21 pages, This article reconsiders the concept of `alternative media', and describes a set of alternative media projects produced over six years in and around migrant farm worker camps in southern California. The media projects described here (small-format videos within marginalized labor communities), challenge assumptions about `alternative media' on three levels - as a theoretical concept, as media practice and as a political project. The article argues the need to attend to the complex spatial and institutional contexts that inflect and complicate any local alternative media project. This examination of how the lived spaces of the migrant camps are both avowed and effaced by local residents and contractors underscores the tortured logic of the region. The study reveals not just how the landed status quo organizes workers lives as parts of its `scenic' landscape. It also describes how indigenous `Mixteco' labor organizers simultaneously work to exploit and resist the same conditions. Occupying semi-public contact-zones and no-man's lands (legally ambiguous spaces), provides migrants with a material beach-head from which to claim other rights that have more legal teeth (including fair labor, health and safety, and civil rights laws). Compared to the conventional video forms the producers/researchers set out to produce, these practices suggested that migrants' unauthorized occupation of space is a consequential form of `alternative media' in its own right; a transnational community response to policies of globalization and `free-trade'.
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].
16 pages., Via online journal., Indigenous Mexican immigrants (Mixtecs) from rural Oaxaca, Mexico, experience a high
level of isolation and seasonal farm work, but the increasing speed of communication
technology stands to overcome these difficulties. For farm workers, the initial experience
of landlines and public pay phones was filled with anxiety and missed connections.
Despite the benefits of mobile phones, their adoption was delayed among Mixtec in
Oxnard, California, because of a combination of legal status, high cost, and seasonal
work. This article finds that a surge in mobile phone adoption and use took place during
a time where production of labor-intensive crops like strawberries increased throughout
California, farm worker settlement patterns matured, and mobile phone plans changed
becoming more affordable and easier to understand. The widespread adoption of mobile
phones brought more predictability to the informal agricultural job market for farm
workers, but this did not necessarily mean higher wages in the strawberry fields.
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.
8 pages., Via online journal., The Agricultural Extension Service at the University of California (UC) was established in Humboldt County in 1913 preceding the nationwide establishment of the extension service in 1914.
Improving rangelands by controlling weeds and brush, seeding, fertilization, and grazing management has been a continuing theme of research by UC since the late 1800s.
Restoration of annual-dominated grasslands with native perennials has been a recurring research theme that continues to challenge grassland researchers.
The complexity of research questions and education programs increased when environmental issues including grazing effects on riparian areas, oak regeneration, wildlife habitat, and water quality began to influence range research and extension programs in the 1980s.
A more diversified range extension audience evolved with the increase in small farms and ranches and diversification of agency staff in response to affirmative action.
4 pages., Article #: 3TOT5, via online journal., Youths and parents in the California 4-H program have reported issues with communication and challenges in understanding the program. As a result, we developed a family handbook and other supporting documents to help youths and parents navigate the California 4-H program. This article addresses the development, dissemination, and reach of the handbook. Additionally, the article discusses future directions and implications for other Extension programs.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 32 Document Number: D10653
Notes:
3 pages., via website, "Growing Produce"., The majority of the editors at the newspaper were from urban areas, which I think was the reason they often either had a tough time grasping these stories, or thought I was biased toward growers. I’m sure you know what I mean, they thought agriculture used way too much of California’s limited water supply, or that farmers used too many pesticides, etc.
21 pages., via online journal., This article offers a critical rhetorical ecofeminist analysis of the Meatless Monday campaign, a U.S.-based meat reduction initiative focused on public health and the environment. By examining the campaign's online discourse, the study sheds light on vegetarian advocacy defined by an apolitical small-steps strategy and identifies constraints on the campaign's significant empowerment potential. Extending past scholarship on how some vegetarian discourses resist and reproduce meat-eating culture's hegemonic norms of gender, race/ethnicity, class, and human–nonhuman relations, I develop and demonstrate what I call the critique of neoliberal backgrounding as an intersectional ecofeminist heuristic. I conclude that the campaign should address the meaningful consequences that its affirmation of neoliberalism has for its targeted areas of concern and for interconnected societal problems.
