Journal Title: Journal of Applied Communications

Start Over Journal Title Journal of Applied Communications

51. Using critical thinking styles to inform food safety behavior communication campaigns

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Leal, Arthur (author), Rumble, Joy N. (author), and Lamm, Alexa J. (author)
Format:: Journal article
Publication Date:: 2017
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 169 Document Number: D08978
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(2) : 19-32

52. An examination of student development theory in the context of writing instruction

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Leggette, Holli R. (author), Whitaker, Holly Jarvis (author), and Miranda, Matt (author)
Format:: Journal article
Publication Date:: 2017
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 169 Document Number: D08979
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(2) : 33-45

53. Communicating about undocumented immigration issues: Is your target audience bilingual?

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Qu, Shuyang (author), Lamm, Alexa J. (author), and Rumble, Joy N. (author)
Format:: Journal article
Publication Date:: 2017
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 169 Document Number: D08980
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(2) : 46-58

54. The potential return on investment of the recruitment strategies for an academic unit focused on agricultural sciences

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Robertson, J. Tanner (author), Hurst, Taylor (author), Williams, Kevin (author), and Kieth, Lance (author)
Format:: Journal article
Publication Date:: 2017
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 169 Document Number: D08981
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(2) : 59-71

55. What's in a name? The influence of persuasive communication on Florida consumers' attitude toward genetically modified food

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Ruth, Taylor K. (author) and Rumble, Joy N. (author)
Format:: Journal article
Publication Date:: 2017
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 169 Document Number: D08982
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(2) : 72-85

56. Public knowledge and trust of agricultural and natural resources organizations

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Settle, Quisto (author), Rumble, Joy N. (author), McCarty, Keelee (author), and Ruth, Taylor K. (author)
Format:: Journal article
Publication Date:: 2017
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 169 Document Number: D08983
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(2) : 86-98

57. A content analysis of Extension's presence on 1890 Land-Grand University websites

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Steede, Garrett M. (author), Fischer, Laura (author), Meyer, Diane C. (author), and Meyers, Courtney (author)
Format:: Journal article
Publication Date:: 2018
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09217
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(1) Article 2

58. Cultivating creativity: faculty perceptions of creativity in agricultural communications students

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Gibson, Courtney (author), Hancock, Hope (author), Irlbeck, Erica (author), and Meyers, Courtney (author)
Format:: Journal article
Publication Date:: 2018
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09218
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(1) Article 3

59. Eating animals: the influence of food-based narratives

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Spolarich, Gillian (author), Ruth-McSwain, Amanda (author), and Lundy, Lisa K. (author)
Format:: Journal article
Publication Date:: 2018
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09219
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(1) Article 4
Notes:: College student reactions to a book of that title.

60. Media portrayal of GM science and citrus greening in state and national newspapers

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: D'Angelo, Jeremy (author), Ellis, Jason D. (author), Burke, Katherine (author), and Ruth, Taylor (author)
Format:: Journal article
Publication Date:: 2018
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09220
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(1) Article 5

61. The communication effectiveness of scientist-stakeholder partnerships addressing agriculture and natural resources issues: a citation analysis of the Florida Water and Climate Alliance

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Qu, Shuyang (author), Irani, Tracy (author), and Lindsey, Angela B. (author)
Format:: Journal article
Publication Date:: 2018
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09221
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(1) Article 6

62. #TransformFFA: an analysis of social media content during the 2016 national FFA convention

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Rogers-Randolph, Tiffany M. (author), Lundy, Lisa K. (author), Harsh, Jessica L. (author), and Rabon, Raychel (author)
Format:: Journal article
Publication Date:: 2018
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09222
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(1) Article7

63. Safely through the gate: Exploring media coverage and journalists decisions on the flow of farm safety stories

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Swenson, Rebecca (author), Roiger, Brandon (author), and Murillo, Alexis (author)
Format:: Online journal article
Publication Date:: 2018
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D09958
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(2)
Notes:: 13 pages.

64. A sentiment and content analysis of twitter content regarding the use of antibiotics in livestock

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Garrett M. Steede (author), Courtney Meyers (author), Nan Li (author), Erica Irlbeck (author), Sherice Gearhart (author), and Texas Tech University; University of Minnesota - Twin Cities
Format:: Journal article
Publication Date:: 2018
Published:: USA
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 149 Document Number: D10103
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(4)
Notes:: Article 4; pgs. 1-16, On January 1, 2017, the final rule of the Veterinary Feed Directive (VFD) was put into place requiring antibiotics approved for both humans and animals to be discontinued for growth promotion. This change was brought on by the role growth promoters in livestock production play in the development of antibiotic resistance. Antibiotic resistance increases the costs associated with human health care by increasing the length of stays in the hospital and requiring more intensive medical care for patients. The purpose of this study was to explore sentiment and characteristics of social media content and the characteristics of the key influencers whose opinions had the greatest amount of reach on social media in regard to antibiotic use in livestock and antibiotic resistance. Nuvi, a social media monitoring program, provided sentiment for each tweet and coded 64.8% of the content (n = 129) as negative compared to 38.2% (n = 76) humans coded as negative. The contrast between human coders and Nuvi indicates there could be discrepancies between how Nuvi codes content and the way a human might interpret the content. No key influencer discussed antibiotic use in livestock positively. Findings suggest agricultural communicators should not rely completely on the output from sentiment analysis programs to evaluate how the public discusses issues related to agriculture, particularly controversial issues. Further, agricultural communications practitioners should prioritize monitoring the content shared by key influencers in an effort to better understand the content being shared by the most influential users. Recommendations for future research are provided.

