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.
23 pages., via online journal., This article presents a case study of two effective interventions promoting 1% low-fat milk consumption. Developed after extensive formative research and use of the 4Ps marketing mix, the first intervention in 2012, 1% Low-Fat Milk Has Perks!, was a multilevel intervention implemented in the Oklahoma City media market (OKCMM), which covers most of the western portion of the state of Oklahoma. The program evaluation was based on a quasi-experimental comparison-group design that compared milk sales in the OKCMM with the Tulsa media market (TMM) supplemented by a pre- and post-intervention telephone survey of Supplemental Nutrition Assistance Program recipients. The program evaluation revealed that 1% milk sales significantly increased 15% from before to after the intervention ended in the OKCMM compared to a smaller increase in the TMM. In 2014, the second intervention, Choose 1% Milk: A Healthy Family Choice, was implemented statewide using three experimental conditions. The intervention resulted in a 42.9% statewide increase in 1% milk sales from before to after the intervention ended. In this article, we describe the use of the marketing mix in the planning, implementation, and summative evaluation of both interventions, including strategic decisions that provide insight into efforts to influence behavior at the population level.
DeRosier, Christopher (author), Sulemana, Iddisah (author), James, Harvey S. Jr. (author), Valdivia, Corinne (author), Folk, William (author), and Smith, Randall D. (author)
Format:
Online journal article
Publication Date:
2015
Published:
SAGE Journals
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 32 Document Number: D10599
19 pages., via online journal., We empirically examine the reporting on biotechnology in Kenyan and international newspapers between 2010 and early 2014. We identify news articles that reported on biotechnology and analyze their use of words to determine whether there is a balance in the reporting of perceived risks and benefits. We also consider how the sources used in news articles and how the publication of the Séralini study of rats fed genetically modified maize affect the balance of reporting of perceived risks and benefits. We find that in Kenyan news reporting, more articles mention perceived benefits than risks, but when risks are mentioned, new articles contain more references to risks than to benefits. We also find that sources affect the reporting of perceived risks and benefits and that the Séralini study increased the likelihood that perceived risks are reported in Kenyan news reporting, but not in international newspapers.
22 pages., via online journal., In 2015, Blue Bell Creameries had its first recall in the company’s history. Blue Bell issued a voluntary recall of all of its ice cream products after Listeria was detected and was linked to 10 illnesses that resulted in three deaths. With the theoretical framework of framing and Situational Crisis Communication Theory, the purpose of this study was to explore how this recall was presented in company press releases and news media coverage to determine what crisis communication strategies Blue Bell implemented and how the media presented that information. This study was a content analysis of 23 press releases from Blue Bell and 68 articles from newspapers. The four crisis response strategies, or postures, used as frames were deny, diminish, rebuild, and bolster. This study also examined sources identified in the articles and the topic areas they discussed. The results indicated Blue Bell’s communication efforts were properly and effectively disseminated through the news media to the public. Blue Bell used accommodative crisis communication postures to restore its reputation. Blue Bell was also commonly found as a source in the news stories, which benefitted the company when communicating about the recall to the public. This study provided an examination of crisis communication strategies and reputation management for organizations related to one specific food recall, which should encourage additional studies of these strategies in food and agricultural industries.
18 pages., Article 6, Via online journal., The discovery of the antibiotic Aureomycin as a growth promotor for the livestock industry was viewed as revolutionary in 1950. The use of antibiotics as growth promoters in livestock, however, has been questioned by health professionals concerned with the role this use might play in the development of antibiotic resistant bacteria. As a public health issue, newspapers have covered this topic since its discovery. Media, such as newspapers, have used frames to discuss the topic over time as new discoveries have occurred, policy changes have been implemented, and food animal production has changed. The purpose of this study was to determine the frames and sources used by national U.S. newspapers when discussing the topic of antibiotic use in livestock and antibiotic resistance. A quantitative content analysis was conducted on three national U.S. newspapers from 1996 – 2017 and found three primary frames were used when discussing antibiotic use in livestock and antibiotic resistance. The content analysis also indicated that over 90% of the news articles contained a scientific source when communicating about this scientific topic. Based on the frames identified some readers are being ill-informed about this topic and could be using this information in their decision making without having all of the facts. Science communicators should prioritize the inclusion of scientific sources in their writing as they communicate about complex, controversial topics.
