22 pages., via online journal., Scientists are frequently asked to broadly share their expertise and research with a variety of audiences, beyond typical academic circles in their home disciplines. That could include developing community engagement programs, school outreach, leveraging online social networks, and other activities. The purpose of this study was to examine U.S. agricultural and natural resources (ANR) scientists’ typical science communication channels, their experiences utilizing Twitter for sharing their knowledge, research, and engaging in online public science discussion. Diffusion of Innovations theory and the model of science in-reach versus outreach guided this study. Researchers used a qualitative case study design. Data collection included ANR scientist interviews (n = 8) and application of Internet-based research methods for observing scientists’ Twitter activities. Four themes emerged from the data: 1) academic journals and conferences as scientists’ typical communication channels, yet Extension efforts help to broaden audiences, 2) scientists expected research to be peer-reviewed before public dissemination to combat misinformation and spreading of ‘junk science’, 3) scientists balanced professionalism, personalization, promotion, and Twitter hashtags for engagement, and 4) scientist-identified barriers to using Twitter included lack of time and avoiding heated discussions. Recommendations include revisiting scientists’ job descriptions and expectations for online science engagement. Also, there should be continual development and implementation of science communication training for scientists targeting best Twitter practices, growing followers for outreach beyond academic colleagues and groups, using visuals for online engagement, intentional scheduling for social media, and how to effectively navigate heated online discussions.
33 pages, This study surveyed 258 organic grain farmers in Iowa in the U.S. Midwest. We identified seven areas of challenges related to organic grain farming adoption: organic farming operations, marketing, policy, finance, inputs and information, social pressures, and land tenure. Respondents reported three key areas where extension programs were needed: education, research, and technical services. Regarding outreach formats, organic farmers preferred events where peers were featured or provided leadership, such as field days, one-on-one mentor programs, and farmer-to-farmer workshops. Results provided empirical evidence to support theoretical discussions and policy implications on issues related to adoption of organic grain farming.
15 pages., Securing the adoption of scalable agro-educational information and communication technology (ICT) solutions by farmers remains one of the international development community’s most elusive goals – in part due to two key gaps in the data: (1) limited comparisons of competing knowledge-delivery methods, and (2) few to no follow-ups on long-term knowledge retention and solution adoption. Addressing both of these gaps, this follow-up study measures farmer knowledge retention and solution adoption two years after being trained on an improved postharvest bean storage method in northern Mozambique. The results found animated-video knowledge delivery at least as effective as a traditional extension approach for knowledge retention (97.9%) and solution adoption (89%). As animated video can more cost-effectively reach the widest – even geographically isolated – populations, it readily complements extension services and international development community efforts to secure knowledge transfer and recipient buy-in for innovations. Implications and future research for adult learning are also discussed.
19 pgs., The equine industry is an established part of Maryland agriculture with 79,100 equines valued at approximately $714 million in the state; approximately 10% of these animals are housed in one county. Equine operators are a unique demographic in the agricultural realm, because they are not managing land to produce food or fiber and often are employed in other professions unrelated to agriculture. These operators tend to be unaware of land conservation practices and can have a detrimental effect on areas, like the Chesapeake Bay economy and ecosystem, if shared resources are exploited. The purpose of this study was to explore equine operators’ knowledge and connection of conservation best management practices (BMPs) and their role in being a caretaker of the land. The study was informed by the diffusion of innovations theory and gathered data through semi-structured, qualitative interviews. Equine operators in the study were found to use a variety of informational sources, had a high level of adoption of the BMPs they used, and overall, a majority of participants saw their role as caretakers of the land as an important aspect of their environmental actions. Recommendations from this research include improving communication processes to increase the spread of BMPs and adjusting specific infrastructure aspects to improve retention of equine operators practicing conservation efforts. Further research should investigate other niche areas of agriculture that could potentially be struggling with a knowledge deficit of BMPs and communication neglect between conservation offices and audiences.
