ETHNOFARM research project

Digitalization is currently rapidly changing the world of life and work in Austrian agriculture – with noticeable effects on family relationships, work processes and the use of new technologies. Particularly in Austria, where many farms are family-run, the increasing integration of digital agricultural technologies (AgriTech) is creating new challenges and dynamics between the generations.

The research project Generation Dynamics and AgriTech Transformation (ETHNOFARM), funded by the FWF as part of the “1000 Ideas” program, is therefore dedicated to the following questions: What role do digital technologies such as automation, AI or networked communication play on Austrian farms? What impact do the associated changes have on the relationships, communication and division of labor between the generations who live and work together on a farm?

AgriTech is taking on central tasks on farms today: these include digital communication, automation and AI, which are used in a variety of ways – from yield optimization and improving animal welfare to further training and digital networking of farmers. Although these technical solutions are often seen as a path to greater efficiency and sustainability, it is often unclear how they are actually implemented in everyday farm life and passed on between generations – especially in an environment that is strongly characterized by personal relationships and traditional knowledge.

ETHNOFARM’s innovative research approach is therefore participatory and ethnographic: The focus is on the voices of the farmers themselves. We want to understand how family farms deal with technological change, how decisions are made and tasks are redistributed, and how digital technologies can become bridges or barriers between generations.

The project works at the interface of media and communication science, agricultural science, sociology and computer science in order to better understand the role of digital technologies in agriculture from this interdisciplinary perspective. This approach provides key insights into digital change, media literacy, intergenerational communication and social integration – and thus creates a differentiated picture of the interplay between technology and traditional agricultural practices.

The aim is to stimulate social and political discussions about rural development, digital change, technology (acceptance) and generations and to make the perspective of Austrian farmers visible.

The project takes place at the University of Salzburg under the direction of Corinna Peil and Ricarda Drüeke.

The team

Assoz. Prof.in PD Mag.a Dr.in Ricarda Drüeke is Associate Professor at the Department of Communication Studies at the University of Salzburg and Co-Head of the program area Society & Sustainability | Contemporary Art and Cultural Production at the inter-university institution Science and Art. Her habilitation (“Protest Geographies. Participation and Vulnerability in Digital Public Spheres”) in 2020. She has worked at various universities such as the TU Hamburg-Harburg and the European University Viadrina Frankfurt/Oder. She researches and teaches on rural media studies, smart farming, inclusion and exclusion processes in and through media, digital public spheres and gender media studies.

Favorite animal and favorite fruit/vegetable: Cat & strawberries

Univ.-Doz.in Dr.in Corinna Peil is a university lecturer in the Center for ICT&S, Department of Communication Studies at the University of Salzburg. She studied journalism and communication studies as well as film and television studies in Bochum and Brussels and earned her doctorate in cultural studies at the Leuphana University of Lüneburg. She completed her habilitation (“Infrastructures of Care. Digital Media Technologies and Everyday Life”) in 2024. Her research and teaching interests include rural media studies and smart farming, transformation processes of digital everyday cultures, sustainability in the context of digital media and the historical development of the internet. She has taught at various universities in Germany and abroad and has been head of the open access journal kommunikation.medien since 2012, which is edited and published by Master’s students as part of a course.

Favorite animal and favorite fruit/vegetable: cow & potato

Dr. Elisabeth Mayer is a postdoctoral researcher at the Department of Communication Science at the University of Salzburg. She completed her doctorate in sociology at the University of Vienna. In her dissertation on visual biographies in a mediatized social world, she conducted biographical analysis research on self-representations in social media. The aim was to show how life stories are visually constructed via image motifs and image practices and linked to text-based narratives. Her research focuses on qualitative-interpretative methods – in particular biographical research and image analysis -, social media and visual communication as well as intergenerational transmission processes. Since 2015, she has also been teaching methods courses in qualitative-interpretative social research.

Favorite animal and favorite fruit/vegetable: sheep & carrots

Stefanie Klingler BA is a student assistant in the ETHNOFARM research project at the University of Salzburg. She successfully completed her Bachelor’s degree in Communication Studies at the University of Salzburg in February 2025 and is currently in the first semester of the Master’s program ‘Communication, Culture & Participation’ with a focus on ‘Media and Culture’. Her research interests include digital cultures as well as media and audiovisual communication. As part of ETHNOFARM, she contributes her knowledge of scientific work and her personal connection to agriculture.

Favorite animal and favorite fruit/vegetable: goat & strawberries

Leandra Katharina Sprenger BA works as a student assistant in the ETHNOFARM research project at the University of Salzburg. She has been studying for a Master’s degree in Communication Studies for two semesters, having also completed her Bachelor’s degree at the University of Salzburg in 2024. In the course of her studies, she has already been able to gain in-depth insights into theoretical and practical work in research projects. She is particularly interested in journalism and audiovisual media production. In the ETHNOFARM project, she is particularly pleased to be able to combine her rural roots from Oberpinzgau with the branches of scientific work.

Favorite animal and favorite fruit/vegetable: Donkey & mangoes