Generational Dynamics and AgriTech Transformation

The interdisciplinary research project Generational Dynamics and AgriTech Transformation, funded by the FWFs 1000 Ideas Program, aims to explore the impact of digitalization on agriculture and generational relationships on Austrian farms. In Austria, where a significant proportion of agriculture is driven by family-run farms, a profound transformation is currently underway due to the increasing integration of agricultural technologies (AgriTech). AgriTech encompasses digital communication technologies, automation, and artificial intelligence, which are utilized in various ways in agriculture from optimizing crop production to enhancing animal welfare and facilitating education and networking among farmers. These changes also influence relationships, communication, and the division of labor between generations who live and work together on a farm. The project is based on an innovative, participatory, and ethnographically oriented research design that seeks to amplify the voices of farmers and make their perspectives visible. Unlike many studies that focus on the efficiency and economization of agricultural processes, this project places people and their relationships with their material and animal environment at the center of the investigation. The research team will work interdisciplinarily at the intersection of media and communication studies, agricultural science, sociology, and computer science to gain a deeper understanding of the role of digital technologies in agriculture. How organization and innovation are passed from one generation to the next on farms, along with how different generations adapt to and utilize digital technologies and automation in this context, will be the focus of the project. The insights gained into the interplay of digital transformation, traditional agricultural practices, and intergenerational communication aim to foster transformative changes in agriculture. These findings will provide a basis for reshaping policy debates and research approaches on topics such as technology adoption and rural development, ultimately promoting a future-oriented, inclusive agriculture in Austria.