Type of Subjectivity Associated with Low Technology Adoption in Fruitculture

Abstract

Deciduous fruit presented a weak development in the last decades in Uruguay. The low adoption of technology has been a determining factor. The considerable body of technology and knowledge has been slowly transferred to producers. Subjectivity groups were found among producers in relation to technology adoption. The method used was the Case Study employing the methodology «Q». It combines semi-structured interviews (qualitative approach) with factorial analysis (quantitative approach) to generate factors (types of subjectivity or social representations). The results indicated problems from the extension perspective: i) in the conceptual level, because the family and neighbors of the producer are not taken into account, although they play a big role in how a decision is made by the producer, and ii) in the operative level, the instruments used by extension (for example, inappropriate use of credit).