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92. Building engagement in Facebook: A case study with Utah State University Extension
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Kesler, Kenna R. (author), Hall, Kelsey (author), and Spielmaker, Debra (author)
- Format:
- Journal article
- Publication Date:
- 2021-02
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12104
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Vol. 105, Issue 1
- Notes:
- 24 pgs., In order to stay relevant in an online world, Extension must properly use social networking platforms to effectively reach diverse audiences regarding agricultural and natural resource issues. However, few studies have focused on how Extension uses Facebook to effectively accomplish its goal. This study’s purpose was to explore how Utah State University Extension Sustainability uses Facebook to engage followers. The researchers conducted a quantitative content analysis of 504 messages posted to the USU Extension Sustainability Facebook page. Graphics and links were the most common post characteristics used by the organization. Text-only posts and posts containing videos were utilized the least. Food was the most common area of sustainability discussed on the page. Posts containing videos, shared content, or that tagged other Facebook pages in messages experienced statistically significantly higher user engagement than posts without those characteristics. Posts containing hashtags experienced statistically significantly lower engagement. Neutral sentiment appeared in the majority of posts. Additionally, information seeking was the most dominant communicative function among the posts. Neither the type of sentiment nor communicative functions were significantly connected to engagement. Future research should determine changes in knowledge, attitudes, intentions, and behavior as a result of exposure to, and engagement with, the Facebook page. Additionally, a qualitative study determining consumers’ attitudes toward Facebook content can provide a deeper understanding of the audience’s thought processes and content preferences. Page administrators should craft engaging content that builds community among followers.
93. Can anyone hear us? An exploration of echo chambers at a land-grant university
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Ruth, Taylor K. (author), Rumble, Joy N. (author), Galindo-Gonzalez, Sebastian (author), Lundy, Lisa K. (author), Carter, Hannah S. (author), Folta, Kevin M. (author), and University of Illinois at Urbana-Champaign 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: D10430
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(2)
- Notes:
- 24 pages., Via online journal., Faculty at land-grant universities are expected to engage in some form of Extension, or science communication, as part of the land-grant mission. However, critics have claimed these institutions are out of touch with their stakeholders’ needs and faculty mainly communicate with others in academia. This engagement with a homogenous group reflects the concepts of echo chambers, where people are only exposed to information that aligns with their beliefs and current knowledge and discredit opposing information. An explanatory mixed-methods design was used to understand land-grant faculty’s engagement in echo chambers. A survey was distributed to a census of tenure-track faculty in the University of Florida’s Institute of Food and Agricultural Sciences to understand respondents’ engagement in echo chambers. Follow-up interviews were conducted with 13 of the survey respondents to further explore their audiences and channels used in science communication to understand their engagement in echo chambers. Survey results indicated faculty did not necessarily participate in echo chambers, but they also did not contribute to an open communication network. However, the interviews found participants were interested in reaching new audiences yet struggled to communicate with stakeholders. The participants also reported wanting to find alternative channels to peer reviewed journals to help disseminate their work. The findings from this study indicated faculty contributed to a type of echo chamber, but rather than viewing their stakeholders’ opinions as false, they simply did not hear the opinions. Agricultural communicators should work with land-grant faculty administrators to identify appropriate audiences and channels for science communication.
94. Catastrophe and Environmental Restoration: Analyzing the Frames and Sources of Oyster Restoration News Stories
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Brown, Hannah O. (author), Jacobson, Susan K. (author), and Israel, Glenn (author)
- Format:
- Journal article
- Publication Date:
- 2020-12
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12031
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Vol 104, Issue 4
- Notes:
- 22 Pages, Online Public Access, Restoration of oyster habitats is a critical solution to halt the decline of one of the world’s most threatened resources. News coverage about environmental topics, like oyster restoration, is important to local communities that are directly impacted. However, little research has assessed how restoration topics are framed by journalists, nor how environmental disasters may affect framing of news stories for the public. This study employed a longitudinal framing analysis, using the quantity of coverage and social responsibility theories, to examine how coverage of the restoration of oyster ecosystems shifted before, during, and after the BP Deepwater Horizon oil spill. The frames and sources of 763 newspaper articles were assessed, including 18 local newspapers from five U.S. Gulf Coast states and three high-circulation national newspapers. Logistic regression analyses revealed that the occurrence of an environmental catastrophe shifted media focus from environmental frames before the spill to community and economic frames during and after the spill. Stories were dominated by environmental frames (49%) and primarily relied on quotes from resource managers (50%) over all other groups. Local resource users were quoted less than 5% of the time in local articles. Findings provide a foundation for natural resource managers and communication specialists to understand how information about natural resources changes during disasters and reveals the perspectives that are most and least commonly used to frame and define stories about coastal resources and important gaps in coverage.
