Levinson, Jeremy (author), Lamie, Dave (author), Vassalos, Michael (author), Eck, Chris (author), Chong, Juang (author), and Reay-Jones, Francis P. F. (author)
Format:
Journal article
Publication Date:
2024-05-15
Published:
USA: Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE)
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 208 Document Number: D13277
9 pages, The Train-the-Trainer approach is widely used in Cooperative Extension education to efficiently disseminate research-based information to many clientele groups, including farmers. This paper compares the traditional Train-the-Trainer model to a comprehensive Collaborative Train-the-Trainer model and discusses weaknesses of the traditional model that are addressed in the Collaborative model. Sources of information used by farmers (growers) and overall effectiveness were measured through a survey instrument created and distributed to farmers in South and North Carolina. The Collaborative Train-the-Trainer model, which emphasizes peer-to-peer interaction and feedback loops, represents an enhanced approach for conceptualizing and implementing Extension educational programs.
25 pages, To foster the responsible development and governance of CRISPR, it is important to understand how agricultural communities perceive and discuss this technology. This study conducted a content analysis of 529 articles from 53 diverse agricultural news publications across sectors and U.S. regions between 2012 and 2022. We analyzed how CRISPR technology is depicted in terms of risk, benefit, social/policy context, quoted experts, and the mentioning of other biotechnologies. Our findings show that from the time that CRISPR was developed for agriculture over a decade ago, agricultural news has consistently reflected a pro-innovation stance, frequently describing its benefits as well as advantages over longer-standing biotechnologies. Industry representatives were quoted most frequently, followed by university scientists and political representatives, while producers and non-governmental groups were quoted least frequently. Technology-related risks (off-target effects, financial risks) were notably lacking, but CRISPR’s social context was covered more extensively, including uncertainties in regulation and consumer acceptance. We discussed the implications for agricultural news professionals, communicators, and future researchers, emphasizing the importance of fostering a more balanced discourse and ensuring informed decision-making within the agricultural sector.
26 pages, In the United States, there is a growing disconnect between consumers and their food source, leading to a lack of knowledge and trust in the agricultural food system. Urbanization has moved people away from farms, ranches, and food production; and the information consumers seek about their food is filtered through mass and social media. Portrayals of information about food production, specifically beef, from outside the agriculture industry often present polarizing and conflicting information about beef production and its implications for the health and well-being of humans, livestock, and the environment. This adds to consumer confusion and influences purchasing behaviors. Using a quasi-experimental pretest-posttest 2x2 factorial design, we sought to explore consumer (n = 60) perceptions, consumption, and purchasing behaviors of grass-fed beef and determine the effects of four information treatments on overall perception. Descriptive results showed consumers do not have a shared definition pertaining to grass- and grain-fed beef, citing the internet as their most referenced source for information about food and grass-fed beef. Results from a t-test indicated that exposing consumers to an information treatment had a significant effect on environmental impacts, cost, quality/nutrition, and overall perception of grass-fed beef. A between-subjects factorial ANOVA revealed there was no significant difference in perception based on treatment type. Efforts to raise awareness about beef production, on-farm practices, and links between food and grower could be warranted to help enhance the trust and credibility of the industry and bridge the gap between producers and consumers.
9pgs, Divergence in opinion over how farm animals should be cared for is creating a disconnect between livestock farming and the public that risks a loss of “social license” to farm. One proposed solution for the dairy farming community is to engage more constructively with the public to develop a shared vision of the industry's future; however, farmers and veterinarians remain reluctant to validate public opinions on farm animal care, in particular, often viewing them as naïve or impractical. Understanding the interpretive frames through which people make sense of dairy farming could help the dairy farming community engage more constructively with public opinion, thereby reducing conflict and providing opportunities to change communication or practice. Hence, frame analysis was conducted on transcripts of 60 face-to-face interviews with members of the UK public, first defining frames using reflexive thematic analysis, then considering the effect of these frames on those holding them. The results showed that dairy farming was mainly characterized by two entities: the cow and the farmer. Three frames were developed for the cow: she was perceived as i) enduring, which induced a sense of moral responsibility for her well-being among participants; ii) a fellow or companion, which led to feelings of a shared or parallel life with her; and iii) a force of nature, where the cow's connection with the natural world and “otherness” was appreciated, or even longed for. These connections were unexpectedly widespread within the sample, with many participants simultaneously holding two or even three frames. The farmer was seen through two frames: i) traditional; or ii) modernizing, but both frames had positive and negative narratives depending on the perceived care of the cow, causing confusion or even conflict about the care the farmer actually delivered. These findings provide new insights into the interpretive lenses through which the public makes sense of the dairy cow and her care, not least the bond the public themselves feel with the animal. They offer fresh opportunities for the dairy industry to improve engagement through more reflexive communication or modification of farming practices to better fit societal expectations about dairy cow welfare.
10 pages, This research endeavor, conducted in year 2019-20, explores farmers’ perception regarding
climate change and the impacts of socioeconomic indicators affecting these perceptions in
district Mardan, KP-Pakistan. For this purpose, total of 140 sampled respondents, seventy
from each village were selected for primary data collection. Ordered probit model was used to
quantify the determinants of climate change perception. Demographic characteristics revealed
that average age of the respondents was 44.42 years, with average schooling, household size,
farming experience and farm size of 7.73 years, about 9.96 members, 27.90 years and 3.1
acres, respectively. The study findings indicated that age, education, household size, farming
experience, total income and nature of land significantly (p < 0.05) affect farmers’ perception
of climate change specifying that younger farmers perceive climate change impacts more as
compared to older farmers, while experienced were more likely to perceive than inexperienced.
