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132. Testing the Impact of Animating Infographics on Consumer Trust and Attitude When Communicating about Genetic Modification
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Lamm, J. Alexa (author), Gibson, Kristin (author), and Holt, Jessica (author)
- Format:
- Journal article
- Publication Date:
- 2020-05-13
- Published:
- USA: New Prairie Pres
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11766
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Iss.2, Vol. 104
- Notes:
- 15 pages, via online journal, Scientific innovation provides benefits to society but also fosters suspicion and distrust. The unknown of scientific innovations in agriculture has yielded a strained relationship between consumers and farmers, creating little to no public support for solutions to agricultural issues. The relationship between public trust and agricultural innovation is further strained when discussing genetic modification (GM) science and food. Informational graphics are an increasingly popular communication technique that may effectively communicate GM science to consumers. This study examined, through a experimental design using two treatments and a control, if static or animated infographics sharing current societal perceptions of GM science in the U.S. influenced consumers’ trust in science, personal attitudes toward GM, and perceived attitudes of others toward GM science. The animated group had the highest mean trust in science and the control group had the most positive attitude toward GM and the most positive perceived attitudes of others toward GM. The only significant difference was the control group had a more positive perceived attitude than the animated group. The infographics’ lack of impact on respondents’ trust or attitude toward GM science contradicted previous research about respondents’ increased attitude and elaboration of agricultural issues. Food concerns are of continual importance for consumers, and researchers need to help food and fiber scientists and communicators share relevant and research-based information with the public through diverse channels.
133. Texas and southwestern cattle raisers association members' preferred sources of animal health information
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Allen, Patrick R. (author), Naile, Traci L. (author), Vestal, Tom A. (author), and Dozier, Monty (author)
- Format:
- Journal article
- Publication Date:
- 2014
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 154 Document Number: D06978
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 98(4) : 99-112
134. The Food Factor: Perceptions of the brand
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Brubaker, McKayla (author), Settle, Quisto (author), Downey, Laura (author), Hardman, Alisha (author), and Oklahoma State University Mississippi State University
- Format:
- Journal article
- Publication Date:
- 2019
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10246
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 101(3)
- Notes:
- 19 pages., Via online journal., Mississippi residents were surveyed to determine their perceptions surrounding the The Food Factor brand. The Food Factor is a weekly Extension mass media program that communicates research-based information about food, nutrition, diet, and healthy lifestyles. A researcher-developed survey instrument was used to collect information using Qualtrics. The sample consisted of a representative sample of 404 Mississippi residents over the age of 18. Nonprobability quota sampling was used to examine population segments related to sex, Hispanic vs. non-Hispanic populations, and other racial demographic segments. The respondents were asked about their use and awareness of The Food Factor, where they were split into viewer and non-viewer categories. Viewers were asked about their viewing frequency, perceptions and skills learned related to watching The Food Factor, and their nutrition-related behaviors. Non-viewers were also asked about their perceptions of The Food Factor between branded and non-branded The Food Factor episodes. This study found the The Food Factor brand lacked brand recognition and recall. However, the respondents had a slightly positive perception of the brand. Overall, this study could not conclude that branding of the episodes was making a difference in non-viewers’ perceptions, despite the fact that many previous studies have identified branding as an important strategy in social marketing. Recommendations include a consistent and increased use of the brand, such as subtitles or logos, and future research on the use of branding in social marketing program, social marketing in Extension, and the role of branding in mass media programs.
135. The Influence of Framing Effects on Public Opinion of Antibiotic use in Livestock
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Steede, Garrett M. (author), Meyers, Courtney (author), and Li, Nan (author)
- Format:
- Journal Article
- Publication Date:
- 2020-01-01
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11861
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 2, Volume 104
- Notes:
- 16 pages, After years of debates and opposition from pharmaceutical companies, the Final rule of the Veterinary Feed Directive (VFD) went into effect in January 2017 requiring antibiotics used for both humans and animals for the purpose of growth promotion to be discontinued. This study sought to determine the effects framing content regarding antibiotic use in livestock and antibiotic resistance had on public opinion. Using a between-subjects experimental survey research design, 297 respondents indicated their perceptions of antibiotic use in livestock and the development of antibiotic resistant bacteria before being randomly assigned to one of three conditions. Each condition was a mock Twitter account framed differently based on findings from previous studies. After reading their assigned mock Twitter page, respondents indicated their trust of the information contained in the account, their information seeking behavior, demographics, and their support for antibiotic use in livestock. Using an ANCOVA, results indicated the frame influenced trust of information (F = 8.7, p < .05) and information seeking behavior (F = 4.48, p = .01) while support was not significant (F = 2.7, p = .07). Results suggest the blame frame has the greatest influence on shaping public opinion of antibiotic use in livestock and the development of antibiotic resistance.
