Bernardo, F.A. (author / Director, SEARCA, Los Banos, Laguna, Philippines; and President, the Asian Association of Agricultural Colleges and Universities (AAACU) YR 1985) and Director, SEARCA, Los Banos, Laguna, Philippines; and President, the Asian Association of Agricultural Colleges and Universities (AAACU) YR 1985
Format:
Conference paper
Publication Date:
unknown
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 54 Document Number: C01136
Notes:
AgComm Teaching; See also ID C01252 to C01275, In: Symposium on education for agriculture; 1984 November 12-16; Manila, Philippines. Manila, Philippines : the International Rice Research Institute, 1985. 21 p.
15 Pages, As the gap in agricultural experiences between farmers and consumers grow, it is important for agricultural communicators to communicate strategically with their audiences and be proactive in addressing consumers’ concerns. Communication media can present a variety of messages or pieces of information that represent multiple perspectives within one unit. The dynamic nature of communication media, such as video and audio messages, lead to the fluctuation of feelings and responses to different elements within one singular message. While agricultural communications has traditionally relied upon quantitative and qualitative survey data, there are likely gaps in complete understandings of individual perceptions in response to varying elements of the communications message. Continuous response measurement (CRM) is a method that can be used to monitor and track individual responses to media messages in real-time to reveal critical moments within a communications message. CRM holds the potential to help those in agricultural communications understand what specific elements within messages resonate most with consumers. This professional paper explores how researchers can use CRM, showcases benefits and drawbacks of CRM, and provides recommendations for contributions to agricultural communications literature.
