26 pages, This research is intended to initiate understanding of how obesity in the South persists even though the majority of inhabitants subscribe to a faith that discourages unhealthy lifestyles. Grounded in the Cognitive Dissonance Theory, this study examined Protestant evangelical Christians in the South (N = 11), who participated in semi-structured interviews. The first emergent theme was that, to these Southerners, the purpose of food is for sustenance and survival, as well as for bringing people together. Most participants reported having an average level of knowledge of nutrition and health. Furthermore, participants generally agreed that marketing or educational efforts had little effect on their understanding of nutrition. Another theme emerged when participants provided Biblical references to food or health. “The Body is a Temple” and “gluttony” were the most common Biblical concepts. All participants referred to taste or desirability as the driver of their food selections. Furthermore, most participants claimed habitual gluttony as a personal experience in their lives. This study concluded that subjects employed two modes of “trivializing” as a way of resolving dissonance. Some participants justified their eating habits based on Southern culture, while others explained that their church culture supported unhealthy eating as a means of gathering in fellowship.
Ruth, Taylor K. (author), Rumble, Joy N. (author), Galindo-Gonzalez, Sebastian (author), Lundy, Lisa K. (author), Carter, Hannah S. (author), Folta, Kevin M. (author), and University of Illinois at Urbana-Champaign
The Ohio State University
University of Florida
Association for Communication Excellence
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: D10430
24 pages., Via online journal., Faculty at land-grant universities are expected to engage in some form of Extension, or science communication, as part of the land-grant mission. However, critics have claimed these institutions are out of touch with their stakeholders’ needs and faculty mainly communicate with others in academia. This engagement with a homogenous group reflects the concepts of echo chambers, where people are only exposed to information that aligns with their beliefs and current knowledge and discredit opposing information. An explanatory mixed-methods design was used to understand land-grant faculty’s engagement in echo chambers. A survey was distributed to a census of tenure-track faculty in the University of Florida’s Institute of Food and Agricultural Sciences to understand respondents’ engagement in echo chambers. Follow-up interviews were conducted with 13 of the survey respondents to further explore their audiences and channels used in science communication to understand their engagement in echo chambers. Survey results indicated faculty did not necessarily participate in echo chambers, but they also did not contribute to an open communication network. However, the interviews found participants were interested in reaching new audiences yet struggled to communicate with stakeholders. The participants also reported wanting to find alternative channels to peer reviewed journals to help disseminate their work. The findings from this study indicated faculty contributed to a type of echo chamber, but rather than viewing their stakeholders’ opinions as false, they simply did not hear the opinions. Agricultural communicators should work with land-grant faculty administrators to identify appropriate audiences and channels for science communication.
10 pages., Via online journal., Development of natural resource user typologies has been viewed as a potentially
effective means of improving the effectiveness of natural resource management engagement
strategies. Prior research on Corn Belt farmers’ perspectives on climate change employed
a latent class analysis (LCA) that created a six-class typology—the Concerned, Uneasy,
Uncertain, Unconcerned, Confident, and Detached—to develop a better understanding of
farmer perspectives on climate change and inform more effective climate adaptation and
mitigation outreach strategies. The LCA employed 34 variables that are generally unobservable—beliefs about climate change, experience with extreme weather, perceived risks of
climate change, and attitudes toward climate action—to identify types. The research reported
in this paper builds on this typology of Corn Belt farmers by exploring 33 measures of observable farm enterprise characteristics, land management practices, and farmer demographics to
assess whether variations in these observable characteristics between the six farmer classes
display systematic patterns that might be sufficiently distinctive to guide audience segmentation strategies. While analyses detected some statistically significant differences, there were
few systematic, meaningful observable patterns of difference between groups of farmers with
differing perspectives on climate change. In other words, farmers who believe that anthropogenic climate change is occurring, that it poses risks to agriculture, and that adaptive action
should be taken, may look very much like farmers who deny the existence of climate change
and do not support action. The overall implication of this finding is that climate change
engagement efforts by Extension and other agricultural advisors should use caution when
looking to observable characteristics to facilitate audience segmentation. Additional analyses
indicated that the farmer types that tended to be more concerned about climate change and
supportive of adaptive action (e.g., Concerned and Uneasy) reported that they were more
influenced by key private and public sector actors in agricultural social networks. On the
other hand, farmers who were not concerned about climate change or supportive of adaptation (e.g., the Unconcerned, Confident, and Detached groups, comprising between one-third
and one-half of respondents) were less integrated into agricultural networks. This suggests that
Extension and other agricultural advisors should expand outreach efforts to farmers who are
not already within their spheres of influence.
Landini, Fernando (author), Beramendi, Maite (author), and University of La Cuenca del Plata
Consejo Nacional de Investigaciones Científicas y Técnicas (CONICET)
School of Psychology, University of Buenos Aires
Format:
Online journal article
Publication Date:
2019-07-24
Published:
Argentina: Taylor and Francis
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 101 Document Number: D10880
18 pages, online journal article, Purpose
This article aims at designing and validating a psychometric scale to assess extensionists’ and advisors’ beliefs about extension and innovation.
Design/Methodology/approach
The scale was developed by drawing upon results from a previous empirical research as well as insights from a literature review on extension and innovation approaches. The theoretical framework used to write the items was validated by 12 international experts from 11 countries. 608 Argentine extension workers completed the questionnaire. Replies were analysed using Exploratory and Confirmatory Factor Analysis.
