14 pages., Via online journal., Guided by the theory of reasoned action and social cognitive theory, this study was conducted to better understand how decisions to purchase organic or conventional milk are influenced by norms and attitudes established via human interactions and how those norms and attitudes vary by geographic region. An online Qualtrics survey was used to gain insight into behaviors, attitudes, and interactions of 308 milk consumers in various geographical regions of [State]. The findings indicate that urban, suburban, and rural consumers differ in some ways in their interactions related to milk information, as well as their perceptions of organic versus conventional milk. Based on the findings of the study, differences in personal networks and exposure to certain messaging in varying regions might perpetuate a more positive, confident, and informed view of organic or conventional milk products in some areas more so than others. The researchers recommend using the results of the study to tailor messages to the specific information needs of consumers in urban, suburban, and rural regions of [State].
18 pages, via online journal article, Blue Bell Creameries faced an unprecedented situation when it pulled all of its products during a Listeria outbreak in 2015. Despite a very public crisis that resulted in three deaths, Blue Bell survived the disaster and maintained a large and loyal customer base. A content analysis of the Blue Bell Ice Cream Facebook page was conducted to evaluate Blue Bell’s public communications, and its followers’ public reactions to the Facebook communication during the crisis. Results indicated that Blue Bell primarily posted messages that included recall and restocking information, thankfulness to stakeholders, and details about improvements to food safety during the crisis. These messages created a sense of transparency, which can increase customers’ trust and brand loyalty. Their consumers largely responded with comments containing overwhelming loyalty themes as well as questions and messages of thanks. Recommendations for agri-food companies include operating transparently before, during, and after a crisis. Organizations should follow Blue Bell’s example and avoid publishing messages that include attacks, denial, scapegoating, or excuses during a crisis.
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.
Oesterreicher, Shelby (author), Lundy, Lisa K. (author), Rumble, Joy (author), Telg, Ricky W. (author), and University of Florida
The Ohio State University
Format:
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: D10157
15 pages, via online journal article, Millennial consumers are stepping into important roles as decision makers and consumers. A knowledge and communication gap exists between cattle producers and consumers this knowledge seeking generation. This study focused on collegiate millennials' perceptions of locally produced beef. The research design was qualitative in nature using focus groups. Participants associated the beef industry and beef products with the environment, management practices, treatment of animals, human health concerns, retail, experience with the beef industry, experience with beef, and transparency. Results of this study showed participants had minimal knowledge of the industry and relatively negative perceptions of the industry and beef products. Participants were skeptical of communication materials promotion beef and expressed particular distrust toward video messages. Participants revealed a knowledge and communication gap between producers and consumers
