15 pages., via online journal., Water quality is a complex issue and residential fertilizer can be one of the many contributors to poor water quality. Working with residential audiences to help them understand and reduce their impacts on water quality is an important task among many agricultural education and Extension professionals. In order to effectively work with residential audiences, we must first understand what influences their intent to engage in fertilizer best management practices. In this research, we paired the Diffusion of Innovations and Elaboration Likelihood Model to examine the influence of perceptions of an innovation’s characteristics, personal involvement with water, and communication on intent to engage in fertilizer best management practices. The communication was presented to experimental groups as a 35-second video about fertilizer best management practices. Data were collected via a survey instrument and were analyzed using inferential procedures. Four of the five characteristics of innovations significantly influenced intent to engage in fertilizer best management practices among the control group. However, all five characteristics were significant among the entire sample but the influence was less compared to the control group. Involvement increased intent while the video treatments had little effect. The results of the research support existing findings, but also offer areas of new discovery as well as insights for practice and additional study. Future research should examine the repetition of communication as well as different dimensions of involvement.
14 pages, via online journal, Water quality is a complex issue and residential fertilizer can be one of the many contributors to poor water quality. Working with residential audiences to help them understand and reduce their impacts on water quality is an important task among many agricultural education and Extension professionals. In order to effectively work with residential audiences, we must first understand what influences their intent to engage in fertilizer best management practices. In this research, we paired the Diffusion of Innovations and Elaboration Likelihood Model to examine the influence of perceptions of an innovation’s characteristics, personal involvement with water, and communication on intent to engage in fertilizer best management practices. The communication was presented to experimental groups as a 35-second video about fertilizer best management practices. Data were collected via a survey instrument and were analyzed using inferential procedures. Four of the five characteristics of innovations significantly influenced intent to engage in fertilizer best management practices among the control group. However, all five characteristics were significant among the entire sample but the influence was less compared to the control group. Involvement increased intent while the video treatments had little effect. The results of the research support existing findings, but also offer areas of new discovery as well as insights for practice and additional study. Future research should examine the repetition of communication as well as different dimensions of involvement.
10 pages, via online journal, Extension’s ability to purposively develop the capacity of its agents to effectively work with and
lead people is limited by a lack of data that identifies for which competencies agents need training.Interpersonal leadership competencies are widely recognized as important for Extension
professionals and the literature indicates they are linked with job satisfaction, motivation, and
performance. The Borich method was used to identify priority training needs for Extension agents
in Florida within the interpersonal leadership domain. A Principal Component Analysis revealed
the interpersonal leadership competencies could be operationalized into two latent constructs,
conflict management and group leadership. Competencies for which training is most needed were
mostly part of the conflict management construct. The results can be used to intentionally design
professional development programs, improve the state’s competency model, and inform future
research related to conflict in Extension.
Chris Clemons (author), James R. Lindner (author), Bruce Murray (author), Mike P. Cook (author), Brandon Sams (author), and Gwendolyn Williams (author)
Format:
Journal article
Publication Date:
2018-04-15
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 149 Document Number: D10105
Via online issue. Pgs. 283-252, The purpose of the study was to examine the confluence of agricultural literacy, what it means to
be agriculturally literate, and if a gap between agricultural literacy and being agriculturally
literate existed. Two primary research questions framed this study: 1) How do agriculture
professionals define agricultural literacy? 2) What does it mean to be agriculturally literate? While
the terms literacy and literate are often used synonymously they have important and different
meanings. This study used the Delphi Study Technique for determining consensus. The Delphi panel
consisted of engaged agricultural professionals from seven states. These professions represented
a broad spectrum of agricultural careers and experience. Each panel member was recognized as
a leader in his or her field. The findings indicated that participants did not discern a difference
between agricultural literacy and being agriculturally literate in regards to reading, writing, and
speaking about agriculture. This study supports the conclusion that the terms agriculturally literate
and agricultural literacy are used interchangeably. Agricultural professional may not be aware of
the inherent differences between possessing agricultural literacy and being agriculturally literate.
24 pages, The central research question that guided this study was: how does the framing of written content on Facebook influence public perception of information regarding the management of wild horses and burros? This research was conducted using content analysis to examine 136 Facebook posts of six organizations communicating about the wild horse and burro controversy and 8,295 comments made by individuals to the organization’s posts. There were eight major themes that emerged from the data, organized by the interaction of three frames: organization frame, audience frame, and organization-audience interaction frame. Organization frame themes included: organization positionality and its influence on framing posts for emotional appeal and audience action, and organization post style, post frequency, and response frequency and its influence on audience reception of the issued. Audience frame themes included: action-oriented responses, emotional responses, government responses, and management-related responses. Organization-audience interaction frame themes included: the influence of organization comments on audience’s perception of the issue, and misinformation concerns.. These themes provide insight into how organizations and individuals are communicating about the wild horse and burro controversy using social media and illuminate opportunities for further research into social media communications to positively impact agricultural literacy. Recommendations for practice include: supplying necessary information to social media instead of relying on the audience to click links, keeping the perceived-cost and investment of requested audience participation low to encourage activism, and strategic planning regarding the frequency and types of post to maximize audience engagement.
13 pages., While work on agricultural messaging is abundant, the way that audiences form perceptions of messages is not well understood and little research has examined the cognitive effects of image and word associations in an agricultural context. Previous knowledge gap research has shown that socioeconomic status and access to information could be one contributor of perception formation. We propose that these variables could also impact cognitive processing. Therefore, the purpose of this exploratory study was to examine how components of cognitive dissonance and knowledge gap theory apply in the context of a contentious agricultural issue. Data were collected from 1,049 United States’ residents through an online survey with an embedded experimental design. Respondents randomly received one of two image and word association pairings. After viewing the treatment, measures of cognitive conflict, demographics, and desire to learn more were collected. The results showed that the cognitive conflict instrument performed differently in the context of a complex agricultural issue than in prior research. Additionally, the message pairings had a stronger influence on cognitive conflict components than demographic characteristics. Finally, the desire to learn more was impacted by the message treatments. Future research on cognitive conflict and advanced modeling is recommended.
