10 pages, Extension faculty are tasked with developing and communicating educational programs to local clientele, and communication skills are a considerable piece of the Extension faculty job. Thus, UF/IFAS Extension included a communication portion to the on-board training for newly hired Extension faculty to develop their design skills so they can more effectively communicate through their educational and marketing materials. We used Rogers’ (2003) innovation-decision process to assess Florida early career Extension faculty’s adoption of design principles after completion of the 2019 UF/IFAS Extension Faculty Development Academy. Thirty-two Extension faculty completed the spring and fall sessions of the Academy. A mixed methods approach was utilized to gather survey data at the immediate completion of the Academy and qualitative, telephone interview data four to five months after completing the Academy. The faculty retrospectively perceived they increased their knowledge about design principles. They had an overwhelmingly positive attitude about learning design principles to better their communication efforts, but they decided not to fully adopt design principles in their work as other information and elements of learning their job took precedent.
Telg, Ricky (author), Irani, Tracy (author), Roberts, Owen (author), and Rhoades, Emily B. (author)
Format:
Research paper
Publication Date:
2006-02-04
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 149 Document Number: C24010
Notes:
Lead author is doctoral student Emily Rhoades., 12 p. Paper presented at the Southern Association of Agricultural Scientists' 103rd annual meeting in Orlando, Fla. [Agricultural Communications Section].
Ruth, Taylor K. (author), Rumble, Joy N. (author), Galindo-Gonzalez, Sebastian (author), Lundy, Lisa K. (author), Carter, Hannah S. (author), Folta, Kevin M. (author), and University of Illinois at Urbana-Champaign
The Ohio State University
University of Florida
Association for Communication Excellence
Format:
Journal article
Publication Date:
2019
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10430
24 pages., Via online journal., Faculty at land-grant universities are expected to engage in some form of Extension, or science communication, as part of the land-grant mission. However, critics have claimed these institutions are out of touch with their stakeholders’ needs and faculty mainly communicate with others in academia. This engagement with a homogenous group reflects the concepts of echo chambers, where people are only exposed to information that aligns with their beliefs and current knowledge and discredit opposing information. An explanatory mixed-methods design was used to understand land-grant faculty’s engagement in echo chambers. A survey was distributed to a census of tenure-track faculty in the University of Florida’s Institute of Food and Agricultural Sciences to understand respondents’ engagement in echo chambers. Follow-up interviews were conducted with 13 of the survey respondents to further explore their audiences and channels used in science communication to understand their engagement in echo chambers. Survey results indicated faculty did not necessarily participate in echo chambers, but they also did not contribute to an open communication network. However, the interviews found participants were interested in reaching new audiences yet struggled to communicate with stakeholders. The participants also reported wanting to find alternative channels to peer reviewed journals to help disseminate their work. The findings from this study indicated faculty contributed to a type of echo chamber, but rather than viewing their stakeholders’ opinions as false, they simply did not hear the opinions. Agricultural communicators should work with land-grant faculty administrators to identify appropriate audiences and channels for science communication.
Beck, Howard W. (author), Cilley, Mary L. (author), and Beck: Department of Agricultural Engineering, University of Florida; Cilley: Department of Agricultural Education and Communication, University of Florida
Format:
Journal article
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C07854
James F. Evans Collection, Agricultural communicators are accustomed to acting as change agents. Now communicators face the challenge of dealing with technological changes that are reshaping their own profession. A case history is presented of electronic delivery of Extension information at the University of Florida's Institute of Food and Agricultural Sciences (IFAS). This paper examines the role of the technical communicator within an evolving framework of institutional change. It is seen that tasks traditionally performed by editors and artists are in one sense unchanged, although they are now performed by computers. However, there are new opportunities for communicators, especially in the areas of user interface design and knowledge management, that are made possible by the new computer medium.
8pgs, The global trend of urbanization coupled with an increasing awareness of the importance of food systems resilience, has led to an increasing interest in urban agriculture to sustainably feed the rapidly growing urban population and mitigate against food supply chain disruptions. While home and community gardens have been long studied, there has been relatively little empirical research focused specifically on commercial urban agriculture (CUA) operations. The purpose of this study was to characterize commercial urban farms, and to identify their primary barriers to business development and expansion, their perceptions of future opportunities, and their specific informational needs. Because CUA has received relatively less attention in previous empirical research, a qualitative approach was used for this needs assessment to collect rich, contextualized information to help differentiate the specific barriers, opportunities and needs of CUA operations as opposed to their rural counterparts. We conducted semi-structured interviews (n = 29) of CUA producers in Florida. These interviews revealed that CUA operations face many of the same barriers that are common to establishing and growing small farms, with additional barriers due to local government regulations and tensions associated with farming on land that is not traditionally used for agriculture. Despite these difficulties, CUA operators believe their urban location is a key benefit to their operation and they see a variety of opportunities for future business and market expansion.