65. Where I come from: exploring regional differences in California consumers’ attitudes and beliefs about fluid milk

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Specht, Annie R. (author), Wickstrom, Ashlan E. (author), Buck, Emily B. (author), and Association for Communication Excellence
Format:: Online journal article
Publication Date:: 2017
Published:: USA: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 151 Document Number: D10133
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(4)
Notes:: 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].

66. Why websites work: An examination of interdisciplinary agricultural center websites

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: McLeod, Ashley (author), McKee, Valerie (author), Woodall, Savannah (author), McKee, Brandon (author), and Rumble, Joy (author)
Format:: Online journal article
Publication Date:: 2018
Published:: USA: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10138
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(4)
Notes:: 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.

67. Genetic modification, factory farms, and ALF: A focus group study of the Netflix original film Okja

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Steede, Garrett M. (author), Opat, Kelsi (author), Curren, Leah (author), and Irlbeck, Erica (author)
Format:: Online journal article
Publication Date:: 2018
Published:: USA: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10139
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(4)
Notes:: 15 pages, via online journal article, Okja is a fictional Netflix original film that was released in 2017. Okja features a “super pig” that is owned by the large, agricultural company Mirando Corporation. Okja is raised by a young girl, Mija, and her grandfather in the South Korean mountains. The film climaxes when Mija and the Animal Liberation Front (ALF) narrowly save Okja and a smuggled piglet from the slaughter process. The purpose of this study was to understand how college students responded to the film. The viewers of this film included students who were majoring in a field within the agricultural college (COA) at Texas Tech University as well as students who were majoring in a field outside of agriculture (NCOA). Emergent themes from this focus group study identified the film as overdramatized and that the film misrepresented food production. Previous knowledge and experiences impacted how viewers perceived the film with COA students indicating that Okja was portrayed more like a pet than as a food animal. Both COA and NCOA students indicated that their food purchasing decisions would not be affected by viewing the film. Findings suggested that entertainment films may not be an effective method for changing public opinion of agriculture and food production. Transparency in agriculture through real-life and real-time activities in a documentary style may serve a greater role in improving public opinion of food and agricultural production practices and industries.Findings from this study serve as an indicator of the role entertainment films play in swaying public opinion of food and agriculture.

68. A farm newspaper capitulates to advertiser pressure: determinants of readers’ attitudes toward the firing of an editorial cartoonist

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Rodriguez, Lulu (author), Kulpavaropas, Supathida (author), and University of Illinois at Urbana-Champaign
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: D10153
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(4)
Notes:: 18 pages, via online journal article, On April 2016, the weekly Farm News cut its ties with veteran freelancer Rick Friday who drew a cartoon that called attention to how much the CEOs of large agricultural corporations are paid. This study examines the determinants of people’s attitudes toward Mr. Friday’s firing. Using data gathered from a national online survey of newspaper readers, this study traced the antecedents of these attitudes. While the incident drew strong negative reactions, we found that public attitudes were strongly mediated by readers’ attitudes toward Big Ag advertisers. That is, those who saw Big Ag in a positive light were more inclined to report less negative attitudes toward the firing. Another factor that influenced public reaction is the way people perceived the relationship between the farm press and their large corporate advertising sponsors. These findings indicated audience awareness of the synergy between content making and profit making in the farm news business, and that readers saw the relationship between big advertisers and the press as not necessarily adversarial. Those in agricultural states tended to see the editorial cartoon and the firing incident as more relevant to their lives than their counterparts in non-agricultural areas. However, the perceived relevance of the editorial cartoon and the firing incident had no bearing on people’s attitudes toward the incident. Implications of the findings on fostering a healthy relationship between farm newspapers, their readers, and the agribusinesses that advertise in them are discussed.

69. Blue Bell's Facebook Posts and Responses During the 2015 Listeria Crisis: A Case Study

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Opat, Kelsi (author), Magness, Haley (author), Irlbeck, Erica (author), and Texas Tech University
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: D10154
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(4)
Notes:: 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.

70. Analyzing media coverage of agricultural health and safety issues

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: 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
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(4)
Notes:: 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.

71. Collegiate millennials' perceptions of locally produced beef

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: 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
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(4)
Notes:: 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

72. Comparison of extension personnel and supervisor perceptions of communications activities

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Bowman, Brittany (author), Settle, Quisto (author), North, Elizabeth Gregory (author), Lewis, Kerri Collins (author), and Oklahoma State University Mississippi 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: D10159
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(4)
Notes:: 18 pages, via online journal, Extension is often called the “best-kept secret” having low awareness with the public but high satisfaction with clientele. Extension services nationwide have faced budget cuts, creating a need for the organization to re-evaluate its activities, including how it communicates with its stakeholders. While Extension personnel are the ones who will do most of the communicating, their supervisors impact the personnel’s actions, which means it is important to assess both groups. A survey was conducted with Extension personnel and their supervisors in Mississippi assessing engagement in communications activities and perceptions of those activities, as well as personnel’s preference of professional development activities. Personnel reported higher use, comfort, and importance of more traditional (e.g. making a speech) and written activities (e.g. writing a promotional handout) than media-relations activities (e.g. being interviewed for TV), social media-related activities (e.g. managing a Twitter account), and visual communication activities (e.g. graphic design). Supervisors perceived individual communications activities as less important overall than personnel did, and although supervisor and communication scores for use and comfort/capability were similar for most communication activities, there were noticeable exceptions. Additionally, personnel preferred professional development activities that were hands-on or showing the activities first-hand (e.g. demonstrations and field days). Future research should be expanded to other states, conducted in a case study format to study specific relationships, and involve qualitative components. Extension should ensure clear supervisor-communication dialogue on prioritizing communication activities, provide training on communication activities with low use and comfort, and utilize early innovators who are comfortable using newer communication activities.

