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42. Disruptions in social media: five questions agri-marketers should ask themselves
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Steever, Sara (author)
- Format:
- Online article
- Publication Date:
- 2021-03-30
- Published:
- USA: Forbes
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 207 Document Number: D13045
- Notes:
- 6 pages
43. Eastern cantaloupe campaign gains social media momentum
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Sowder, Amy (author)
- Format:
- Online article
- Publication Date:
- 2021-08-03
- Published:
- USA: The Packer
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 207 Document Number: D13030
- Notes:
- 4 pages
44. Educate yourself on the produce industry via social media
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Sowder, Amy (author)
- Format:
- Online article
- Publication Date:
- 2021-10-22
- Published:
- USA: The Packer
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 207 Document Number: D13099
- Notes:
- 5 pages
45. Emotion and Virality of Food Safety Risk Communication Messages on Social Media
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Wang, Xiajing (author), Nan, Xiaoli (author), and Stanley, Samantha (author)
- Format:
- Journal article
- Publication Date:
- 2021-10-01
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12305
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Vol. 105, Issue 3
- Notes:
- 28 pages., This study investigates how the emotional tone of food safety risk communication messages predicts message virality on social media. Through a professional Internet content tracking service, we gathered news articles written about the 2018 romaine lettuce recall published online between October 30th and November 29th, 2018. We retrieved the number of times each article was shared on Twitter and Pinterest, and the number of engagements (shares, likes, and comments) for each article on Facebook and Reddit. We randomly selected 10% of the articles (n = 377) and characterized the emotional tone of each article using machine learning, including emotional characteristics such as discrete emotions, emotional valence, arousal, and dominance. Conveying negative valence, low arousal, and high dominance, as well as anger and sadness emotions were associated with greater virality of articles on social media. Implications of these findings for risk communication in the age of social media are discussed.
46. Emotion and virality of food safety risk communication messages on social media
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Wang, Xiaojing (Romy) (author), Nan, Xiaoli (author), Stanley, Samantha J. (author), Wang, Yuan (author), Waks, Leah (author), and Broniatowski, David (author)
- Format:
- Journal article
- Publication Date:
- unknown
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D12403
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Vol. 105, Iss. 3
- Notes:
- 28 pages, This study investigates how the emotional tone of food safety risk communication messages predicts message virality on social media. Through a professional Internet content tracking service, we gathered news articles written about the 2018 romaine lettuce recall published online between October 30th and November 29th, 2018. We retrieved the number of times each article was shared on Twitter and Pinterest, and the number of engagements (shares, likes, and comments) for each article on Facebook and Reddit. We randomly selected 10% of the articles (n = 377) and characterized the emotional tone of each article using machine learning, including emotional characteristics such as discrete emotions, emotional valence, arousal, and dominance. Conveying negative valence, low arousal, and high dominance, as well as anger and sadness emotions were associated with greater virality of articles on social media. Implications of these findings for risk communication in the age of social media are discussed.
47. Ethical activism? Food babe, big food, and the online pressure for disclosure
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Stokes, Ashli Quesinberry (author / University of North Caroline at Charlotte)
- Format:
- Book chapter
- Publication Date:
- 2019
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 102 Document Number: D10900
- Notes:
- See also D10895., Pages 145-153 in Brigitta R. Brunner and Corey A. Hickerson (editors), Cases in public relations: translating ethics into action. Oxford University Press, New York City, New York. 359 pages., Examines the methods and effects of Vani Hari and her Food Babe blog as a "viral activist," underscoring that public relations is in new territory.
48. Evaluating promotional efforts for driving traffic to an extension outreach website
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Campbell, Tim (author), Shaw, Bret (author), Rao, Amulya (author), and Klink, Jenna (author)
- Format:
- Online journal article
- Publication Date:
- 2019-06
- Published:
- Extension Journal, Inc.
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 32 Document Number: D10607
- Journal Title:
- Journal of Extension
- Journal Title Details:
- 57(3)
- Notes:
- 7 pages., Article #:3RIB1, via online journal., As online communication becomes more important to Extension professionals, understanding how promotional strategies affect the number of people accessing online content also becomes more important. We tracked website visits resulting from four different promotional efforts to understand relative effectiveness of these efforts. Each effort was unique in cost, efficacy, and efficiency. We found that using multiple promotional approaches to drive traffic to educational content can increase engagement over time and allow for reaching larger audiences.
49. Examining Consumers' Trust in the Food Supply Chain
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Robinson, R.H. Chadelle (author), Ruth, K. Taylor (author), and Easterly III, Tre, R.G. (author)
- Format:
- Journal article
- Publication Date:
- 2020-05-13
- Published:
- USA: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11778
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Iss.2, Vol. 104
- Notes:
- 18 pages, via online journal, Consumers are concerned about the quality and safety of their food at all times during the food supply chain, but sensationalized media coverage, lack of knowledge, and recent recalls have made it difficult for consumers to trust the agricultural industry. Because trust drives risk perceptions and acceptance, it is important for agricultural communicators to understand how personal characteristics influence trust in the food supply chain. To fulfill the purpose of this study, a national quota sample of 847 responses to an online questionnaire were collected in March 2019. The results indicated respondents held a moderate level of trust toward production agriculture, food processing, food retail, and food safety regulation, with the greatest level of trust assigned to production agriculture. Trust in these sectors of the food supply chain were also positively correlated to one another. Regression models for trust in each agricultural sector were significant but only accounted for 9% of the variance in the dependent variable at most. Direct engagement in agriculture was a positive predictor in trust across all four areas, and use of social media was a negative predictor for trust. Income and gender were also found to be predictors of trust in production agriculture, food processing, food retail, and food safety regulation. The findings from this study can be used to guide future communication to increase the level of trust in the food supply chain, which would also increase consumers’ purchasing intent.
50. Exploring communication tendencies of program facilitators
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Kurtzo, Fawn (author), Edgar, Leslie D. (author), Edgar, Don W. (author), Graham, Donna L. (author), and Russell, Mark (author)
- Format:
- Online journal article
- Publication Date:
- 2019-03
- Published:
- USA: Association for Communication Excellence
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10237
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(1) : 1-17
- Notes:
- pgs. 1-17; Article 3, Via online journal., Audience analysis is a critical skill to forge relationships and develop effective communications. Programs provided by the Cooperative Extension Service must be aware of external and internal audiences to provide relevant information and evoke impacts. Berlo’s (1960) Source-Message-Channel-Receiver Model of Communications guided this formative evaluation of Extension staff, and horse 4-H club volunteer leaders (program facilitators) to expose internal communication tendencies in Arkansas. Findings identified that program facilitators seek horse-related information from a variety of sources, most frequently relying on personal connections and least frequently seeking Extension sources. Program facilitators share a variety of messages and most frequently relay information about deadlines to club members. Messages about recruitment and fundraising were shared least often. Program facilitators described utilizing a variety of personal and electronic channels to share messages with the greatest frequency for in-person communications. Incoming channels were less diverse than outgoing channels and primarily featured email, which program facilitators preferred. Program facilitators are primarily female, aged in their thirties, described lifetime involvement with 4-H and the horse industry, and most frequently reported having less than five years’ experience in their current position. The ground-level perspective of facilitators’ demographics and communication tendencies was evident in results of this study. In application, practitioners must continue to actively seek relationships with audiences, remain cognizant of communication factors, and provide accurate messaging through preferred channels.