Diffusing scientific knowledge to innovative experts

Communicating science to scientists works well thanks to well-defined communication structures based on both printed material in peer-reviewed publications and oral presentations, e.g.\ at conferences and seminars. However, when science is communicated to practitioners, the structures become fuzzy. We are looking at how to implement Web2.0 technologies to Danish seed scientists communicating to seed consultants, agricultural advisors, and seed growers, and we are met with the challenge of securing effective knowledge diffusion to the community. Our investigation's focal point is on Rogers' theoretical framework ``Diffusion of Innovation'' (DOI), as we look at how DOI may affect the Danish seed industry if science communication is redesigned in accordance with the framework. During our project workshop, participants recognized trends and characteristics from DOI in the Danish seed community and argued for more collaboration between scientists and practitioners. This can be done by implementing fast-learning via online website, but it needs to be assisted by slower-paced face-to-face learning to lessen the risk of a digital knowledge divide within the community.