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2. Consumers' Evaluations of Genetically Modified Food Messages
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Rumble, Joy N. (author), Ruth, Taylor K. (author), and University of Illinois at Urbana-Champaign The Ohio 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: D10235
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(1)
- Notes:
- 20 pages., Via online journal., Consumers are concerned about the risks related to genetically modified (GM) food, and there is a need for agricultural communicators and educators to address those concerns. The purpose of this study was to explore Florida residents’ latitudes of acceptance, rejection, and noncommitment toward GM food messages. The findings from this study can be used to guide communication and education campaigns for GM food. An online survey was distributed to a non-probability sample of 500 Florida residents to fulfill the purpose of the study. The messages that most aligned with the respondents’ views toward GM food discussed how potential risks related to human health had not been adequately investigated and that GM food may be riskier to consume compared to traditional food. The messages that most opposed the respondents’ views were that GM food was safe for consumption and that it caused cancer in humans. People whose views most aligned with the message that GM food caused cancer in humans had the largest latitude of rejection, likely due to their extreme attitude, confirmation bias, and ego-involvement. The largest percentage of respondents accepted messages that aligned with their position but expressed noncommitment to messages that opposed their views. This lack of rejection and indication of alignment with messages related to potential risk and uncertainty indicated Florida consumers were unsure about the effects of GM food. Communicators and educators should acknowledge these concerns when delivering information about GM food to enhance the effectiveness of communication with consumers.
3. Informal Science Engagement via Extension Exhibits: A Pilot Evaluation of Adult State Fairgoers’ Experiences, Attitudes, and Learning at Raising Nebraska
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Loizzo, Jamie (author), Conner, Nathan (author), Cannon, Karen J. (author), Janning, Elizabeth (author), and Rollins, Jeffrey (author)
- 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: D10243
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(1)
- Notes:
- 19 pages, via online journal, Science communication and informal science education collide in the context of Extension state fair exhibits for engaging public audiences in critical agricultural and natural resource issues impacting people’s daily lives. A need exists to employ systematic communication and education theory and techniques to effectively deliver scientific information in informal learning spaces. In an effort to apply and expand systematic instructional design thinking and research in informal science learning, this study piloted a touchscreen iPad survey evaluation (n= 93; ages 19-66) of adult state fairgoers’ demographics, experiences, attitudes, and learning during their visit to a 25,000 square-foot facility featuring an Extension museum-quality exhibit at the Nebraska State Fair in 2016. The exhibit included content such as farmers’ and ranchers’ stories, food security, soil quality, and water flow via natural landscapes and irrigation. Survey results included fairgoers’ demographics and backgrounds, as well as insights into favorite exhibit features, attitudes toward agricultural and environmental issues, and exhibit experience and attitude differences between visitors with agricultural backgrounds versus non-agricultural backgrounds. Results showed respondents were predominantly Caucasian with ties to agriculture, preferred physical and electronic engagement pieces of the exhibit compared to static text panels, and expressed slight changes in attitudes about agriculture with larger shifts in attitudes about the role of science in agriculture. Recommendations include systematically developing Extension informal learning efforts and exhibits such as the one in this study by conducting needs assessments and evaluations, as well as expanding exhibit locations, access, and topics to reach more diverse demographics.
4. Interactive infographics' effect on elaboration in agricultural communication
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Burnet, Erin (author), Holt, Jessica (author), Borron, Abigail (author), and Wojdynski, Bartosz (author)
- Format:
- Online journal article
- Publication Date:
- 2019
- Published:
- New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 78 Document Number: D10815
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(3)
- Notes:
- 14 pages., via online journal., In public health, politics, and advertising, interactive content spurred increased elaboration from audiences that were otherwise least likely to engage with a message. This study sought to examine interactivity as an agricultural communication strategy through the lens of the Elaboration Likelihood Model. Respondents were randomly assigned a static or interactive data visualization concerning the production of peaches and blueberries in Georgia, then asked to list their thoughts in accordance with Petty and Cacioppo’s thought-listing measure. Respondents significantly exhibited higher elaboration with the interactive message as opposed to the static, extending the results of past research in other communication realms to agricultural communication as well. This increase in attitude and cognition encourages agricultural communicators to pursue the use of more interactive elements in their messaging.
5. Should livestock images provide historical reference or modern reality? An examination of the influence of livestock communication on attitude
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Rumble, Joy N. (author), Rogers-Randolph, Tiffany M. (author), Buck, Emily B. (author), and The Ohio State University University of Florida Association for Communication Excellence
- Format:
- Journal article
- Publication Date:
- 2019
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10429
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(2)
- Notes:
- 16 pages., Via online journal., The livestock industry has repeatedly struggled to effectively communicate livestock care and handling practices in order to promote awareness and acceptance. Many consumers still hold on to the historically picturesque view of production agriculture instead of the modern reality. It is necessary for the industry to identify how much is too much to tell or show consumers. Therefore, this study sought to understand the influence of two communication treatments on attitudes toward livestock care and use. Elaboration Likelihood Model (ELM) served as the theoretical framework for this study. A sample of 1,049 respondents was obtained through non-probability sampling. To fulfill the purpose of this study, the development of an online survey was informed by ELM and measured prior beliefs, personal involvement, and knowledge. An experimental treatment, consistent with persuasive communication within ELM, presented respondents with one of two images of cage-free egg laying housing and accompanying text. One image could be described as “historically picturesque” and the other as “modern reality.” Attitude toward livestock care and use was measured after exposure to one of the images. Respondents held favorable prior beliefs, demonstrated neutral involvement, and answered three or less knowledge questions correctly. Respondents exposed to the modern reality treatment displayed slightly lower attitudes than those exposed to the historically picturesque treatment. The results indicated that both prior beliefs and image exposure had a significant impact on attitude, while personal involvement was not found to be significant.