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2. #TransformFFA: an analysis of social media content during the 2016 national FFA convention
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Rogers-Randolph, Tiffany M. (author), Lundy, Lisa K. (author), Harsh, Jessica L. (author), and Rabon, Raychel (author)
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09222
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 102(1) Article7
3. A content analysis of Extension's presence on 1890 Land-Grand University websites
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Steede, Garrett M. (author), Fischer, Laura (author), Meyer, Diane C. (author), and Meyers, Courtney (author)
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09217
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 102(1) Article 2
4. A sentiment and content analysis of twitter content regarding the use of antibiotics in livestock
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Garrett M. Steede (author), Courtney Meyers (author), Nan Li (author), Erica Irlbeck (author), Sherice Gearhart (author), and Texas Tech University; University of Minnesota - Twin Cities
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 149 Document Number: D10103
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 102(4)
- Notes:
- Article 4; pgs. 1-16, On January 1, 2017, the final rule of the Veterinary Feed Directive (VFD) was put into place requiring antibiotics approved for both humans and animals to be discontinued for growth promotion. This change was brought on by the role growth promoters in livestock production play in the development of antibiotic resistance. Antibiotic resistance increases the costs associated with human health care by increasing the length of stays in the hospital and requiring more intensive medical care for patients. The purpose of this study was to explore sentiment and characteristics of social media content and the characteristics of the key influencers whose opinions had the greatest amount of reach on social media in regard to antibiotic use in livestock and antibiotic resistance. Nuvi, a social media monitoring program, provided sentiment for each tweet and coded 64.8% of the content (n = 129) as negative compared to 38.2% (n = 76) humans coded as negative. The contrast between human coders and Nuvi indicates there could be discrepancies between how Nuvi codes content and the way a human might interpret the content. No key influencer discussed antibiotic use in livestock positively. Findings suggest agricultural communicators should not rely completely on the output from sentiment analysis programs to evaluate how the public discusses issues related to agriculture, particularly controversial issues. Further, agricultural communications practitioners should prioritize monitoring the content shared by key influencers in an effort to better understand the content being shared by the most influential users. Recommendations for future research are provided.
5. Agricultural communicators' use of mobile devices and social media in the USA
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Hawley, John L (author), Hall, Kelsey (author), and Chowdhury, Ataharul (author)
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- USA: Australasia-Pacific Extension Network (APEN)
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 124 Document Number: D11207
- Journal Title:
- Rural Extension and Innovation Systems Journal
- Journal Title Details:
- 14(1) : 101-109
- Notes:
- The article reports findings of a media-use survey conducted among agricultural communicators attending a meeting of the National Association of Farm Broadcasting. A majority of respondents reported using a variety of social media for work, with smartphones being the most common device used. Among other recommendations, authors suggested that respondents should continue to use Facebook and Twitter to engage their stakeholder groups in conversations about agriculture. The survey identified stakeholder groups of the communicator respondents.
6. Agricultural research using social media data
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Zipper, Samuel C. (author)
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 198 Document Number: D09678
- Journal Title:
- Agronomy Journal
- Journal Title Details:
- 110 : 349-358
7. Being "socially" acceptable to co-op audiences
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Format:
- Journal article
- Publication Date:
- 2018-05
- Published:
- Cooperative Communicators Association, Bellefonte, Pennsylvania.
