Emma Duncan

We describe how the set of tools, practices, and social relations known as “precision agriculture” is defined, promoted, and debated. To do so, we perform a critical discourse analysis of popular and trade press websites. Promoters of precision agriculture champion how big data analytics, automated equipment, and decision-support software will optimize yields in the face of narrow margins and public concern about farming’s environmental impacts. At its core, however, the idea of farmers leveraging digital infrastructure in their operations is not new, as agronomic research in this vein has existed for over 30 years. Contemporary discourse in precision ag tends to favour emerging digital technologies themselves over their embeddedness in longstanding precision management approaches. Following several strands of science and technology studies research, we explore what rhetorical emphasis on technical innovation achieves, and argue that this discourse of novelty is a reinvention of precision agriculture in the context of the growing “smart” agricultural economy. We overview six tensions that remain unresolved in this promotional rhetoric, concerning the definitions, history, goals, adoption, uses, and impacts of precision agriculture. We then synthesize these in a discussion of the extent to which digital tools are believed to displace farmer decision-making and whether digital agriculture addresses the biophysical heterogeneity of farm landscapes or land itself has become an “experimental technology”—a way to advance the general development of artificial intelligence. This discussion ultimately helps us name a larger dilemma: that the smart agricultural economy is perhaps less about supporting land and its stewards than promising future tech and profits.

Public and academic discourse about big data and digital technologies in agriculture present polarizing visions of the future of food, but it is still unclear whether and to what degree farmers are taking up the narratives of proponents or critics. Building on the sociotechnical imaginaries literature, we characterize and analyze farmer imaginaries about digital agricultural technologies. We present the findings from a survey of farmers in Canada (n = 1000). To study imaginaries, the survey uses both affective image analysis and an original scale with a spectrum of possible scenarios for ten key aspects of agri-food futures (e.g., labour shortages, robotics and automation, food security, and sustainability). Canadian farmers’ imaginaries simultaneously include both negative and positive views. Respondents have extremely positive top-of-mind affective associations to digital agricultural technologies. However, overall, respondents are only very mildly optimistic when anticipating the future impacts of digital agricultural technologies at the farm-level and have more pessimistic views on how these tools will impact the agriculture sector more broadly. Our analysis reveals three core narratives in the farmer sociotechnical imaginary about digital agricultural technologies: (1) a feeling of ‘winner takes all’ and exacerbating power imbalances and disparity, (2) a belief that these tools are essential to grow more food on less land with fewer environmental impacts, and (3) faith that farmers and robots can work in harmony. This research contributes to the growing global body of scholarship on farmer experiences with data and digital technologies with a new way of studying sociotechnical imaginaries.