23pgs, While the three-part mission of the land-grant university has been a pivotal component of agriculture and natural resources in the U.S., the land-grant mission is not always well understood by all audiences, including faculty members who are the key deliverers of the land-grant mission. As such, it is important to understand how faculty members view the land-grant brand identity. A series of focus groups were conducted with tenure and non-tenure track faculty members at [university]. Faculty members’ perceptions of the university’s brand came out in four themes: overall description of the brand identity, connections to [City], university values, and increased emphasis on research. How faculty members conceptualized the land-grant mission presented two themes: aware but uninformed about the land-grant mission (subthemes: concerns about public awareness and stakeholder priorities, and unawareness of Extension) and having varying definitions of the land-grant mission (subthemes: land-grant is about the land, the land-grant mission is for more than agriculture, the land-grant is successful when serving the state, the land-grant mission is intended to improve society, and the land-grant mission is delivering equal opportunity education). Recommendations for universities included providing faculty members with a full understanding of the land-grant missions and ensuring students are taught about the land-grant mission. Future research was recommended to assess perceptions of faculty members at other land-grant universities and perceptions of non-faculty audiences such as students and external stakeholders. A quantitative survey was also recommended to provide a more generalizable view of faculty perceptions of the brand of land-grant universities.
23 pages, School-based growing spaces support student engagement in science, technology, engineering, and mathematics (STEM) learning through authentic agricultural pursuits. We conducted a survey of Nebraska schools to characterize existing school-based growing spaces and to identify challenges limiting garden-based STEM learning. Our findings confirm the use of school-based growing spaces for kindergarten through 12th-grade STEM instruction, especially in the sciences. Opportunities for technology and engineering experiences are currently limited, and additional professional development support is needed to broaden garden-based STEM learning efforts. Our findings are relevant to current and future Extension efforts supporting school gardens, especially in rural agricultural communities.
6 pages, The quality of beef cattle stockmanship typically is evaluated through quantitative and qualitative measurements of animal behavior. The Stockman's Scorecard is an observation instrument that has been developed to directly measure the actions of beef cattle stockmen. This article documents a pilot project for determining the content validity, internal consistency, and intrarater reliability of the scorecard as an evaluation instrument. Our results show that the scorecard is a valid and reliable instrument for measuring the actions of stockmen. The instrument can be a valuable tool for Extension educators in evaluating their stockmanship programming impacts.
12 pages, We designed a national sustainable agriculture conference for women farmers and agricultural professionals to provide a supportive environment in which participants felt comfortable to learn, share, contribute, question, network, and make connections affecting their personal and professional lives. Through post-conference and later retrospective evaluations, we identified key concepts that Extension professionals and others hosting agricultural events may consider when engaging women participants. Women in sustainable agriculture may prioritize choosing a conference, and are more likely to participate fully, when it is women focused. Women appreciate hands-on experiences and learning from experts and peers but value most the opportunity to connect with other women in similar circumstances.
Bowie, Maria (author / University of Georgia) and Tedrow, Amanda (author / University of Georgia)
Format:
Presentation
Publication Date:
2018-08
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D09905
Notes:
Presentation at the Association of Communication Excellence (ACE) conference during the Agricultural Media Summit, Scottsdale, Arizona, August 4-8, 2018. 19 pages. PowerPoint slides.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D09041
Notes:
Pages 24-35 in Tema Milstein, Mairi Pileggi, and Eric Morgan (editors), Environmental communication pedagogy and practice. Routledge: Abingdon, Oxon, England. 277 pages.
