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Digital Green: Targeting. Empowering. Connecting.

Posted by: Digital Green in Digital Green Story, publication December 14, 2014

The concept of user-generated content has seeped into and transformed traditional information dissemination channels for the rural population. Stepping out of the passive consumption mode, rural community members are now playing an active role in developing and sharing content on improved practices and behaviors within their immediate network. Much like urban folks who are influenced by peers on social networks and add their own 'Like' or RT to help a meme or video go viral, farmers tend to be convinced of the benefits of a practice when a fellow farmer promotes it - convinced enough to adopt the practice and help spread the word within their own groups. 

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