Johnson, Earl C. (author), Verma, Satish (author), and Johnson: Director, Sunbelt Agricultural Exposition, University of Extension Service, University of Georgia Extension Service, Tifton, GA; Verma: Program Development Specialist, Cooperative Extension Service, Louisiana State University, Baton Rouge, LA
Format:
Journal article
Publication Date:
1992
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 90 Document Number: C06382
James F. Evans Collection, Alabama county Extension agents' circular letters and newsletters (2.5 million pieces in 1988) were found to be two grade levels higher than the reading level of the average U.S. adult, and 85 percent of Alabama 4-Hers. If this means that these materials are difficult to understand, agents need to write pieces aimed at lower reading grade levels. The study showed that agents would increase readability if they devoted more time to writing. Sensitizing agents to this need and providing learning opportunities in writing for readability are suggested. (original)
Smith, Edward J. (author), Telg, Ricky W. (author), Tomlinson, Don E. (author), and Department of Journalism, Texas A&M University, College Station, TX; Television Communication Specialist, Texas Agricultural Experiment Station; Department of Journalism, Texas A&M University, College Station, TX
Format:
Journal article
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C08023
James F. Evans Collection, The purpose of this study was to learn about print news units within agricultural communications departments across the land-grant university system, specifically: (1) How much is invested into print news, (2) The type and nature of projects produced, (3) How audiences are defined, and (4) Answers to questions relating to production, distribution, marketing, and demographics. A questionnaire was mailed to all 52 land-grant university agricultural communications departments (50 states plus Puerto Rico and the Virgin Islands)> The return rate was 80.8 percent. Among the findings: reporters overwhelmingly had a journalism/mass communications employment background; almost half of the news release output was of a "feature story" variety. Print news components (called PNCs by the authors) placed the most emphasis on "production agriculture" (producing most releases about this subject) and "nutrition or personal health". Marketing was primarily a function of geography, rather than audience demographics. (original)
Rogers-Randolph, Tiffany (author), Lundy, Lisa K. (author), Telg, Ricky W. (author), Rumble, Joy N. (author), Myers, Brian (author), and Lindsey, Angela B. (author)
Format:
Journal article
Publication Date:
2021
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12249
19 pages, The demand for agriculture, food, and natural resource (AFNR) messages to be conveyed via channels of social media provides a natural inclination to seek out digital natives, such as state FFA officers, to fill the present gap of agriculturalists in online environments. The purpose of this study was to examine the factors that influence state FFA officers' behaviors of communicating about AFNR issues on social networking sites. The theoretical framework that guided this study of communication behaviors was the theory of planned behavior. A census of the accessible population of 276 state officers was attempted, and 97 usable responses were received (35.1%). The findings reinforced the use of the theory of planned behavior to understand, predict, and change AFNR social media behaviors. The significance of subjective norms suggested that online AFNR communication is mainly under subjective control for state FFA officers. To increase online engagement of state FFA officers, it is recommended that behavioral change efforts target normative beliefs and that clear behavioral expectations are expressed. Further research is recommended to determine if the significance of subjective norms as a predictor of intent is unique to technological and social media behaviors or applicable to a broader context. Additional research with other populations of young agriculturalists is also recommended.
