15 pages, via online journal article, Scientist-stakeholder partnerships are formed by scientists from academic institutions and industry representatives in an effort to address contingent science issues such as climate change, inform the public and influence public policies. Such organizations often lack expertise in communicating to the public and conducting outreach which are crucial components to building a good reputation. This study selected Florida Water and Climate Alliance [FWCA] as an example of such an organization, exploring its media attention and media framing to assess the visibility and reputation of [FWCA]. Results showed very limited media attention had been devoted to [FWCA]. The framing analysis results indicated that the coverage of [FWCA] is mostly introductory and descriptive information from public institutions, collaborators and funding agencies. These results demonstrate the need for such organizations to increase media visibility and build their reputations through strategic communication. Scientist-stakeholder partnership organizations like FWCA could gain from strategic collaborations with agricultural communications professionals and academic researchers. To better assist in building the reputation for these organizations, recommendations include developing strategic communication plans and conducting research about stakeholders’ and collaborators’ perceptions of an organization’s reputation.
16 pages, via online journal article, This meta-analytic study reviewed experimental studies that examined the effects of message framing on public engagement with climate change. We included 10 studies that used self-reported measures of climate-related attitudes and behaviors, with 26 comparison pairs. The results suggested that message framing generally has a positive effect on individuals’ engagement with climate change and its two sub-categories – behavioral intentions and support for climate policy. More specifically, we found message frames that emphasize the environmental, economic, and moral dimensions of climate change have a small-to-medium size impact on individuals’ engagement with climate change. In contrast, message frames around public health implications or geographical identity barely influence individuals’ engagement with this issue. We discussed the implications on strategic communications of climate change.
20 pages., Via online journal., Consumers are concerned about the risks related to genetically modified (GM) food, and there is a need for agricultural communicators and educators to address those concerns. The purpose of this study was to explore Florida residents’ latitudes of acceptance, rejection, and noncommitment toward GM food messages. The findings from this study can be used to guide communication and education campaigns for GM food. An online survey was distributed to a non-probability sample of 500 Florida residents to fulfill the purpose of the study. The messages that most aligned with the respondents’ views toward GM food discussed how potential risks related to human health had not been adequately investigated and that GM food may be riskier to consume compared to traditional food. The messages that most opposed the respondents’ views were that GM food was safe for consumption and that it caused cancer in humans. People whose views most aligned with the message that GM food caused cancer in humans had the largest latitude of rejection, likely due to their extreme attitude, confirmation bias, and ego-involvement. The largest percentage of respondents accepted messages that aligned with their position but expressed noncommitment to messages that opposed their views. This lack of rejection and indication of alignment with messages related to potential risk and uncertainty indicated Florida consumers were unsure about the effects of GM food. Communicators and educators should acknowledge these concerns when delivering information about GM food to enhance the effectiveness of communication with consumers.
4 pages., Via online journal., ACE President Elizabeth Gregory North comments on JAC as evidence of the strong research tradition that is alive and well in ACE.
20 pages, Several U.S. federal government agencies collect and disseminate scientific data on a national scale to provide insights for agricultural trade, research, consumer health, and policy. Occasionally, such data have potential to provide insights to advance conversations and actions around critical and controversial issues in the broad agricultural system. Such government studies provide evidence for others to discuss, further interpret, and act upon, but to do so, they must be communicated well. When the research intersects with contentious socio-political issues, successful communication not only depends on tactics, but as this study illuminates, it also depends on relationship quality between research producers, study participants, and end-users. USDA’s Animal and Plant Health Inspection Service (APHIS) conducted first-of-its kind national studies on cattle and swine producers’ use of antimicrobials. The use of antimicrobials in animal agriculture is considered a critical and controversial issue pertaining to antimicrobial resistance. In recognition of the anticipated wide-ranging interests in these studies, APHIS sought to understand stakeholders’ perceptions and experiences of the federal government research process and products with aim of improving their science communication and relations. This study reports on findings from in-depth interviews with 14 stakeholders involved in the antimicrobial use studies to make recommendations for improving communication and relations between the agency and its stakeholders. From this research, we draw implications that are transferrable to numerous types of government science communication efforts within agricultural sectors.
