INNOVATIVE COMMUNICATION TO ENHANCE THE POTENTIAL OF SMART FARMERS

Abstract

This academic article aims to examine the development of innovative communication to enhance the potential of Young Smart Farmers (YSF), a new generation of agricultural laborers who play a crucial role in bridging local wisdom with modern technologies. This integration enhances productivity, management efficiency, and agricultural marketing. Amid the context of an aging agricultural workforce in Thailand, the development of young farmers emerges as a key strategy aligned with Thailand 4.0 policy and the transition towards digital agriculture. The study analyzes key components of communication innovation, including access to reliable information, the use of digital platforms for learning and marketing, network collaboration, the reduction of the digital divide, and the development of management skills and leadership. The findings reveal that communication innovations tailored to the context of Young Smart Farmers can boost confidence in technology use, stimulate knowledge exchange, and promote participatory knowledge creation at the community level. The study highlights that communication innovations designed to suit the social, cultural, and specific needs of young farmers can foster participatory learning, enhance technological confidence, and facilitate effective knowledge sharing within agricultural networks. This ultimately contributes to the development of farmers' economic, social, and environmental potential. Based on these findings, the article proposes policy recommendations emphasizing the integration of cooperation among government agencies, the private sector, academic institutions, and civil society to collaboratively design and develop communication innovations that meet the needs of Young Smart Farmers and strengthen their capacity for sustainable competitiveness