18 pages, via online journal article, On April 2016, the weekly Farm News cut its ties with veteran freelancer Rick Friday who drew a cartoon that called attention to how much the CEOs of large agricultural corporations are paid. This study examines the determinants of people’s attitudes toward Mr. Friday’s firing. Using data gathered from a national online survey of newspaper readers, this study traced the antecedents of these attitudes. While the incident drew strong negative reactions, we found that public attitudes were strongly mediated by readers’ attitudes toward Big Ag advertisers. That is, those who saw Big Ag in a positive light were more inclined to report less negative attitudes toward the firing. Another factor that influenced public reaction is the way people perceived the relationship between the farm press and their large corporate advertising sponsors. These findings indicated audience awareness of the synergy between content making and profit making in the farm news business, and that readers saw the relationship between big advertisers and the press as not necessarily adversarial. Those in agricultural states tended to see the editorial cartoon and the firing incident as more relevant to their lives than their counterparts in non-agricultural areas. However, the perceived relevance of the editorial cartoon and the firing incident had no bearing on people’s attitudes toward the incident. Implications of the findings on fostering a healthy relationship between farm newspapers, their readers, and the agribusinesses that advertise in them are discussed.
19 pages., via online journal., The rapidly increasing rate of biodiversity and habitat loss across the globe can be largely attributed to human behaviors. Conservation practitioners have struggled to influence behaviors through traditional awareness-raising efforts and been slow to adopt techniques from the behavioral sciences such as social marketing to change behaviors and improve conservation outcomes. We conducted a meta-analysis of 84 social marketing campaigns that applied the same theory of change for human behavior to disrupt patterns of destructive activities such as illegal hunting and overfishing. Questionnaires of more than 20,000 individuals across 18 countries measured changes in behavioral variables pre- and post-campaigns, including knowledge, attitudes, interpersonal communication, behavior intention, and behavior. For each campaign, we extracted data and validated data for behavioral variables, estimated mean effect sizes for each variable across all campaigns, and used path analysis to measure relationships among variables included in seven different models. On average, all behavioral variables increased significantly (p < .001) from 16.1 to 25.0 percentage points following social marketing campaigns. The full model used a combination of all variables and had the highest explained variation in behavior change (71%). Our results highlight the importance of (a) incorporating behavioral theory and social marketing into traditional conservation programs to address threats to biodiversity across the globe; (b) designing interventions that leverage a combination of community knowledge, attitudes, and communication about a behavior; and (c) facilitating more opportunities for interpersonal communication as a main driver of behavior change. We conclude with potential applications for practitioners interested in behavior change campaigns.
13 pages., Article #: 3FEA2, via online journal., A multiple indicators, multiple causes, or MIMIC, modeling framework can be used for analyzing a variety of farmer decision-making situations where multiple outcomes are possible. Example applications include analyses of farmer use of multiple information sources, management practices, or technologies. We applied the framework to analyze use of multiple information sources by beef cattle farmers. We provide measures of how farmer demographics, farm characteristics, and risk attitudes influenced farmer use of information from Extension, producer groups, popular press, the U.S. Department of Agriculture, the Internet, and other farmers. Education and greater willingness to take risk positively influenced information use among the farmers we studied. Our process has implications for broader use within Extension.
