19 pages., via online journal article, Best management practices (BMPs) are suggested practices that help agricultural producers optimize production while reducing pollution, soil erosion, and other environmental impacts. Many audiences, including scientists and policy makers, have expressed disappointment at the current level of BMP use. Elaboration likelihood model (ELM) is used to understand how people process messages. ELM states that people can process messages either centrally or peripherally. This study sought to understand how producers processed information related to BMP adoption in grazing systems. Researchers conducted qualitative, in-depth interviews with 42 beef-cattle producers in Kansas and Oklahoma. It was found producers process information both centrally and peripherally, more specifically through past experiences and visual observations. This study suggests that when promoting BMPs, communicators should use visual cues to help producers process information. More importantly communicators should utilize strategies that encourage producers to reflect on past experiences to promote central processing.
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.
search through journal, During the summer and fall of 1992, both on-site and mail surveys were conducted to determine: (1)How Oklahoma farmers receive and prefer to receive agricultural health and safety information from selected mass media, and (2) How Extension agricultural engineering departments communicate agricultural health and safety information. The study revealed that approximately one-half of the farmers identified television as their primary mass media source for general news and information. More farmers identified magazines as their primary source for safety and health information than any other medium. Three-quarters of the farmers in the study received their agricultural information from magazines. More than half of the farmers preferred to receive health and safety information from magazines. Agricultural engineers identified fact sheets, newspapers, workshops, videos, newsletters, radio, television, brochures, and magazines as methods for communicating health and safety information. In this article, recommendations are provided for agricultural health and safety educators. (original)