95. Chalkboards to virtual environments: technology's role in expanding the classroom to provide professional development and education for agricultural communicators
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Murphrey, Theresa Pesl (author), Rutherford, Tracy A. (author), Doerfert, David L. (author), Edgar, Leslie D. (author), Edgar, Don W. (author), and Leggette, Holli (author)
- Format:
- Journal article
- Publication Date:
- 2013
- Published:
- USA: Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE).
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 189 Document Number: D01931
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 97(2) : 23-35
96. Challenges and Motivations of Science Communication: An Administrative Perspective at Land-Grant Universities
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Mcleod-Morrin, Ashley (author), Rumble, Joy (author), and Telg, Ricky (author)
- Format:
- Journal article
- Publication Date:
- unknown
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12303
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Vol. 105, Issue 3
- Notes:
- 18 pages., Interdisciplinary agricultural research centers are becoming more common at land-grant universities. These centers often use an interdisciplinary approach to address complex science issues. As these centers address agricultural issues that impact society, effective science communication is a necessary activity. However, these centers may face unique barriers or opportunities. This study utilized a qualitative approach to identify the barriers and motivations of interdisciplinary agricultural center directors when communicating about science. Participants identified common science communication challenges, such as time and lack of funding. Funding was also identified as a motivation, as well as factors related to the tenure and promotion process. Recommendations from this work include evaluating the public relations and the effectiveness of science communication from these centers. Future research should also examine the financial structure of interdisciplinary centers to better inform best practices.
97. Change and the agricultural communicator : electronic dissemination of extension information
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Beck, Howard W. (author), Cilley, Mary L. (author), and Beck: Department of Agricultural Engineering, University of Florida; Cilley: Department of Agricultural Education and Communication, University of Florida
- Format:
- Journal article
- Publication Date:
- 1994
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C07854
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 78 (1) : 1-10
- Notes:
- James F. Evans Collection, Agricultural communicators are accustomed to acting as change agents. Now communicators face the challenge of dealing with technological changes that are reshaping their own profession. A case history is presented of electronic delivery of Extension information at the University of Florida's Institute of Food and Agricultural Sciences (IFAS). This paper examines the role of the technical communicator within an evolving framework of institutional change. It is seen that tasks traditionally performed by editors and artists are in one sense unchanged, although they are now performed by computers. However, there are new opportunities for communicators, especially in the areas of user interface design and knowledge management, that are made possible by the new computer medium.
98. Changing horses: shifting agricultural experiment station publications from paper to electronic format
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Rodenbaugh, Eric (author), Holcombe, Gloria (author), and Hartman, Amy (author)
- Format:
- Journal article
- Publication Date:
- 2003
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C18741
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 87(1) : 7-26
99. Characteristics of Oklahoma agritourism Facebook posts
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Bowman, Brittany (author), Settle, Quisto (author), Riggs, Angel (author), Tomas, Stacy (author), King, Audrey E.H. (author), and Association for Communication Excellence (ACE)
- Format:
- Online journal article
- Publication Date:
- 2020-02
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11308
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 104(1)
- Notes:
- 22 pages., via online journal, Agritourism is recreational travel for agricultural activities. While it provides many benefits, such as rural development and heritage preservation, many agritourism operators express challenges in marketing their operations. Social media is increasingly common in tourism marketing, but little research exists describing current marketing practices. Quantitative content analysis was used to describe 174 Oklahoma agritourism operations’ Facebook page activity in June 2018. Original posts created by the agritourism operations and community posts created by the general public had similar amounts of public interaction. Post interactions were not related to post length, and original post interactions were also not related to overall page likes. Live videos and traditional posts received the most interaction amongst types of original posts. Facebook event posts made by the agritourism operation received more public interaction than event posts made by the general public. Agritourism operators should focus on quality over quantity of information and be wary of creating posts in an “echo chamber” as only a small proportion of a large page following interact with posts. Marketing practitioners should avoid providing one-size-fits-all advice in Facebook marketing, as there was a large variety of Facebook activity observed. Future research should more specifically describe content of posts and consider perspectives of agritourism operators and visitors towards current Facebook marketing strategies.
100. Characteristics, educational preparation, and membership in professional organizations of agricultural communicators
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Buck, Cheryl A. (author), Paulson, Curtis E. (author), and Agricultural Communication at the Ohio State University
- Format:
- Journal article
- Publication Date:
- 1995
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 100 Document Number: C08445
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 79 (2) : 1-14
- Notes:
- search through journal, As the profession of agricultural communication continues to develop and refine its mission in society, we must relate this mission to our academic programs. Therefore, we must continually examine the profession where our graduates will find professional positions. By doing so, we continually refine our programs for academic content, gain new knowledge to realistically advise our students, and therefore produce graduates who will meet the expectations of our profession. This article looks at selected characteristics of practicing agricultural communication professionals from six professional organizations and give insights into concepts we must consider as we plan our academic programs and advise our students. (original)