Carroll, Devon E. (author), Stevens, Carrie A. (author), Stripling, Christopher T. (author), Sorochan, John C. (author), and Brosnan, James T. (author)
Format:
Journal article
Publication Date:
2021-12-01
Published:
United States: American Association for Agricultural Education
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12422
18 pages, Women are a traditionally underrepresented demographic in the turfgrass industry. As the industry faces labor shortages, increased recruitment and retention of women to the field may reduce labor issues. The purpose of this descriptive study was to explore the lived experiences of 13 female leaders in the turfgrass industry representing diverse job titles, years of experience, and geographic locations. The objective of this research was to promote change within the turfgrass industry and subsequently increase female recruitment efforts by identifying barriers faced uniquely by women and influences on female leadership success. To discover this information, participants engaged in 30-to-90-minute semi-structured interviews with the central research question, “What lived experiences have shaped your career in the turfgrass industry?” Transcriptions of interviews were open-coded and used to develop six main themes: (a) career paths, (b) mentorship involvement, (c) leadership styles, (d) challenges, (e) opportunities for personal growth, and (f) opportunities for industry growth. Interviewed women proved to be vibrant leaders in the industry and faced similar challenges in their journeys to leadership including inappropriate peer conduct, difficulty building a family, and overcoming stereotypes. Women sustained career success by engaging in self-efficacy through educational development, mentorship, and personal growth. These findings can be used by both women and men in the turfgrass industry to improve current culture for women
15 pages., Many U.S. state governments have programs that promote the food grown or made within their state. In this study, the websites of 41 such programs were analyzed for indicators of stewardship, a framework concerned with relationship cultivation. Several of the indicators were observed commonly, demonstrating a generally balanced use of stewardship strategies by the programs. The websites also provided a platform to grow relationships between producers and consumers. One recommendation for managers of statewide food promotion programs, or similar umbrella food brand programs, is to examine their own websites to ensure indicators of all stewardship strategies are present. Though most websites examined in this study posted mission statements, for example, not all of them did. Expressions of gratitude to multiple stakeholder groups were also lacking on many of the websites. Another recommendation for managers is to implement some of the more creative ways programs have practiced stewardship such as giving audiences opportunities to co-create content. Overall, this analysis showed that state-run food promotion programs function as public relations and agricultural communications tools.
14 pages, For centuries music has played a vital role in the lives of people, communities, and organizations. This is the same for agricultural and youth organizations like the Future Farmers of America (FFA) and the New Farmers of America (NFA). From the very beginning of these youth groups, music has played an important part in the live’s of members, as well as in chapter, state, and national events. The purpose of this historical research study was to document the history of music within the Future Farmers of America and New Farmers of America youth organizations. Historical research methods were used to gather information for this study. From the beginnings of both the FFA and NFA, local advisors quickly saw the benefit of using music to build leadership, confidence, and esprit de corps among the boys in their organizations. The NFA developed quartet and talent competitions at the state and national levels. Both the FFA and NFA organizations established chorus groups for boys from across the country. The FFA placed more emphasis on state and national bands and orchestras than did the NFA. Song books were published to encourage the inclusion of singing in FFA and NFA events. Official manuals for the organizations included songs and yells that could be used in local chapter activities. Organization leaders saw the benefits of using music to inspire youth to develop their musical and leadership skills. Music has been a key component of the success of both the FFA and NFA organizations.
17 pages., Lab grown meat is a new technology being developed as a potential alternative protein source. Although some research has been done about public perception of lab grown meat, no studies to date have observed the effects of message themes on public perception of lab grown meat. The study sought to better understand measures of uncertainty and risk and benefit perceptions after viewing a themed blog post about lab grown meat. Participants were randomly assigned one of three themed blog posts - against lab grown meat, neutral, or support lab grown meat. Perception questions were asked after viewing the blog post, and a total of 238 responses were collected. Results indicated the message theme had a statistically significant effect on risk perception, benefit perception, and intention to consume, but not on message evaluation or measures of uncertainty. Further discussion as well as suggestions for future research are included.
