18 pages, via online journal, Consumers are concerned about the quality and safety of their food at all times during the food supply chain, but sensationalized media coverage, lack of knowledge, and recent recalls have made it difficult for consumers to trust the agricultural industry. Because trust drives risk perceptions and acceptance, it is important for agricultural communicators to understand how personal characteristics influence trust in the food supply chain. To fulfill the purpose of this study, a national quota sample of 847 responses to an online questionnaire were collected in March 2019. The results indicated respondents held a moderate level of trust toward production agriculture, food processing, food retail, and food safety regulation, with the greatest level of trust assigned to production agriculture. Trust in these sectors of the food supply chain were also positively correlated to one another. Regression models for trust in each agricultural sector were significant but only accounted for 9% of the variance in the dependent variable at most. Direct engagement in agriculture was a positive predictor in trust across all four areas, and use of social media was a negative predictor for trust. Income and gender were also found to be predictors of trust in production agriculture, food processing, food retail, and food safety regulation. The findings from this study can be used to guide future communication to increase the level of trust in the food supply chain, which would also increase consumers’ purchasing intent.
24pgs, Opioid drug abuse has created an epidemic recognized as a public health emergency in 2017, and the detrimental impacts of this epidemic have reached into rural America. When it comes to presenting information via the mass media, communications professionals serve as gatekeepers for what information is passed on to media consumers. Additionally, news organizations place certain degrees of importance upon issues through the amount of coverage dedicated to an issue. In late 2016, when the Farm and Dairy newspaper editorial staff decided to dedicate a vast amount of time and resources to covering Ohio and Pennsylvania’s rural opioid epidemic, a variety of questions and concerns followed. This complicated topic was largely unfamiliar and untraditional to agricultural communications. Concerns about how to research the topic, work with sources, and manage responses from stakeholders emerged at the onset, but motivations to increase awareness, reduce stigma, and instill hope in the midst of a rural opioid epidemic brought the series to fruition. This case study details the actions taken by those involved in the series and stakeholder reactions to a unique journalistic investigation from a rural newspaper. Discussion of recommendations for future research and curricular impacts are provided.
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.
15 pages, via online journal article, Scientist-stakeholder partnerships are formed by scientists from academic institutions and industry representatives in an effort to address contingent science issues such as climate change, inform the public and influence public policies. Such organizations often lack expertise in communicating to the public and conducting outreach which are crucial components to building a good reputation. This study selected Florida Water and Climate Alliance [FWCA] as an example of such an organization, exploring its media attention and media framing to assess the visibility and reputation of [FWCA]. Results showed very limited media attention had been devoted to [FWCA]. The framing analysis results indicated that the coverage of [FWCA] is mostly introductory and descriptive information from public institutions, collaborators and funding agencies. These results demonstrate the need for such organizations to increase media visibility and build their reputations through strategic communication. Scientist-stakeholder partnership organizations like FWCA could gain from strategic collaborations with agricultural communications professionals and academic researchers. To better assist in building the reputation for these organizations, recommendations include developing strategic communication plans and conducting research about stakeholders’ and collaborators’ perceptions of an organization’s reputation.
