Modern sustainable fish screens: A study on developing effective communication with water users

Background: Recently, there has been a shift in strategic goals relating to water management in Australia, from water development to protecting and restoring environmental assets. Thus, there is a need to develop knowledge that accounts for the new realities of developing an effective communication channel with irrigators. Combining insights from two communication theories: the hierarchy of effects model, AIDA, and the diffusion of innovation (DOI) model, this article explores developing effective communication techniques (e.g., format, style, content, and source) and tools for Australian irrigators regarding adopting new sustainable technology—a modern self-cleaning fish screen. This study investigates irrigators’ communication preferences and innovation processes to understand to sketch foundational strategies for improving communication schemes. Methods: Data were collected through semi-structured in-depth interviews. Twenty-three irrigators in the Murray-Darling Basin, Australia’s primary food bowl, participated in the study. Constructivist grounded theory (CGT) was used to design and analyse the data. Results: The study explored the communications preferences of Australian irrigators and revealed insights into their preferred format, style, content, and source and how information is gathered and evaluated in the decision-making process. The results confirmed that the information must come from trusted sources, be grounded in research, provide hands-on observations/experiences, and focus on benefits for irrigators (i.e., improving irrigation efficiency) to be impactful. Broadly, this study contributes to the discussion of policy formulation, enhancing technology adoption in a broader setting and designing efficient and effective systems for engaging with Australian irrigators. Conclusions: To increase the likelihood of adopting fish screens, it is essential to implement targeted education and information programs and communications in appropriate formats with relevant content.