22 pages, The purpose of this study was to identify the demographic characteristics, career motivations, and professional development of American equine journalists. An online survey was distributed to equine journalists identified through their professional organizational membership. Descriptive statistics were used to analyze the data. Equine journalists were found to be predominately female, Caucasian, and averaged 53 years old. Nearly half were exposed to the equine industry prior to their career and have been working in the industry for over 15 years. Respondents were well educated and were most motivated towards their career as an equine journalist because of their interest in horses. Over 70% of equine journalists in this study participated in one to 10 professional developments in the last year, with social media management as the most frequently reported topic. Other frequently reported topics were marketing, journalistic writing, and magazine publication. Recommendations for practice include recruiting agricultural communications minor or certificate students from specialized programs such as animal science, equine science, equine studies, or livestock. Future research should consider the influence of pre-career experiences on equine journalist career motivations and skill development.
13 pages., Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer. These long dark periods have not been subject to much study, so little is known about the likely consequences. This exploratory study addresses this omission by documenting the sales performance of 41 beer, cider, and spirit brands that advertised intermittently over almost two decades. Changes in aggregate brand sales are reported for the years when brands stopped advertising relative to the last advertised year. On average, brand sales declined immediately in the first year and every subsequent year of advertising cessation. Decline generally was faster for smaller brands and for brands that already were declining in sales before advertising cessation.
United States: Texas Tech Univeristy, Lubbock, Texas
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12460
Notes:
115 pages, Lab grown meat is a new technology being developed as a potential alternative protein source. Although some research has been done about public perception of lab grown meat, no studies to date have analyzed social media content regarding this topic. Still yet, no studies have observed the effects of message themes on public perception of lab grown meat. This two-part study first sought to analyze the Twitter messages discussing lab grown meat using Meltwater, a social media monitoring software. Secondly, the study sought to better understand measures of uncertainty and risk and benefit perceptions after viewing a themed blog post about lab grown meat. In part one, a relevant keyword search from August 28, 2018 to February 28, 2019 collected over 11,000 Twitter messages. Sentiment of messages was analyzed with 47% of messages being neutral. Meltwater identified trending themes that were all closely tied to lab grown meat, and top content posters with the most amount of potential reach were identified. All top posters were found to be news entities or organizations instead of personal Twitter accounts. In part two, participants were randomly assigned one of three themed blog posts against lab grown meat, neutral, or support lab grown meat. Perception questions were asked after viewing the blog post, and a total of 238 responses were collected. Results indicated message theme had a statistically significant effect on risk perception, benefit perception, and intention to share, but not on message evaluation or measures of uncertainty. Further discussion as well as suggestions for future research are included.
8 pages, Cultured meat is a novel food technology that promises to produce meat in a more environmentally friendly and animal-friendly way. We conducted an internet survey in ten countries (Australia, China, England, France, Germany, Mexico, South Africa, Spain, Sweden and the US) with a total sample of 6128 participants. Results suggest that there are large cultural differences regarding the acceptance of cultured meat. French consumers were significantly less accepting of the idea than consumers in all other countries. Perceived naturalness of and disgust evoked by cultured meat were important factors in the acceptance of this novel food technology in all countries. Trust in the food industry, food neophobia and food disgust sensitivity indirectly and directly influenced the acceptance of cultured meat in almost all countries. In order to increase the acceptance of cultured meat, the similarity of cultured meat to traditional meat needs to be emphasized rather than the rather technical production process, which may evoke associations of unnaturalness and disgust.
15 pages., This study sought to explore the informational themes and information sources cited by the media to cover stories of cultured meat in both the United States and the European Union. The results indicated that cultured meat news articles in both the United States and the European Union commonly discuss cultured meat in terms of benefits, history, process, time, livestock production problems, and skepticism. Additionally, the information sources commonly cited in the articles included cultured meat researchers, sources from academia, People for the Ethical Treatment of Animals (PETA), New Harvest, Winston Churchill, restaurant owners/chefs, and sources from the opposing countries (e.g. US use some EU sources and vice versa). The implications of this study will allow meat scientists to understand how the media is influencing consumers' perceptions about the topic, and also allow them to strategize how to shape future communication about cultured meat.
