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2. Finding the right channel: an analysis of communication channel preferences amongst potential extension clientele
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Carroll, Ashley A. (author), Lamm, Kevan W. (author), and Borron, Abigail (author)
- Format:
- Journal article
- Publication Date:
- 2022
- Published:
- USA: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12607
- Journal Title:
- Journal of Agricultural Education
- Journal Title Details:
- V. 63, N.2
- Notes:
- 19pgs, New communication methods and technology continue to emerge and evolve – as do societal trends – making it paramount that Extension professionals stay abreast with the preferred communication channels of potential clientele. By being aware of clients’ preferred communication channels, Extension professionals can increase the number of participants who benefit from their work while also improving the quality of the message being delivered. The present study examined the preferred communication channels of potential Extension clientele specifically when gathering information regarding their community. Specifically, a non-probability opt-in sampling procedure was employed whereby respondent (N = 3,347) communication channel preferences were analyzed from an audience segmentation and uses and gratifications perspective. Overall, the results indicated the most effective channels through which to reach potential Extension clientele under 50 years of age is through the internet and social media, while word of mouth and newspaper are preferred channels for those 50 and over. However, the results of the study indicate there are a variety of potential communication channels with varying degrees of preference among different audiences. Using study results as a starting point to inform communication channel strategy may help to Extension professionals ensure the correct message is provided to the correct audience via the correct channel.
3. Removing basic evil from agriculture
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Hussain, Muzaffar (author)
- Format:
- Article
- Publication Date:
- n/d
- Published:
- Pakistan: Ferozsons Ltd., Lahore, Pakistan.
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 192 Document Number: D03128
- Notes:
- 6 pages., Author points to ignorance as the worst of all evils. Emphasizes the role of extension and communication in developing agriculture in Pakistan.
4. Role of agricultural journalism in diffusion of farming technologies
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Yaseen, Muhammad (author), Karim, Mujahid (author), and Luqman, Muhammad (author)
- Format:
- Journal article
- Publication Date:
- 2019
- Published:
- Pakistan
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11830
- Journal Title:
- Journal of Agricultural Research
- Journal Title Details:
- 57(4) : 289-294
- Notes:
- Online via keyword search of UI Library e-Catalog., Farmer interviews revealed that various forms of agricultural journalism were significant: radio, television, cable network, print media, social media, mobile phone service, and internet websites. Use of some of these was strongly dependent on education level.
5. The Food Factor: Perceptions of the brand
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- 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
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 101(3)
- Notes:
- 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.