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12. Agricultural opinion leader communication channel preferences: an empirical analysis of participants of agricultural and natural resource leadership development programs
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Lamm, Kevan W. (author), Rumble, Joy N. (author), Carter, Hannah S. (author), and Lamm, Alexa J. (author)
- Format:
- Journal article
- Publication Date:
- 2016
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 114 Document Number: D11039
- Journal Title:
- Journal of Agricultural Education
- Journal Title Details:
- 57(1) 91-105
- Notes:
- Focus on the most effective means of communicating with opinion leaders. In this study, respondents were asked to indicate whether they were interested in interacting with alumni of leadership development programs through a list of eight potential communication channels.
13. Integrating personal involvement, goal orientation, and characteristics of innovations to inform fertilizer best practice video communications
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Warner, Laura A. (author), Rumble, Joy N. (author), and Rogers-Randolph, Tiffany (author)
- Format:
- Online journal article
- Publication Date:
- 2019-11-03
- Published:
- United States: American Association for Agricultural Education
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 121 Document Number: D11059
- Journal Title:
- Journal of Agricultural Education
- Journal Title Details:
- 60(3) : 47-61
- Notes:
- 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.
14. Do they believe they can communicate? Assessing college students’ perceived ability to communicate about agricultural sciences
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Norris, Shannon L. (author), Murphrey, Theresa Pesl (author), and Leggette, Holli R. (author)
- Format:
- Online journal article
- Publication Date:
- 2019
- Published:
- The American Association for Agricultural Education
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 121 Document Number: D11117
- Journal Title:
- Journal of Agricultural Education
- Journal Title Details:
- 60(4): 53-70
- Notes:
- 18 pages., via online journal., Meeting the demands of a proficient scientific workforce depends on students’ communication skill preparation. To describe students’ self-perceptions of their communication skills, we surveyed 315 students in Texas A&M University’s College of Agriculture and Life Sciences. Participants noted they were most proficient in their ability to listen effectively and least proficient in asking effective questions. Each communication skill characteristic showed a statistically significant difference before and after college engagement, but we found no statistically significant difference in the overall communication scores of students. Therefore, we recommend: 1) interviewing employers to understand their perceptions of entry-level employees; 2) investigating when students transition from false sense of confidence to actual confidence; 3) conducting a longitudinal study to investigate students’ perceptions of communication skills throughout their college experience; 4) evaluating faculty’s communication teaching methods across disciplines; and 5) investigating the influence of self-reflection on students’ attained communication skills. Conducting such studies could lead to stronger connections between the academy and the industry, especially as faculty strive to align their teaching with needs of the industry.
15. Identifying Generational Differences to Target Extension Programming when Discussing Genetic Modification
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Beattie, Peyton (author), Lamm, Alexa J. (author), Rumble, Joy N. (author), and Ellis, Jason D. (author)
- Format:
- Online journal article
- Publication Date:
- 2018
- Published:
- United States: The American Association for Agricultural Education
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11320
- Journal Title:
- Journal of Agricultural Education
- Journal Title Details:
- 59(3) : 154-168
- Notes:
- 15 pages., via online journal, Genetic modification (GM) science has received considerable pushback from consumers despite the research finding GM products are safe for consumption. This may be partly due to the disconnect between consumers and farms since most consumers are disconnected from the farm by at least three generations. The largest consumer population is composed of millennials, which is the generation furthest removed from the farm which may mean they need to be educated differently about GM science than other generations. The purpose of this research was to determine if there were generational differences regarding the perceived attributes of GM science to inform the development of extension programs designed to educate consumers about GM science. A survey was used to collect consumers’ perceptions of GM science. The respondents were grouped into generational classifications and perceptions between groups were compared. The findings revealed generations do perceived GM science differently and extension programs should be designed for specific generational audiences.
16. Extension Organizational Strengths: A Delphi Analysis
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Lamm, Keven (author), Randall, Nekeisha (author), Lamm, Alexa (author), and Sapp, Rochelle (author)
- Format:
- Journal article
- Publication Date:
- 2021-05-01
- Published:
- United States: American Association for Agricultural Education
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12202
- Journal Title:
- Journal of Agricultural Education
- Journal Title Details:
- Volume 62 - Number 2 - 2021
- Notes:
- Sharing the importance of agriculture, agricultural education, and programmatic efforts through Extension is vital to ensuring policy makers and the general public understand the need for supporting the overall agricultural industry. However, communicatingsuch importance can be challenging without accurate, evidence-based language to describe what makes agricultural initiatives unique and effective. Furthermore, having knowledge of the unique strengths of Extension builds a foundation of resources agricultural staff can use in problem-solving, communication, and education techniques. A Delphi study was conducted to research the unique strengths of University of GeorgiaExtension in an effort to better educate and communicate with local and state stakeholders. Findings resulted in 11 strengths that gained 100% agreement from research respondents. Six thematic categories covering all agreed-upon strengths document strengths in an explicit way that can also help with internal communication and education effortswithin the Extension organization.
