Shellabarger, Rachel M. (author), Voss, Rachel C. (author), Egerer, Monika (author), Chiang, Shun-Nan (author), and University of California, Santa Cruz
Format:
Journal article
Publication Date:
2018-10-17
Published:
United States: Springer Netherlands
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 8 Document Number: D10316
13 pages., Via online journal., The idea of a profound urban–rural divide has shaped analysis of the 2016 U.S. presidential election results. Here, through examples from agri-food systems, we consider the limitations of the urban–rural divide framework in light of the assumptions and intentions that underpin it. We explore the ideas and imaginaries that shape urban and rural categories, consider how material realities are and are not translated into U.S. rural development, farm, and nutrition policies, and examine the blending of rural and urban identities through processes of rural deagrarianization and urban reagrarianization. We do not argue that an urban–rural divide does not exist, as studies and public opinion polls illustrate both measured and perceived differences in many aspects of the lived experiences that shape our individual and collective actions. Ultimately, we suggest that the urban–rural divide concept obscures the diversity and dynamism of experiences each category encompasses. Additionally, it ignores the connections and commonalities that demand integrative solutions to challenges in agri-food systems, and draw attention to the power relations that shape resource access and use within and across urban and rural spaces.
Brubaker, McKayla (author), Settle, Quisto (author), Downey, Laura (author), Hardman, Alisha (author), and Oklahoma State University
Mississippi State University
Format:
Journal article
Publication Date:
2019
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10246
19 pages., Via online journal., Mississippi residents were surveyed to determine their perceptions surrounding the The Food Factor brand. The Food Factor is a weekly Extension mass media program that communicates research-based information about food, nutrition, diet, and healthy lifestyles. A researcher-developed survey instrument was used to collect information using Qualtrics. The sample consisted of a representative sample of 404 Mississippi residents over the age of 18. Nonprobability quota sampling was used to examine population segments related to sex, Hispanic vs. non-Hispanic populations, and other racial demographic segments. The respondents were asked about their use and awareness of The Food Factor, where they were split into viewer and non-viewer categories. Viewers were asked about their viewing frequency, perceptions and skills learned related to watching The Food Factor, and their nutrition-related behaviors. Non-viewers were also asked about their perceptions of The Food Factor between branded and non-branded The Food Factor episodes. This study found the The Food Factor brand lacked brand recognition and recall. However, the respondents had a slightly positive perception of the brand. Overall, this study could not conclude that branding of the episodes was making a difference in non-viewers’ perceptions, despite the fact that many previous studies have identified branding as an important strategy in social marketing. Recommendations include a consistent and increased use of the brand, such as subtitles or logos, and future research on the use of branding in social marketing program, social marketing in Extension, and the role of branding in mass media programs.
10 pages, How to increase conservation practices on farmland is a never-ending discussion topic for those working in the area of agriculture. Targeting of potential clients through conservation marketing is a key principle. Yet, prior research has identified that women and people of color are largely “invisible” in agriculture, to federal agricultural and conservation agencies. In this content analysis, we conduct an analysis of the U.S. Department of Agriculture (USDA) agency websites and social media to determine the inclusiveness of marketing by USDA. Our analysis of gender and race focuses on three primary categories: (1) numbers; (2) focus; and (3) roles. Our findings reveal that the USDA is perpetuating a normative position of agriculture as a man’s world with its dominant focus on the white male. The findings highlight how women (especially those of color) are marginalized in agricultural imagery by federal agricultural agencies that provide conservation programs.
