Norris-Parish, Shannon L. (author), Leggette, Holli R. (author), Pesl Murphy, Theresa (author), Parrella, Jean A. (author), Richburg, Audra (author), and Herring, Andy D. (author)
Format:
Journal article
Publication Date:
2024-01-12
Published:
UK: Oxford University Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 208 Document Number: D13252
9 pages, Animal scientists face an increasing need to communicate with the lay public because of the public’s interest in the origin and production of animal-sourced foods. Consumers’ increased interest infers a critical need for effective communication skills among animal science graduates. Effective communication skills are mandatory if students are to explain scientific information and mitigate misinformation about livestock production. The purpose of our study was to investigate the communication styles and communication effectiveness of upper-level animal science students enrolled in a beef cattle production and management course at Texas A&M University across five semesters (N = 241; spring 2018 = 61, summer 2018 = 15, Fall 2018 = 54, spring 2019 = 55, and fall 2019 = 56). Male animal science students (n = 25; 32.9%) preferred assertive and direct communication (a driver communication style) and female students (n = 32; 19.4%) preferred collaborative and accommodating communication (an amiable communication style). Students were moderately experienced with beef cattle production (M = 3.09, SD = 1.07) before enrolling in the course; however, former beef cattle experiences did not influence their preferred communication style [F(10, 230) = 0.36, P = 0.96]. Researchers also observed students’ communication skills during an end-of-semester beef cattle production and management project presentation and identified strengths and weaknesses. Students demonstrated strong, in-depth animal industry knowledge, an ability to connect beef production techniques to management success, and critical thinking skills when answering questions. Oral communication skills warranting improvement included integrating visual aids and/or visual slides to support findings, using improved stage presence and confidence, and sharing responsibilities when presenting as a team. Finally, completion of a supplemental communication training module, intended to develop oral communication skills, significantly improved [F(1, 55) = 4.16, P = 0.046] students’ beef cattle production and management project presentation scores. As students become aware of their communication preferences and tendencies, they become equipped to adjust their communication practices and techniques when needed. Through this study, we gained insight into students’ communication tendencies and skills, which can be used to provide curricular recommendations and enhance students’ workforce readiness.
19 pages, Previous scholarship suggests that elite media have tended to pay little attention to the adverse environmental impacts associated with meat consumption and production. Through content analysis of 116 articles from 2019, published on eight popular online news sites consumed by a wide range of demographics in the UK, including lower-income groups (the sector most likely to eat meat), we identify common anti-meat and pro-meat environmental narratives, solutions and recommendations, and the dominant sentiment towards both meat consumption and production. We observed a significantly greater presence of anti-meat consumption and/or production narratives than pro-meat. Over half the articles showed anti-meat consumption sentiment, with only 5% predominately in favour. 10% were against unspecified or industrial production practices, 28% were against industrial-scale farming but supported sustainable methods; and none were entirely in favour of the meat industry. These findings are reflected in the dominant recommendation, present in over 60% of articles, to eat less meat. Our results add substantially to previous media research, particularly showing the increased volume of coverage of the meat-environment nexus, varying levels of contestation around meat eating, and the division of responsibility between consumers and industry.
9 pages, Sheep meat is an essential element within the multicultural mosaic of Mexican agri-food traditions. A total of 332 consumers were surveyed face-to-face in restaurants specializing in selling traditional sheep meat products. Our results showed that consumers could be segmented based on their perceptions, habits, and preferences towards sheep meat. For consumers, sheep meat is perceived as food with unique sensory attributes, coming from healthier animals than other species and traditional characters. Their willingness to pay extra is subject to the guarantee that the meat is safe, free of hormones and antibiotics, and to a lesser extent, certified organic. The multivariate analysis suggested three clusters or consumer profiles named passive, wholehearted, and deep-rooted, which explained the associations among attitudes, some demographic variables, and consumption frequency. The nascent national sheep meat industry needs to consider these concerns in developing marketing and trust strategies to attract, maintain, and build loyalty among Mexican consumers.
