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2. Building engagement in Facebook: A case study with Utah State University Extension
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Kesler, Kenna R. (author), Hall, Kelsey (author), and Spielmaker, Debra (author)
- Format:
- Journal article
- Publication Date:
- 2021-02
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12104
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- Vol. 105, Issue 1
- Notes:
- 24 pgs., In order to stay relevant in an online world, Extension must properly use social networking platforms to effectively reach diverse audiences regarding agricultural and natural resource issues. However, few studies have focused on how Extension uses Facebook to effectively accomplish its goal. This study’s purpose was to explore how Utah State University Extension Sustainability uses Facebook to engage followers. The researchers conducted a quantitative content analysis of 504 messages posted to the USU Extension Sustainability Facebook page. Graphics and links were the most common post characteristics used by the organization. Text-only posts and posts containing videos were utilized the least. Food was the most common area of sustainability discussed on the page. Posts containing videos, shared content, or that tagged other Facebook pages in messages experienced statistically significantly higher user engagement than posts without those characteristics. Posts containing hashtags experienced statistically significantly lower engagement. Neutral sentiment appeared in the majority of posts. Additionally, information seeking was the most dominant communicative function among the posts. Neither the type of sentiment nor communicative functions were significantly connected to engagement. Future research should determine changes in knowledge, attitudes, intentions, and behavior as a result of exposure to, and engagement with, the Facebook page. Additionally, a qualitative study determining consumers’ attitudes toward Facebook content can provide a deeper understanding of the audience’s thought processes and content preferences. Page administrators should craft engaging content that builds community among followers.
3. Communication channels for exchanging agricultural information among Tanzanian farmers: A meta-analysis
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Pius Mtega, Wulystan (author)
- Format:
- Journal article
- Publication Date:
- 2021-01-01
- Published:
- International: SAGE Journals
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12503
- Journal Title:
- IFAL Journal
- Journal Title Details:
- 47 (2)
- Notes:
- 9 pages, This study investigates how communication channels to exchange agricultural information were chosen. Specifically, it identifies the communication channels used by farmers in Tanzania and determines the factors influencing the choice of communication channels for exchanging agricultural information. The study employs a meta-analysis review methodology in identifying, evaluating and interpreting studies relevant to the topic of interest. The results indicate that radio, mobile phones, television, fellow farmers, agricultural extension agents and newspapers were the commonly used communication channels for transferring agricultural information. Moreover, the channels’ influence, availability, affordability, communication network coverage, and the resources and facilities needed to use a particular communication channel were found to influence the choice of channels. It is concluded that understanding the audience, the characteristics surrounding messages and choosing appropriate communication channels are important for enhancing access to agricultural information. It is recommended that agricultural information providers should understand the factors surrounding communication channels before disseminating agricultural information
4. Cooperative extension can better frame its value by emphasizing policy relationships
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Gupta, Clare (author), Campbell, David (author), and Cole-Weiss, Alexandra (author)
- Format:
- Online journal article
- Publication Date:
- 2019-02-01
- Published:
- USA: University of California
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 12 Document Number: D10387
- Journal Title:
- California Agriculture
- Journal Title Details:
- 73(1) : 11-18
- Notes:
- 13 pages., Via online journal., Based on research-to-policy narratives provided by UC Cooperative Extension (UCCE) academics, we argue that current, effective Cooperative Extension (Extension) practices support a broader, more convincing account of Extension's public value than its leaders often articulate. This proposed account incorporates the familiar Extension narrative in which technical expertise and objectivity are emphasized. It also incorporates the insight, derived from our data, that Extension can achieve its greatest relevance in policy circles when it weaves together its ability to provide trustworthy technical knowledge with its capacity to influence policy dialogue, debate and practice across multiple settings and over the long term. In a policy world often marked by short-term thinking and polarization, Extension's ability to foster deliberative, context-sensitive and future-oriented policymaking is a critical contribution to society. Interview data reveals three approaches to effective policy-oriented relationship building: community-government partnership building; stakeholder-oriented experimental research; and community empowerment. Understanding these approaches can help reframe the story that we in the Extension system tell ourselves and the public about the public value we create.
5. Which communication channels shape normative perceptions about buying local food? An application of social exposure
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Witzling, Laura (author), Shaw, Bret (author), and Trechter, David (author)
- Format:
- Online journal article
- Publication Date:
- 2019-02-22
- Published:
- USA: Springer
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10273
- Journal Title:
- Agriculture and Human Values
- Journal Title Details:
- 36(3): 443–454
- Notes:
- 12 pages., via online journal, We examined how information from multiple communication channels can inform social norms about local food purchasing. The concept of social exposure was used as a guide. Social exposure articulates how information in social, symbolic, and physical environments contributes to normative perceptions. Data was collected from a sample in Wisconsin. Results indicated that information from communication channels representing symbolic, social, and physical environments all contributed to normative perceptions. We also found that for individuals who frequent farmers’ markets, information from some communication channels was relatively less strongly associated with injunctive norms. It may be that when first-hand, experiential information is available to inform norms, individuals rely less on information available through other communication channels. Future work might further explore how farmers’ markets foster information sharing in communities, as such information may contribute to normative perceptions.