Sugar industry prototype animation (machinima) evaluation report

Project report

Cliffe, Neil. 2013. Sugar industry prototype animation (machinima) evaluation report. Toowoomba, Australia. University of Southern Queensland.

Authors
Title	Sugar industry prototype animation (machinima) evaluation report
Report Type	Project report
Author	Cliffe, Neil
Institution of Origin	University of Southern Queensland
Number of Pages	17
Year	2013
Publisher	University of Southern Queensland
Place of Publication	Toowoomba, Australia
Abstract	Overall Findings • Initial response to the machinima by most interviewees was generally positive except for a minority view which would have preferred the use of real actors rather than animated characters. • Most interviewees were able to identify readily with the characters and setting depicted in the video, and relate the animation to an attempt to replicate a meeting of farmers or other sugar industry stakeholders on a cane farm. • The length and pace of the video were appropriate. • Key messages identified by respondents were generally consistent with the informational objectives of the script developed for the machinima except for the lack of clarity about the link to the current climate forecast. • The target demographic for this product may currently not attract interest from farmers who have a higher level of understanding of climate and production risk. • Improvements to the machinima graphics would significantly improve the visual appeal of the video for viewers. • Comments across stakeholder groups indicated that the machinima could be a useful tool to support discussion in the context of climate risk as well as other topical industry issues. • Development of SMS or Apps as delivery platforms bringing weather and climate data together, customised for the sugar industry would be an asset to the industry. Summary Recommendations • Improve the machinima graphics quality. • Refine machinima setting and characters based on respondent feedback including consideration of an explanation for the use of animated characters rather than real actors. • Develop and refine an understanding of the target demographic for this product. • Develop a more explicit and seamless link to the current climate forecast within the machinima. • Develop further machinima with discussions about other production issues. • Develop an SMS or App to deliver a refined climate information product and machinima for the end user through further consultation with industry.
Keywords	sugarcane, agriculture, climate risk management, machinima, discussion support, stakeholders
ANZSRC Field of Research 2020	300210. Sustainable agricultural development
	300208. Farm management, rural management and agribusiness
	300499. Crop and pasture production not elsewhere classified
Public Notes	File reproduced in accordance with the copyright policy of the publisher/author.
Byline Affiliations	School of Agricultural, Computational and Environmental Sciences

Permalink -

https://research.usq.edu.au/item/q3v1q/sugar-industry-prototype-animation-machinima-evaluation-report

Download files

Accepted Version

	Cliffe_2013_Machinima Evaluation Report.pdf
File access level: Anyone

1628
total views
110
total downloads
0
views this month
1
downloads this month

Export as

Related outputs

Creating positive synergies between risk management and transfer to accelerate food system climate resilience

Mushtaq, Shahbaz, Kath, Jarrod, Stone, Roger, Henry, Ross, Laderach, Peter, Reardon-Smith, Kathryn, Cobon, David, Marcussen, Torben, Cliffe, Neil, Kristiansen, Paul and Pischke, Frederik. 2020. "Creating positive synergies between risk management and transfer to accelerate food system climate resilience." Climatic Change: an interdisciplinary, international journal devoted to the description, causes and implications of climatic change. 161 (3), pp. 465-478. https://doi.org/10.1007/s10584-020-02679-5

Climate variability and the Australian sugarcane farmer: a phenomenographic analysis of farmer experiences of managing and discussing climate risk

Cliffe, Neil. 2018. Climate variability and the Australian sugarcane farmer: a phenomenographic analysis of farmer experiences of managing and discussing climate risk. PhD Thesis Doctor of Philosophy. University of Southern Queensland. https://doi.org/10.26192/5f6972a0dccd3

Sweet success: virtual world tools enhance real world decision making in the Australian sugar industry

Reardon-Smith, Kate, Farley, Helen, Cliffe, Neil, Mushtaq, Shahbaz, Stone, Roger, Doyle, Joanne, Martin, Neil, Ostini, Jenny, Maraseni, Tek, Marcussen, Torben, Loch, Adam and Lindesay, Janette. 2014. "Sweet success: virtual world tools enhance real world decision making in the Australian sugar industry." ICELW 2014: International Conference on e-Learning in the Workplace. New York, United States 11 - 13 Jun 2014

Developing the capacity of farmers to understand and apply seasonal climate forecasts through collaborative learning processes

Cliffe, Neil, Stone, Roger, Coutts, Jeff, Reardon-Smith, Kathryn and Mushtaq, Shahbaz. 2016. "Developing the capacity of farmers to understand and apply seasonal climate forecasts through collaborative learning processes." Journal of Agricultural Education and Extension: international journal on changes in agricultural knowledge and action systems. 22 (4), pp. 311-325. https://doi.org/10.1080/1389224X.2016.1154473

Can digital discussion support tools provide cost-effective options for agricultural extension services?

