22 Pages., Consumers have varying levels of trust in agricultural production practices, which can influence attitudes, shift opinions, and change behaviors. The purpose of this study was to determine what agricultural messages are considered the most trustworthy among consumers and what differences exist among five dimensions of trustworthiness. With a pro-agriculture video as the stimulus, this study used continuous response measurement (CRM) to collect data from 151 post-secondary students who were randomly assigned to evaluate one of five trustworthiness dimensions (trust, honest, sincere, dependable, reliable). Participants used handheld dials to continuously rate their evaluation of the messages in the video then completed a questionnaire to provide additional insights. Overall, participants trusted agricultural messages, although some specific phrases were rated more positively than others. Participants had more trust in messages that portray agriculture as a family endeavor and create connection between producers and consumers. Participants indicated skepticism in messages revolving around farmer/rancher motivation in agriculture. The results support the importance of strategically tailoring and crafting effective messages. Recommendations for future practice and research are discussed.
Online via keyword search of UI Library eCatalog. 7 pages., Analysis based on media database maintained by the Canadian Agricultural Safety Association, which stores publicly available news media reports of agricultural injuries and fatalities in Canada. Fjindings suggested that prevention messages were rare (6.3% of 856 relevant articles) in media reporting of farm injuries and were decreasing during 2010-2017.
Kunelius, Risto (author) and Yagodin, Dmitry (author)
Format:
Book chapter
Publication Date:
2017
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08850
Notes:
Pages 59-80 in Kunelius, Risto Eide, Elisabeth Tegelberg, Matthew Yagodin, Dmitry (eds.), Media and global climate knowledge: journalism and the IPCC. United States: Palgrave Macmillan, New York City, New York. 309 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C25590
Notes:
Pages 219-245 in Andrew A. Moemeka (ed.), Development communication in action: building understanding and creating participation. University Press of America, Inc., Lanham, Maryland. 325 pages.