Educated farmers perceived changes in climate more than less educated or uneducated. Small
holders perceived more than big landlords, rain-fed farm holders perceived more than irrigated
farm holders, high income farmers perceived more than low income farmers, owners perceived
more than owner-cum tenants and tenants and small families perceived more than big families.
The study recommended climate change awareness programs through government and nongovernment organizations, i.e. education programs, farmer field schools (FFS), agricultural
extension agencies to bridge the farmer- research gap, government role in realistic land reforms,
establishment of farm services centers (FSCs), climate information centers and diversify farm
income opportunities.
18 pages, Fraudulent pesticides suggest a solemn risk to sustainable agricultural production, environmental sustainability, and human health due to their unrevealed composition and quality. Nonetheless, their large-scale utilization in the agrifood sector relies on many factors, such as personal, institutional, and legislative ones. This study aimed to evaluate farmers’ perceptions of fraudulent pesticides and examine their marketability elements. The data came from 394 farmers’ structured questionnaires from Dakahlia governorate, Egypt. The factorial analysis revealed beliefs, health and environmental risks, quality recognition, price, and policies as the critical drivers for buying fraudulent pesticides. The cluster analysis disclosed two varied farmer segments—“conventional” and “conscious”—based on perception. “conventional farmers” signify 59.9% of the sample and reveal typical farmer behaviors and give more attention to factors such as beliefs and product price. Contrarily, “conscious farmers” symbolize a more sentient group about policy, product quality, and health and environmental issues. Significant differences (p < 0.01) occurred between the two segments, corresponding to their education, farming activity, farm size, and farming experience. The findings suggest reinforcing the extant pesticide laws and regulations’ administration mechanisms, implementing deliberate measures to increase public awareness of the consequences resulting from fraudulent pesticide use, and improving recognition behavior by detecting fraudulent pesticides with digital technologies among all stakeholders.
33pgs, Spumante wines produced in Sicily region (southern Italy) have sensorial characteristics significantly different from those produced in other Italian regions, because of the great differences of terroir. Offering a product included in a coherent and consistent context allows consumers to differentiate in the marketplace. The aim of this study is to propose solutions for Sicilian wineries for positioning Sicilian Spumante in the market, based on empirical data. Moreover, it was investigated whether a positive experience in a context consistent with the Sicilian sparkling wines could influence consumers’ consumption intentions. A blind sensory test was performed by 146 expert wine tasters. Opinions regarding sensorial quality, value, and suitable selling place for all wines tasted were investigated. Out-of-context and in-context preferences were analyzed. Development of the unipolar model to describe the stimulus-organism-response (SOR) process was attempted. Findings contribute to experiential marketing actions for other iconic wines and wine regions.
15 pages, Antimicrobial resistance (AMR) is an important challenge in public health. Ensuring rational antimicrobial use (AMU) on farms is one of the key components of antimicrobial stewardship. We aimed to describe a sample of Canadian dairy farmers’ personal factors for AMUand their AMR risk perception, and to associate these factors with their attitude toward promotion of prudent AMU. We distributed an online survey among dairy farmers in Ontario and Atlantic Canada (New Brunswick, Nova Scotia, and Prince Edward Island). The questionnaire was designed to solicit information on dairy farmers’ AMU decision-making process, attitudes toward AMU reduction, awareness of AMR, and individual values. We performed a factor analysis on 15 statements related to AMR awareness and AMU reduction and used a logistic regression model to identify variables associated with the probability of disagreeing with the need to increase promotion of responsible AMU in the dairy industry. Respondents’ (n = 193) previous experience was the main reason to select an antimicrobial treatment for their cattle. We identified four groups of factors related to knowledge, risk perception, and emotional states among respondents. To the question “Should there be more initiatives to promote responsible use of antibiotics in the dairy industry?” 23% of respondents answered no, which was associated in a logistic regression model with being a farm owner, having a tie-stall barn, and considering their own experience as the most important factor in selecting antimicrobial treatments. The score for the conservation value dimension and score for a factor described as sense of responsibility when using antimicrobials were also retained in the final model. Our results indicate that tailored strategies to promote prudent AMU on dairy farms may be preferable to a generic strategy because there are individual differences in attitudes, values, and AMR awareness that shape AMR risk perception and willingness to modify current AMU practices.
15 pages, Bioeconomy is deemed to be an ambiguous term with multiple facets: new products from biomass, circular and cascading resource systems, developments of new and more resilient plants, or synthetic biology for molecular biotechnology, to name a few. Accordingly, the term is interpreted just as diversely by involved stakeholders and the broader public. Enabling a clear and constructive dialog on bioeconomy strategies with and among society requires a profound understanding of these perceptions. To address this issue, a representative survey was conducted among the German population in order to scrutinize the general public's understanding of the term bioeconomy, citizens’ knowledge, fears, and expectations, as well as factors explaining their attitudes toward the bioeconomy. Our results indicate that, so far, German citizens are not very familiar with the concept. Its underlying ideas, however, are vastly appreciated. Support for a sustainable bioeconomy is thus strong and connected to high expectations in terms of environmental and economic benefits, which needs to be taken into account both in the implementation and communication of bioeconomy strategies. Support for the bioeconomy is furthermore connected to beliefs that reflect environmental concern and to pro-environmental behavior. While most measures and principles related to the bioeconomy (e.g., the use of biogas, biofuels, renewable materials for everyday products or buildings, or the cascading and circular use of resources) are strongly appreciated, the use of genetic engineering, for example, is opposed, mainly with regard to its applications in agriculture and industry, to a lesser extent in medicine.
