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    1. Infusing the visual: image-based approach to curriculum and research

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Littlefield, Joanne (author / Abraham Baldwin Agricultural College)
    Format:
    Presentation
    Publication Date:
    2020-10-26
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D11942
    Notes:
    PowerPoint visuals from webinar presented to the Society of Agricultural Communication Scholars on October 26, 2020. 16 pages., Presentation featuring techniques and principles of incorporating visual communication into agricultural communication teaching and research efforts.

    2. Visualizing Values: A Content Analysis to Conceptualize Value Congruent Video Messages Used in Agricultural Communications

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Fischer, Laura Morgan (author), Opat, Kelsi (author), Jennings, Kayla (author), and Meyers, Courtney (author)
    Format:
    Journal Article
    Publication Date:
    2021-05
    Published:
    United States: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12191
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    Volume 105, Issue 2 (2021)
    Notes:
    21 Pages, Visual messaging is becoming the new avenue to connect with consumers. The majority of the American public is not connected with agriculture and often questions procedures, practices, and tactics within the industry. Practitioners and researchers have suggested value congruent messages, a type of emotional appeal, may increase attention to agricultural messages. However, limited research has been conducted to define and investigate value congruent messages in agricultural communications. The purpose of this study was to describe the presented messages in videos used in one agricultural advocacy effort, CommonGround’s “Nothing to Fear Here” campaign. This content analysis described the video’s message content and use of value congruent messages. Schwartz Theory of Basic Human Values (2012) was used to identify the values present in each video within the campaign. The values of benevolence, security, self-direction, universalism, and hedonism were common values displayed in the campaign. Message sensation value was calculated, and it was found the videos had moderate levels of emotional arousal. The primary characters in the videos were mothers, farmers, and children. More research should be conducted to explore how the value congruent messages and message sensation value interact to increase a receiver’s level of attitude change after viewing the message.