23 pgs., Online Journal, Communication networks and knowledge sharing are important for the persistence of small farms that operate outside of industrial agriculture. In past years, internet platforms have been promoted as a tool for farm businesses to connect with customers and other farmers. Social media in particular has gained attention as a user friendly and accessible tool for small business viability. Drawing on Uses and Gratifications Theory, this study uses examines interviews with women farmers' in the United States to explore how they view the role of social media for their agricultural practice. Results demonstrate that women farmers report using social media to reach consumers, seek agricultural information, and maintain emotional connections with other farmers. Though important, women farmers are often overlooked in agricultural research and training programs. Theoretical and practical implications highlight how social media and agricultural trainings can promote media literacy and promote women farmers' success in agriculture.
19 pgs., The equine industry is an established part of Maryland agriculture with 79,100 equines valued at approximately $714 million in the state; approximately 10% of these animals are housed in one county. Equine operators are a unique demographic in the agricultural realm, because they are not managing land to produce food or fiber and often are employed in other professions unrelated to agriculture. These operators tend to be unaware of land conservation practices and can have a detrimental effect on areas, like the Chesapeake Bay economy and ecosystem, if shared resources are exploited. The purpose of this study was to explore equine operators’ knowledge and connection of conservation best management practices (BMPs) and their role in being a caretaker of the land. The study was informed by the diffusion of innovations theory and gathered data through semi-structured, qualitative interviews. Equine operators in the study were found to use a variety of informational sources, had a high level of adoption of the BMPs they used, and overall, a majority of participants saw their role as caretakers of the land as an important aspect of their environmental actions. Recommendations from this research include improving communication processes to increase the spread of BMPs and adjusting specific infrastructure aspects to improve retention of equine operators practicing conservation efforts. Further research should investigate other niche areas of agriculture that could potentially be struggling with a knowledge deficit of BMPs and communication neglect between conservation offices and audiences.
19 pgs., When it comes to food, consumers are increasingly concerned with the welfare of the livestock used to produce it. To display transparency and build trust with patrons, businesses such as The Maschhoffs, a pork production company, have created online tools to answer questions about production processes. This study implemented eye tracking and survey methodologies to attain insight regarding the visual attention of website visitors. While results revealed no discernable pattern of navigation among respondents, the findings illustrated a sector of the pork industry consumers expressed interest in was the breed-to-wean section of the farm. Researchers encourage agricultural communicators to develop messaging surrounding this specific process to continue building trust with consumer audiences as well as make recommendations for utilizing eye tracking to assess visual attention to websites.
24 pgs., In order to stay relevant in an online world, Extension must properly use social networking platforms to effectively reach diverse audiences regarding agricultural and natural resource issues. However, few studies have focused on how Extension uses Facebook to effectively accomplish its goal. This study’s purpose was to explore how Utah State University Extension Sustainability uses Facebook to engage followers. The researchers conducted a quantitative content analysis of 504 messages posted to the USU Extension Sustainability Facebook page. Graphics and links were the most common post characteristics used by the organization. Text-only posts and posts containing videos were utilized the least. Food was the most common area of sustainability discussed on the page. Posts containing videos, shared content, or that tagged other Facebook pages in messages experienced statistically significantly higher user engagement than posts without those characteristics. Posts containing hashtags experienced statistically significantly lower engagement. Neutral sentiment appeared in the majority of posts. Additionally, information seeking was the most dominant communicative function among the posts. Neither the type of sentiment nor communicative functions were significantly connected to engagement. Future research should determine changes in knowledge, attitudes, intentions, and behavior as a result of exposure to, and engagement with, the Facebook page. Additionally, a qualitative study determining consumers’ attitudes toward Facebook content can provide a deeper understanding of the audience’s thought processes and content preferences. Page administrators should craft engaging content that builds community among followers.
