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.
Rumble, Joy N. (author), Rogers-Randolph, Tiffany M. (author), Buck, Emily B. (author), and The Ohio State University
University of Florida
Association for Communication Excellence
Format:
Journal article
Publication Date:
2019
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10429
16 pages., Via online journal., The livestock industry has repeatedly struggled to effectively communicate livestock care and handling practices in order to promote awareness and acceptance. Many consumers still hold on to the historically picturesque view of production agriculture instead of the modern reality. It is necessary for the industry to identify how much is too much to tell or show consumers. Therefore, this study sought to understand the influence of two communication treatments on attitudes toward livestock care and use. Elaboration Likelihood Model (ELM) served as the theoretical framework for this study. A sample of 1,049 respondents was obtained through non-probability sampling. To fulfill the purpose of this study, the development of an online survey was informed by ELM and measured prior beliefs, personal involvement, and knowledge. An experimental treatment, consistent with persuasive communication within ELM, presented respondents with one of two images of cage-free egg laying housing and accompanying text. One image could be described as “historically picturesque” and the other as “modern reality.” Attitude toward livestock care and use was measured after exposure to one of the images. Respondents held favorable prior beliefs, demonstrated neutral involvement, and answered three or less knowledge questions correctly. Respondents exposed to the modern reality treatment displayed slightly lower attitudes than those exposed to the historically picturesque treatment. The results indicated that both prior beliefs and image exposure had a significant impact on attitude, while personal involvement was not found to be significant.
21 pages, Because mothers are the primary grocery shoppers for most households, they play a fundamental role in the food their families eat. As such, it is important to understand their perceptions of potential sources of food safety and nutrition information. This study surveyed young mothers (i.e., 18-40 years old) across the United States to assess their awareness, knowledge, and trust of celebrities and social media influencers who communicate about food-related topics. The list of celebrities and influencers consisted of TV chefs, celebrities and influencers who espouse favorable viewpoints of food and agriculture, and celebrities and influencers who espouse more alternative viewpoints of food and agriculture. Respondents were usually more aware and knowledgeable of the celebrities and chefs than the influencers. They also generally trusted the TV chefs the most. There tended to be small-to-medium positive correlations between a respondents’ knowledge of a celebrity/influencer and their trust of that celebrity/influencer but not all were statistically significant. Communicators looking to influence the largest number of people would benefit more from working with celebrities, but social media influencers could still play a role in campaigns that target specific online communities where the influencers’ values align with community members. More research is recommended to expand to other audiences, as well as assessing other celebrities and influencers. Research can also address how consumers use social media to get food-related information, how trust could be affected by communication using different social media platforms, and content analyses of food-related communication by celebrities and influencers on social media outlets.