Brown, Mark G. (author), Lee, Jonq-Ying (author), and Research Economist, Florida Department of Citrus; Assistant Professor, Food and Resource Economics Department, University of Florida
Format:
Conference paper
Publication Date:
1992
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 90 Document Number: C06458
Notes:
James F. Evans Collection; Paper presented at the 1989 Commodity Advertising and Promotion Conference, In: Kinnucan, Henry W.; Thompson, Stanley R.; and Chang, Hui-Shung, eds. Commodity advertising and promotion. Ames, IA : Iowa State University Press, 1992. p. 206-221
22 pages, via online journal, Traditionally, 4-H agents have been communicating with stakeholders through newsletters; either in print or online. 4-H agents have used social media as an additional tool to communicate with their stakeholders since its introduction. Social media communication can help maintain or increase stakeholder involvement in the 4-H program because a large percentage of the population is active on social media. Using Uses and Gratifications Theory and Diffusion of Innovations Theory as frameworks, this study sought to determine how Florida 4-H agents engaged with their stakeholder audiences using social media, and vice versa. The uses and gratifications motivations for engaging in media were used to understand what motivations were used to engage their audience and what type of posts (according to motivation) stakeholders were engaged in most. The diffusion of innovations innovation-decision process helped to understand the audiences’ decision to engage in posts dependent upon the motivation used. The results of this study concluded the selected 4-H programs differed in the content that they posted but the 4-H stakeholders did not differ in how they engaged in their respective programs posts.
30 pages., via online journal., Effective communication requires a good message delivered through an effective channel and received by a receptive individual. When that communication is successful, the result is enhanced credibility and trust between the sender and the receiver. Telling the Extension story effectively requires both relevant, credible data to compose a clear message and appropriate communication channels to deliver the message to various audiences. This article describes the approach taken by Florida Extension to gather better statewide data to improve communication about the impact of its Extension work, primarily through the use of infographics. With credible data, and working together, Extension data analysts and communicators can enhance Extension’s reputation, trust, and support with key stakeholders.
Telg, Ricky (author), Irani, Tracy (author), Place, Nick (author), Muegge, Melissa (author), and Kistler, Mark (author)
Format:
Research paper
Publication Date:
2006-02-04
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 149 Document Number: C24007
Notes:
23 p. Paper presented at the Southern Association of Agricultural Scientists' 103rd annual meeting in Orlando, Fla. [Agricultural Communications Section].
20 pages., Via online journal., Consumers are concerned about the risks related to genetically modified (GM) food, and there is a need for agricultural communicators and educators to address those concerns. The purpose of this study was to explore Florida residents’ latitudes of acceptance, rejection, and noncommitment toward GM food messages. The findings from this study can be used to guide communication and education campaigns for GM food. An online survey was distributed to a non-probability sample of 500 Florida residents to fulfill the purpose of the study. The messages that most aligned with the respondents’ views toward GM food discussed how potential risks related to human health had not been adequately investigated and that GM food may be riskier to consume compared to traditional food. The messages that most opposed the respondents’ views were that GM food was safe for consumption and that it caused cancer in humans. People whose views most aligned with the message that GM food caused cancer in humans had the largest latitude of rejection, likely due to their extreme attitude, confirmation bias, and ego-involvement. The largest percentage of respondents accepted messages that aligned with their position but expressed noncommitment to messages that opposed their views. This lack of rejection and indication of alignment with messages related to potential risk and uncertainty indicated Florida consumers were unsure about the effects of GM food. Communicators and educators should acknowledge these concerns when delivering information about GM food to enhance the effectiveness of communication with consumers.