Mushtaq, Shahbaz, Reardon-Smith, Kate, Cliffe, Neil, Ostini, Jenny, Farley, Helen, Doyle, Joanne and Kealley, Matt. 2017. "Can digital discussion support tools provide cost-effective options for agricultural extension services?" Information Technologies and International Development. 13, pp. 52-68.

Virtual discussions to support climate risk decision making on farms

Reardon-Smith, Kate, Mushtaq, Shahbaz, Farley, Helen S., Cliffe, Neil, Stone, Roger C., Ostini, Jenny, Doyle, Joanne, Martin, Neil, Loch, Adam, Maraseni, Tek, Marcussen, Torben and Lindesay, Janette. 2015. "Virtual discussions to support climate risk decision making on farms." Journal of Economic and Social Policy. 17 (2).

Putting virtual worlds to work to support improved climate risk decision-making on real world farms

Reardon-Smith, Kate, Mushtaq, Shahbaz, Stone, Roger, Cliffe, Neil, Farley, Helen, Ostini, Jenny, Doyle, Joanne, Martin, Neil and Loch, Adam. 2015. "Putting virtual worlds to work to support improved climate risk decision-making on real world farms." 2nd International Conference on Global Food Security. Cornell University, Ithaca, United States 11 - 14 Oct 2015

Virtual world technologies to enhance climate risk management on Australian sugar cane farms

Reardon-Smith, Kate, Mushtaq, Shahbaz, Stone, Roger, Cliffe, Neil, Farley, Helen, Ostini, Jenny, Doyle, Joanne, Martin, Neil, Maraseni, Tek, Marcussen, Torben, Loch, Adam and Lindesay, Janette. 2014. "Virtual world technologies to enhance climate risk management on Australian sugar cane farms." Climate Adaptation (NCCARF 2014): Future Challenges. Gold Coast, Australia 30 Sep - 02 Oct 2014 Gold Coast, Australia.

The development of virtual world tools to enhance learning and real world decision making in the Australian sugar farming industry

Reardon-Smith, Kathryn, Farley, Helen, Cliffe, Neil, Mushtaq, Shahbaz, Stone, Roger, Doyle, Joanne, Martin, Neil, Ostini, Jenny, Maraseni, Tek, Marcussen, Torben, Loch, Adam and Lindesay, Janette. 2014. "The development of virtual world tools to enhance learning and real world decision making in the Australian sugar farming industry." International Journal of Advanced Corporate Learning. 7 (3), pp. 17-23. https://doi.org/10.3991/ijac.v7i3.4002

Using a virtual world to enable real world decision making

Reardon-Smith, Kate, Farley, Helen, Stone, Roger, Mushtaq, Shahbaz, Cliffe, Neil, Doyle, Joanne, Martin, Neil, Maraseni, Tek, Marcussen, Torben, Lindesay, Janette, Loch, Adam and Kealley, Matt. 2013. "Using a virtual world to enable real world decision making." Lamb, David (ed.) 1st Digital Rural Futures Conference: Smart Farms - Smart Regions (DRF 2013). Armidale, Australia 26 - 28 Jun 2013 Armidale, Australia.

Extending extension: virtual shed meetings in a digital age

Farley, Helen, Reardon-Smith, Kate, Mushtaq, Shahbaz, Cliffe, Neil, Lindesay, Janette and Loch, Adam. 2013. "Extending extension: virtual shed meetings in a digital age." Lamb, David (ed.) 1st Digital Rural Futures Conference: Smart Farms - Smart Regions (DRF 2013). Armidale, Australia 26 - 28 Jun 2013 Armidale, Australia.

Trialling a web-based 'discussion-support' tool in the Australian sugar industry: stakeholder responses are encouraging

Cliffe, Neil, Stone, Roger, Coutts, Jeff, Mushtaq, Shahbaz and Reardon-Smith, Kathryn. 2013. "Trialling a web-based 'discussion-support' tool in the Australian sugar industry: stakeholder responses are encouraging." Westbrooke, Victoria (ed.) Australia-Pacific Extension Network International Conference (APEN ICNZ 2013): Transformative Change: Chosen or Unchosen Pathways to Innovation, Resilience and Prosperity . Christchurch, New Zealand 26 - 28 Aug 2013

Supporting decision-making in the sugar industry with integrated seasonal climate forecasting

Stone, Roger C., Mushtaq, Shahbaz, Marcussen, Torben, Cliffe, Neil, Brunton, Lynda and Everingham, Yvette. 2012. "Supporting decision-making in the sugar industry with integrated seasonal climate forecasting." Global Framework for Climate Services User Conference (GFCS 2012): A Dialogue for Climate Services Users and Providers: Towards Implementation of the GFCS. Geneva, Switzerland 26 - 27 Oct 2012 Geneva, Switzerland.