16 pages, via online journal article, This study examined the online content of interdisciplinary agricultural center webpages. Content modification dates, mission statements, and content were determined through a content analysis. Many of the websites did not mention a modification date for the content, while many websites had outdated content mostly older than six months. More than two-thirds of the websites provided PDFs that visitor could download to learn more about topics, by many of the websites lacked any media element that was being coded. Additionally, many websites did not use multiple forms of media. More than half of the websites were coded as lacking any social media content or plugins, but out of the websites that did include social media content, Facebook was the most prevalent. The commonalities between the center’s mission displayed on the website and the content theme were analyzed and chi-square tests provided the degree of association. A significant association existed and an alignment between communication strategies and missions of the centers was concluded, which is important when organizations communicate about agricultural science as indicated by previous literature. It is recommended that centers communicate via their websites in a timely manner and allow modification times to be seen to viewers to show their information is up-to-date. Website media content should also be diversified and communicators of these centers should explore the unique communication opportunities provided by social media. Future research should explore the target audience of interdisciplinary agricultural centers and should analyze the messages centers are using to communicate with those audiences.
13 pages., Via online journal., Blogs are a type of social media that present a unique opportunity to provide information to a large audience without the constraints of traditional media’s gatekeeping barriers. Within agriculture, several studies have examined agricultural blogs but not from the perspective of blog readers. Therefore, the purpose of this study was to describe the uses and gratifications of agricultural blog readers. This study used a descriptive survey research design and online questionnaire to assess agricultural blog readers’ demographics, Internet and blog use, attitudes toward agriculture, and motivations for reading blogs. Findings indicated most respondents had direct experience in agriculture and were supportive of the industry. The strongest motivations for accessing agricultural blogs were to find out what other people think about important issues or events and to find alternatives not covered by traditional news sources. Blogs proved to be a useful source of information, but more should be done to expand reach beyond those in the industry. Additional research is needed to more fully describe agricultural blog readers’ uses and gratifications.
Online via publication website., The purpose of this study was to determine how education and communication professionals involved in climate-change communication are framing their discussions about climate change with agricultural producers. Researchers used semi-structured telephone interviews to gather information. Findings touched on communications factors such as audience analysis, appropriate terminology, localization of information, framing messages, and information sources.
