Masiclat, Steven (author), Scherer, Clifford W. (author), and Scherer: Associate Professor of Communication and Departmental Extension Leader, Department of Communication, Cornell University; Masiclat: Graduate Student, Department of Communication, Cornell University
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 79 Document Number: C04536
20 pages., Mass media is the main source of scientific information for most Americans, but inaccuracy of reporting has threatened the public’s understanding of science. Perceived media bias and fake news has also made the public skeptical of the media, and scientists’ perceptions are no different. Because scientists are the most trusted source for scientific information in America, it is important they remain willing to work with the media. This study used the Theory of Planned Behavior (TPB) to explore scientists’ perceptions of working with reporters, including their attitude, subjective norms, behavioral control, and intent to engage with the media in the future. In-depth interviews were conducted with 13 tenure-track faculty at the University of Florida’s Institute of Food and Agricultural Sciences (UF/IFAS) in spring 2018. These participants represented low, moderate, and high communicators. The findings from this study indicated mostly negative attitudes toward reporters due to skepticism in their ability to accurately report science. Behavioral control was also limited due to time and ability constraints, but participants recommended trainings as ways to increase behavioral control. Subjective norms were somewhat mixed, with some positive norms from mentors but perceived negative norms from the public. Despite negative attitudes toward reporters, intent to engage with the media was mixed. However, subjective norms and behavioral control were often discussed as reasons to not engage with reporters. The findings from this study offered recommendations for both practice and research to help foster positive relationships between scientists and reporters.
20 pages; Article 3, via online journal, Student-run publications, including newsrooms and similar agency-style work achieve the curricular goal of experiential learning (Roberts, 2006) for university agricultural communication students. Gaining a journalistic skillset in the classroom is richly supplemented with experiencing real-world and authentic agency immersion to reveal to students the genuine characteristics of a workplace. The purpose of this study was to use Q methodology to evaluate a real-world, out-of-class-but-supervised newsroom producing publications for the State FFA Convention. Fifteen undergraduate students who were immersed in this three-day program in which students publish original work to disseminate information to FFA participants and the public participated in the study at the end of the newsroom experience. With a concourse sampled along four dimensions of growth and development (Author, 2014), a Q set of 36 statements was sorted. In addition to the Q sorts, comments gathered from the students at the last session assisted in the interpretation of data. Post-sort interviews were conducted with exemplar sorters. Data were analyzed using principal components and varimax rotation and interpreted to show three ways the newsroom was experienced by the university students. The Supervisors honed managerial skills while working as colleagues with faculty supervisors. The Contented Staff valued the education gained from the experience and recognized the practical application of the communications-based skill-set. The Stressed Staff had insecurities and physical discomfort during the work and living in the city. Implications for program development, classroom instruction, and field experience assessment will be discussed.
