19pgs, New communication methods and technology continue to emerge and evolve – as do societal trends – making it paramount that Extension professionals stay abreast with the preferred communication channels of potential clientele. By being aware of clients’ preferred communication channels, Extension professionals can increase the number of participants who benefit from their work while also improving the quality of the message being delivered. The present study examined the preferred communication channels of potential Extension clientele specifically when gathering information regarding their community. Specifically, a non-probability opt-in sampling procedure was employed whereby respondent (N = 3,347) communication channel preferences were analyzed from an audience segmentation and uses and gratifications perspective. Overall, the results indicated the most effective channels through which to reach potential Extension clientele under 50 years of age is through the internet and social media, while word of mouth and newspaper are preferred channels for those 50 and over. However, the results of the study indicate there are a variety of potential communication channels with varying degrees of preference among different audiences. Using study results as a starting point to inform communication channel strategy may help to Extension professionals ensure the correct message is provided to the correct audience via the correct channel.
18pgs, The novel coronavirus was first discovered in Wuhan, China in December 2019. This zoonotic disease quickly spread through over 100 countries, including the U.S. The World Health Organization (WHO) declared a global health emergency by the end of January 2020. Soon after, many U.S. states issued mandatory stay-at-home orders, which caused adverse effects for agricultural businesses and food supply chains. During this crisis, the Centers for Disease Control and Prevention (CDC) shared information through social media platforms such as Facebook. This study sought to understand how the CDC framed direct communication to the public about issues related to COVID-19 using Facebook videos. Five videos directly related to COVID-19 were selected from the CDC’s Facebook page for analysis. A content and framing analysis was used to determine emergent frames and the use of organization-public relationship (OPR) indicators to better understand how a public entity communicates with the public during a pandemic. Emergent frames were community, protecting yourself, encouragement to take action, understanding, and fear. A conversational tone of voice was used in four out of the five videos, and each video demonstrated the use of at least one OPR indicator. Implications from this work reinforce that Facebook videos can be used to communicate the importance of scientific information using conversational voice and OPR indicators. It is recommended that agricultural communicators include OPR indicators in social media videos during other similar zoonotic disease crises. Future research should seek to understand the public’s response to this type of scientific communication.
17 pages, Traditionally, dietary choices are formed through socialization, social norms and the social environment, while news media seemed to have little impact on people’s diets. This article explores whether today’s news media consumption and in particular consuming and sharing information about food on social media are associated with following a vegetarian or vegan diet. The data come from a tailor-made survey carried out in Hamburg, Germany, in 2018 (N = 1,214). Making use of probit regression with multiple equations, we analyse the associations between vegetarianism and individual news consumption, having vegetarians in the social environment, and communicating about food, controlling for individual and family characteristics. We find that both regular news consumption via social media and having vegetarian friends or family members is associated with pursuing a vegetarian diet. Moreover, news consumption via social media comes with increased communication about food, suggesting high relevance of social media for pursuing a vegetarian diet.
18 pages, The purpose of this study was to assess the knowledge level of farmers on basic computer literacy, social media use, and to explore which social and demographic factors affected their knowledge capacity. The study had a final sample of 176 participants from the northern, southern and central regions of Trinidad and Tobago. A survey instrument comprising of 14 multiple-choice questions with one accurate response was developed to decrease bias of farmers randomly selecting the accurate response. The questions addressed knowledge on basic computer and social media literacy. Analysis was conducted using one-way ANOVA with post-hoc testing. Results indicated that there were significant differences in farmers’ performance in the knowledge test based on characteristics such as age, education, and household use of social media and the internet. Based on the findings, minimal training in computer and social media literacy did not impede the farmers’ use of the computer or social media. These discoveries highlight the potential of extension programs using the internet and social media applications to improve communication efficiency among agricultural stakeholders within farming communities.
5 pages, Social media usage has precipitated changes in Cooperative Extension’s delivery of programs to amplify involvement with selected audiences and it is important that we craft relevant content for a variety of audiences. Current research tells us that social media and related content can enrich education and can create broader audiences for programming. Resources like blogs, podcasts, and geofilters have shown to be received positively by a wide range of audiences and have created greater rates of engagement.
Yet, one platform that has received limited attention is TikTok, perhaps due to TikTok’s mixed reviews in educational systems. With current trends showing that 48% of 18-29 year olds are using the app, we believe that TikTok has great potential for connecting audiences with research-based information and engaging previously unreached communities.
7 pages, The study was carried out to investigate the use of New media for communication among extension agents and farmers in Oyo State, Nigeria. Forty Extension agents and eighty farmers were randomly selected. Data collected were subjected to descriptive analysis using frequencies and percentage. Majority of extension agents (90.0%) were aware of Social Media. Farmers (97.5%) were aware of Agricultural websites. Extension agents (85.0%) have access to Agricultural Blogs, farmers (87.5%) have access Agricultural Websites. Extension agents also have high access (75.0%) to New media and farmers have high access (67.5%) to New media. Majority of Extension agents in the study area have a benefit derived from the use of New media as to enhance their job commitments. Farmers have the benefits derived from the use of New media as it saves time and money. Majority of Extension agents in the study area used new media to source for information on farmers’ livelihood and possible ways of improving their living standards. Extension agents (55%) and also farmers (60.0%) have high level of use of new media. It is recommended that Extension agencies should organize in-service training for the staff on skill acquisition and importance of New media use in sourcing and disseminating innovation and also the Nigerian government should address the problem of using the New media in agricultural and rural development via focusing on providing broadband connectivity and a content centric development approach particularly in the rural areas.
