25 pages, To foster the responsible development and governance of CRISPR, it is important to understand how agricultural communities perceive and discuss this technology. This study conducted a content analysis of 529 articles from 53 diverse agricultural news publications across sectors and U.S. regions between 2012 and 2022. We analyzed how CRISPR technology is depicted in terms of risk, benefit, social/policy context, quoted experts, and the mentioning of other biotechnologies. Our findings show that from the time that CRISPR was developed for agriculture over a decade ago, agricultural news has consistently reflected a pro-innovation stance, frequently describing its benefits as well as advantages over longer-standing biotechnologies. Industry representatives were quoted most frequently, followed by university scientists and political representatives, while producers and non-governmental groups were quoted least frequently. Technology-related risks (off-target effects, financial risks) were notably lacking, but CRISPR’s social context was covered more extensively, including uncertainties in regulation and consumer acceptance. We discussed the implications for agricultural news professionals, communicators, and future researchers, emphasizing the importance of fostering a more balanced discourse and ensuring informed decision-making within the agricultural sector.
14 pages., via online journal, With shifting demographics of agricultural professionals, online educational resources present opportunities for Extension and other natural resources faculty and personnel to use various tools for supporting agricultural producers in the 21st century using more modern technology. Traditionally, Agriculture and Natural Resource (ANR) Extension programming has used a variety of hands-on methods for teaching new, more sustainable farming practices, such as on-farm field days, workshops, farm visits, and demonstrations. While these traditional teaching methods are preferred among farmers, online support tools play a critical role in the overall decision-making process for farmers who are considering making changes to their current farming practices. Online educational resources, with mobile-friendly versions, can be used to assist Extension and Natural Resource Conservation Service (NRCS) agents meet the needs of their clients using more modern forms of technology, whether from the office or on-farm. This study employed two focus group discussions with Extension and NRCS agents and university faculty members to evaluate the usability of a cover crop website that could be used as a support tool for a variety of agricultural professionals. Four themes emerged from this study with reference to a simple, clean appearance; efficient browsing; process-thinking design; and mobile- friendly. This research will be used to inform the continued development of website tools to benefit farmers, producers, agents, and other stakeholders.
James F. Evans Collection, This study was designed to describe the amount and kind of writing recent College of Agricultural Sciences baccalaureate degree graduates complete on the job, their perceptions of the importance of on-the-job writing, and the graduates' level of satisfaction with their writing preparation at Penn State. A questionnaire was mailed to 309 recent College of Agricultural Sciences alumni and 48.4% responded. The majority of respondents were white males (23-26 years old), worked in agriculture-related jobs in Pennsylvania, and earned between $20,000 and $29,999 a year. Respondents wrote less than eight hours a week and wrote a variety of forms such as letters, memos, and reports to different audiences. Respondents felt that the ability to write well was important, and in general, were satisfied with their undergraduate writing courses. (author).
21 pages, via online journal, How an agricultural organization handles the way the media reports a crisis can have an impact on the public’s perceptions of the organization, and sometimes the industry as a whole. The popularity of social media outlets as a venue for disseminating and gathering information and news makes the use of social media surrounding agricultural crises an important topic to investigate (Glynn, Huge, & Hoffman 2012; Hermida, 2010). A qualitative case study was conducted to investigate the use of social media tools during an agricultural crisis. The participants – communications directors, social media managers, and individuals with a close connection to the crisis under study – reported that social media was a major component of their communication efforts surrounding each crisis. Participants felt social media was very effective in these situations and had a major impact on their communication efforts. Although no participants reported using a structured social media strategy or crisis communication plan, they stated a need for such guidelines in the agricultural industry. From the data analyzed in this study, a model for using social media during a crisis situation, aimed specifically for use by those in the agricultural industry, was developed. This project was funded through the USDA's Beginning Farmers & Ranchers Project.
Reisner, Ann (author / Assistant Professor of Agriculture, Department of Agriculture, University of Illinois at Urbana-Champaign) and Assistant Professor of Agriculture, Department of Agriculture, University of Illinois at Urbana-Champaign
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 76 Document Number: C04138
Lundy, Lisa K. (author), Rogers-Randolph, Tiffany M. (author), Lindsey, Angela B. (author), Hurdle, Clay (author), Ryan, Heather (author), Telg, Ricky W. (author), Irani, Tracy (author), and University of Florida
Format:
Online journal article
Publication Date:
2018
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 152 Document Number: D10155
16 pages, via online journal article, Farming, by the very nature of the occupation, is riddled with uncertainty. The risks associated with the agriculture industry are just as diverse as the industry itself. For all risks, one challenge is the development and dissemination of safety communication materials tailored for diverse audiences. Valkenburg, Semetko, and Vreese (1999) examined common frames used in news media. Their analysis pointed to four commonly used news frames: conflict, human interest, responsibility and economic consequences. The purpose of this study was to describe the agricultural and health safety issues discussed in Florida news media during the year 2016, discussing the prominence of the frames outlined by Valkenburg et al. (1999). In this study, the most prominent frame was the human interest frame, followed by responsibility, economic consequences, and conflict. Frames carry a great deal of weight in shaping individuals’ opinions, attitudes, and actions towards agriculturally based messages; therefore it is essential for agricultural communicators to understand the framing of agricultural health and safety issues. Acknowledging the frames used in the reporting of agricultural issues allows agricultural communicators to enter into informed interactions with media outlets and better prepare the resources they provide to them. These framing analyses also provide agricultural communicators with a solid foundation on which to best position and frame their messaging on behalf of the industry. Further research is recommended to examine frames from an audience perspective and to investigate the impact of human interest frames in the presentation of agricultural news articles.
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.
30 pages, While Georgia is one of the top producers of cotton and peanuts in the Unites States, much attention has been centered on ensuring sustainability in the production of these crops. The need to understand what drives farmers’ decision to utilize voluntary best management practices is critical for the improvement of strategies focused on increasing farmers’ adoption of these practices. Empirical evidence that identifies influential factors in farmers’ decision to adopt best management practices have yet to produce consistent predictors of adoption behavior. This has led to increased calls for unique approaches examining how farmers’ views and motivations impact their adoption decisions regarding these practices. This study builds on previous research using Q methodology to provide an in-depth investigation of the differences in farmers’ views on best management practices for cotton and peanut production in southwest Georgia. A purposive sample of 21 participants completed the Q sorting exercise and semi-structured interviews. Analysis of the data revealed three primary viewpoints that were identified and labeled as the: (1) land preservers, (2) ambitious self-starters, and (3) principled go-getters. These perspectives show the differences in motivations for adoption behavior and denote the range of influential factors on farm management decisions. The findings of this study reveal key viewpoints held by Georgia cotton and peanut farmers toward best management practices, which can inform the development of strategically tailored educational resources and opportunities. These targeted educational approaches must account for the specific needs and preferences of farmers found in this study to potentially increase adoption.
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