26 pages, via online journal, Purpose
This paper is concerned with the impact of the University of California Cooperative Extension (UCCE) on regional productivity in California agriculture. UCCE is responsible for agricultural research and development (R&D), and dissemination of agricultural know-how in the state.
Method/methodology/approach
We estimate the effect of UCCE on county-level agricultural productivity for the years 1992–2012, using an agricultural production function with measures of agricultural extension inputs alongside the traditional agricultural production inputs at the county level.
Findings
Results show a positive impact of UCCE through its stock of depreciated expenditures. For an additional dollar spent on UCCE expenditures stock, agricultural productivity, measured as value of sales at the county level, improves by $1–9 per acre of farmland for knowledge/expenditure depreciation rates between 0 and 20 percent.
Practical implications
Results suggest that county differences in productivity could affect extension expenditures. The high level of contribution found in the results would be especially useful during a period of political pressure to reduce public spending for agricultural extension in the state.
Theoretical implications
Theoretical implications suggest that agricultural systems with higher level of knowledge depreciation are associated with higher resulting incremental agricultural productivity per an additional dollar spent on UCCE expenditures stock. This suggests that extension policy should consider also the agricultural system (crop mix).
Originality
We use original budgetary data that was collected especially for answering our research questions from archives of UCCE. We estimate impact of extension at the county level in California, on the value of agricultural sales (of crops and livestock). We developed an extension expenditure stock, using current and past expenditures data, and different depreciation rates, following the theory of Knowledge Production Function.
13 pages., Article # 6FEA1, via online journal., Professionals in Extension who develop intercultural competence are better prepared to meet the needs of multicultural populations. This article addresses University of California Extension's formation of an intercultural competence professional development initiative. We describe our use of an integrated conceptual framework that includes Hammer's Intercultural Development Inventory (IDI) and Kotter's eight-step organizational change process to institutionalize the initiative. IDI pretest and posttest results indicate that California 4-H professionals are more culturally competent. The impact of the initiative also is reflected in the significant growth (151% increase) in Latino youth participation in 4-H. We provide recommendations for replicating our effort.
17 pages, California is severely exposed to drought and damage due to the climate change and drought belt, which has a major impact on agriculture. So, after the drought crisis, there are various reactions from farmers. The extent of the damage caused by the socioeconomic, environment and the extent of the resistance of farmers to this crisis is manifested in a variety of ways. Recognizing the population’s resilience and the involved human groups is a tool for preventing a catastrophe-based increase in life-threatening areas in high-risk areas. Sometimes the inability to manage this phenomenon (especially under the climate change) leads to farmers’ desertification and agricultural land release, which itself indicates a low level of resilience and resilience to the crisis. The recent drought under the climate change condition in California and the severity of the damage sustained by farmers continue to be vulnerable. The present study seeks to prioritize and prioritize resilience of farmers to the crisis under the climate change. This study simulated drought condition with using PDSI value for current and future time period. In order to calculate PDSI values, the climatic parameters extracted from CMIP5 models and downscaled under the scenario of RCP 8.5. Also in order to understand the resilience of the agriculture activities under the climate change, this study was performed using statistical tests and data from the questionnaire completed in the statistical population of 320 farmers in the Tulare region in California. The findings of the research by t test showed that the average level of effective factors in increasing the resilience of farmers in the region is low. This is particularly significant in relation to the factors affecting government policies and support. So that only the mean of five variables is higher than the numerical desirability of the test and the other 15 variables do not have a suitable status for increasing the resilience of the farmers. Also, the results of the Vikor model showed that most of the impact on their resilience to drought and climate change was the development of agricultural insurance, the second important impact belongs to drought monitoring system, climate change and damage assessment, and variable of attention to knowledge is in third place of the important factor.
