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.
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.
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.
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
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
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.
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.