27 pages, Extension programs must constantly evaluate communication plans and platforms to determine if they are worth the investment of time, money, and resources. Podcasts are growing in popularity as a communication platform for education and entertainment. With the VARK model of learning styles and core plant pathology concepts as a guide, researchers evaluated the prevalence and type of plant pathology information in podcasts to better understand how podcasts could benefit Extension plant pathology programs. Using keywords related to plant pathology, researchers searched popular mobile podcast listening applications and evaluated relevant podcast episodes using content analysis methods. Results indicated few podcast shows discuss plant pathology topics. The podcast shows identified, however, covered eight fundamental units of plant pathology knowledge: basics of plant pathology, plant pathology techniques, biology of plant diseases, biology of plant pathogens, management of plant diseases, influence of the environment, other causes of plant disease symptoms, and importance of fungi. Results suggested that podcasts can effectively communicate different types of plant pathology information to audiences. Plant pathology Extension programs can utilize the findings of this study to create new plant pathology podcasts that meet the changing needs of plant pathology Extension clientele. It is worthwhile to further explore the use of podcasts in plant pathology Extension programs.
19 Pages, Agriculturalists and environmentalists must navigate complex challenges as the global population continues to increase and environmental resources are depleted. Colleges of agricultural and environmental sciences are tasked with addressing the nexus between environmental and agricultural challenges through research, education, and communication. However, the amount of research being conducted with both agriculture and the environment considered is largely unknown and, as a result, their corresponding communication messages may not provide coherent messages from the college. Therefore, the purpose of this study was to identify if research within a college of agricultural and environmental sciences takes a holistic approach so that communication efforts coming from the college can encompass both perspectives. The data were collected from a web-based system containing university research publications and analyzed using a thematic analysis and meta-synthesis. The meta-synthesis revealed 212 codes overlapping agricultural and environmental themes compared to the total 4,325 codes found across all publications. The findings indicated there was a limited amount of collaboration occurring between environmental and agricultural researchers within the college. Without collaborative research, agricultural communicators cannot develop science communication efforts that holistically integrate evidence-based science. As new challenges emerge at the nexus of agriculture and the environment, researchers must shift toward a collaborative and interdisciplinary approach to ensure the science communication efforts sharing their findings are inclusive.
18 pages., Interdisciplinary agricultural research centers are becoming more common at land-grant universities. These centers often use an interdisciplinary approach to address complex science issues. As these centers address agricultural issues that impact society, effective science communication is a necessary activity. However, these centers may face unique barriers or opportunities. This study utilized a qualitative approach to identify the barriers and motivations of interdisciplinary agricultural center directors when communicating about science. Participants identified common science communication challenges, such as time and lack of funding. Funding was also identified as a motivation, as well as factors related to the tenure and promotion process. Recommendations from this work include evaluating the public relations and the effectiveness of science communication from these centers. Future research should also examine the financial structure of interdisciplinary centers to better inform best practices.
27 pages., Research in agricultural communications is not guided by a national research agenda. Therefore, the substantial body of research produced from scholars working in the discipline represents scattered efforts. We conducted a content analysis of journal articles published in the Journal of Applied Communications between 2000 and 2019 to identify the research themes that establish the discipline’s scholarly base. Through an examination of n = 259 journal articles, we identified N = 27 research themes, the most prevalent of which included agriculture and media relations/practices (f = 30; % = 11.58), public perceptions/understanding of agriculture and natural resources (f = 25; % = 9.65), and agricultural communications academic programs and curricula (f = 21; % = 8.11). Then, we used Q methodology to identify viewpoints of agricultural communications scholars (e.g., faculty, graduate students; n = 45) as they relate to perceptions about the importance of research. We identified four dominant viewpoints of scholars in agricultural communications: Message Framing Influencers, Extension-Focused Scholars and Practitioners, Discipline-Conscious Researchers, and Tech-Savvy Scholars. Together, these viewpoints explained 59.43% of the study variance. Although participants who represented each of these groups had unique perspectives, participants generally agreed that public perceptions/understanding of agriculture and natural resources and crisis communications in agricultural communications were important research themes. Likewise, they generally agreed that the role of agricultural communications professional organizations, agricultural communications efforts during historical events, and agritourism were not important research themes.
