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.
30 pages., via online journal., Effective communication requires a good message delivered through an effective channel and received by a receptive individual. When that communication is successful, the result is enhanced credibility and trust between the sender and the receiver. Telling the Extension story effectively requires both relevant, credible data to compose a clear message and appropriate communication channels to deliver the message to various audiences. This article describes the approach taken by Florida Extension to gather better statewide data to improve communication about the impact of its Extension work, primarily through the use of infographics. With credible data, and working together, Extension data analysts and communicators can enhance Extension’s reputation, trust, and support with key stakeholders.
Toepfer, Stefan (author), Kuhlmann, Ulrich (author), Kansiime, Monica (author), Onyango Owino, David (author), Tamsin, Davis (author), Cameron, Katherine (author), and Day, Roger (author)
Format:
Online journal article
Publication Date:
2019-04
Published:
Germany: Springer
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 12 Document Number: D10360
4 pages., Via online journal., This is an opinion paper to the perspective paper “The spread of the Fall Army Worm Spodoptera frugiperda in Africa—what should be done next?” from the “Section Plant Protection in the Tropics and Subtropics” at the 61st German Congress of Plant Protection, held at the University of Hohenheim, Germany, on 11 September 2018. It highlights the best approaches in communication, information sharing, and advisory services to raise awareness for fall armyworm detection and area-wide management by farmers.
13 pages., Article # 5FEA2, via online journal., Governmental and nongovernmental actors at different spatial and jurisdictional levels have information that can benefit natural resources management; however, barriers in communication and organizational culture often prevent information sharing and joint endeavors. Bridging entities, such as task forces or working groups, bring together potential stakeholders to pool expertise and stimulate shared learning. Using a network survey, interview data, and meeting minutes, we constructed a case study of task forces convened to stimulate management of the emerald ash borer, an invasive wood-boring beetle. We found that coordinated action among university and county Extension catalyzed bridging through visionary program design and network positioning.
12 pages., via online journal., This descriptive survey research was undertaken to design appropriate programs
for the creation of a positive perception of nanotechnology among their
intended beneficiaries. In order to do that, the factors affecting positive
perceptions were defined. A stratified random sample of 278 science board
members was selected out of 984 researchers who were working in 22 National
Agricultural Research Institutions (NARIs). Data were collected by using a
mailed questionnaire. The descriptive results revealed that more than half
of the respondents had “low” or “very low” familiarity with nanotechnology.
Regression analysis indicated that the perceptions of Iranian NARI Science
Board Members towards nanotechnology were explained by three variables:
the level of their familiarity with emerging applications of nanotechnology in
agriculture, the level of their familiarity with nanotechnology and their work
experiences. The findings of this study can contribute to a better understanding
of the present situation of the development of nanotechnology and the planning
of appropriate programs for creating a positive perception of nanotechnology.
Sellnow, Timothy L. (author), Parker, Jason S. (author), Sellnow, Deanna D. (author), Littlefield, Robert (author), Helsel, Emily M. (author), Getchell, Morgan C. (author), Smith, Julia M. (author), Merrill, Scott C. (author), and University of Central Florida
The Ohio State University
Morehead State University
University of Vermont
Format:
Online journal article
Publication Date:
2017
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 4 Document Number: D10178
17 pages., Via online journal article., Crises, by their nature, demand effectively designed and quickly delivered instructional messages that compel stakeholders to take appropriate actions to protect themselves and their assets. The challenges of crisis communication are intensified in crises involving unanticipated and relatively unknown disease outbreaks with the potential to spread exponentially. This study assesses the communication challenges and opportunities in such volatile crises through an analysis of the Porcine Epidemic Diarrhea virus (PEDv) outbreak that severely threatened the United States pork industry in 2013 and 2014. Interviews were conducted with 13 individuals directly involved in developing and distributing risk and crisis biosecurity messages during the PEDv outbreak. Participants were selected based on affiliation with the National Pork Board, American Association of Swine Veterinarians, university extension, or their swine industry expertise. Four generalizable implications emerged: 1) the advantage of maintaining flexibility in crisis communication planning; 2) the value of audience analysis and message adaptation; 3) the importance of understanding not only what to do, but also why the recommended actions are essential; and 4) the utility of risk/crisis communication and education both prior to and during a crisis event.
