners had large, male audiences. Non-governmental organisations and community-based organisations, reached more women. The cable TV (dish-line) operators showed the videos on local TV, but some were reluctant to do so again. The Union Information Service Centres showed the videos and reached women viewers. Half of the official government extension agents surveyed also showed the videos publically.

Practical Implication: This video featured maize, wheat and rice seeding machinery. Because the machinery is complex and requires hands-on training, this first video aimed to expose tillage and sowing service providers and farmers to the machinery, without trying to teach them how to use it. But some farmers were so interested that they watched the video many times to learn more about the equipment. Before farmers and service providers decide to buy machinery for direct seeding, they still want to see and learn from demonstration plantings, to examine first-hand how the crop behaves when planted with the new equipment.

Originality/Value: Video can be an effective way of sharing high-quality information with a large audience, if properly distributed.  相似文献