16 pages., Article # 6FEA3, via online journal., We examined how the Twin Ports Climate Conversations (TPCC), a community-based climate communication project, is influencing local climate awareness and response. A survey of TPCC participants and subsequent roundtable discussion event were used to explore program impacts, outcomes, and future directions. Results showed that the TPCC project has been effective at increasing awareness and facilitating contacts and may be leading to actions that range from information sharing to personal behavioral changes. Future directions include engaging new audiences and promoting more on-the-ground climate action. TPCC can serve as a model to help other communities start cross-sectoral climate conversations.
pgs. 1-17; Article 3, Via online journal., Audience analysis is a critical skill to forge relationships and develop effective communications. Programs provided by the Cooperative Extension Service must be aware of external and internal audiences to provide relevant information and evoke impacts. Berlo’s (1960) Source-Message-Channel-Receiver Model of Communications guided this formative evaluation of Extension staff, and horse 4-H club volunteer leaders (program facilitators) to expose internal communication tendencies in Arkansas. Findings identified that program facilitators seek horse-related information from a variety of sources, most frequently relying on personal connections and least frequently seeking Extension sources. Program facilitators share a variety of messages and most frequently relay information about deadlines to club members. Messages about recruitment and fundraising were shared least often. Program facilitators described utilizing a variety of personal and electronic channels to share messages with the greatest frequency for in-person communications. Incoming channels were less diverse than outgoing channels and primarily featured email, which program facilitators preferred. Program facilitators are primarily female, aged in their thirties, described lifetime involvement with 4-H and the horse industry, and most frequently reported having less than five years’ experience in their current position. The ground-level perspective of facilitators’ demographics and communication tendencies was evident in results of this study. In application, practitioners must continue to actively seek relationships with audiences, remain cognizant of communication factors, and provide accurate messaging through preferred channels.
11 pages., via online journal., In recognition of the importance of communication in extension work and agriculture, this study assessed communication methods used among core sub-programs of the Enugu State Agricultural Development Program (ENADEP). Sixty-three staff were randomly selected to participate in the study. Statistical tools such as percentage, mean score, and factor analysis were used in data analysis. Findings show that a downward (top-down) communication flow was most common, with posters and workshops as primary communication tools. Technology review meetings and training were major situations in which communication occurred, while achievement of ENADEP objectives was the most important motive for communication. Communicator knowledge about subject matter was the top-rated factor that enhanced communication; security/credibility- and human/autocracy-related problems were major constraints to effective communication. The study recommends a de-emphasis on top-down communication approaches and encourages use of digital/information communication technology (ICT) tools to minimize the gap between generation and dissemination of information and its application.
Wick, Abbey F. (author), Haley, Jean (author), Gasch, Caley (author), Wehlander, Terry (author), Briese, Lee (author), and Samson‐Liebig, Susan (author)
Format:
Online journal article
Publication Date:
2019-06
Published:
Wiley Periodicals, Inc.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 122 Document Number: D11140
8 pages., via online journal., Farmer adoption of practices to build soil health can be enhanced using a knowledge network supported by programs and resources that incorporate technical, social and experiential learning pathways. University Extension plays a critical role in building and supporting the knowledge network by serving as (a) a boundary organization to create space for conversations to occur, (b) network manager to facilitate learning and (c) builder of social capital to encourage trust in the network. The North Dakota State University (NDSU) Soil Health Program was used to illustrate the above approach. Between 2014 and 2016, 32 informal discussion groups, called Soil Health Café Talks, reached 156 individuals. A knowledge network of all participants was developed using NodeXL. The 10 most influential individuals in the network included two scientists, five farmers, one crop consultant and two Extension specialists. All non‐NDSU participants received an evaluation form. Respondents increased their frequency of discussing cover crops with other individuals and increased sharing equipment across farming operations (i.e., vertical tillage implements and no‐till drills). Of the topics discussed, over 25% of respondents adopted practices using cover crops (interseeding and using cover crops for weed control and adjusting rotations to incorporate cover crops) as a result of attending Café Talks. Respondents also increased their use of NDSU Soil Health online resources such as Twitter (22%), YouTube (23%) and the web page (21%) as follow‐up information to Café Talks. Network‐based approaches have proven to be successful in encouraging on‐farm adoption of soil health‐building practices.
4 pages., Via online journal., Transformation process to Audience-centered Communication Theory is introduced, as well as the basic idea of the theory in China. It is believed that using Audience-centered Communication theory can help to consolidate the theoretical basis of participatory agricultural extension. The communication essence of agricultural extension activity is studied, which is spreaders send information to farmers; then, farmers filter and process the information, transform it into their own experiences and feed back on time. Internet logical relationship between audience-centered communication and participatory agricultural extension is studied. Effects of Audience-centered Communication Theory on participatory agricultural extension are analyzed. One is that the Audience-centered Communication Theory defines the guidance and implementation basis of agricultural extension activities; the other is that bringing Audience-centered Communication Theory into agricultural extension research can help to expend the agricultural extension. Several enlightenments of the theory to participatory agricultural extension are obtained. Firstly, take audience as the orientation and focus on the needs of the audience. Secondly, advocate the participatory approach of process; and emphasize the importance of internal audience participation. Thirdly, establish two-way interaction mechanism; and make the promoters understand the implementation and performance status on time.
