Entrepreneurial Communication in Agriculture: The Probing and Perception

Abstract

The book Entrepreneurial Communication in Agriculture was born out of a critical awareness of the need to strengthen communication capacity in agricultural entrepreneurial practices. In an agrarian society like India, agriculture is not only a source of livelihood, but also an integral part of the social and cultural fabric (Chukwurah et al., 2025). However, the dynamics of globalisation and modernisation demand a paradigm shift in the way farmers communicate, innovate and conduct their business activities. This book is designed to respond to these challenges by emphasising a scientific and contextual approach to the importance of entrepreneurial communication in agriculture. The author states early on that the purpose of this book is “to address the communication needs of agri-entrepreneurs and rural youth through a structured framework, exploring theories, methods and applications of entrepreneurial communication” (p. xiii).The authors of this book, Dr Sankhyashree Roy and Prof Dr Sankar Kr Acharya, are academics with strong backgrounds in agricultural extension and development communication. Dr Roy is known as a young academic actively researching agricultural communication and young farmer empowerment, while Prof Acharya is a senior scholar with long experience in education and rural community service. In their foreword, they emphasise that this book is the result of field experiences, academic reflections, and discussions with communication and development actors in various parts of India (p. xii).The book is divided into 14 chapters arranged systematically, ranging from conceptual discussions to practical applications. In the beginning, the authors present a basic framework on the importance of communication in the context of agricultural entrepreneurship. They review classical communication theories such as Shannon and Weaver’s model, Schramm’s interactional model, and Berlo’s SMCR model, and relate them to the dynamics of the relationship between farmers, consumers, and other supporting actors (pp. 22–25). In its explanation, the book does not only limit communication as a process of conveying messages, but as an integral part of business decision-making, building social networks and shaping the identity of farmer entrepreneurs at the local level.The middle section of the book explores the technical and social aspects of agricultural communication. The authors explain the importance of interpersonal communication skills, such as the ability to listen actively, speak effectively and convey business ideas persuasively to stakeholders. They also underline the role of information and communication technology, such as the use of social media, mobile apps, and other digital platforms in supporting farm transformation in the digital era (pp. 98–104). The book provides concrete examples of how young farmers use YouTube and WhatsApp to share information on modern farming techniques, product marketing, and other farming innovations.Furthermore, in the chapter on sociological and ecological aspects, the authors introduce the concept of participatory and gender-based communication. They point out that women’s involvement in entrepreneurial communication processes is often hampered by patriarchal social structures. However, through community-based empowerment programmes, women farmers have begun to take an active role in decision-making and business management. This is explained in the description of “communication asymmetry” and strategies to reduce it through bottom-up approaches and active involvement of marginalised groups (pp. 125–128).One of the main strengths of this book is its ability to combine theory with practice. In various sections, the authors include case studies from rural areas in the states of Tripura and West Bengal, where they conducted their research. These studies reveal the real challenges farmers face in communicating with financial institutions, co-operatives, local government and customers. The authors explain that the success or failure of a farming enterprise depends largely on the communication skills of its practitioners, especially when it comes to building trust, negotiating prices and expanding market networks (pp. 141–153).However, this book is not free from limitations. One is the tendency to focus too much on the local Indian context without providing broader international comparisons. This makes it difficult for readers from outside India to identify its immediate relevance in a global context. The author explicitly acknowledges this limitation in the epilogue, stating that “most examples are drawn from Indian agriculture, limiting its global generalizability” (p. xv). In addition, some parts of the book use dense technical terms without a glossary or additional explanations, which may be difficult for lay readers or those from other disciplines.However, the scholarly contribution of this book cannot be ignored. It provides a conceptual and practical basis for the development of entrepreneurial communication, especially in the agricultural sector, which is often marginalised in development literature (Suharyanto et al., 2021). This book can not only be used as a teaching resource in development communication or agricultural extension study programmes, but also as a guide for policy makers and field practitioners. The authors express their hope that “the book can be a reference guide for communication professionals, agri-entrepreneurs, and rural development practitioners” (p. xvi), emphasising their intention to bridge the academic and practical worlds.To conclude, Entrepreneurial Communication in Agriculture is an important and relevant work for the modern agricultural era. It highlights the importance of communication not just as an extension tool, but as the core of the entrepreneurial process itself. With a systematic approach, informative language, and strong theoretical foundation, this book deserves to be the main reference in building innovative, inclusive and sustainable agricultural communication.

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