24 pages., ISSN: 1712-8277, via online journal., Communication for innovation in agriculture and rural development involves
interactive and multi-stakeholder approaches that mobilize ideas and resources
from the public and private sectors as well as civil society. Digital tools broadly
referred to as Web 2.0 technologies, and in particular, social media such as
Facebook, Twitter, blogs and webinars are allegedly channels of communication
for innovation. These tools potentially offer support for collective learning
processes and co-creation of knowledge. There is little evidence, however, to
substantiate that new media are enabling innovation by and among stakeholders of
agri-food and rural systems. Are diverse agri-food producers, rural entrepreneurs,
scientists or researchers, community-level volunteers and public servants
interacting more effectively in Web 2.0 environments? Are social media
reinventing agri-food and rural information flows? Employing methods of multiple
database searches, review of literature, and content analysis of 50 relevant online
communities this paper identifies emerging issues in the development and use of
social media in the agri-food and rural sectors with an emphasis on data from
Ontario and, to a lesser extent, elsewhere in Canada. Findings suggest that the
uptake of social media is still in an early, exploratory phase associated with modest
opportunities and relevant limitations of Web 2.0 mediated multi-stakeholder
collaboration. Notably, there are gaps in giving and receiving feedback which are
intrinsic to dyadic communication as well as innovation processes. Limitations
identified include (a) conflicting perceptions among stakeholders about the use,
risk, credibility and institutional incentives associated with social media, and (b)
lack of capacity that enables use and development of appropriate social media
applications. The paper concludes by summarizing the importance of autonomous,
user-oriented applications of Web 2.0 tools in agri-food and rural systems.
10 pages., via online journal., Peri-urban environments, where agriculture and urbanization interact, pose unique challenges for soil management. In Miami-Dade County, Florida USA, this interaction is especially important; a population of 2.7 million lives in an urban county with only 6% of the area zoned agriculture. Miami-Dade County is a major producer of tropical fruit and winter vegetables for the U.S., and is located within the Everglades ecosystem. Relatively little information is known about research and extension within peri-urban environments concerning soil health and management. Ethnopedological work has contributed to ethno-scientific knowledge by bridging the communication gap between scientists and locals concerning soil taxonomies, soil health, and soil fertility management. This study explores mental models of farmers and experts, examining the communication gap concerning soil health and food security. Semi-structured interviews were used to collect data from farmers (n = 19) and experts (n = 13). All stakeholders perceived pressures from urbanization as the main barrier to farmers' ability to continue to produce food, maintain their soil health, and contribute to national food security. The mental models of farmers reveal their ability to continue farming depends on their ability to construct and sustain a system—the soil food value chain. In this system, the farmer generates farm capital from a combination of high quality products, lower quality produce, and culls. This farm capital includes value-added products or soil amendments. However, experts did not perceive their responsibility to include maintaining a system, rather, only improving production. Experts' research and extension focused on improving product quality, increasing yield, decreasing cost of production, and minimizing the environmental impact of production. The mental models of farmers suggest research and extension related to building and maintaining the entire soil food value chain would increase the likelihood the farmers would better care for their soil and be profitable. This research contributes to the literature by recognizing the importance of examining the barriers to soil communication between stakeholders, as well as the importance to include examining soil within the larger food system.
10 pages., Article #: v58-1rb1, via online journal., Coalitions are central to Extension's community-based programs. To assess characteristics that support well-functioning coalitions and to support coalitions in which Extension stakeholders participate, we used the Wilder Collaboration Factors Inventory to assess 10 Supplemental Nutrition Assistance Program Education coalitions on the basis of research-tested collaboration success factors. Overall, the 103 coalition members who responded reported strengths related to communication and shared purpose and weaknesses in the areas of resources and process and structure for achieving the coalitions' aims. Our project represents a low-burden method for assessing Extension coalitions to understand the characteristics that are likely to support the achievement of collective goals.
