Interviewed scientists express tolerance of lay views and reference their own lay experience while minimizing the scientific value of lay views as scientists. Authors identify a "superior capacity" model that "seems to serve interviewed scientists rather well; they retain their scientific autonomy without contradicting the assumption of funding agencies and others that laypeople have salient knowledge."
Interviews with animal rights advocates prompt author to suggest that a satisfactory resolution of the debate over the use of animals can only emerge in an atmosphere of respect, communication and mutual understanding rather than through the "argumentation is war" model.
19 pages., via online journal article, Best management practices (BMPs) are suggested practices that help agricultural producers optimize production while reducing pollution, soil erosion, and other environmental impacts. Many audiences, including scientists and policy makers, have expressed disappointment at the current level of BMP use. Elaboration likelihood model (ELM) is used to understand how people process messages. ELM states that people can process messages either centrally or peripherally. This study sought to understand how producers processed information related to BMP adoption in grazing systems. Researchers conducted qualitative, in-depth interviews with 42 beef-cattle producers in Kansas and Oklahoma. It was found producers process information both centrally and peripherally, more specifically through past experiences and visual observations. This study suggests that when promoting BMPs, communicators should use visual cues to help producers process information. More importantly communicators should utilize strategies that encourage producers to reflect on past experiences to promote central processing.
Sandman, Peter M. (author), Salomone, Kandice L. (author / Rutgers University), Greenberg, Michael R. (author / Rutgers University), and Sachsman, David B. (author / California State University)
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: Byrnes7 Document Number: C12121