5pgs, Strong communication skills are important in an individual’s personal and professional life; however, research regarding what influences youth’s public speaking self-efficacy is limited. To address this gap, we surveyed youth who participated in a statewide presentation event about their self-efficacy and sources of that self-efficacy. Results show mastery experiences have the greatest relationship to youth’s public speaking confidence. Extension can strengthen youth’s public speaking self-efficacy by increasing the number of presentation opportunities and by removing barriers from participating in existing presentation opportunities.
10 pages, Public Safety Power Shutoff events are being implemented in California to reduce wildfire impacts. We surveyed California residents to identify their information needs and understand the potential role of University of California Cooperative Extension (UCCE) in power shutoff management. A majority of respondents need information on alternative power sources and community power systems. Most respondents indicated family, friends, and neighbors as the important group to manage power shutoff. UCCE was least used and preferred source for power shutoff information. Our findings reveal a need for Cooperative Extension to play an important role in power shutoff management and educating the public.
Wine workshops hosted at local wineries positively impacted the behavior of Iowa wine consumers. Many participants (75%) reported visiting an Iowa winery following the workshop. The percentage of participants consuming Iowa wines increased by 20.6% (p < 0.001) following the workshop. Based on these outcomes, it appears these three hour wine workshops are a very useful opportunity for consumers to be engaged and involved, and to learn about local grapes and wines as well as to improve their behavior toward local products.
Fretz, Phelan R. (author), Grieshop, James I. (author), and Grieshop: Extension Specialist, Community Education, Department of Applied Behavioral Sciences, University of California, Davis, CA; Fretz: Research Assistant, Department of Applied Behavioral Sciences, University of California, Davis, CA
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 89 Document Number: C06169
Beall, Gary A. (author), Hayes, James H. (author), and Beall: Division of Agriculture and Natural Resources, University of California, Davis, CA; Hayes: Director, Brock Center for Agricultural Communication, California Polytechnic State University, San Luis Obispo, CA
Format:
Journal article
Publication Date:
1992
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 90 Document Number: C06376
James F. Evans Collection; Paper presented at the July 1991 International ACE Meeting in Rapid City, SD, Newspapers set the campaign agenda for two environmental initiatives appearing on California's November 1990 general election ballot. In doing so, they relied heavily upon unnamed sources (proponents, experts, environmentalists, etc.) and poorly identified advocacy groups. Although the agricultural community perceived both ballot measures to be agricultural issues, the media defined them in a much broader, environmental context. The agricultural industry-sponsored initiative was treated as a non-issue by the newspapers. It received only five percent of the news and editorial space devoted to the two initiatives. However, pro and con coverage of each initiative was generally balanced, reflecting an overall attempt at fairness and willingness to present both sides of the issue. (original)
Kubin, Laurel (author), Meis, Joan (author), Townsend, Marilyn S. (author), Wright, Joan (author), and Nutrition Education Specialist, Cooperative Extension, University of California, Berkeley, CA; Educational Research Specialist, Applied Behavioral Sciences, University of California, Davis, CA; Cooperative Home Economists, Colusa, Glenn, El Dorado, and Amador counties, CA; Cooperative Home Economists, Colusa, Glenn, El Dorado, and Amador counties, CA
Format:
Journal article
Publication Date:
1992
Published:
USA: Alexandria, VA : American Home Economics Association.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 92 Document Number: C06745
Bruhn, Christine M. (author / Cooperative Extension Consumer Food Marketing Specialists, Center for Consumer Research, University of California, Davis, CA)
Format:
Journal article
Publication Date:
1992-03
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 92 Document Number: C06779
biotechnology; food safety, AGRICOLA FNI 92001478, Surveys and workshops emphasize that education is the key to public understanding and proper evaluation of biotechnology (original)
Bainbridge, David. (author), Mitchell, Steve. (author), and Mitchell: Science Librarian and Agroecologist, University of California, Riverside; Bainbridge: Information specialist and Agroforester, Working Group for Agroforestry in California and Canelo Project
Format:
Bibliography
Publication Date:
1991
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 93 Document Number: C06865
Notes:
AGRICOLA CAT 91967295; Contains Table of Contents, Oakland, CA : University of California Sustainable Agriculture Research and Education Program, 1991. 198 p. (Publication 3349)