19 pages., via online journal., There are about 500 million small-scale farms in low-income countries on the planet. Farmers have been slow to adopt a threefold set of sustainable agronomic practices known as “conservation agriculture” (CA) that have been shown to double productivity. Our study of a novel CA project in Nicaragua, organized based on principles that counter convention, may point to improved ways of understanding and managing sustainable innovations in low-income countries. In particular, by connecting core ideas from the innovation literature to the literature that explores the role of intermediaries such as NGOs, our case study suggests that the efficacy of NGOs to facilitate the adoption of sustainable innovations by small-scale farmers in these settings may be enhanced if NGOs employ non-centrist approaches in order to address the critical uncertainties associated with such innovations. We discuss how our findings contradict some of long-standing arguments in the literature, and their implications for theory and practice.
22 pages., via online journal., Scientists are frequently asked to broadly share their expertise and research with a variety of audiences, beyond typical academic circles in their home disciplines. That could include developing community engagement programs, school outreach, leveraging online social networks, and other activities. The purpose of this study was to examine U.S. agricultural and natural resources (ANR) scientists’ typical science communication channels, their experiences utilizing Twitter for sharing their knowledge, research, and engaging in online public science discussion. Diffusion of Innovations theory and the model of science in-reach versus outreach guided this study. Researchers used a qualitative case study design. Data collection included ANR scientist interviews (n = 8) and application of Internet-based research methods for observing scientists’ Twitter activities. Four themes emerged from the data: 1) academic journals and conferences as scientists’ typical communication channels, yet Extension efforts help to broaden audiences, 2) scientists expected research to be peer-reviewed before public dissemination to combat misinformation and spreading of ‘junk science’, 3) scientists balanced professionalism, personalization, promotion, and Twitter hashtags for engagement, and 4) scientist-identified barriers to using Twitter included lack of time and avoiding heated discussions. Recommendations include revisiting scientists’ job descriptions and expectations for online science engagement. Also, there should be continual development and implementation of science communication training for scientists targeting best Twitter practices, growing followers for outreach beyond academic colleagues and groups, using visuals for online engagement, intentional scheduling for social media, and how to effectively navigate heated online discussions.
14 pages., Via online journal., Green technology is the means of improving towards the rising environmental concern. The implication of green fertilizer technology (GFT) is the need for the modern development of environmentally friendly technology, also to increase the production level among all the agriculture crops. It is especially needed for paddy production, as it has always been considered as an important commodity because it is the main staple food for the nation. Paddy production in Malaysia using GFT allows for sustainable development and boosts the yield. Nevertheless, the adoption rate of GFT is unsatisfactory in most of the developing countries, including in Malaysia. The fact that the cost of production is considerably higher results in low-level perception regarding the adoption of GFT. Hence, the integration of communication and technology factors could become one of the main elements for the further development of the paddy sector in Malaysia. The overall objective of this research study will identify the factors that determine paddy farmer's adoption decision on GFT in Malaysia. To do so, a literature review was compiled on the topic of agriculture innovation-based adoption decision theories such as Diffusion of innovation (DOI), Theory of reasoned action (TRA), Theory of Planned Behavior (TPB) and Technology acceptance model (TAM) and communication channels to study paddy farmers' adoption decision of GFT. The results of the review revealed that this framework highlights adoption as an intricate behavior, interweaving aspects such as communication channels, socio-psychological and innovation attribute considerations. The conceptual framework illuminates the decision towards adoption as a self-motivated process, assumes a composite interaction among groups of variables coming from two different theories. The combination of DOI, TRA, TPB, TAM and communication channels overcome some limitations that arise when the only theory is used to examine the adoption decision among paddy farmers in Malaysia. Correspondingly, there has been limited empirical research done on the decision of adoption toward GFT use among paddy farmers in Malaysia.
7 pages., via online journal., The study was aimed at determining women farmers' agricultural information needs and accessibility, using Apa local government area of Benue State as a case study. A sample size of 70 women farmers was initially taken for the study but only data for 65 respondents were analyzed. Simple random sampling technique was used for the sample selection and questionnaire was used to elicit information from the respondents. Both descriptive and inferential statistics were used for data analysis. The result showed highest information needs in the areas of pesticides and fertilizer applications and improved farm implements. Husbands, fellow women and mass media were the main sources of agricultural information to women farmers and accessibility of information from these sources was relatively high. Age, educational level and income of women farmers showed significant relationships with their accessibility to agricultural information at 5% level of significance. It is recommended that enough information should be provided in the needed areas and women adult literacy and economic empowerment programmes should be given serious attention to enhance their access to needed agricultural information.
