This study aims to explore the contribution of “The New World of Work” to farming, a career often viewed as unattractive among youth, and, as highlighted by the “young farmer problem” in the literature. This paper draws upon research on the role of “new ways of working” in work engagement and farmer identity among young farmers. A mixed-method approach is used based on data from two Mediterranean Islands, Crete and Cyprus. Based on the polymedia- new theory of digital media, the study focuses both on new media use and new media engagement for work-related tasks. Our findings highlight that the “The New World of Work” is an important phenomenon for initiating positive change toward cohesive social-self in a career (subjective perception of a farming career concerning others). However, we identified binary terms used by farmers when explaining conflicts between cohesive self-concept (expression of a strong sense of self regarding their farming career) and social-self in a career. The study concludes that the duality between career self-concepts and social-self still holds patterns even among young generation farmers, regardless of their integration level to new media.

中文翻译：

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“工作新世界”中的年轻农民：新媒体对工作投入和职业认同的贡献*

本研究旨在探讨“工作新世界”对农业的贡献，这一职业通常被视为对年轻人没有吸引力，并且正如文献中“年轻农民问题”所强调的那样。本文借鉴了对“新工作方式”作用的研究”青年农民的工作投入和农民身份。基于来自两个地中海岛屿克里特岛和塞浦路斯的数据使用了混合方法。基于多媒体——数字媒体的新理论，该研究重点关注新媒体的使用和新媒体在工作相关任务中的参与。我们的研究结果强调，“工作新世界”是在职业生涯中向有凝聚力的社会自我（对与他人有关的农业职业的主观看法）发起积极变革的重要现象。然而，我们发现了农民在解释职业中的内聚自我概念（表达对农业职业的强烈自我意识）和社会自我之间的冲突时使用的二元术语。