21 pages, via online journal, How an agricultural organization handles the way the media reports a crisis can have an impact on the public’s perceptions of the organization, and sometimes the industry as a whole. The popularity of social media outlets as a venue for disseminating and gathering information and news makes the use of social media surrounding agricultural crises an important topic to investigate (Glynn, Huge, & Hoffman 2012; Hermida, 2010). A qualitative case study was conducted to investigate the use of social media tools during an agricultural crisis. The participants – communications directors, social media managers, and individuals with a close connection to the crisis under study – reported that social media was a major component of their communication efforts surrounding each crisis. Participants felt social media was very effective in these situations and had a major impact on their communication efforts. Although no participants reported using a structured social media strategy or crisis communication plan, they stated a need for such guidelines in the agricultural industry. From the data analyzed in this study, a model for using social media during a crisis situation, aimed specifically for use by those in the agricultural industry, was developed. This project was funded through the USDA's Beginning Farmers & Ranchers Project.
Lundy, Lisa K. (author), Rogers-Randolph, Tiffany M. (author), Lindsey, Angela B. (author), Hurdle, Clay (author), Ryan, Heather (author), Telg, Ricky W. (author), Irani, Tracy (author), and University of Florida
Format:
Online journal article
Publication Date:
2018
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10155
16 pages, via online journal article, Farming, by the very nature of the occupation, is riddled with uncertainty. The risks associated with the agriculture industry are just as diverse as the industry itself. For all risks, one challenge is the development and dissemination of safety communication materials tailored for diverse audiences. Valkenburg, Semetko, and Vreese (1999) examined common frames used in news media. Their analysis pointed to four commonly used news frames: conflict, human interest, responsibility and economic consequences. The purpose of this study was to describe the agricultural and health safety issues discussed in Florida news media during the year 2016, discussing the prominence of the frames outlined by Valkenburg et al. (1999). In this study, the most prominent frame was the human interest frame, followed by responsibility, economic consequences, and conflict. Frames carry a great deal of weight in shaping individuals’ opinions, attitudes, and actions towards agriculturally based messages; therefore it is essential for agricultural communicators to understand the framing of agricultural health and safety issues. Acknowledging the frames used in the reporting of agricultural issues allows agricultural communicators to enter into informed interactions with media outlets and better prepare the resources they provide to them. These framing analyses also provide agricultural communicators with a solid foundation on which to best position and frame their messaging on behalf of the industry. Further research is recommended to examine frames from an audience perspective and to investigate the impact of human interest frames in the presentation of agricultural news articles.
18 pages., via online journal, As the public has expressed increasing concerns regarding the humane raising and handling of farm animals, the U.S. Department of Agriculture and industry organizations have developed a series of standards enforcing animal welfare in the poultry industry. Labels and value-added claims were created and defined to differentiate products and to inform consumers’ purchasing decisions. This study identified five labels related to animal welfare that are frequently found on food packages in the U.S. grocery stores, including both the mandatory labels and third-party, voluntary labels. Using a controlled online experiment (N=249), we examined the labels’ effects on consumers’ perception of humane treatment and purchasing tendencies toward egg products. Results showed that while most consumers lack knowledge regarding the labels’ meaning and certification standards, they rely on the labels with simplistic terms (e.g., "certified humane," "cage free") as heuristic cues to judge the ethical treatment of hens on the farm. However, the selected labels did not lead consumers to pay a higher premium for the labeled products. We discussed the implications for regulators, food marketers, and agricultural communicators.