14 pages., The 4-H Youth Development program prohibits all forms of discrimination which includes disability. 4-H Extension professionals provide the essential interface between Extension and the local community to create an inclusive environment for all youth, including those with disabilities, that is welcoming and accessible. Attitudes and self-efficacy for working with youth who have disabilities impact how well 4-
H delivers positive youth development programs. The purpose of this study was to determine state-wide 4-H Extension professionals’ attitudes, self-efficacy, and perceptions of inclusion toward youth with disabilities. In addition, the researchers sought to examine their use of a training program to better serve youth with disabilities. All 4-H Extension professionals in Ohio were surveyed (N = 135) with 71
responding (response rate of 53%). Results indicated the attitudes of Extension professionals for accepting of and feeling comfortable around youth with disabilities was overwhelmingly positive. They also perceived that youth with disabilities felt that they were included in 4-H activities. For self-efficacy,
4-H professionals reported they could effectively provide inclusive opportunities for youth with disabilities and adapt their level of instruction, take extra time, and pay attention to the needs of youth
with disabilities. However, about a third of the respondents somewhat or strongly agreed that their workload would increase by having youth with disabilities in their organization. The disability training program was used by over three-fourths of the 4-H professionals and helped them to engage with parents to learn more about their children with disabilities. The program also improved accommodations and
creating a more inclusive 4-H environment.
11 pages, During the early stages of the COVID-19 pandemic (March-April 2020), opinion leaders in agriculture and natural resources (ANR) were asked to participate in a survey about the impacts of the crisis on the ANR industry specifically about their concerns related to communication, economics, level of preparedness, and health during this crisis. Of the 225 ANR leaders who participated, the majority were concerned that members of the public were sharing inaccurate information about COVID-19; others they come into contact with were not taking appropriate measures to avoid contracting COVID-19; about the impact of COVID-19 on the U.S. economy, their state’s economy, and the global economy; and other countries’ level of preparedness to deal with COVID-19. ANR leaders were consistently the most concerned about items that were outside of their direct sphere of influence. Implications from this work are that ANR leadership programs should incorporate programing to help ANR leaders understand how to be influential during a crisis at a national and international level. For statewide ANR leadership programs, it is recommended to include programming sessions related to identifying and sharing credible information and enabling and inspiring those in their circle of influence to do the same.
33 pages, This study surveyed 258 organic grain farmers in Iowa in the U.S. Midwest. We identified seven areas of challenges related to organic grain farming adoption: organic farming operations, marketing, policy, finance, inputs and information, social pressures, and land tenure. Respondents reported three key areas where extension programs were needed: education, research, and technical services. Regarding outreach formats, organic farmers preferred events where peers were featured or provided leadership, such as field days, one-on-one mentor programs, and farmer-to-farmer workshops. Results provided empirical evidence to support theoretical discussions and policy implications on issues related to adoption of organic grain farming.
19 pages, In today’s globalized world, educators and employers generally agree on the necessity for undergraduate agricultural [ag] students to develop a sound understanding of global ag issues and policy. Because of this, many U.S. universities have promoted internationalizing curriculum and increased international study abroad experiences. However, few studies have examined the impact of international experiences on students’ knowledge and attitudes about international ag issues and policies. This study bridges this gap by identifying the relationship between student knowledge and attitude toward international ag issues and U.S. ag policy, and how international experience and demographic variables play a role in that relationship. Adapted from previous literature, an online survey was developed in 2019 among 196 undergraduate students in ag and non-ag fields to measure student knowledge (global aptitude assessment) and student attitude (attitude index score) towards the importance of global agricultural issues and policy. Results concluded that undergraduate students held a low level of knowledge about global ag issues and policy; in fact, ag students held lower average knowledge scores than non-agricultural students. This emphasizes the urgency for administrators to intentionally design and reevaluate our current curriculum to meet these knowledge gaps. Additionally, study abroad experiences did not contribute to students’ knowledge nor attitudes. The authors discuss several possibilities for such results and highlight the call to similarly reevaluate our study abroad curriculum to be more intentional in impacting student knowledge in global ag food systems and acknowledge differences in policy, getting students excited and interested in the global market.
