20 pages., Mass media is the main source of scientific information for most Americans, but inaccuracy of reporting has threatened the public’s understanding of science. Perceived media bias and fake news has also made the public skeptical of the media, and scientists’ perceptions are no different. Because scientists are the most trusted source for scientific information in America, it is important they remain willing to work with the media. This study used the Theory of Planned Behavior (TPB) to explore scientists’ perceptions of working with reporters, including their attitude, subjective norms, behavioral control, and intent to engage with the media in the future. In-depth interviews were conducted with 13 tenure-track faculty at the University of Florida’s Institute of Food and Agricultural Sciences (UF/IFAS) in spring 2018. These participants represented low, moderate, and high communicators. The findings from this study indicated mostly negative attitudes toward reporters due to skepticism in their ability to accurately report science. Behavioral control was also limited due to time and ability constraints, but participants recommended trainings as ways to increase behavioral control. Subjective norms were somewhat mixed, with some positive norms from mentors but perceived negative norms from the public. Despite negative attitudes toward reporters, intent to engage with the media was mixed. However, subjective norms and behavioral control were often discussed as reasons to not engage with reporters. The findings from this study offered recommendations for both practice and research to help foster positive relationships between scientists and reporters.
China: International Agricultural Development Service, Arlington, Virginia.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: Byrnes14a Document Number: C12633
Notes:
Francis C. Byrnes Collection, Pages 27-30 in IADS, Agriculture in China: today and tomorrow. Proceedings of a colloquium in Washington, D.C., August 19-20, 1983. 66 p.
Via Association AGRIDEA., "Learning how small-scale farmers learn from the new technologies exhibited in Mekelle by their peers and by modern workshops and research centres made us realize how little the majority of 'educated' people in agricultural research and development understand what interests the farmers."
AgComm teaching; Paper presented at the Agricultural History Symposium on Science and Technology in Agriculture; 1979; Kansas State University, Manhattan. Delmar Hatesohl Collection., Tracks the information sources used by early agricultural journalists, leading to a contemporary diffusion approach in which farm readers were no longer viewed as "collaborators in agricultural study." They "were to be consumers of information vended by experts." (p. 37)
17 pages, via online journal, The greatest challenge now facing agricultural science is not how to increase production overall but how to enable resource-poor farmers to produce more.
The transfer-of-technology (TOT) model of agricultural research is part of the normal professionalism of agricultural scientists. In this model, scientists largely determine research priorities, develop technologies in controlled conditions, and then hand them over to agricultural extension to transfer to farmers. Although strong structures and incentives sustain this normal professionalism, many now recognise the challenge of its bad fit with the needs and conditions of hundreds of millions of resource-poor farm (RPF) families. In response to this problem, the TOT model has been adapted and extended through multi-disciplinary farming systems research (FSR) and on-farm trials. These responses retain power in the hands of scientists. Information is obtained from farmers and processed and analysed in order to identify what might be good for them. A missing element is methods to encourage and enable resource-poor farmers themselves to meet and work out what they need and want.
Henning, John (author), Hill, Stuart B. (author), MacRae, Rod J. (author), Mehuys, Guy R. (author), and Department of Entomology, Macdonald College of McGill University, Quebec, Canada; department of Agricultural Economics, Macdonald College of McGill University, Quebec, Canada; Department of Renewable Resources, Macdonald College of McGill University, Quebec, Canada; Department of Renewable Resources, Macdonald College of McGill University, Quebec, Canada
Format:
Journal article
Publication Date:
1989
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 94 Document Number: C07261
Brien, John P. (author), Potter, J.N. (author), and Senior Lecturer, Agricultural Extension, University of Sydney; Principal Extension Officer, N.S.W. Department of Agriculture
Format:
Journal article
Publication Date:
1972
Published:
Australia
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 45 Document Number: B05473
cited reference, In 1970 the need for a news and review journal directed towards extension and research workers was assessed by a survey carried out in three areas of Victoria, two of Queensland and one of New South Wales. One hundred and seven completed questionnaires, when analyzed, indicated that there was no real demand or prospective audience for such a journal. It was suggested that circulars dealing with the direct application of research results should be further developed. These should be aimed primarily at extension officers but should be freely available to professional agricultural scientists.