LeBude, Anthony (author), Fulcher, Amy (author), Dubois, Jean-Jacque (author), Braman, S. Kris (author), Chappell, Matthew (author), Chong, J.C. (author), Derr, Jeffrey (author), Gauthier, Nicole (author), Hale, Frank (author), Klingeman, William (author), Knox, Gary (author), Neal, Joseph (author), Windham, Alan (author), and North Carolina State University
University of Tennessee
National Science Foundation Center for Integrated Pest Management
University of Georgia
Clemson University
Virginia Tech
University of Kentucky
University of Florida
Format:
Journal article
Publication Date:
2017-12
Published:
United States: American Society for Horticultural Science
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 12 Document Number: D10344
10 pages., Via online journal., Three, 2-day hands-on experiential learning workshops were presented in three southeastern United States cities in June 2014, by the Southern Nursery Integrated Pest Management (SNIPM) working group. Attendees were provided 4 hours of instruction including hands-on demonstrations in horticultural management, arthropods, plant diseases, and weeds. Participants completed initial surveys for gains in knowledge, skills, and abilities as well as their intentions to adopt various integrated pest management (IPM) practices after the workshop. After 3 years, participants were again surveyed to determine practice adoption. Respondents changed their IPM practice behavior because of attending the workshops. Those returning the survey set aside more time to scout deliberately for pests, plant diseases, and weeds; used a standardized sampling plan when scouting; and adopted more sanitation practices to prevent plant disease. Fewer horticultural management practices were adopted than respondents originally intended. Future emphasis should be placed on using monitoring techniques to estimate pest emergence, for example, traps and pheromone lures, as well as plant phenology and record keeping. However, more work is needed to highlight both the immediate and long-term economic benefits of IPM practice adoption in southeastern U.S. nursery production.
Lee, Jonq-Ying (author / Florida Department of Citrus)
Format:
Speech
Publication Date:
1980
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 100 Document Number: C08412
Notes:
James F. Evans Collection, Mimeographed, 1980. 25 p. Paper presented at "Symposium on Advertising and the Food System", Airlie House, VA, November 6-7.
14 pages, via online journal, Social judgement theory was utilized to determine if men and women showed different acceptance of messages about genetically modified (GM) foods. The primary objective was to determine if females and males had a different latitude of acceptance toward statements about GM foods. Researchers found significant differences between males and females with more males accepting messages about GM foods than females. Additionally, there were several statements with wide latitudes of acceptance across genders. These statements represent a common ground and are a good starting point for conversations about GM food.
Behr, Robert M. (author), Brown, Mark G. (author), Fairchild, Gary F. (author), Lee, Jonq-Ying (author), and Research Economist, Florida Department of Citrus; Adjunct Professor, Department of Food and Resource Economics, University of Florida; Economic Research Director, Florida Department of Citrus; Adjunct Professor, Department of Food and Resource Economics, University of Florida; Research Economist, Florida Department of Citrus; Adjunct Professor, Department of Food and Resource Economics, University of Florida; Professor, Department of Food and Resource Economics, University of Florida
Format:
Conference paper
Publication Date:
1991-08
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 89 Document Number: C06163
Notes:
James F. Evans Collection; See C06148 for original, In: Nichols, John P.; Kinnucan, Henry W.; and Ackerman, Karen Z., eds. Economic effects of generic promotion programs for agricultural exports : papers presented at a symposium on evaluating economic effects of generic promotion programs for agricultural exports; 1990 February 22-23; Washington, D.C. College Station, TX : Agricultural and Food Policy Center, Department of Agricultural Economics, Texas A&M University, 1991. p. 146-157
Breeze, Marshall H. (author), Crowder, L. Van (author), Jones, Deloris M. (author), Taylor, Meredith C. (author), and Breeze: Extension Communication Specialist and Associate Professor, University of Gainesville, FL; Crowder: Extension Communication Specialist and Associate Professor, University of Gainesville, FL; Jones: Extension Home Economics Program Leader, Madison County, FL; Taylor: Extension Home Economics Program Leader, Suwannee County, FL
Format:
Journal article
Publication Date:
1987
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 84 Document Number: C05188
20 pages., This study was conducted to examine Florida consumers’ stance on legalizing the growing and processing of hemp, recently redefined as an agricultural commodity. Factors were explored that may explain their stance to provide insight into the communication needs in the early stages of the U.S. hemp industry revival. Results indicated that respondents who had more favorable attitudes toward legalizing hemp were also more likely to fall within the category of being overall “for legalizing hemp” when offered a binary choice. Further, attitude toward legalizing hemp was predicted by respondents’ objective knowledge of hemp topics, attitude toward legalizing marijuana, and perceived personal relevance of legalized hemp cultivation and production. A strong association between hemp and marijuana was also observed in both the quantitative and qualitative findings, and respondents indicated some confusion regarding the mind-altering properties of marijuana compared to hemp. As such, a key recommendation is that early communication messages and strategies be tailored toward educating the public on differences in the uses and psychoactive properties of hemp and marijuana. Future research is needed to identify other key messages needed to enhance public understanding of hemp, as well as the best methods of delivering such. Future research should be conducted with other hemp stakeholders, including policymakers, hemp license-holders, and other farmers and industry members to reconcile potential differences in key stakeholder perceptions and enhance the future viability of the industrial hemp market.
