21 pages, Social media and the internet have impacted how companies and organizations advertise to consumers. Digital advertising has created the opportunity to engage with consumers, target specific groups, and capture metrics of use to help build effective advertising strategies. The floral industry is a large sector within the agricultural arena, which is primed to engage with young consumers. This research examined the effectiveness of utilizing static and animated social media advertisements to increase consumers’ intention to purchase floral products. Using an online survey and an experimental design, this study examined 8,488 respondents’ intention to purchase floral products after viewing static and animated social media advertisements. This study identified respondents’ attitudes, social norms, age, and internet use to be significant predictors in their intent to purchase floral products. Recommendations from a theoretical and applied perspective are discussed within relation to the study’s findings to advance strategic advertising in the floral industry.
10 pages, Extension faculty are tasked with developing and communicating educational programs to local clientele, and communication skills are a considerable piece of the Extension faculty job. Thus, UF/IFAS Extension included a communication portion to the on-board training for newly hired Extension faculty to develop their design skills so they can more effectively communicate through their educational and marketing materials. We used Rogers’ (2003) innovation-decision process to assess Florida early career Extension faculty’s adoption of design principles after completion of the 2019 UF/IFAS Extension Faculty Development Academy. Thirty-two Extension faculty completed the spring and fall sessions of the Academy. A mixed methods approach was utilized to gather survey data at the immediate completion of the Academy and qualitative, telephone interview data four to five months after completing the Academy. The faculty retrospectively perceived they increased their knowledge about design principles. They had an overwhelmingly positive attitude about learning design principles to better their communication efforts, but they decided not to fully adopt design principles in their work as other information and elements of learning their job took precedent.
22 pages, The purpose of this study was to identify the demographic characteristics, career motivations, and professional development of American equine journalists. An online survey was distributed to equine journalists identified through their professional organizational membership. Descriptive statistics were used to analyze the data. Equine journalists were found to be predominately female, Caucasian, and averaged 53 years old. Nearly half were exposed to the equine industry prior to their career and have been working in the industry for over 15 years. Respondents were well educated and were most motivated towards their career as an equine journalist because of their interest in horses. Over 70% of equine journalists in this study participated in one to 10 professional developments in the last year, with social media management as the most frequently reported topic. Other frequently reported topics were marketing, journalistic writing, and magazine publication. Recommendations for practice include recruiting agricultural communications minor or certificate students from specialized programs such as animal science, equine science, equine studies, or livestock. Future research should consider the influence of pre-career experiences on equine journalist career motivations and skill development.
20 pgs., Twelve U.S. states were tasked with developing nutrient reduction strategies to help address hypoxia in the Gulf of Mexico. To better understand the kinds of messages different stakeholders in these states are likely to encounter about such strategies, we conducted a content analysis focused on the Iowa Nutrient Reduction Strategy (INRS). We examined 483 articles in two agricultural and two non-agricultural news outlets. We found that agricultural news outlets more often led with agricultural themes and more often used agricultural representatives as sources. The non-agricultural news outlets more often quoted representatives of environmental groups. News articles infrequently led with science or health themes. The volume of coverage over time in three of the four news outlets appeared followed similar issue attention cycles. Differences among the outlets may lead to differences in stakeholders’ knowledge or views about the INRS and conservation, posing challenges to consensus-building.
19 pages, Audience-facilitated information flow has become the new norm created by a public divergence from traditional media sources. Mobile device advancements and partnerships have changed how audiences view news media and the sources relied upon to obtain information. With these advancements, social media users have become primary information providers and information gatekeepers. Twitter specifically has become a news media platform for some based on its effectiveness in facilitating information flow and triggering reorganization as it provides a platform for collaboration and coordination. Despite widespread acceptance of the threat climate change poses by the scientific community, it is still a topic of contention on social media. Climate conversations are typically approached with an us versus them mindset with us being used as representation of the communities to which audiences belong. The communities one belongs to typically follows social media users social, political and environmental ideologies. Walton’s theory of argument or inference schemes served as the theoretical framework for this study. Argument schemes represent common arguments and special context arguments, in this case scientific argumentation. Walton’s argument from ignorance was used as a framework for the study. The argument states that if there has been a thorough search through the knowledge base then concrete proof of a fact would exist. The findings indicated social media may be a useful tool when exploring climate change conversations through a sociopolitical lens and additional research is needed to closely examine how political ideologies, global location, and different environmental topics impact issue awareness and beliefs.
15 pages., Many U.S. state governments have programs that promote the food grown or made within their state. In this study, the websites of 41 such programs were analyzed for indicators of stewardship, a framework concerned with relationship cultivation. Several of the indicators were observed commonly, demonstrating a generally balanced use of stewardship strategies by the programs. The websites also provided a platform to grow relationships between producers and consumers. One recommendation for managers of statewide food promotion programs, or similar umbrella food brand programs, is to examine their own websites to ensure indicators of all stewardship strategies are present. Though most websites examined in this study posted mission statements, for example, not all of them did. Expressions of gratitude to multiple stakeholder groups were also lacking on many of the websites. Another recommendation for managers is to implement some of the more creative ways programs have practiced stewardship such as giving audiences opportunities to co-create content. Overall, this analysis showed that state-run food promotion programs function as public relations and agricultural communications tools.
18 pages, Universities must strategically communicate agricultural science to effectively reach millennials skeptical of agricultural innovations and constantly assessing the credibility of online information. Universities are trusted information sources and must maintain credibility on social media platforms such as Twitter, used by millennials to receive and share information. Source credibility seeks to understand message source and recipient characteristics that influence recipients’ perceptions of a source’s expertise and trustworthiness. The purpose of this study was to explore differences in engagement when specific factors affecting source credibility were emphasized when communicating with millennials about agricultural science on Twitter. The purpose was accomplished by describing the level of engagement and the differences in engagement observed between perceived gender, race, and age of university scientists. Over seven months, researchers wrote press releases about published journal articles authored by two or more diverse, university-affiliated scientists. They published multiple tweets about each release, with the only difference being the scientists’ headshots. Scientists were categorized as perceived male versus female, White versus Non-White, and older versus younger. Descriptive analysis of engagement metrics from 32 tweets found those with females performed better than those with males. Non-White scientist tweets performed better with the exception of engagement rate. Tweets featuring younger scientists received more engagement than older. The exploratory results implied tweets featuring young, Non-White females may elicit higher engagement. Future studies should examine if engagement metrics are correlated with source credibility dimensions. Strategically featuring diverse scientists in research communication may be utilized to build engagement in universities’ social media.