17. A social-ecological resilience perspective for the social sciences of agriculture, food, and natural resources
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Pauley, Catlin M. (author), McKim, Aaron J. (author), and Hodbod, Jennifer (author)
- Format:
- Journal article
- Publication Date:
- 2019-05
- Published:
- United States: American Association for Agricultural Education
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12239
- Journal Title:
- Journal of Agricultural Education
- Journal Title Details:
- v60 n4
- Notes:
- 17 pages, Scholarship within the social sciences of agriculture, food, and natural resources (AFNR) exists, in part, to inform solutions to complex problems. Increasingly, complex problems are found at the nexus of social and ecological systems; therefore, scholarship within the social sciences of AFNR must mirror this social-ecological characteristic. Existing AFNR social science literature on resilience lacks the required social-ecological perspective, conceptualizing resilience as an individual characteristic. The absence of a social-ecological perspective of resilience fails to holistically address the complexity of AFNR systems and the challenge therein. Therefore, the current manuscript seeks to inform social science scholarship within AFNR by foregrounding social-ecological resilience as a necessary approach to addressing the complexity of challenges found throughout AFNR systems. Included in the discussion is a critical review of individual resilience, an introduction to adaptation and transformation, an outline of social-ecological resilience, an in-depth analysis of the seven principles of social-ecological resilience, and a discussion of social-ecological resilience thinking applied to the seven research priority areas described by the American Association for Agricultural Education. In total, the current manuscript paves the way for additional systems-based research in the AFNR social sciences by introducing critical concepts and approaches related to social-ecological resilience.
18. The Influence of Social Media Content Framing on Audience Perceptions of the Wild Horse and Burro Controversy
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- DeConcini, Jamie (author) and Rice, Amber (author)
- Format:
- Journal article
- Publication Date:
- 2021-12-01
- Published:
- United States: American Association of Agricultural Education
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12419
- Journal Title:
- Journal of Agricultural Education
- Journal Title Details:
- Vol. 62 (4)
- Notes:
- 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.
19. Examining Communication Between Florida Agriculture and Natural Resource Organizations’ Leaders and Membership to Foster Policy Engagement
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Caroline R. Warwick (author), Ricky W. Telg (author), Shelli D. Rampold (author), and Levy Randolph (author)
- Format:
- Journal article
- Publication Date:
- 2021-12-01
- Published:
- United States: American Association of Agricultural Education
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12420
- Journal Title:
- Journal of Agricultural Education
- Journal Title Details:
- Vol. 62 (4)
- Notes:
- 14 pages., The agricultural sector has been influenced significantly by agriculture and natural resources (ANR) policies voted in by elected officials. Many agricultural organizations and their members have sought to provide a ‘voice’ for the ANR industry and communicate with policymakers about emerging issues. It is necessary that such organizations and members be able to use that voice effectively. This study was conducted to examine the communication preferences of Florida agricultural organization members and factors that may encourage them to contact elected officials about an ANR policy. Respondents in this study least preferred to be contacted by their organization(s) via phone call or text message. They also identified local Extension offices and the university as the most trustworthy sources of communication regarding ANR policy. When contacting members to spur involvement in ANR policy decisions, organizational leaders should use a variety of communication mediums, including email magazines and printed newsletters and magazines, to promote engagement in ANR policy discussions. Future research is needed to examine other factors that may influence agriculture organization members’ communication with elected officials, as well as the types of messaging strategies organizational leaders can use to further members’ engagement in ANR policy decisions.
20. The People or the Message: Which is Responsible for Cognitive Conflict?
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Rumble, Joy N. (author), Rockers, Alyssa (author), and Buck, Emily B. (author)
- Format:
- Journal article
- Publication Date:
- 2021-12-01
- Published:
- United States: American Association for Agricultural Education
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12421
- Journal Title:
- Journal of Agricultural Education
- Journal Title Details:
- Vol. 62 (4)
- Notes:
- 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.
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