28 pages., This study investigates how the emotional tone of food safety risk communication messages predicts message virality on social media. Through a professional Internet content tracking service, we gathered news articles written about the 2018 romaine lettuce recall published online between October 30th and November 29th, 2018. We retrieved the number of times each article was shared on Twitter and Pinterest, and the number of engagements (shares, likes, and comments) for each article on Facebook and Reddit. We randomly selected 10% of the articles (n = 377) and characterized the emotional tone of each article using machine learning, including emotional characteristics such as discrete emotions, emotional valence, arousal, and dominance. Conveying negative valence, low arousal, and high dominance, as well as anger and sadness emotions were associated with greater virality of articles on social media. Implications of these findings for risk communication in the age of social media are discussed.
20 pages., Mass media is the main source of scientific information for most Americans, but inaccuracy of reporting has threatened the public’s understanding of science. Perceived media bias and fake news has also made the public skeptical of the media, and scientists’ perceptions are no different. Because scientists are the most trusted source for scientific information in America, it is important they remain willing to work with the media. This study used the Theory of Planned Behavior (TPB) to explore scientists’ perceptions of working with reporters, including their attitude, subjective norms, behavioral control, and intent to engage with the media in the future. In-depth interviews were conducted with 13 tenure-track faculty at the University of Florida’s Institute of Food and Agricultural Sciences (UF/IFAS) in spring 2018. These participants represented low, moderate, and high communicators. The findings from this study indicated mostly negative attitudes toward reporters due to skepticism in their ability to accurately report science. Behavioral control was also limited due to time and ability constraints, but participants recommended trainings as ways to increase behavioral control. Subjective norms were somewhat mixed, with some positive norms from mentors but perceived negative norms from the public. Despite negative attitudes toward reporters, intent to engage with the media was mixed. However, subjective norms and behavioral control were often discussed as reasons to not engage with reporters. The findings from this study offered recommendations for both practice and research to help foster positive relationships between scientists and reporters.
20 pages., This study was conducted to examine Florida consumers’ stance on legalizing the growing and processing of hemp, recently redefined as an agricultural commodity. Factors were explored that may explain their stance to provide insight into the communication needs in the early stages of the U.S. hemp industry revival. Results indicated that respondents who had more favorable attitudes toward legalizing hemp were also more likely to fall within the category of being overall “for legalizing hemp” when offered a binary choice. Further, attitude toward legalizing hemp was predicted by respondents’ objective knowledge of hemp topics, attitude toward legalizing marijuana, and perceived personal relevance of legalized hemp cultivation and production. A strong association between hemp and marijuana was also observed in both the quantitative and qualitative findings, and respondents indicated some confusion regarding the mind-altering properties of marijuana compared to hemp. As such, a key recommendation is that early communication messages and strategies be tailored toward educating the public on differences in the uses and psychoactive properties of hemp and marijuana. Future research is needed to identify other key messages needed to enhance public understanding of hemp, as well as the best methods of delivering such. Future research should be conducted with other hemp stakeholders, including policymakers, hemp license-holders, and other farmers and industry members to reconcile potential differences in key stakeholder perceptions and enhance the future viability of the industrial hemp market.
Evans, Jim (author), Snowdon, Gail (author), and Snowdon: Extension Communications Specialist (Decision Data), University of Illinois; Evans: Head, Office of Agricultural Communications and Education, University of Illinois
Format:
Journal article
Publication Date:
1991
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 83 Document Number: C05062
Donnellan, LaRae M. (author), Montgomery, F.S.Dodrill, S. (author), Whiting, Larry R. (author), and West Virginia University; University of Idaho; Ohio State University
Format:
Journal article
Publication Date:
1996
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 101 Document Number: C08671
King, James W. (author), Rockwell, S. Kay (author), Tate, Thomas G. (author), and Rockwell: Evaluation Specialist, Cooperative Extension Service, University of Nebraska, Lincoln, NE; King: Extension Specialist, Cooperative Extension Service, University of Nebraska, Lincoln, NE; Tate: Program Analysis Officer, Extension Service, U.S. Department of Agriculture
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 76 Document Number: C04141
