New but for whom? Discourses of innovation in precision agriculture.

We describe how the set of tools, practices, and social relations known as "precision agriculture" is defined, promoted, and debated. To do so, we perform a critical discourse analysis of popular and trade press websites. Promoters of precision agriculture champion how big data analytics, automated equipment, and decision-support software will optimize yields in the face of narrow margins and public concern about farming's environmental impacts.