73. The communication effectiveness of scientist-stakeholder partnerships addressing agriculture and natural resources issues: An analysis of the media attention and media framing of the Florida water and climate alliance

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Qu, Shuyang (author), Irani, Tracy (author), and Iowa State University University of Florida
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: D10162
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(4)
Notes:: 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.

74. Perceptions of trust: Communicating climate change to cattle producers

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Telg, Ricky W. (author), Lundy, Lisa (author), Wandersee, Cassie (author), Mukhtar, Saqib (author), Smith, David (author), Stokes, Phillip (author), and University of Florida Kansas State University Texas A&M University
Format:: Journal article
Publication Date:: 2018
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 1 Document Number: D10163
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(3)
Notes:: 14 pages; Article 5, via online journal article, The Cattle and Climate Conversations Workshop for Cooperative Extension and Natural Resources Conservation Service, the last activity funded through a multi-regional United States Department of Agriculture’s National Institute of Food and Agriculture (USDA NIFA) grant, took place in October 2016 in Denver, Colorado, for Extension and Natural Resources Conservation Service (NRCS) representatives in the Southwest and Mountain West who work extensively with cattle producers. The purpose of this study was to identify how Extension agents and NRCS personnel in this workshop viewed the issue of “trust,” as it relates to communicating the topic of climate change to cattle producers. Three focus groups, comprised of 29 attendees of the workshop, were conducted simultaneously at the end of the conference. Specific themes about trust included the politically charged nature of climate change, climate change data manipulation, negativity of media surrounding climate change, weathercasters getting predictions wrong, agriculture getting a “black eye” with the public, and participants’ relationships with cattle producers. Findings indicate varying levels of distrust, related to sources of information and influence on the topic of climate change, greatly impact how and whether Extension Service and NRCS employees actually talk “climate change” to cattle producers. Based on the study’s findings, it is recommended that for Extension and NRCS employees to talk about controversial issues, like climate change, it is important to create relationships with clients. In addition, communication and education professionals working with cattle producers should avoid politicizing the topic of climate change if they want climate-related programs to be accepted.

75. A perplexing process: Understanding how agricultural producers process best management practice information

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: King, Audrey E.H. (author), Baker, Lauri M. (author), and Oklahoma State University Kansas 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: 1 Document Number: D10164
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(3)
Notes:: 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.

76. Message framing and climate change communication: a meta-analytical review?

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Li, Nan (author), Su, Leona Yi-Fan (author), and Association for Communication Excellence
Format:: Journal article
Publication Date:: 2018
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 1 Document Number: D10165
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(3)
Notes:: 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.

77. Agricultural communications students describe a short-term field experience

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Riggs, Angel (author), Montgomery, Diane (author), and Oklahoma State University
Format:: Journal article
Publication Date:: 2018-07-02
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 1 Document Number: D10166
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(2)
Notes:: 20 pages; Article 3, via online journal, Student-run publications, including newsrooms and similar agency-style work achieve the curricular goal of experiential learning (Roberts, 2006) for university agricultural communication students. Gaining a journalistic skillset in the classroom is richly supplemented with experiencing real-world and authentic agency immersion to reveal to students the genuine characteristics of a workplace. The purpose of this study was to use Q methodology to evaluate a real-world, out-of-class-but-supervised newsroom producing publications for the State FFA Convention. Fifteen undergraduate students who were immersed in this three-day program in which students publish original work to disseminate information to FFA participants and the public participated in the study at the end of the newsroom experience. With a concourse sampled along four dimensions of growth and development (Author, 2014), a Q set of 36 statements was sorted. In addition to the Q sorts, comments gathered from the students at the last session assisted in the interpretation of data. Post-sort interviews were conducted with exemplar sorters. Data were analyzed using principal components and varimax rotation and interpreted to show three ways the newsroom was experienced by the university students. The Supervisors honed managerial skills while working as colleagues with faculty supervisors. The Contented Staff valued the education gained from the experience and recognized the practical application of the communications-based skill-set. The Stressed Staff had insecurities and physical discomfort during the work and living in the city. Implications for program development, classroom instruction, and field experience assessment will be discussed.

