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.
22 pages, via online journal, Traditionally, 4-H agents have been communicating with stakeholders through newsletters; either in print or online. 4-H agents have used social media as an additional tool to communicate with their stakeholders since its introduction. Social media communication can help maintain or increase stakeholder involvement in the 4-H program because a large percentage of the population is active on social media. Using Uses and Gratifications Theory and Diffusion of Innovations Theory as frameworks, this study sought to determine how Florida 4-H agents engaged with their stakeholder audiences using social media, and vice versa. The uses and gratifications motivations for engaging in media were used to understand what motivations were used to engage their audience and what type of posts (according to motivation) stakeholders were engaged in most. The diffusion of innovations innovation-decision process helped to understand the audiences’ decision to engage in posts dependent upon the motivation used. The results of this study concluded the selected 4-H programs differed in the content that they posted but the 4-H stakeholders did not differ in how they engaged in their respective programs posts.
30 pages., via online journal., Effective communication requires a good message delivered through an effective channel and received by a receptive individual. When that communication is successful, the result is enhanced credibility and trust between the sender and the receiver. Telling the Extension story effectively requires both relevant, credible data to compose a clear message and appropriate communication channels to deliver the message to various audiences. This article describes the approach taken by Florida Extension to gather better statewide data to improve communication about the impact of its Extension work, primarily through the use of infographics. With credible data, and working together, Extension data analysts and communicators can enhance Extension’s reputation, trust, and support with key stakeholders.
Toepfer, Stefan (author), Kuhlmann, Ulrich (author), Kansiime, Monica (author), Onyango Owino, David (author), Tamsin, Davis (author), Cameron, Katherine (author), and Day, Roger (author)
Format:
Online journal article
Publication Date:
2019-04
Published:
Germany: Springer
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 12 Document Number: D10360
4 pages., Via online journal., This is an opinion paper to the perspective paper “The spread of the Fall Army Worm Spodoptera frugiperda in Africa—what should be done next?” from the “Section Plant Protection in the Tropics and Subtropics” at the 61st German Congress of Plant Protection, held at the University of Hohenheim, Germany, on 11 September 2018. It highlights the best approaches in communication, information sharing, and advisory services to raise awareness for fall armyworm detection and area-wide management by farmers.
4 pages., Online from publisher., "For the first time, a landmark report on digitalisation for agriculture (D4Ag) in Africa compiles and highlights data on digital solutions that are enabling the transformation of African agriculture."
13 pages., Article # 5FEA2, via online journal., Governmental and nongovernmental actors at different spatial and jurisdictional levels have information that can benefit natural resources management; however, barriers in communication and organizational culture often prevent information sharing and joint endeavors. Bridging entities, such as task forces or working groups, bring together potential stakeholders to pool expertise and stimulate shared learning. Using a network survey, interview data, and meeting minutes, we constructed a case study of task forces convened to stimulate management of the emerald ash borer, an invasive wood-boring beetle. We found that coordinated action among university and county Extension catalyzed bridging through visionary program design and network positioning.
USA: Department of Agricultural Sciences Education and Communication, Purdue University, West Lafayette, Indiana.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D10800
Notes:
138 pages., Thesis also is available online from Purdue University by open access, using the URL below., Thesis submitted in partial fulfillment of the Master of Science degree at Purdue University.
Contributed by author to the Agricultural Communications Documentation Center and University Library, University of Illinois., Purpose was to explain and predict Indiana residents' level of interest in engaging with Purdue University based on level of concern for social and community issues, level of anomie, past interactions with Purdue, and perceptions of Purdue. Findings confirmed that Extension's programmatic areas are addressing perceived needs in the state and that individuals are interested in these programmatic issues. "Land-grant universities can continue to rise to the challenge and deliver state-of-the-art education, research, and resources for all people, as long as they listen to the public and address critical social, community and stakeholder issues."
10 pages., via online journal., Peri-urban environments, where agriculture and urbanization interact, pose unique challenges for soil management. In Miami-Dade County, Florida USA, this interaction is especially important; a population of 2.7 million lives in an urban county with only 6% of the area zoned agriculture. Miami-Dade County is a major producer of tropical fruit and winter vegetables for the U.S., and is located within the Everglades ecosystem. Relatively little information is known about research and extension within peri-urban environments concerning soil health and management. Ethnopedological work has contributed to ethno-scientific knowledge by bridging the communication gap between scientists and locals concerning soil taxonomies, soil health, and soil fertility management. This study explores mental models of farmers and experts, examining the communication gap concerning soil health and food security. Semi-structured interviews were used to collect data from farmers (n = 19) and experts (n = 13). All stakeholders perceived pressures from urbanization as the main barrier to farmers' ability to continue to produce food, maintain their soil health, and contribute to national food security. The mental models of farmers reveal their ability to continue farming depends on their ability to construct and sustain a system—the soil food value chain. In this system, the farmer generates farm capital from a combination of high quality products, lower quality produce, and culls. This farm capital includes value-added products or soil amendments. However, experts did not perceive their responsibility to include maintaining a system, rather, only improving production. Experts' research and extension focused on improving product quality, increasing yield, decreasing cost of production, and minimizing the environmental impact of production. The mental models of farmers suggest research and extension related to building and maintaining the entire soil food value chain would increase the likelihood the farmers would better care for their soil and be profitable. This research contributes to the literature by recognizing the importance of examining the barriers to soil communication between stakeholders, as well as the importance to include examining soil within the larger food system.
10 pages., Article #: v58-1rb1, via online journal., Coalitions are central to Extension's community-based programs. To assess characteristics that support well-functioning coalitions and to support coalitions in which Extension stakeholders participate, we used the Wilder Collaboration Factors Inventory to assess 10 Supplemental Nutrition Assistance Program Education coalitions on the basis of research-tested collaboration success factors. Overall, the 103 coalition members who responded reported strengths related to communication and shared purpose and weaknesses in the areas of resources and process and structure for achieving the coalitions' aims. Our project represents a low-burden method for assessing Extension coalitions to understand the characteristics that are likely to support the achievement of collective goals.