Miller, Amelia (author), Warnick, Brian K. (author), Spielmaker, Debra M. (author), Pate, Michael L. (author), Judd-Murray, Rose (author), and Longhurst, Max L. (author)
Format:
Journal article
Publication Date:
2025-01-17
Published:
USA: American Association for Agricultural Education
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 209 Document Number: D13469
16 pages, It is commonly held that parents have a profound impact on child development. Decades of research investigated the ways parents, the community, and school staff interact to foster student learning during kindergarten through twelfth grade education. Agriculture provides for daily needs through the growth, harvest, and processing of food, fiber, fuel, and forestry products. This research sought to understand the level of importance parents place on their children learning about agriculture in school. A 26-question survey was distributed to a nationally representative sample of parents having at least one child in K-12 education within the United States. Results of this study indicate parents found it important, even very important, for students to learn about many agricultural topics in school. Factors historically associated with parent perceptions and support of student learning proved to not significantly impact this indicated level of importance. Therefore, further research is needed to understand what impacts parents’ value of their students learning about agricultural topics in school. The conclusions of this study are of primary importance to entities conducting agricultural education outreach such as Agriculture in the Classroom programs, Extension, Career and Technical Education, agricultural industry organizations, and others interested in agricultural literacy.
23 pages, We examined how an agricultural literacy professional development enhanced equity in seven secondary agriculture classrooms in a southeastern state. Utilizing the Equity Framework in Career and Technical Education and exploratory case study methodology, we examined the equitable barriers that seven secondary agriculture education teachers faced in their school sites and how targeted professional development might alleviate some of those challenges. Our findings revealed that all seven teachers faced barriers in their schools from two areas identified in the theoretical framework: educational adequacy and equal treatment. The professional development helped alleviate the educational adequacy barrier. More research is needed to elicit the role of professional development programs in counteracting equity barriers.
15 pages, Agriculture is a significant contributor to the global economy and critical for future food and fibre production. To maximise the industry efficiencies and improve sustainability, a knowledgeable workforce is essential. Today’s school-aged youth will be the next generation agriculture workforce. However, there is concern that today’s youth are more detached from agriculture than ever before, viewing the industry as an unattractive career prospect and possessing low levels of agricultural literacy. Using a qualitative approach, this research presents the results from an open-response survey item asking Australian primary and secondary students to ‘list three words you think of when you hear the word ‘agriculture’’. Focus groups with Australian primary and secondary teachers were also conducted to explore these findings. Overall, students appear to have what can be described as a conventional understanding of agriculture as it relates to traditional farming, particularly animal production. However, students appeared to have a lower level of understanding and perception of the industry in less-traditional settings, including modern careers and the technologies involved. Improved agricultural education in Australia, including both formal and informal programs on possible career paths and technology adoption in the industry is recommended to support knowledge development of the modern sector to attract the next generation workforce.
8 pages, The National Agriculture in the Classroom Organization (NAITCO) is a professional network of state and territory Agriculture in the Classroom programs. Its purpose is to provide national leadership in promoting agricultural literacy with the vision that “agriculture is valued by all” (National Agriculture in the Classroom, Citation2023c, Vision, para. 2). The organization grew out of a task force formed by the U.S. Department of Agriculture (USDA) in 1981 (National Agriculture in the Classroom, Citation2023e). Agricultural literacy is not a new concept. In the late 1980s, the National Research Council of the U.S. National Academy of Sciences established the Agricultural Education in Secondary Schools Committee to examine the status and forecast the future of agricultural education. The impetuses behind this research were the many forces identified by the Council that were challenging American agriculture and education.
26 pages, In the United States, there is a growing disconnect between consumers and their food source, leading to a lack of knowledge and trust in the agricultural food system. Urbanization has moved people away from farms, ranches, and food production; and the information consumers seek about their food is filtered through mass and social media. Portrayals of information about food production, specifically beef, from outside the agriculture industry often present polarizing and conflicting information about beef production and its implications for the health and well-being of humans, livestock, and the environment. This adds to consumer confusion and influences purchasing behaviors. Using a quasi-experimental pretest-posttest 2x2 factorial design, we sought to explore consumer (n = 60) perceptions, consumption, and purchasing behaviors of grass-fed beef and determine the effects of four information treatments on overall perception. Descriptive results showed consumers do not have a shared definition pertaining to grass- and grain-fed beef, citing the internet as their most referenced source for information about food and grass-fed beef. Results from a t-test indicated that exposing consumers to an information treatment had a significant effect on environmental impacts, cost, quality/nutrition, and overall perception of grass-fed beef. A between-subjects factorial ANOVA revealed there was no significant difference in perception based on treatment type. Efforts to raise awareness about beef production, on-farm practices, and links between food and grower could be warranted to help enhance the trust and credibility of the industry and bridge the gap between producers and consumers.
20 pages, Knowledge of agricultural practices has declined in recent years, resulting in consumers becoming uncertain of where and how their food has been produced and the marketing tactics used to promote the product. Historically, the U.S. population’s rich agricultural heritage coincided with higher levels of agricultural literacy. Some scholars, however, have maintained that U.S. culture has begun to lose touch with its agricultural foundations. More recent evidence has demonstrated that consumers acquire knowledge about their food from various media, most notably the Internet and social media. Often these sources use incorrect information and promote food and agricultural marketing trends that may not be grounded in scientific data. In response, this historical narrative analyzed a reform effort that occurred in U.S. food labeling policy and practice in the 1900s, which contributed to food labeling issues and consumer distrust in the agricultural industry. Based on the findings of this investigation, we concluded that food labels were initially intended to provide consumers with more profound knowledge of the food they purchased. However, key legislative acts such as the Fair Packaging and Labeling Act and the Nutrition Labeling and Education Act shifted the food labeling movement into a branding device to differentiate products and brands. We recommend that agricultural practitioners explore new ways to communicate their message more effectively. We also call for producers to incorporate more personal and emotional appeals when marketing agricultural products to better compete with third-party branding efforts.
18pgs, Can the power of digital communications create opportunities for overcoming generational renewal problems on farms? This interdisciplinary review explores the reported impacts of digital communication on career initiation into farming from a global perspective via the lens of career theories. Seventy-three papers were synthesized into two domains: (1) the impact of digital communication interactions on farming career initiation, and (2) the dynamics of digital communication initiatives that create opportunities to inspire youth into farming. The finding shows that the mainstream literature primarily aims to support the continuity of farming careers but pay little attention to the potential of digital communication to attract youth into farming. This review argues that career communications for farming receives insufficient attention, and could be better integrated into agricultural communications strategies by using the potential of digital communications. Study concludes that while economic and geographic factors, as well as societal and cultural norms, lead to negative perceptions on farming careers, there are three pathways that may contribute to breaking down these negative perceptions. Firstly, taking the changing nature of career motivations, such as the trend towards sustainable farming linked to self-fulfillment, among today’s youth into consideration is essential. Secondly, highlighting technological advances in digital agriculture practices, like geographical flexibility or innovation capacity of farming, for example, is important to increase awareness about new opportunities in the profession. Lastly, communication campaigns with targeted groups (e.g., young females) play a role to change the negative perceptions of the rural way of life and the farming profession.