Lawson, Kati (author), Kent, Kevin (author), Rampold, Shelli D. (author), Telg, Ricky W. (author), McLeod-Morin, Ashley (author), and Association for Communication Excellence (ACE)
University of Florida
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11305
13 pages., via online journal, Elected officials at the local, state, and national levels play key roles in shaping the agriculture and natural resources (ANR) sectors through the development and implementation of ANR policies and regulations. As such, it has become necessary for members of the ANR community to understand the policy formation process and how to communicate effectively with elected officials about ANR policies and issues. However, little research has been conducted at the local level to examine how local elected officials (LEOs) interact with information specific to ANR policies to make decisions. This study was designed to assess the communication and information-seeking preferences and behaviors of LEOs that impact their decisions about ANR issues and policies. Of the sources of communication considered by LEOs when making ANR policy decisions, respondents in this study identified communication from farmers and ranchers as having the highest impact on their decision-making. This finding supports the use of farmers and ranchers as opinion leaders in impacting ANR policies. LEOs in this study also reported they would seek factual information from multiple sources to understand the positive or negative impact of the ANR policy before voting on the ANR issue.
10 pages, via online journal, Extension’s ability to purposively develop the capacity of its agents to effectively work with and
lead people is limited by a lack of data that identifies for which competencies agents need training.Interpersonal leadership competencies are widely recognized as important for Extension
professionals and the literature indicates they are linked with job satisfaction, motivation, and
performance. The Borich method was used to identify priority training needs for Extension agents
in Florida within the interpersonal leadership domain. A Principal Component Analysis revealed
the interpersonal leadership competencies could be operationalized into two latent constructs,
conflict management and group leadership. Competencies for which training is most needed were
mostly part of the conflict management construct. The results can be used to intentionally design
professional development programs, improve the state’s competency model, and inform future
research related to conflict in Extension.
Telg, Ricky (author), Irani, Tracy (author), and Hurst, Ashley (author)
Format:
Research paper
Publication Date:
2006-02-04
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 149 Document Number: C23999
Notes:
23 p. Paper presented at the Southern Association of Agricultural Scientists' 103rd annual meeting in Orlando, Fla. [Agricultural Communications Section].
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 98 Document Number: C08194
Notes:
Theodore Hutchcroft Collection, In: Proceedings of the Agricultural Communications Section Southern Association of Agricultural Scientists, Little Rock, AR, February 3-7, 1990. Little Rock, AR: Southern Association of Agricultural Scientists, 1990. p. 98-107.
AGRICOLA IND 92020546, Effective delivery methods are important to the impact of Extension programs. The effectiveness of delivering Extension programs can be increased by matching the information channels used by Extension to those preferred by segments of the clientele. This study explores the preference patterns of clientele for obtaining information. The influence of selected individual and structural characteristics on those patterns also is examined. Data from a mail survey (using the Total Design Method, or TDM) of small farm operators from six countries in Florida indicate that preference patterns vary. The analysis, using confirmatory factor analysis, verified the presence of a lower cost preference pattern and two higher cost patterns, on focused on individual consultation and the other on group educational activities. Regression analysis also was used to determine the influence of selected individual level and structural level characteristics on the emergence of different preference patterns. These results can be used as a guide to maximize contact in delivering information to various segments of Extension audiences. (original)
Jagtap, S.S. (author), Jones, J.W. (author), Hildebrand, P. (author), Letson, D. (author), O'Brien, J.J. (author), Podestá, G. (author), Zierden, D. (author), and Zazueta, F. (author)
Format:
Journal article
Publication Date:
2002-12
Published:
USA: Elsevier
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 161 Document Number: D07811
10 pages., via online journal., Peri-urban environments, where agriculture and urbanization interact, pose unique challenges for soil management. In Miami-Dade County, Florida USA, this interaction is especially important; a population of 2.7 million lives in an urban county with only 6% of the area zoned agriculture. Miami-Dade County is a major producer of tropical fruit and winter vegetables for the U.S., and is located within the Everglades ecosystem. Relatively little information is known about research and extension within peri-urban environments concerning soil health and management. Ethnopedological work has contributed to ethno-scientific knowledge by bridging the communication gap between scientists and locals concerning soil taxonomies, soil health, and soil fertility management. This study explores mental models of farmers and experts, examining the communication gap concerning soil health and