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