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.
Shaw, Kelsey (author), Meyers, Courtney (author), Irlbeck, Erica (author), Doerfert, David (author), Abrams, Katie (author), and Morgan, Chris (author)
Format:
Journal article
Publication Date:
2015
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 141 Document Number: D06139
14 pages., via online journal, With shifting demographics of agricultural professionals, online educational resources present opportunities for Extension and other natural resources faculty and personnel to use various tools for supporting agricultural producers in the 21st century using more modern technology. Traditionally, Agriculture and Natural Resource (ANR) Extension programming has used a variety of hands-on methods for teaching new, more sustainable farming practices, such as on-farm field days, workshops, farm visits, and demonstrations. While these traditional teaching methods are preferred among farmers, online support tools play a critical role in the overall decision-making process for farmers who are considering making changes to their current farming practices. Online educational resources, with mobile-friendly versions, can be used to assist Extension and Natural Resource Conservation Service (NRCS) agents meet the needs of their clients using more modern forms of technology, whether from the office or on-farm. This study employed two focus group discussions with Extension and NRCS agents and university faculty members to evaluate the usability of a cover crop website that could be used as a support tool for a variety of agricultural professionals. Four themes emerged from this study with reference to a simple, clean appearance; efficient browsing; process-thinking design; and mobile- friendly. This research will be used to inform the continued development of website tools to benefit farmers, producers, agents, and other stakeholders.
Meyers, Courtney (author), Shaw, Kelsey (author), Irlbeck, Erica (author), Doerfert, David (author), Abrams, Katie (author), and Morgan, Chris (author)
Format:
Journal article
Publication Date:
2015
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 151 Document Number: D06780
19 pgs., When it comes to food, consumers are increasingly concerned with the welfare of the livestock used to produce it. To display transparency and build trust with patrons, businesses such as The Maschhoffs, a pork production company, have created online tools to answer questions about production processes. This study implemented eye tracking and survey methodologies to attain insight regarding the visual attention of website visitors. While results revealed no discernable pattern of navigation among respondents, the findings illustrated a sector of the pork industry consumers expressed interest in was the breed-to-wean section of the farm. Researchers encourage agricultural communicators to develop messaging surrounding this specific process to continue building trust with consumer audiences as well as make recommendations for utilizing eye tracking to assess visual attention to websites.
