Changes in Use of Communication Channels by Livestock Farmers during the COVID-19 Pandemic.

The study aims to identify any changes in the communication channels used by Slovenian livestock farmers before and during the COVID-19 pandemic, as well as the main (dis)advantages of relying on them. An online survey was completed by 502 Slovenian farmers of various farm enterprises in winter 2020/2021. Most respondents generally used telephone, e-mail, and the internet to obtain agricultural information before and during the COVID-19 pandemic. During the pandemic, farmers increasingly relied on online conferences and social networking sites. At the same time, younger farmers and farmers with a higher education level used digital channels the most frequently, with men doing so more often than women. Digital channels were primarily used by cattle and horse farmers, while cattle farmers showed the greatest online conference participation. Respondents reported having more time to spend with their families and animals as an advantage and the lack of face-to-face interaction with other farmers and advisers as a disadvantage of such communication patterns. As the study reveals differences in the use of communication channels during the COVID-19 pandemic by various farmers, a new communication strategy is needed that involves the use of appropriate communication channels to provide farmers with agricultural information both during the COVID-19 situation and later. [ABSTRACT FROM AUTHOR]