78. Understanding Consumer Intent to Buy Local Food: Adding Consumer Past Experience and Moral Obligation Toward Buying Local Blueberries in Florida Within the Theory of Planned Behavior

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Rumble, Joy N. (author), Holt, Jessica (author), Telg, Ricky (author), Lamm, Alexa (author), and University of Florida University of George
Format:: Journal article
Publication Date:: 2018-07-02
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 1 Document Number: D10167
Journal Title:: Journal of Applied Communications
Journal Title Details:: 102(2)
Notes:: 16 pages, via online journal, Buying local food has become an increasingly popular way for consumers to engage with those who grow their food; however, research has shown a specific audience tends to buy local food due to individual-specific barriers. To better understand what motivates consumers to buy local food the Theory of Planned Behavior was used as a way to potentially predict consumers’ behavior toward buying locally grown blueberries. Also, the variables of past experience and self-identity/moral obligation toward buying local food were introduced to the model since both variables may increase the predictability of the Theory of Planned Behavior model in certain food-related behaviors. This study used an online survey completed by 1,122 respondents, from a sample frame of all consumers in Florida. The study used a non-probability sample of an opt-in panel, and weighting procedures were applied to the data to account for coverage errors associated with using a non-probability sample. The interaction of consumers’ past experience and self-identity/moral obligation was found to help explain consumers’ intention to buy locally grown blueberries when added to the Theory of Planned Behavior. The Theory of Planned Behavior was shown to predict consumers’ intention to buy locally grown blueberries; however, their intent was better explained with the inclusion of the variables of past experience and self-identity/moral obligation toward buying local blueberries. Recommendations for future research and application include future research into other variables that may impact buying behavior and inclusion of these variables in future communication efforts focused on consumers buying and engaging with local food.

79. Gender and GMOs: Understanding Floridians attitudes toward GMOs through the lens of Social Judgment Theory

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Rumble, Joy N. (author), Lundy, Lisa K. (author), Martin, Brittany (author), Anderson, Sandra (author), and University of Florida
Format:: Journal article
Publication Date:: 2018-02-13
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 1 Document Number: D10168
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(4)
Notes:: 14 pages, via online journal, Social judgement theory was utilized to determine if men and women showed different acceptance of messages about genetically modified (GM) foods. The primary objective was to determine if females and males had a different latitude of acceptance toward statements about GM foods. Researchers found significant differences between males and females with more males accepting messages about GM foods than females. Additionally, there were several statements with wide latitudes of acceptance across genders. These statements represent a common ground and are a good starting point for conversations about GM food.

80. The effects of online video on consumers’ attitudes toward local food

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Qu, Shuyang (author), Rumble, Joy N. (author), Telg, Ricky (author), Lamm, Alexa (author), and University of Florida Iowa State University
Format:: Journal article
Publication Date:: 2017
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 2 Document Number: D10171
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(4)
Notes:: 22 pages, via online journal, Marketers rate online video as their most utilized content medium. This study used a between-subject control group post-test-only experiment to investigate the effect of three local food messages delivered via online video on U.S. consumers’ attitudes toward local food. The three 30-second videos each featured one of the documented benefits of local food: high quality, support of local economy, and strengthening of social connection. Results indicated all three video treatments yielded a positive attitude toward local food, while respondents in the control group had a neutral attitude. The video treatment featuring local food’s high quality generated a significantly more favorable local food attitude than the other two video treatments. Although the social connection video treatment generated a positive attitude toward local food based on the real limits, it did not significantly differentiate from the control group. Communicators should consider using similar short, online videos for emphasizing the high quality of local food and its support of the local economy to promote local agricultural products. Future research should pair live-action or animated footage with the same messages in the video treatments to identify messages effectiveness. Researchers should also investigate why some individuals respond to local food’s benefit of social connection more readily than the others, and identify strategies to use social connection media frame to promote local food.

81. Using an experiential learning design to teach photography in agricultural communications

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Kennedy, Lindsay (author), Akers, Cindy (author), Jackson, Rachel B. (author), and Texas Tech University
Format:: Journal article
Publication Date:: 2017
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 2 Document Number: D10172
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(4)
Notes:: 13 pages, via online journal, Photography is an important competency of agricultural communications graduates and is a core skill taught in the discipline’s curriculum. The [department] at [university] offers an undergraduate photography course twice yearly in two semester formats: a traditional spring semester where photography principles are taught in the classroom and a 12-day experiential intersession semester that allows for flexibility in how and where the course is taught. Both semesters utilize the same instructor, assignments, and grading rubric. While much agricultural communications research has focused on photography as a needed skill, few studies examine photography teaching methods. The purpose of this study was to compare student performance in an agricultural communications digital photography course taught with an experiential learning approach to a traditional classroom approach during the 2016 and 2017 academic calendar years. Kolb’s (1984) experiential learning theory was used as the theoretical framework for this study. Independent-samples t-tests were conducted to compare students’ cumulative mean assignment scores, individual assignment mean scores, and rubric criteria mean scores within the two instruction formats. The results suggest instruction method has an effect on student performance in agricultural communications digital photography courses. Students in the experiential intersession course had significantly higher mean cumulative assignment scores compared to students in the traditional course. While individual assignment performance was less affected by instruction format, students’ understanding of specific photography skills (rubric criteria), especially composition and clarity was higher when in the experiential intersession format.

82. Improving Biosecurity through Instructional Crisis Communication: Lessons Learned from the PEDv Outbreak

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Sellnow, Timothy L. (author), Parker, Jason S. (author), Sellnow, Deanna D. (author), Littlefield, Robert (author), Helsel, Emily M. (author), Getchell, Morgan C. (author), Smith, Julia M. (author), Merrill, Scott C. (author), and University of Central Florida The Ohio State University Morehead State University University of Vermont
Format:: Online journal article
Publication Date:: 2017
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 4 Document Number: D10178
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(4)
Notes:: 17 pages., Via online journal article., Crises, by their nature, demand effectively designed and quickly delivered instructional messages that compel stakeholders to take appropriate actions to protect themselves and their assets. The challenges of crisis communication are intensified in crises involving unanticipated and relatively unknown disease outbreaks with the potential to spread exponentially. This study assesses the communication challenges and opportunities in such volatile crises through an analysis of the Porcine Epidemic Diarrhea virus (PEDv) outbreak that severely threatened the United States pork industry in 2013 and 2014. Interviews were conducted with 13 individuals directly involved in developing and distributing risk and crisis biosecurity messages during the PEDv outbreak. Participants were selected based on affiliation with the National Pork Board, American Association of Swine Veterinarians, university extension, or their swine industry expertise. Four generalizable implications emerged: 1) the advantage of maintaining flexibility in crisis communication planning; 2) the value of audience analysis and message adaptation; 3) the importance of understanding not only what to do, but also why the recommended actions are essential; and 4) the utility of risk/crisis communication and education both prior to and during a crisis event.