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 172 Document Number: D09417
- Journal Title:
- CCA Communique
- Journal Title Details:
- : 11-12
8. Closing the extension gap: Information and communication technology in sustainable agriculture
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Lubell, Mark (author), McRoberts, Neil (author), and University of California, Davis
- Format:
- Journal article
- Publication Date:
- 2018-10
- Published:
- Richmond, CA: University of California, Oakland, Division of Agriculture & Natural Resources
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10260
- Journal Title:
- California Agriculture
- Journal Title Details:
- 74(4) : 236-242
- Notes:
- 7 pages., As the information revolution sweeps through the agricultural sector, extension professionals may be lagging behind their clients in the use of information and communication technology (ICT) such as social media, which could be a valuable tool for outreach and education. We surveyed sustainable agriculture stakeholders in California - extension professionals, county agricultural commissioners, and members of farm bureaus and producer groups - to measure their ICT behavior and attitudes. Drawing on diffusion of innovation theory, we characterized the innovation attributes of ICT that may influence the adoption and use of new technology among extension professionals. We also studied their demographic characteristics to establish whether there was a connection with ICT use. The main perceived benefit of ICT was that it can quickly reach larger, more diverse and more distant audiences. The perceived challenges included lack of professional support, the potential for misinformation on social media platforms, and the time requirements and technical complexity of technology use. Extension professionals experienced these challenges more than other sustainable agriculture stakeholders, creating a technology gap between extension professionals and their clientele. An ICT community of practice and clear organizational guidelines for measuring and reporting performance relating to ICT might help extension professionals dose the gap.
9. Comparison of extension personnel and supervisor perceptions of communications activities
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Bowman, Brittany (author), Settle, Quisto (author), North, Elizabeth Gregory (author), Lewis, Kerri Collins (author), and Oklahoma State University Mississippi State University
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10159
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 102(4)
- Notes:
- 18 pages, via online journal, Extension is often called the “best-kept secret” having low awareness with the public but high satisfaction with clientele. Extension services nationwide have faced budget cuts, creating a need for the organization to re-evaluate its activities, including how it communicates with its stakeholders. While Extension personnel are the ones who will do most of the communicating, their supervisors impact the personnel’s actions, which means it is important to assess both groups. A survey was conducted with Extension personnel and their supervisors in Mississippi assessing engagement in communications activities and perceptions of those activities, as well as personnel’s preference of professional development activities. Personnel reported higher use, comfort, and importance of more traditional (e.g. making a speech) and written activities (e.g. writing a promotional handout) than media-relations activities (e.g. being interviewed for TV), social media-related activities (e.g. managing a Twitter account), and visual communication activities (e.g. graphic design). Supervisors perceived individual communications activities as less important overall than personnel did, and although supervisor and communication scores for use and comfort/capability were similar for most communication activities, there were noticeable exceptions. Additionally, personnel preferred professional development activities that were hands-on or showing the activities first-hand (e.g. demonstrations and field days). Future research should be expanded to other states, conducted in a case study format to study specific relationships, and involve qualitative components. Extension should ensure clear supervisor-communication dialogue on prioritizing communication activities, provide training on communication activities with low use and comfort, and utilize early innovators who are comfortable using newer communication activities.
10. Customer experience with farmers' markets: what hashtags can reveal
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Pilai, Ladislav (author), Balcarova, Tereza (author), Rojik, Stanislav (author), Ticha, Ivana (author), and Polakova, Jana (author)
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- International
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 12 Document Number: D10413
- Journal Title:
- International Food and Agribusiness Management Review
- Journal Title Details:
- 21(6) : 754-770
- Notes:
- Social media networks are increasing in popularity and have been integrated into many aspects of daily life. Analysis of the ways in which individuals use social media is important for understanding social, cultural, and environmental issues. This study examines experiences of farmers’ market customers through their self- expression on social networks. Contributions to the Instagram social network based on the #farmersmarket hashtag were gathered on a single day, yielding 19,398 contributions created by 13,862 users. Six major linked hashtags were identified (#Organic, #Fresh, #Food, #Local, #Vegan, and #Healthy), providing key indicators of the characteristics of farmers’ markets that are valued by customers. Four customer segments were identified: Product Oriented, Emotional Oriented, Social Oriented, and Product-Social Oriented, with strong interconnections identified between these communities. The results of this study provide insights into consumer values and behaviors in the farmers’ market context and will be of practical use for future marketing and management.
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