15 Pages, As the gap in agricultural experiences between farmers and consumers grow, it is important for agricultural communicators to communicate strategically with their audiences and be proactive in addressing consumers’ concerns. Communication media can present a variety of messages or pieces of information that represent multiple perspectives within one unit. The dynamic nature of communication media, such as video and audio messages, lead to the fluctuation of feelings and responses to different elements within one singular message. While agricultural communications has traditionally relied upon quantitative and qualitative survey data, there are likely gaps in complete understandings of individual perceptions in response to varying elements of the communications message. Continuous response measurement (CRM) is a method that can be used to monitor and track individual responses to media messages in real-time to reveal critical moments within a communications message. CRM holds the potential to help those in agricultural communications understand what specific elements within messages resonate most with consumers. This professional paper explores how researchers can use CRM, showcases benefits and drawbacks of CRM, and provides recommendations for contributions to agricultural communications literature.
19 pages, The USDA has identified coexistence, or producers growing food in a variety of ways (conventionally, organic, etc.) in a harmonious manner as a critical challenge and high priority. Despite this call for coexistence and assurance of mutual success, agricultural sectors often have conflicts. Both sides of the niche and mainstream rift tend to pick and choose radical examples of problematic practices to portray the opposition. Producers, more so than most other occupations, have a deeply entrenched occupational identity. Many studies focused on the need for relationships between agricultural producers and the public. No work has been found to understand how producers from different sectors of agriculture view one another. This study sought to understand producers' identities and the relationships producers have with one another. Results indicate the occupation of farming, family ties, connection and duty to the land, hard work and pride defines producers' identities. When defining a "good farmer," producers cited innovation and efficiency, farm succession, passion and joy, and profits as markers of success. The relationships between producers varied. Overall, producers respected other producers enough to make their own choices concerning production. Social media was often mentioned when producers talked about how they communicate with one another.
18 pages., Interdisciplinary agricultural research centers are becoming more common at land-grant universities. These centers often use an interdisciplinary approach to address complex science issues. As these centers address agricultural issues that impact society, effective science communication is a necessary activity. However, these centers may face unique barriers or opportunities. This study utilized a qualitative approach to identify the barriers and motivations of interdisciplinary agricultural center directors when communicating about science. Participants identified common science communication challenges, such as time and lack of funding. Funding was also identified as a motivation, as well as factors related to the tenure and promotion process. Recommendations from this work include evaluating the public relations and the effectiveness of science communication from these centers. Future research should also examine the financial structure of interdisciplinary centers to better inform best practices.
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.