83. Fairgoers’ attitudes toward youth livestock exhibits at the California State Fair

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Anderson-McCoon, Krista (author), Cartmell, Dwayne (author), and Terry, Robert Jr. (author)
Format:: Journal article
Publication Date:: 2016
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10233
Journal Title:: Journal of Applied Communications
Journal Title Details:: 100(3)
Notes:: 13 pages., Via online journal., Developing public and policy maker understanding of agriculture and natural resources is a national research priority of the American Association for Agricultural Education. Because of cultural and geographic distancing from agriculture, consumers' ability to obtain firsthand knowledge of agriculture may be limited to a handful of experiences including local, county, and state fairs. As such, agriculturalists' opportunities to communicate with the public about production agriculture may be limited to these experiences. Youth livestock exhibitors fill a gap in the agricultural education system. While a body of research exists about agricultural literacy among youth and adult groups, few studies exist concerning the impact of youth livestock show exhibits upon fairgoers. This study employed a survey research method using semantic differential scales with a then-now approach. Fairgoers, who had been through the youth livestock exhibits at the California State Fair, were asked about their attitudes toward the exhibits. Findings led to the conclusion viewing livestock exhibits and interacting with youth exhibitors resulted in fairgoers having more positive attitudes toward animal agriculture. Interaction between fairgoers and livestock exhibits should be encouraged and exhibitors should be prepared to view interactions with fairgoers as opportunities to educate about agriculture.

84. Expert? What does that mean? Describing the term "expert" in agricultural communications, education, extension, and leadership research

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Costello, Lori (author), Rutherford, Tracy (author), and Texas A&M University
Format:: Journal article
Publication Date:: 2019
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10234
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(1)
Notes:: 16 pages., Via online journal., Expertise is dynamic, domain specific, and characterized according to an individual’s level of knowledge, experience, and problem-solving ability. Having expertise in the phenomenon under investigation can be used as an indicator of an individual’s aptitude to effectively serve as a coder in a content analysis or as panelist in a Delphi study. The purpose of this study was to assess 10 years of scholarship published in the premier journals of agricultural education and describe the ways researchers in agricultural communications, education, extension, and leadership disciplines who use content analysis and Delphi study methods are describing the qualifications of the people serving as expert coders and panelists. The study findings revealed the majority of researchers publishing in the premier agricultural education journals are not describing the qualifications used in selecting coders or the credentials the coders possess that would make them qualified to code the data in a content analysis. Furthermore, researchers were inconsistent citing literature that supported their selection of content analysis coders and citing literature to support a decision to describe or not to describe coders’ qualifications. However, a description of Delphi study panelists’ qualifications and citations to support why panelists were selected in a Delphi study were present in all of the Delphi studies analyzed over the 10-year period. Based on these findings, it was concluded that ACEEL researchers should include a description of coder credentials to enhance the consistency, transparency, replicability, rigor, and integrity of ACEEL research. Editors and research professionals who perform journal article reviews for the premier agricultural education journals are encouraged to note the exclusion of a description of content analysis coders’ credentials as part of the peer review process.

85. Consumers' Evaluations of Genetically Modified Food Messages

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Rumble, Joy N. (author), Ruth, Taylor K. (author), and University of Illinois at Urbana-Champaign The Ohio State University
Format:: Journal article
Publication Date:: 2019
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10235
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(1)
Notes:: 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.

86. A content analysis of antibiotic use in livestock in national U.S. newspapers

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Meyers, Courtney (author), Li, Nan (author), Irlbeck, Erica (author), and Gearhart, Sherice (author)
Format:: Online journal article
Publication Date:: 2019-03
Published:: USA: Association for Communication Excellence
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10236
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(1) : 1-18
Notes:: 18 pages., Article 6, Via online journal., The discovery of the antibiotic Aureomycin as a growth promotor for the livestock industry was viewed as revolutionary in 1950. The use of antibiotics as growth promoters in livestock, however, has been questioned by health professionals concerned with the role this use might play in the development of antibiotic resistant bacteria. As a public health issue, newspapers have covered this topic since its discovery. Media, such as newspapers, have used frames to discuss the topic over time as new discoveries have occurred, policy changes have been implemented, and food animal production has changed. The purpose of this study was to determine the frames and sources used by national U.S. newspapers when discussing the topic of antibiotic use in livestock and antibiotic resistance. A quantitative content analysis was conducted on three national U.S. newspapers from 1996 – 2017 and found three primary frames were used when discussing antibiotic use in livestock and antibiotic resistance. The content analysis also indicated that over 90% of the news articles contained a scientific source when communicating about this scientific topic. Based on the frames identified some readers are being ill-informed about this topic and could be using this information in their decision making without having all of the facts. Science communicators should prioritize the inclusion of scientific sources in their writing as they communicate about complex, controversial topics.

