19 pages, via online journal, Dairy farms pose many hazards to farmers and their employees, including the risk of injury caused by handling animals. On many farms, there is a lack of consistent information and training related to farm safety topics, including stockmanship, or safe animal handling. The purpose of this qualitative research was to explore effective communication strategies that support the application of stockmanship practices and more broadly support health and safety measures and the adoption of new behaviors by farmers and their employees. Research was conducted in three stages via in-depth farm tours and in-person interviews, a qualitative survey, and follow-up phone interviews with dairy farmers. Findings identified four values and moral norms important to dairy farmers and four barriers to implementation of farm safety practices. The research also revealed publications and in-person meetings as key channels of communication and on-farm consultants as important influencers. From the research findings, three major recommendations emerged. These include using a train the trainer educational model, engaging with professionals and encouraging farmer-to-farmer communication, and leveraging digital resources.
25 pages, via online Journal, The spread of non-prescription opioid abuse has increased to the point that a person is now more likely to die from an accidental overdose than an automobile accident. Rural areas have been hit particularly hard, and many farmers indicate direct impacts resulting from the opioid epidemic. Researchers have recognized the role of the media in communicating complicated issues and influencing potential solutions. This study analyzed the frames and sources used to communicate issues regarding the rural opioid epidemic in The New York Times and five additional newspapers from states most affected by the opioid epidemic. A total of 115 news, feature, editorial, and other articles were analyzed. The most often used frame was “growth or spread” of the epidemic and the sources most frequently referenced were medical professionals and elected officials. Although a non-traditional issue in agriculture, agricultural communicators should not shy away from getting involved given the potential for harm to rural communities and, in turn, the agriculture industry. Future studies should investigate rural community member and journalist perceptions on the issue, as well as coverage in other states.
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.
24 pages, The popularization of social media and an increased interest in local food has led to the need for an online presence of direct-to-consumer agricultural producers. The COVID-19 pandemic quickly pushed the transition from traditional marketing practices to digital marketing practices, further emphasizing the importance of an online presence for small businesses. To better understand the perceptions of direct-to-consumer agricultural businesses, this study sought to understand the current use of social media and online communication and the challenges faced, related to social media and online communication, among these producers. Ten direct-to-consumer agricultural business personnel were interviewed to examine their social media and online communication use. Direct-to-consumer agricultural businesses are using Facebook as a primary social media platform and finding time to focus on social media and online communication is a challenge for agricultural personnel. A website is important to direct-to-consumer agricultural businesses, however many do not currently have a website. Direct-to-consumer agricultural businesses believe social media and an online communication are important to the growth and success of the business and are interested in educational materials and professional support to improve their online presence.