8 pages., via online journal., The present study was conducted in Yadgir district of Karnataka to know about the perception of farmers on the ill effects of agro chemicals. One hundred and twenty farmers were interviewed personally with the help of pre-structured schedule. The results revealed that a large number of respondents had perceived delay in ripening (70.83%), less resistance to diseases (76.66 %), through emission of toxic gases (80.83%) and changes in soil organic matter decomposition (80.00%). Cent per cent respondents expressed resistance developed to pesticides by helicoverpa, spodoptera and parthenium and beneficial organisms like earth worms and predators were affected.
Killing of natural enemies by pesticides affect Trichograma (80.00%) and lady bird beetle (75.00%), while handling agro chemicals cent per cent perceived it is going poison human body. The correlation indicates attitude towards chemical fertilizers, extension participation and mass media had shown positive highly significant at 1% level. Regarding factors influencing on agro chemicals land holding and education observe 50.63 per cent of variation. On the other hand farmers were suggested to make the availability of pest resistance variety by majority (83.33%) of the respondents.
12 pages., via online journal., In recent years, there has been extensive investment in e-governance throughout the developing world. Still, little is known about the impact of those investments, partly due to a lack of assessment guidance. In this study modified sustainable livelihood framework approach was used for studying impact of the project on farmers. Before and after data was collected from the registered farmers using recall method to assess the impact of the project on all five types of capital (Natural capital, financial capital, human capital, physical capital and social capital). It was found that after implementation of the project, in the category of natural capital, average production and average sold quantity of rice, wheat, pigeon pea, mustard, and green gram has been significantly increased and in the category of financial capital, respondents’ average family income, earning from agriculture and allied sector and benefit from government schemes has been significantly increased and in the category of human capital, average number of training received by respondents and average number of extension contacts made by respondents has been significantly increased and in the category of physical capital, average storage facility has been increased by respondents and in the category of social capital, average number of meetings attended by respondents in Krishi Gyan Kendra has been significantly increased.
10 pages., ISSN 2241-1925, via online journal., Mass-media plays a very important role in bringing about change in the behavior of users by putting across the useful information, which leads to decision making for adoption of innovation. Among the different Mass-media channels radio and television are becoming popular for farm, home, community and entertainment programmes. This paper discusses the Usage of Mass Media Information Communication Technology among the farming community of Mandya District, Karnataka State, India.
Moyo, Rachel (author), Salawu, Abiodun (author), and Department of Communication, North West University, Private Bag X2046, Mafikeng, 2735, South Africa
Format:
Online journal article
Publication Date:
2019-02
Published:
South Africa: Elsevier
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 151 Document Number: D10129
7 pages., Via online journal., This study is a quantitative survey of communication media preferred by smallholder farmers resettled under the Fast Track Land Reform Programme (FTLRP) in the Gweru district of Zimbabwe. Data were gathered using a questionnaire and simple random sampling. Communication is integral to agricultural development, particularly so in the context of the FTLRP characterized by a dearth of information, education and training, ensued by the discriminatory command agriculture (Murisa and Chikweche, 2015). Farmers' preferences of communicationmedia in receiving agricultural innovations should be prioritised to improve agricultural communication andsubsequently, productivity, which is dire in Zimbabwe in the light of the continuing food insecurity. Thefindingsindicated that farmers prefer media that are stimulating and engaging such as television and demonstrations;convenient such as mobile phones and detailed such as books probably because the majority of them do not have training in agriculture. Demographic variables of age-group and education were found to be associated with communication preferences of some media. The study has implications for agricultural communication media policy. Beyond prioritization of farmers’preferences, a model of a multi-media approach to agricultural communication has been developed, that could widen communication reach if implemented.
