Communication to Mobilize Audiences in Agricultural Living Labs Integrated to the CCD-SB100 Platform

• Grant number: 25/02747-3
• Support Opportunities: Scholarships in Brazil - Doctorate
• Start date: April 01, 2025
• End date: March 31, 2029
• Field of knowledge: Applied Social Sciences - Communications
• Principal Investigator: Caroline Kraus Luvizotto
• Grantee: Milena Carolina de Almeida
• Host Institution: Faculdade de Arquitetura, Artes, Comunicação e Design (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil
• Associated research grant: 24/00985-1 - Smart B100 Advanced Research Center (CCD-SB100), AP.CCD

Abstract

The CCD-SB100 Platform aims to incorporate machine learning to integrate information on agronomic phenomena. However, its strategic vision goes further: incorporating a Living Lab, a dynamic and collaborative platform, into the CCD-SB100 Platform represents the next step in the search for excellence in the field of agriculture. The Living Lab concept refers to dynamic and collaborative experimentation environments where innovative solutions are conceived, tested and refined in real-world conditions. This concept transcends research and development, incorporating the active participation of end users, such as farmers, researchers, companies and other stakeholders, in the co-creation of solutions adapted to the agricultural context. In this context, the importance of communication dynamics that involve the mobilization of the agricultural community and agribusiness audiences around the Living Lab is evident. In this sense, we ask: How can communication dynamics be optimized to mobilize the continuous and sustainable participation of different audiences in Agricultural Living Labs integrated with the CCD-SB100 Platform, considering the complex and multifaceted reality of the agricultural environment? The hypothesis to be defended in this thesis is that the successful implementation of communication dynamics, adapted to the specific needs of each audience and contextualized in the agricultural environment, will promote more effective and lasting participation in Agricultural Living Labs integrated with the CCD-SB100 Platform. This active participation, in turn, will result in innovative and sustainable solutions, driving excellence in agribusiness and strengthening the relationship between the stakeholders involved. This research will be developed in the Postgraduate Program in Communication at Unesp - Universidade Estatual Paulista along with the research line Information and Communication Management and Policies and in the Smart B100 Advanced Research Center (SB100) proposal, corresponding to item 3.4 Modeling of the Living Lab: Exploring the Perspective in the Context of the SB100 Platform.