87. Exploring communication tendencies of program facilitators

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Kurtzo, Fawn (author), Edgar, Leslie D. (author), Edgar, Don W. (author), Graham, Donna L. (author), and Russell, Mark (author)
Format:: Online journal article
Publication Date:: 2019-03
Published:: USA: Association for Communication Excellence
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10237
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(1) : 1-17
Notes:: pgs. 1-17; Article 3, Via online journal., Audience analysis is a critical skill to forge relationships and develop effective communications. Programs provided by the Cooperative Extension Service must be aware of external and internal audiences to provide relevant information and evoke impacts. Berlo’s (1960) Source-Message-Channel-Receiver Model of Communications guided this formative evaluation of Extension staff, and horse 4-H club volunteer leaders (program facilitators) to expose internal communication tendencies in Arkansas. Findings identified that program facilitators seek horse-related information from a variety of sources, most frequently relying on personal connections and least frequently seeking Extension sources. Program facilitators share a variety of messages and most frequently relay information about deadlines to club members. Messages about recruitment and fundraising were shared least often. Program facilitators described utilizing a variety of personal and electronic channels to share messages with the greatest frequency for in-person communications. Incoming channels were less diverse than outgoing channels and primarily featured email, which program facilitators preferred. Program facilitators are primarily female, aged in their thirties, described lifetime involvement with 4-H and the horse industry, and most frequently reported having less than five years’ experience in their current position. The ground-level perspective of facilitators’ demographics and communication tendencies was evident in results of this study. In application, practitioners must continue to actively seek relationships with audiences, remain cognizant of communication factors, and provide accurate messaging through preferred channels.

88. Informal Science Engagement via Extension Exhibits: A Pilot Evaluation of Adult State Fairgoers’ Experiences, Attitudes, and Learning at Raising Nebraska

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Loizzo, Jamie (author), Conner, Nathan (author), Cannon, Karen J. (author), Janning, Elizabeth (author), and Rollins, Jeffrey (author)
Format:: Journal article
Publication Date:: 2019
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10243
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(1)
Notes:: 19 pages, via online journal, Science communication and informal science education collide in the context of Extension state fair exhibits for engaging public audiences in critical agricultural and natural resource issues impacting people’s daily lives. A need exists to employ systematic communication and education theory and techniques to effectively deliver scientific information in informal learning spaces. In an effort to apply and expand systematic instructional design thinking and research in informal science learning, this study piloted a touchscreen iPad survey evaluation (n= 93; ages 19-66) of adult state fairgoers’ demographics, experiences, attitudes, and learning during their visit to a 25,000 square-foot facility featuring an Extension museum-quality exhibit at the Nebraska State Fair in 2016. The exhibit included content such as farmers’ and ranchers’ stories, food security, soil quality, and water flow via natural landscapes and irrigation. Survey results included fairgoers’ demographics and backgrounds, as well as insights into favorite exhibit features, attitudes toward agricultural and environmental issues, and exhibit experience and attitude differences between visitors with agricultural backgrounds versus non-agricultural backgrounds. Results showed respondents were predominantly Caucasian with ties to agriculture, preferred physical and electronic engagement pieces of the exhibit compared to static text panels, and expressed slight changes in attitudes about agriculture with larger shifts in attitudes about the role of science in agriculture. Recommendations include systematically developing Extension informal learning efforts and exhibits such as the one in this study by conducting needs assessments and evaluations, as well as expanding exhibit locations, access, and topics to reach more diverse demographics.

89. Engaging dairy farmers in safety messages: Values, moral norms, barriers, and implications for communication

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Wilmes, Emily (author), Swenson, Rebecca (author), and University of Minnesota
Format:: Journal article
Publication Date:: 2019
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10244
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(1)
Notes:: 19 pages, via online journal, Dairy farms pose many hazards to farmers and their employees, including the risk of injury caused by handling animals. On many farms, there is a lack of consistent information and training related to farm safety topics, including stockmanship, or safe animal handling. The purpose of this qualitative research was to explore effective communication strategies that support the application of stockmanship practices and more broadly support health and safety measures and the adoption of new behaviors by farmers and their employees. Research was conducted in three stages via in-depth farm tours and in-person interviews, a qualitative survey, and follow-up phone interviews with dairy farmers. Findings identified four values and moral norms important to dairy farmers and four barriers to implementation of farm safety practices. The research also revealed publications and in-person meetings as key channels of communication and on-farm consultants as important influencers. From the research findings, three major recommendations emerged. These include using a train the trainer educational model, engaging with professionals and encouraging farmer-to-farmer communication, and leveraging digital resources.