Findings
The scale has a good fit and satisfactory level of internal consistency. Five factors were identified: Dialogue and horizontal coordination; Transfer of technology; Blame on farmers; Participatory, farmer-led extension; and Self-critical attitude.
Practical implications
The scale has multiple and different uses, including research, theory development, institutional practice, diagnosis, and teaching.
Theoretical implications
Results show that a horizontal, facilitative extension approach shares a common epistemology, as well as underlying values and assumptions, with territorial development and with an innovation systems perspective, and that both contrast with a traditional transfer of technology approach. Nonetheless, practitioners would not tend to see these two contrasting perspectives as contradictory but as complementary.
Originality/Value
The scale is the first validated psychometric instrument, based on an ample theoretical framework, that allows for a quantitative assessment of beliefs about extension and innovation.
8 pages, Public perception about the reality of climate change has remained polarized and propagation of fake information on social media can be a potential cause. Homophily in communication, the tendency of people to communicate with others having similar beliefs, is understood to lead to the formation of echo chambers which reinforce individual beliefs and fuel further increase in polarization. Quite surprisingly, in an empirical analysis of the effect of homophily in communication on the level of polarization using evidence from Twitter conversations on the climate change topic during 2007–2017, we find that evolution of homophily over time negatively affects the evolution of polarization in the long run. Among various information about climate change to which people are exposed to, they are more likely to be influenced by information that have higher credibility. Therefore, we study a model of polarization of beliefs in social networks that accounts for credibility of propagating information in addition to homophily in communication. We find that polarization can not increase with increase in homophily in communication unless information propagating fake beliefs has minimal credibility. We therefore infer from the empirical results that anti-climate change tweets are largely not credible.
McLeod-Morin, Ashley (author), Telg, Ricky W. (author), Rumble, Joy (author), and Association for Communication Excellence (ACE)
University of Florida
The Ohio State University
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11306
18 pages., via online journal, This study explored the perceptions of science communication held by interdisciplinary agricultural research center directors and identified the directors’ goals and beliefs, specifically related to science communication. Ten interdisciplinary agricultural research center directors from top research, land-grant institutions were interviewed for this study. Findings from this study determined that the directors’ perceptions were rooted in service to the public, knowledge, public good, obligation, and relationships. Participants discussed attempting to bring awareness to science as a goal of science communication. They also discussed feeling obligated to communicate about science as part of a land-grant institution. Participants particularly believed that faculty with Extension appointments were more so obligated to communicate with the public. Future research should determine the science communication participation of Extension faculty. Additionally, future research should determine if faculty at land-grant institutions are more inclined to communicate about science when compared to faculty not associated with land-grant institutions.
Via UI online subscription., The foodservice industry generates food waste by disposing of unserved food in the kitchen as well as uneaten food from consumers’ plates. In all-you-care-to-eat dining settings, such as university dining halls or buffet-style restaurants, food waste can be problematic because there is little monetary incentive to take less food. In addition, university dining facilities primarily serve young consumers who tend to be more wasteful than the average adult, further increasing the likelihood of waste. Appeals to money-saving have generally been identified as the best motivator to reduce consumer food waste; however, alternative motivators are needed when the quantity of food and its associated cost are not directly linked in all-you-care-to-eat settings. The purpose of this study is to determine the efficacy of a food waste reduction campaign in a university dining hall. Consumer plate waste was collected, sorted, and weighed in a treatment and comparison dining hall for a semester to assess the impact of the campaign on the quantity and type of food waste. Results reveal that the campaign had a modest, though insignificant, impact on waste behavior, but there were changes in students’ beliefs related to food waste, which may be an important first step to achieving behavioral change.
25 pages, n many countries farmers face pressure to adopt practices to promote sustainability and resilience while ensuring efficient business management to produce food and other agricultural products at reasonable cost. Given a policy context in which voluntary action is preferred over government regulation, understanding farmers’ motivation to embrace recommended practices has become a major subject for research. Increasingly, this endeavour is guided by the theory of planned behaviour, a reasoned action approach (Fishbein and Ajzen, 2010). We provide a brief overview of the theory of planned behaviour and an elaboration of good practices in the assessment of the theory’s constructs. We systematically review 124 applications of the theory to farmer behaviour on a number of specific review criteria. Based on observations of improper use, we consider theoretical and methodological issues and provide recommendations for research design and data analysis.
11 pages., via online journal., Climate change impacts will affect grassland farming in various ways in the future. Communication and knowledge transfer are crucial to implement on-farm adaptation measures required to meet these challenges in a timely way. Therefore, we need to know how grassland farmers perceive climate change and which factors influence their attitude. We hypothesized that besides direct factors such as region, farm size, age and education, farmers’ socio-cultural background and their beliefs and attitudes are most important in their reaction to climate change. To investigate this, we conducted a survey with extensive on-farm interviews (n = 82) in four distinctive regions in the North German Plain on a gradient from sub-maritime to areas with sub-continental climate. We found that with a more continental climate and less rainfall and with increasing farm size, grassland farmers were more aware of the implications of climate change. In a second step, to categorize the influence of personal beliefs on decisions concerning farming, we applied the typology approach and distinguished four farming styles. Farmers in the four groups differed in terms of climate change awareness and adaptation preferences (P < 0.05). Yield Optimizers and Modernists were more open-minded to rational and economic facts and showed a significantly greater willingness to implement adaptation measures than Idealists and Traditionalists, who need to be addressed at a more emotional level. The results of this study may contribute to the development of better‐targeted adaptation policies that will serve specific groups of farmers more effectively.