7pgs, This essay, which is the third in the series “Recollections, Reflections, and Revelations: Ethnobiologists and their First Time in the Field”, is a personal reflection by the researcher on his experience and involvement in kinship and friendship networks while conducting agrobiodiversity research in southern Appalachia, USA. Vignettes are given from moving moments spent with Native spiritual leaders, backcountry mountain people, and local co-collaborators in the research process. The author demonstrates how lasting field friendships have helped lead to groundbreaking ethnoecological research.
22pgs, In nine of the last 10 years, the United States Department of Agriculture (USDA) has reported that the average funds generated on-farm for farm operators to meet living expenses and debt obligations have been negative. This paper pieces together disparate data to understand why farm operators in the most productive agricultural systems on the planet are systematically losing money. The data-driven narrative we present highlights some troubling trends in US farm operator livelihoods. Though US farms are more productive than ever before, rising input costs, volatile production values, and rising land rents have left farmers with unprecedented levels of farm debt, low on-farm incomes, and high reliance on federal programs. For many US farm operators, the indicators of a “good livelihood”—stability, security, equitable rewards for work—are largely absent. We conclude by proposing three axes of intervention that would help US agriculture better sustain all farmers' livelihoods, a crucial step toward improving overall agricultural sustainability: (1) increase the diversity of people, crops, and cropping systems, (2) improve equity in access to land, support, and capital, and (3) improve the quality, accessibility, and content of data to facilitate monitoring of multiple indicators of agricultural “success.”.
16 pages, Mounting concern over the negative externalities of industrialized animal agriculture, coupled with falling cost curves of novel food technologies have birthed the field of cellular agriculture: a new category of food technology seeking to reproduce the sensory experiences of animal protein, and promising a cleaner, more ethical way of enjoying animal proteins. This research examines consumer acceptance of precision fermentation (PF) made egg products in Germany, Singapore, and the USA. Using an online survey of 3,006 participants, the study examines demographic and dietary traits that predict willingness to try such products and identifies the reasons why consumers are most attracted to them. The findings suggest that PF made egg products are likely to find a willing market, with a substantial proportion (51–61%) of participants willing to try the product, with vegetarians and vegans displaying the highest enthusiasm. Egg consumption habits and, to a lesser extent, income also predict acceptance. Major reasons for adopting the product were animal welfare in Germany, and health aspects in Singapore and the USA, as well as curiosity in all three countries. Observed differences between the acceptance of PF egg and PF dairy are discussed, as well as comparisons to existing alternative protein (AP) product adoption.
20 pages, As global climate change progresses, the United States (US) is expected to experience warmer temperatures as well as more frequent and severe extreme weather events, including heat waves, hurricanes, and wildfires. Each year, these events cost dozens of lives and do billions of dollars' worth of damage, but there has been limited research on how they influence human decisions about migration. Are people moving toward or away from areas most at risk from these climate threats? Here, we examine recent (2010–2020) trends in human migration across the US in relation to features of the natural landscape and climate, as well as frequencies of various natural hazards. Controlling for socioeconomic and environmental factors, we found that people have moved away from areas most affected by heat waves and hurricanes, but toward areas most affected by wildfires. This relationship may suggest that, for many, the dangers of wildfires do not yet outweigh the perceived benefits of life in fire-prone areas. We also found that people have been moving toward metropolitan areas with relatively hot summers, a dangerous public health trend if mean and maximum temperatures continue to rise, as projected in most climate scenarios. These results have implications for policymakers and planners as they prepare strategies to mitigate climate change and natural hazards in areas attracting migrants.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 207 Document Number: D12979
Notes:
Part IV: Journalistic Recovery Post-Trump: Lessons Learned -- "Stop Overlooking Us": missed intersections of Trump, media, and rural America, This book examines the disruptive nature of Trump news - both the news his administration makes and the coverage of it - related to dominant paradigms and ideologies of U.S. journalism. By relying on conceptualizations of media memory and "othering" through news coverage that enhances socio-conservative positions on issues such as immigration, the book positions this moment in a time of contestation. Contributors ranging from scholars, professionals, and media critics operate in unison to analyze today's interconnected challenges to traditional practices within media spheres posed by Trump news. The outcomes should resonate with citizens who rely on journalism for civic engagement and who are active in social change