90. The Food Factor: Perceptions of the brand

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Brubaker, McKayla (author), Settle, Quisto (author), Downey, Laura (author), Hardman, Alisha (author), and Oklahoma State University Mississippi State University
Format:: Journal article
Publication Date:: 2019
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10246
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(3)
Notes:: 19 pages., Via online journal., Mississippi residents were surveyed to determine their perceptions surrounding the The Food Factor brand. The Food Factor is a weekly Extension mass media program that communicates research-based information about food, nutrition, diet, and healthy lifestyles. A researcher-developed survey instrument was used to collect information using Qualtrics. The sample consisted of a representative sample of 404 Mississippi residents over the age of 18. Nonprobability quota sampling was used to examine population segments related to sex, Hispanic vs. non-Hispanic populations, and other racial demographic segments. The respondents were asked about their use and awareness of The Food Factor, where they were split into viewer and non-viewer categories. Viewers were asked about their viewing frequency, perceptions and skills learned related to watching The Food Factor, and their nutrition-related behaviors. Non-viewers were also asked about their perceptions of The Food Factor between branded and non-branded The Food Factor episodes. This study found the The Food Factor brand lacked brand recognition and recall. However, the respondents had a slightly positive perception of the brand. Overall, this study could not conclude that branding of the episodes was making a difference in non-viewers’ perceptions, despite the fact that many previous studies have identified branding as an important strategy in social marketing. Recommendations include a consistent and increased use of the brand, such as subtitles or logos, and future research on the use of branding in social marketing program, social marketing in Extension, and the role of branding in mass media programs.

91. Are we there yet? Toward an agricultural communications academic organization

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Irlbeck, Erica (author) and Buck, Emily B. (author)
Format:: Online journal article
Publication Date:: 2017
Published:: USA: Association for Communication Excellence
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10294
Journal Title:: Journal of Applied Communications
Journal Title Details:: 101(3) : 1-7
Notes:: 7 pages, Via online journal., As agricultural communications has grown and evolved since its origins more than 100 years ago, the future directions of the discipline related to teaching, research, and as a professional organization are discussed with a challenge to the members of the profession to be engaged in future discussions and decisions.

92. Exploring the uses and gratifications of agricultural blog readers

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Meyers, Courtney (author), Gracey, Kate (author), Irlbeck, Erica (author), and Akers, Cindy (author)
Format:: Online journal article
Publication Date:: 2015
Published:: USA: Association for Communication Excellence
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 8 Document Number: D10299
Journal Title:: Journal of Applied Communications
Journal Title Details:: 99(4) : 1-13
Notes:: 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.

93. The effect of emphasizing credibility elements and the role of source gender on perceptions of source credibility

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Bigham, Ariana (author), Meyers, Courtney (author), Li, Nan (author), Irlbeck, Erica (author), and Texas Tech University
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: D10426
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(2)
Notes:: 20 pages., Via online journal., Agricultural technology continues to evolve to meet the demands of a growing world, but previous advancements in agricultural technology have been met with resistance. Improved science communication efforts can assist in bridging the gap between expert and lay opinion to improve reception of scientific information. Using the framework of the heuristic model of persuasion, the purpose of this study was to examine the impact of emphasizing elements of source credibility – trustworthiness and expertise – and the gender of the source on perceptions of source credibility. A sample of 122 undergraduate students were exposed to one of the four possible developed message treatments. Data collection took place in a laboratory setting using an online instrument that had a randomly-assigned stimulus research design. The results indicated the treatment conditions had higher mean scores for source credibility than the control. Further inferential analysis, however, showed the differences to be non-significant. One significant finding showed the gender of the source can influence perceptions of credibility. This suggests merit in using female sources when presenting scientific information to the Millennial population. While choosing credible sources to present information is important, more research is needed regarding the effect of emphasizing various credibility components and the role of source gender on perceptions of source credibility.

94. ACE and research: The difference between "mere press agent" and strategic partner

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: North, Elizabeth (author) and Mississippi State University Association for Communication Excellence
Format:: Commentary
Publication Date:: 2019
Published:: United States: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10427
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(2)
Notes:: 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.

95. Exploring beyond the obvious: Social skills needed for agricultural communication baccalaureate graduates

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Leal, Arthur (author), Telg, Ricky W. (author), Rumble, Joy N. (author), Stedman, Nicole LaMee Perez (author), Treise, Debbie M. (author), and Universit of Tennessee, Knoxville 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: D10428
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(2)
Notes:: 22 pages., Via online journal., This national study sought to expand on current research to identify the importance of and graduates’ ability to perform selected social skills to aid in curricula evaluation and small program development. Using three evaluation groups – agricultural communication graduates, communication industry professionals, and agricultural communication faculty members – 193 individuals responded to the online survey. The most important social skills were those associated with having work values and transitioning into an organization to be a productive member in the workplace. Graduates placed a higher importance on social skills than the other two evaluation groups. All three evaluation groups showed some agreement on graduates’ highest ability to perform several social skills: The ability to be trustworthy, trained, reliable, professional, dedicated, and behave ethically were assigned the highest mean ability. A significant difference was found with the ability graduates afforded themselves in having common sense, being professional, and encompassing maturity versus the other two evaluation groups. Recommendations included incorporating and identifying social skills into instruction for students. Group work, presentations, internships, and student organizations were proposed as opportunities for social skill attainment. Agricultural leadership principles, oral communication, and professional development courses were recommended for new and developing agricultural communication programs that could serve to incorporate the most important social skills. Faculty members could benefit from research that can identify more effective measures to evaluate social skill attainment. Recommendations for future research included a similar assessment with technical skills and for other elements of the Agricultural Communication Program System Model to be assessed.

96. Should livestock images provide historical reference or modern reality? An examination of the influence of livestock communication on attitude

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: 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
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(2)
Notes:: 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.