22 pages, via online journal, Traditionally, 4-H agents have been communicating with stakeholders through newsletters; either in print or online. 4-H agents have used social media as an additional tool to communicate with their stakeholders since its introduction. Social media communication can help maintain or increase stakeholder involvement in the 4-H program because a large percentage of the population is active on social media. Using Uses and Gratifications Theory and Diffusion of Innovations Theory as frameworks, this study sought to determine how Florida 4-H agents engaged with their stakeholder audiences using social media, and vice versa. The uses and gratifications motivations for engaging in media were used to understand what motivations were used to engage their audience and what type of posts (according to motivation) stakeholders were engaged in most. The diffusion of innovations innovation-decision process helped to understand the audiences’ decision to engage in posts dependent upon the motivation used. The results of this study concluded the selected 4-H programs differed in the content that they posted but the 4-H stakeholders did not differ in how they engaged in their respective programs posts.
11 pages, During the early stages of the COVID-19 pandemic (March-April 2020), opinion leaders in agriculture and natural resources (ANR) were asked to participate in a survey about the impacts of the crisis on the ANR industry specifically about their concerns related to communication, economics, level of preparedness, and health during this crisis. Of the 225 ANR leaders who participated, the majority were concerned that members of the public were sharing inaccurate information about COVID-19; others they come into contact with were not taking appropriate measures to avoid contracting COVID-19; about the impact of COVID-19 on the U.S. economy, their state’s economy, and the global economy; and other countries’ level of preparedness to deal with COVID-19. ANR leaders were consistently the most concerned about items that were outside of their direct sphere of influence. Implications from this work are that ANR leadership programs should incorporate programing to help ANR leaders understand how to be influential during a crisis at a national and international level. For statewide ANR leadership programs, it is recommended to include programming sessions related to identifying and sharing credible information and enabling and inspiring those in their circle of influence to do the same.
21 pages., Via online journal., This project is an examination of how strategies for innovation in fertilizer application are communicated to agricultural communities. Specifically, this project examines the 4R Nutrient Stewardship Program‒a public communication campaign seeking to encourage the use of specific strategies, tools, and best practices in fertilizer application. The campaign is advanced by the Fertilizer Institute, an industry trade association, and targets local agricultural communities within the United States. To understand how this campaign functions to encourage adoption of innovative fertilizer application behaviors, this project draws on the principles of diffusion of innovations theory as well as established concepts within public relations, including issues management.
International: Salem Press Biographical Encyclopedia
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12175
Notes:
Online via UI Library Catalog search. Ebscohost. 4 pages., Biography of an influential rural and general sociologist, communication specialist, writer, and professor best known for developing the theory of diffusion and adoption of agricultural and other innovations.
7 pages., via online journal, There are approximately 65 dairy farms in Mississippi (Gregory, 2019) with an estimated annual milk value of $26 million (Mississippi Farm Bureau, n.d.). Mastitis is the most expensive disease in the dairy industry (Neeser, Hueston, Godden, & Bey, 2006) and can decrease milk production by 1,181 kg per lactation in multiparous cows (Wilson et al., 2004). Clinical mastitis accounts for the largest use of antibiotics in livestock species (Thomson, Rantala, Hautala, Pyörälä, & Kaartinen, 2008), a circumstance that raises concerns of antimicrobial resistance (Pol & Ruegg, 2007; Wang et al., 2015) and increases producer expenses due to purchasing antibiotics and discarding milk during treatment (Rollin, Dhuyvetter, & Overton, 2015). On-farm bacteriological culturing (OFBC) enables producers to distinguish among broad categories of microorganisms with great accuracy and provides results within 24 hr, versus approximately a week when cultures are sent to a laboratory (Down, Bradley, Breen, & Green, 2017). Despite the availability of several viable OFBC systems, adoption of OFBC in Mississippi has been limited.
The purpose of the study reported here was to implement and evaluate an OFBC pilot test with a small sample of Mississippi dairy producers. The objectives of the study were
to identify reasons for producers' lack of OFBC adoption,
to explore change in producers' knowledge and perceptions of OFBC before and after trial, and
to assess the effectiveness of an Extension-led trialing program relative to OFBC adoption.
