23 pages., via online journal, Cultured meat has yet to reach store shelves but is nonetheless a growing issue for consumers, producers, and government regulators, many of whom have taken to social media to discuss it. Using a conceptual framework of social cognitive theory and issues management, this qualitative content analysis investigated social-media discourse surrounding the topic of cultured meat in the United States by describing the content of the discussion in late 2018 and identifying individual influencers and communities of influencers engaged in the discussion. Data were collected from Twitter using listening platform Sysomos MAP. The thematic analysis revealed eight themes: legality and marketing, sustainability, acceptance, business, animal concerns, science and technology, health concerns, and timeline, and indicated that conflicting views and questions about cultured meat exist among conversation participants. Top influencers included philanthropists, government officials, journalists and writers, and animal-welfare advocates. These influencers were grouped into four distinct communities based on interactions with each other and other users. The topics identified in the analysis provide insight into ways in which communicators can enter these conversations, and influencer communities represent groups of users whose broad reach could more easily transmit pro-agriculture messages.
15 pages, online journal article, Purpose: This paper examines the attitudes and perceptions of Irish adolescents towards potential careers in dairy farming within the context of generational renewal for a dynamic agri-food sector.
Design/methodology/approach: The lens of occupational choice theory was used to present a framework within which potential careers are considered. A questionnaire-survey was undertaken with 490 Irish adolescents (15–18 yrs).
Findings: While parents have the greatest influence on the career choices of adolescents, there was a positive correlation between studying agricultural science in school and considering an agricultural related career. Adolescent's attitudes towards careers in dairy farming were subject to perceptions about gender, farm ownership, potential income and work-life balance. There was a high degree of openness to gaining work experience on dairy farms.
Practical implications: With an increased interest in agricultural science in second level schools in Ireland, the findings point to opportunities to influence awareness and attitudes of adolescents and their parents about career possibilities in dairy farming and to encourage both familial and non-familiar generational renewal.
Theoretical implications: The paper contributes an understanding of career choices and aspirations in adolescence to add to the growing body of literature on generational renewal in farming.
Originality/value: This paper focuses specifically on dairy farming, providing more detailed information about adolescents’ perceptions of dairy farming careers. The study highlights the positive relationship between studying agricultural science in school and subsequent interest in agricultural related careers. The results indicate that generation renewal in agriculture can be enhanced by giving increased attention to agriculture in school curricula.
25 pages., via online journal., Designers are trained professionals who understand how to effectively visually communicate based on executing principles of design and an understanding of their audience. Within the beef seedstock industry, ad design varies widely in terms of technical effectiveness, but how do those differences affect potential customers? This study tested the effects of seedstock ad’s graphic design on the viewer’s trust and credibility among 561 Angus cattle producers. Our results show the graphic design of a beef seedstock ranch ad promoting an upcoming bull sale did not influence producers’ perceptions of trust and credibility. However, results did reveal better designed ads are positively related to producers’ trust of that brand. We suggest the study results were influenced by a first impression established through the brand description presented to all treatment groups, which illustrates beef seedstock buyers may be more reliant on other informational cues than design to inform their purchasing decisions. Future research is needed to parcel out effects of the brand information relative to the design aspects of the ad.
21 pages., via online journal., Scholars are divided over whether communicating to the public the existence
of scientific consensus on an issue influences public acceptance of the
conclusions represented by that consensus. Here, we examine the
influence of four messages on perception and acceptance of the scientific
consensus on the safety of genetically modified organisms (GMOs): two
messages supporting the idea that there is a consensus that GMOs are safe
for human consumption and two questioning that such a consensus exists.
We found that although participants concluded that the pro-consensus
messages made stronger arguments and were likely to be more
representative of the scientific community’s attitudes, those messages did
not abate participants’ concern about GMOs. In fact, people’s premanipulation attitudes toward GMOs were the strongest predictor of of our outcome variables (i.e. perceived argument strength, post-message GMO
concern, perception of what percent of scientists agree). Thus, the results
of this study do not support the hypothesis that consensus messaging
changes the public’s hearts and minds, and provide more support, instead,
for the strong role of motivated reasoning.
9 pages., Via online journal., Intergenerational environmental communication (IGEC) was examined using pre- and post-survey research after child participation in a groundwater environmental education (EE) program. The EE program increased child knowledge, but did not significantly increase parent knowledge. There was also a significant difference between perceived levels of environmental communication (EC) between child and parent, with parents indicating higher levels of EC than their children. Participants reporting low EC levels had significantly less interest in, concern for, or knowledge about environmental issues. Several key factors initiated IGEC between children and their parents, including saving household money by changing environmental behaviors, exposure to media sources that reported environmental news, and school activities such as homework related to environmental issues. Environmental educators should be cautious when implementing EE programs, as additional considerations are essential to determine what influence, if any, child participants have beyond the classroom. Continued research is needed to increase EC between children and their parents with the hope of improving intergenerational approaches to environmental issues.