97. Can anyone hear us? An exploration of echo chambers at a land-grant university

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Ruth, Taylor K. (author), Rumble, Joy N. (author), Galindo-Gonzalez, Sebastian (author), Lundy, Lisa K. (author), Carter, Hannah S. (author), Folta, Kevin M. (author), and University of Illinois at Urbana-Champaign 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: D10430
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(2)
Notes:: 24 pages., Via online journal., Faculty at land-grant universities are expected to engage in some form of Extension, or science communication, as part of the land-grant mission. However, critics have claimed these institutions are out of touch with their stakeholders’ needs and faculty mainly communicate with others in academia. This engagement with a homogenous group reflects the concepts of echo chambers, where people are only exposed to information that aligns with their beliefs and current knowledge and discredit opposing information. An explanatory mixed-methods design was used to understand land-grant faculty’s engagement in echo chambers. A survey was distributed to a census of tenure-track faculty in the University of Florida’s Institute of Food and Agricultural Sciences to understand respondents’ engagement in echo chambers. Follow-up interviews were conducted with 13 of the survey respondents to further explore their audiences and channels used in science communication to understand their engagement in echo chambers. Survey results indicated faculty did not necessarily participate in echo chambers, but they also did not contribute to an open communication network. However, the interviews found participants were interested in reaching new audiences yet struggled to communicate with stakeholders. The participants also reported wanting to find alternative channels to peer reviewed journals to help disseminate their work. The findings from this study indicated faculty contributed to a type of echo chamber, but rather than viewing their stakeholders’ opinions as false, they simply did not hear the opinions. Agricultural communicators should work with land-grant faculty administrators to identify appropriate audiences and channels for science communication.

98. Crowdsourcing change: An analysis of Twitter discourse on food waste and reduction strategies

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Specht, Annie R. (author), Buck, Emily R. (author), and Ohio State University The Ohio State University 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: D10432
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(2)
Notes:: 17 pages., Via online journal., Food waste has emerged as a major issue in the United States as the nation collectively sends more than 133 billion pounds of food to its landfills every year. In September 2015, the USDA and EPA announced an initiative to cut U.S. food waste in half by 2030. Between 2015 and 2016, nearly 100,000 posts about food waste have been published on Twitter, a microblogging platform that has been a hub of “slacktivism” since its inception in 2006. Using a conceptual framework of social cognitive theory, online activism, and crowdsourcing, we analyzed food waste conversation participants’ demographics, online communities, and proposed solutions. Data analysis was conducted with listening software Sysomos MAP and a qualitative content analysis of conversation content. The analysis revealed that more than 2,000 U.S. users engaged in the conversation, forming four discrete conversation communities led by influencers from government, news media, and environmental organizations. Proposed solutions to the food waste crisis included domestic or household behavior change, food-waste diversion and donation, recycling and upcycling, consumer education, and governmental action and policy. We recommend using Twitter to mine, test, and deploy solutions for combating food waste; engage with influential users; and disseminate materials for further research into the behavioral implications of online activism related to food waste.

99. Printing and mailing for the brand: An exploratory qualitative study seeking to understand internal branding and marketing within University and Extension communication services units

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Zagonel, Anissa (author), Baker, Lauri M. (author), King, Audrey E.H. (author), and Kansas State University Oklahoma State University 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: D10433
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(2)
Notes:: 15 pages., Via online journal., Investment of employees in a brand can lead to greater public understanding and positive impressions of a brand by external stakeholders. However, this can be challenging in public organizations with multiple brand segments and a large number of employees spread across great distance with limited funds for marketing. While previous work has looked at Extension agents, faculty, and volunteers’ brand perceptions, no studies have looked at communication services employees’ investment in the brand. The purpose of this qualitative study was to discover how well employees in a university and Extension printing and mail entity understood the Extension brand and their investment in the brand. Research questions that guided this study were: 1) What perceptions and investment do communication services employees have in the Extension brand? And 2) what are employees’ perceptions of the organization’s branding and marketing efforts? Each of the 18 interviews included a series of questions focusing on employees’ story related to Extension and employees’ thoughts on branding and marketing efforts. Results in this study with communication services employees indicate these employees are not invested in the brand with the majority having little to no understanding of the mission of Extension. This contradicts previous research with employees in other brand segments of Extension. Implications of this work include a need for training on the Extension mission for communication services employees, a shift in culture to encourage investment in the brand, and inclusion of all Extension employees in the mission of Extension.

100. Does good design matter in the seedstock advertising business? effects of graphic design in beef seedstock ads on cattle producers’ trust and credibility

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Marley, Morgan L. (author), Abrams, Katie M. (author), and Castillo, Daniela (author)
Format:: Online journal article
Publication Date:: 2019-01-01
Published:: New Prairie Press
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 78 Document Number: D10812
Journal Title:: Journal of Applied Communications
Journal Title Details:: 103(3)
Notes:: 25 pages., via online journal., Designers are trained professionals who understand how to effectively visually communicate based on executing principles of design and an understanding of their audience. Within the beef seedstock industry, ad design varies widely in terms of technical effectiveness, but how do those differences affect potential customers? This study tested the effects of seedstock ad’s graphic design on the viewer’s trust and credibility among 561 Angus cattle producers. Our results show the graphic design of a beef seedstock ranch ad promoting an upcoming bull sale did not influence producers’ perceptions of trust and credibility. However, results did reveal better designed ads are positively related to producers’ trust of that brand. We suggest the study results were influenced by a first impression established through the brand description presented to all treatment groups, which illustrates beef seedstock buyers may be more reliant on other informational cues than design to inform their purchasing decisions. Future research is needed to parcel out effects of the brand information relative to the design aspects of the ad.

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