14 pages., via online journal., Issue arenas, as places for societal discussions, have recently been studied as an important aspect of organizational environments. While a fundamental part of any issue arena is the distinction between active and passive actors, empirical analyses have mainly focused on active stakeholders. We approach issue arenas as communication networks in which active stakeholders discuss topics and involve passive stakeholders. Based on network theory, we introduce an automated method for mapping these issue arenas on Twitter. In particular, we combine manual coding of active stakeholders, and automated semantic network analysis of addressed, passive stakeholders and their topics of discussion. Empirically, we focus on the issue of bird flu affecting poultry farming in the Netherlands from 2015 to 2017 with a sample of 704 Twitter messages. Instead of pre-defining a set of stakeholders for the analysis, our approach to study communication networks in online settings allows for mapping issue arenas based on the stakeholders that communicate about the topic.
13 pages, via online journal, Purpose: This study examined knowledge sharing mechanisms in coffee IPs and their effect on actor linkages in four districts of Uganda.
Design/methodology/approach: Thirty one respondents from the public and private sector were interviewed using a qualitative approach. Data were analyzed using the Atlas ti qualitative software version 7.5.18 to generate themes for information sources, types and channels. Social network analysis was used to measure the actor centrality positions and influence in the IP network.
Findings: Results revealed seven main categories of actors in the Coffee IPs who shared information on coffee inputs, agronomic practices, processing and markets through three main channels. Level of cohesion was less than 10% which had negative implications on the knowledge flow, trust and collaboration among the actors. Influential positions were occupied by the processors and farmer leaders in IPs in the southern districts of Luwero and Rakai, while nursery operators were most influential in IPs of the western districts of Ntungamo and Bushenyi. Weak linkages within the social networks indicated that initiatives of the actors were fragmented, as each actor acted as an individual detached from the platform activities limiting inter-actor knowledge sharing.
Practical implications: Innovation intermediaries should focus on integrated systemic and innovative approaches to strengthen actor social linkages for knowledge sharing and better platform performance.
Theoretical implications: Actor positions and relationships in innovation networks are critical tenets for fostering knowledge exchange and performance. In an innovation platform, diverse actors are multiple sources for accessing information within a given social and institutional context.
Originality/value: The study contributes to existing debate and knowledge on institutional change in agricultural innovation systems.
4 pages., Article #:3IAW1, via online journal., Scientific literacy is essential for success of youth and adults in the 21st century. In 2017, Oklahoma 4-H Youth Development initiated a fellowship program to address scientific literacy throughout Oklahoma: the STEMist program. Through this program, college students with a background or interest in science are recruited, trained, and sent to teach science workshops to youths at various educational events during the summer months. In its inaugural year, the program reached over 2,000 youths. The program addresses scientific literacy, aids in career readiness, and promotes 4-H to audiences previously unaware of the positive impact it can have on today's young people.
13 pages., Via online journal., This study examined adoption of Information and Communication Technologies (ICTs) by
agricultural science and extension teachers in Abuja, Nigeria. Specifically, the objectives are to:
identify the background and demographic characteristics of agricultural science and extension
teachers in the study area; examine the factors influencing adoption of ICTs by respondents and
determine the challenges or constraints militating against adoption of ICTs by respondents in the
study area. Data were collected from 60 purposively selected agricultural science and extension
teachers in the study area. Data were analyzed using descriptive statistics SPSS 19.0, Likert scale,
t-test and Logit model. Ages, teachers’ experience, access to ICTs were significant factors
influencing adoption of ICTs by respondents at 1% probability level. Teachers’ attitude, teachers’
awareness significantly influences adoption of ICTs by respondents at 5% probability level. Word
processors are perceived useful in setting tests and examination question papers, while, photocopy
machine was perceived ease to use to make copies of teaching materials. Access to appropriate
ICTs equipment and lack of infrastructure such as irregular electricity supply are the major
challenges. The study recommends easy access, awareness and use of ICTs by instructors and
regular supply of electricity to improve and stimulates adoption of ICTs by respondents.