food security. Semi-structured interviews were used to collect data from farmers (n = 19) and experts (n = 13). All stakeholders perceived pressures from urbanization as the main barrier to farmers' ability to continue to produce food, maintain their soil health, and contribute to national food security. The mental models of farmers reveal their ability to continue farming depends on their ability to construct and sustain a system—the soil food value chain. In this system, the farmer generates farm capital from a combination of high quality products, lower quality produce, and culls. This farm capital includes value-added products or soil amendments. However, experts did not perceive their responsibility to include maintaining a system, rather, only improving production. Experts' research and extension focused on improving product quality, increasing yield, decreasing cost of production, and minimizing the environmental impact of production. The mental models of farmers suggest research and extension related to building and maintaining the entire soil food value chain would increase the likelihood the farmers would better care for their soil and be profitable. This research contributes to the literature by recognizing the importance of examining the barriers to soil communication between stakeholders, as well as the importance to include examining soil within the larger food system.
Warnock, Peter (author / Professor, Florida Cooperative Extension Service, Institute of Food and Agricultural Sciences, University of Florida, Gainesville, FL)
Format:
Journal article
Publication Date:
1992
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 89 Document Number: C06174
15 pages, via online journal article, Scientist-stakeholder partnerships are formed by scientists from academic institutions and industry representatives in an effort to address contingent science issues such as climate change, inform the public and influence public policies. Such organizations often lack expertise in communicating to the public and conducting outreach which are crucial components to building a good reputation. This study selected Florida Water and Climate Alliance [FWCA] as an example of such an organization, exploring its media attention and media framing to assess the visibility and reputation of [FWCA]. Results showed very limited media attention had been devoted to [FWCA]. The framing analysis results indicated that the coverage of [FWCA] is mostly introductory and descriptive information from public institutions, collaborators and funding agencies. These results demonstrate the need for such organizations to increase media visibility and build their reputations through strategic communication. Scientist-stakeholder partnership organizations like FWCA could gain from strategic collaborations with agricultural communications professionals and academic researchers. To better assist in building the reputation for these organizations, recommendations include developing strategic communication plans and conducting research about stakeholders’ and collaborators’ perceptions of an organization’s reputation.
Yoder, Landon (author), Chowdhury, Rinku Roy (author), and School of Public and Environmental Affairs, Indiana University
Graduate School of Geography, Clark University
Format:
Journal article
Publication Date:
2018
Published:
Elsevier
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 16 Document Number: D10459
8 pages., Via online journal., Agricultural nonpoint source pollution remains a pressing environmental problem despite decades of policy and environmental initiatives. Cooperative local actions are a crucial element of effective multilevel governance solutions to such problems, but securing farmer participation for water quality protection remains challenging. Social capital—relations of trust, reciprocity, and shared social norms within and between key stakeholder groups—has been found to enable cooperation for environmentally desirable outcomes. However, the downsides of social capital remain under-examined in multilevel governance, where cooperation within one stakeholder group (bonding social capital) may undermine cooperation with other stakeholders (bridging social capital). Given this important gap, researchers need to examine how bonding and bridging social capital may be formed, maintained, or undermined through stakeholder interactions, and the corresponding environmental consequences.
In this paper, we address these gaps through a case study of south Florida’s sugar-producing region, whose drainage water flows south into the Florida Everglades. In contrast to persistent water quality impairment elsewhere, Everglades water quality has improved steadily over the past 20 years. These improvements have taken place under a complex set of governance arrangements that established a mandatory long-term numeric water quality target but which relies on shared compliance among farms. These dynamics encouraged interactions among three key groups of stakeholders—farmers, agricultural extension agents, and state regulators—to implement management changes. Drawing on semi-structured interviews, we find that bonding social capital among farmers encourages them to improve their management through a sense of shared responsibility, while also potentially limiting restoration by maintaining perceptions that the regulations are unfair. Bridging social capital helps to legitimize new management efforts, while court-mandated water quality targets incentivize farmers to draw on multiple forms of social capital. We also discuss the relevance of this case for governing agricultural nonpoint source pollution in similar settings elsewhere.
