Abstract

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.