via online journal., The purpose of this study was to identify and describe the nature of corporate positions on animal welfare available on the websites of five meat producing companies in the U.S. The results of the content analysis illustrated that there were common topics among the dialogs the companies were willing to open related to their animal welfare positions. The companies typically took a general approach to animal welfare topics, commonly focusing on their corporate policy and their commitment to animal welfare. While each company focused on a unique combination of topics, companies commonly avoided mentioning more specific and possibly controversial topics and instead chose to focus on big-picture topics such as a commitment to sound animal welfarepractices. Each company used a particular set of frames to couch individual animal welfare messages for consumers. The most common frame led was that the company is an industry leader in animal welfare. Eighteen thematic terms related to livestock production and handling emerged through the content analysis. Of those, animal handling and humane were clearly the most commonly used terms. Future research should include matching these content analysis results with the existing communication strategies of each company, conducting more content analyses on animal protein companies’ other media outlets, as well as further exploring the presence of frames, topics, and terminology in news coverage in comparison to the online messages of animal protein companies.
19 pages, via online journal, Dairy farms pose many hazards to farmers and their employees, including the risk of injury caused by handling animals. On many farms, there is a lack of consistent information and training related to farm safety topics, including stockmanship, or safe animal handling. The purpose of this qualitative research was to explore effective communication strategies that support the application of stockmanship practices and more broadly support health and safety measures and the adoption of new behaviors by farmers and their employees. Research was conducted in three stages via in-depth farm tours and in-person interviews, a qualitative survey, and follow-up phone interviews with dairy farmers. Findings identified four values and moral norms important to dairy farmers and four barriers to implementation of farm safety practices. The research also revealed publications and in-person meetings as key channels of communication and on-farm consultants as important influencers. From the research findings, three major recommendations emerged. These include using a train the trainer educational model, engaging with professionals and encouraging farmer-to-farmer communication, and leveraging digital resources.
pgs. 1-17; Article 3, Via online journal., Audience analysis is a critical skill to forge relationships and develop effective communications. Programs provided by the Cooperative Extension Service must be aware of external and internal audiences to provide relevant information and evoke impacts. Berlo’s (1960) Source-Message-Channel-Receiver Model of Communications guided this formative evaluation of Extension staff, and horse 4-H club volunteer leaders (program facilitators) to expose internal communication tendencies in Arkansas. Findings identified that program facilitators seek horse-related information from a variety of sources, most frequently relying on personal connections and least frequently seeking Extension sources. Program facilitators share a variety of messages and most frequently relay information about deadlines to club members. Messages about recruitment and fundraising were shared least often. Program facilitators described utilizing a variety of personal and electronic channels to share messages with the greatest frequency for in-person communications. Incoming channels were less diverse than outgoing channels and primarily featured email, which program facilitators preferred. Program facilitators are primarily female, aged in their thirties, described lifetime involvement with 4-H and the horse industry, and most frequently reported having less than five years’ experience in their current position. The ground-level perspective of facilitators’ demographics and communication tendencies was evident in results of this study. In application, practitioners must continue to actively seek relationships with audiences, remain cognizant of communication factors, and provide accurate messaging through preferred channels.