16 pages, via online journal, Buying local food has become an increasingly popular way for consumers to engage with those who grow their food; however, research has shown a specific audience tends to buy local food due to individual-specific barriers. To better understand what motivates consumers to buy local food the Theory of Planned Behavior was used as a way to potentially predict consumers’ behavior toward buying locally grown blueberries. Also, the variables of past experience and self-identity/moral obligation toward buying local food were introduced to the model since both variables may increase the predictability of the Theory of Planned Behavior model in certain food-related behaviors. This study used an online survey completed by 1,122 respondents, from a sample frame of all consumers in Florida. The study used a non-probability sample of an opt-in panel, and weighting procedures were applied to the data to account for coverage errors associated with using a non-probability sample. The interaction of consumers’ past experience and self-identity/moral obligation was found to help explain consumers’ intention to buy locally grown blueberries when added to the Theory of Planned Behavior. The Theory of Planned Behavior was shown to predict consumers’ intention to buy locally grown blueberries; however, their intent was better explained with the inclusion of the variables of past experience and self-identity/moral obligation toward buying local blueberries. Recommendations for future research and application include future research into other variables that may impact buying behavior and inclusion of these variables in future communication efforts focused on consumers buying and engaging with local food.
Mike, Moses R. (author), Rampold, Shelli D. (author), Telg, Ricky W. (author), Lindsey, Angela B. (author), and Association for Communication Excellence (ACE)
University of Florida
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11303
15 pages., via online journal, Crisis communication plays a significant role for the different audiences for which it is designed. Hurricanes and other disasters have resulted in major economic damage and disruption of social norms for extended periods of time in communities across the globe. In such circumstances, the Cooperative Extension Service is often called to take an active role in preparation, response, and recovery. As part of the local emergency management team, local Extension offices are positioned to provide a research base, relevant information, and faculty. As such, citizens often look to Extension faculty members for emergency resources and expertise. However, standard communication methods can be significantly affected in disaster situations. Further, difficulty to fully anticipate such effects can limit Extension’s ability to communicate with targeted audiences and deliver important information. This descriptive study was conducted to examine Florida Extension offices’ and Extension faculty members’ communication efforts and effectiveness during the 2017 hurricane season. The primary methods used by respondents to communicate with subject matter clientele were email, face to face, and phone; the primary method used to communicate with the public was the internet/web. Respondents felt clientele and the public were only moderately aware of Extension’s efforts during the hurricane season. Future research is needed to investigate Extension faculty members’ choice of communication channels, as well as the ability of these channels to convey information to clientele and the public. Future research should also examine the communication channels and information sources used and preferred by clientele and the public during disasters. Such results should be compared to the findings of this study to inform future practice for communication in disasters.
Ruth, Taylor K. (author), Suits, Teresa (author), McLeod-Morin, Ashley (author), Telg, Ricky W. (author), and Association for Communication Excellence (ACE)
University of Nebraska-Lincoln
University of Florida
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11304
18 pages., via online journal, Hurricane Michael hit the Florida panhandle as a category five hurricane on October 10, 2018. One of the risks after a hurricane is the spread of mosquito-borne disease due to standing floodwaters, which provide perfect breeding grounds for mosquitoes. People often turn to social media during times of crisis to receive up-to-date information. Therefore, there is a need to understand how to use social media to communicate about risks after a natural disaster. The purpose of this study was to explore how Twitter was used to communicate about mosquito control before and after Hurricane Michael and was guided by the Centers for Disease Control’s crisis communication recommendations. Data were collected using Sysomos Media Analytics Platform (MAP). The search included tweets about mosquito control two weeks before and two weeks after Hurricane Michael made landfall and was limited to Florida residents. There were 198 tweets about mosquito control in this timeframe, and a sharp increase in tweets in the weeks following the hurricane. Users tweeting the most about mosquito control were public agencies like mosquito control districts, and common hashtags included #mosquito and #mosquitocontrol; #HurricaneMichael was rarely used. The largest number of tweets were identified with the frame Be First to warn people about mosquito spraying in their local areas. A minority of tweets promoted self-efficacy or promoted action related to mosquito control. None of the analyzed tweets expressed empathy. Extension can use the findings from this study to guide future risk communication on social media following a natural disaster.