16 pages, via online journal, One of the nation’s most important industries, agriculture, has adopted social media to communicate with consumers and the public. At the same time, traditional news media remains important to the agriculture industry because many consumers still receive information about agriculture from sources such as newspapers and television. Little literature at the time of this study explored how social media is used specifically as a media relations tool. The purpose of this study is to examine how agricultural organizations in Ohio communicate via social media and how the messages could impact central Ohio traditional media outlets’ coverage of agricultural issues. The study is grounded in uses and gratifications theory, and previous social media studies. Data were collected from seven Ohio agricultural organizations’ Facebook pages and four central Ohio news outlets. Researchers found that Ohio agricultural commodity organizations use social media, but not necessarily to communicate with the news media. The industry received limited news coverage during the time studied, and we were unable to discern a relationship between social media and news media coverage beyond a commonality of stories. By communicating the results of this study with agricultural organizations and researchers, effective social media strategies can be developed to guide the future of social media as a media relations tool.
10 pages, via online journal, As the agricultural industries of developed countries undergo an extended period of change, increasing numbers of farmers are leaving farming. In this paper, we investigate the relationship between intention to exit farming and farmer wellbeing, drawing on and adapting the conservation of resources theory of stress. In a quantitative analysis of 674 Australian farmers, we show that the more likely a farmer is to leave farming, the poorer their wellbeing; but this is moderated by smaller farm size, greater profitability, earning a larger proportion of income off-farm and older age, all of which attenuate the relationship between exit intention and poorer wellbeing. We conclude that it is important for policy-makers to consider the wellbeing of farmers when designing strategies to assist exiting farmers, as poor wellbeing at exit may reduce capacity to adapt successfully to life after farming.
15 pages., via online journal., Since the first Earth Day in the 1970s, corporate environmental performance has increased dramatically, and cases of greenwashing have increased sharply. The term greenwash refers to a variety of different misleading communications that aim to form overly positive beliefs among stakeholders about a company's environmental practices. The growing number of corporate social responsibility claims, whether founded or not, creates difficulties for stakeholders in distinguishing between truly positive business performance and companies that only appear to embrace a model of sustainable development. In this context, through the lens of legitimacy and signalling theory, we intend to understand and assess the different influences that various types of misleading communications about environmental issues have on stakeholders' perceptions of corporate environmental responsibility and greenwashing. Stakeholder responses to an environmental scandal will also be assessed. The hypotheses tested through a four‐for‐two design experiment reveal that different levels of greenwashing have a significantly different influence on stakeholders' perceptions of corporate environmental responsibility and stakeholders' reactions to environmental scandals.
21 pages, via online journal, Purpose: This article outlines the emergence of programme teams in the Australian dairy farm sector as a response to counter weaknesses in the institutional environment for agricultural innovation which favours technology adoption/diffusion approaches.
Design/methodology/approach: The strengths, weaknesses and risks of different approaches to innovation in the Australian dairy sector RD&E system are analysed and key features of an emerging programme team approach defined. The programme team approach is compared and contrasted with the features of innovation capacity from international literature. An analysis of the relative investment in this innovation capacity in different topics or domains of dairy innovation is provided.
Findings: The programme team approach to innovation involves groups of researchers, extension people, public and private organisations, farmers, community groups, and policy and service groups brought together to progress innovation and change in a topic area or domain. Leadership of the process is provided by an area expert or champion. The team takes responsibility for: (a) understanding the businesses of key players who have an influence in the innovation or domain; (b) deciding the nature of the desired change that all stakeholders can align to; (c) identifying features of the enabling environment to establish what capacity is needed; (d) designing a ‘route to change’ strategy (in contrast to traditional route-to-market thinking); and (e) piloting and refining the approach within the target populations. The group manages emerging risks and keeps on top of issues, as well as identifies any knowledge gaps for research that are preventing innovation and change.
Conclusions/practical implications: The programme team approach provides a semi-formal governance mechanism for innovation to develop, despite an institutional environment that favours technology adoption. Further, the activities of programme teams consist of practices which integrate research-led and demand-pull approaches. Currently, investment in such innovation capacity is relatively low and highly variable across different topic domains.
Added value: The article provides tangible activities that managers of agricultural RD&E programmes can invest in to progress systemic approaches to innovation and is a guide for agricultural education and extension practitioners to proceed in their innovation work.