136. The communication effectiveness of scientist-stakeholder partnerships addressing agriculture and natural resources issues: An analysis of the media attention and media framing of the Florida water and climate alliance
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Qu, Shuyang (author), Irani, Tracy (author), and Iowa State University University of Florida
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10162
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 102(4)
- Notes:
- 15 pages, via online journal article, Scientist-stakeholder partnerships are formed by scientists from academic institutions and industry representatives in an effort to address contingent science issues such as climate change, inform the public and influence public policies. Such organizations often lack expertise in communicating to the public and conducting outreach which are crucial components to building a good reputation. This study selected Florida Water and Climate Alliance [FWCA] as an example of such an organization, exploring its media attention and media framing to assess the visibility and reputation of [FWCA]. Results showed very limited media attention had been devoted to [FWCA]. The framing analysis results indicated that the coverage of [FWCA] is mostly introductory and descriptive information from public institutions, collaborators and funding agencies. These results demonstrate the need for such organizations to increase media visibility and build their reputations through strategic communication. Scientist-stakeholder partnership organizations like FWCA could gain from strategic collaborations with agricultural communications professionals and academic researchers. To better assist in building the reputation for these organizations, recommendations include developing strategic communication plans and conducting research about stakeholders’ and collaborators’ perceptions of an organization’s reputation.
137. The communication effectiveness of scientist-stakeholder partnerships addressing agriculture and natural resources issues: a citation analysis of the Florida Water and Climate Alliance
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Qu, Shuyang (author), Irani, Tracy (author), and Lindsey, Angela B. (author)
- Format:
- Journal article
- Publication Date:
- 2018
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09221
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 102(1) Article 6
138. The critical target audience: communicating water conservation behaviors to critical thinking styles
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Gorham, Laura M. (author), Lamm, Alexa J. (author), and Rumble, Joy N. (author)
- Format:
- Journal article
- Publication Date:
- 2014
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 155 Document Number: D07087
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 98(4) : 42-55
139. The effect of emphasizing credibility elements and the role of source gender on perceptions of source credibility
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Bigham, Ariana (author), Meyers, Courtney (author), Li, Nan (author), Irlbeck, Erica (author), and Texas Tech University
- Format:
- Journal Article
- Publication Date:
- 2019
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10426
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(2)
- Notes:
- 20 pages., Via online journal., Agricultural technology continues to evolve to meet the demands of a growing world, but previous advancements in agricultural technology have been met with resistance. Improved science communication efforts can assist in bridging the gap between expert and lay opinion to improve reception of scientific information. Using the framework of the heuristic model of persuasion, the purpose of this study was to examine the impact of emphasizing elements of source credibility – trustworthiness and expertise – and the gender of the source on perceptions of source credibility. A sample of 122 undergraduate students were exposed to one of the four possible developed message treatments. Data collection took place in a laboratory setting using an online instrument that had a randomly-assigned stimulus research design. The results indicated the treatment conditions had higher mean scores for source credibility than the control. Further inferential analysis, however, showed the differences to be non-significant. One significant finding showed the gender of the source can influence perceptions of credibility. This suggests merit in using female sources when presenting scientific information to the Millennial population. While choosing credible sources to present information is important, more research is needed regarding the effect of emphasizing various credibility components and the role of source gender on perceptions of source credibility.
140. The effects of online video on consumers’ attitudes toward local food
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Qu, Shuyang (author), Rumble, Joy N. (author), Telg, Ricky (author), Lamm, Alexa (author), and University of Florida Iowa State University
- Format:
- Journal article
- Publication Date:
- 2017
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 2 Document Number: D10171
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 101(4)
- Notes:
- 22 pages, via online journal, Marketers rate online video as their most utilized content medium. This study used a between-subject control group post-test-only experiment to investigate the effect of three local food messages delivered via online video on U.S. consumers’ attitudes toward local food. The three 30-second videos each featured one of the documented benefits of local food: high quality, support of local economy, and strengthening of social connection. Results indicated all three video treatments yielded a positive attitude toward local food, while respondents in the control group had a neutral attitude. The video treatment featuring local food’s high quality generated a significantly more favorable local food attitude than the other two video treatments. Although the social connection video treatment generated a positive attitude toward local food based on the real limits, it did not significantly differentiate from the control group. Communicators should consider using similar short, online videos for emphasizing the high quality of local food and its support of the local economy to promote local agricultural products. Future research should pair live-action or animated footage with the same messages in the video treatments to identify messages effectiveness. Researchers should also investigate why some individuals respond to local food’s benefit of social connection more readily than the others, and identify strategies to use social connection media frame to promote local food.