7 pages, This study was conducted to assess the knowledge and perceptions of 4-H members in a midwestern state regarding agriculture, food, and natural resources. Data were collected from 550 respondents but did not constitute a representative sample of all 4-H members. However, the results of this study may have implications for agricultural literacy educational initiatives on a practical basis. Three objectives were specified for this study as follows: 1) to assess the level of agricultural knowledge among 4-H members; 2) to assess the level of positive perceptions about agriculture among 4-H members; and, 3) to describe the demographic variables of 4-H members that may influence their agricultural literacy. 4-H members were most knowledgeable about the Natural Resources and Marketing of Agricultural Products concept areas, whereas the lowest group mean knowledge score was the Plant concept area. The 4-H members group produced lower (most positive) perception mean scores for the Natural Resources and Animal Science concept areas, whereas the highest (least positive) score was in the Policy concept area. Respondents who indicated their farms were between 10 and 50 acres and who had experience in raising plants, gardens, or crops, and who were enrolled in high school agricultural education produced lower knowledge of agriculture scores than those who did not possess those characteristics. However, 4-H members who lived on a farm produced higher knowledge of agriculture scores than those who did not possess those characteristics. 4-H members who lived on a farm produced less positive perception of agriculture scores while 4-H members who indicated their farms were between 10 and 50 acres and were also enrolled in high school agricultural education produced more positive perception of agriculture scores.
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.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 144 Document Number: C22591
Notes:
Master of Science thesis, Agricultural Education, Texas Tech University, Lubbock. 130 pages., Examined aided recall, unaided recall and issue salience regarding agricultural news conveyed by newspaper print, electronic text, video news release and radio news release. Results indicated a significant difference in aided recall between newspaper print and electronic text. No significant difference existed between agricultural issue salience and media channel. Author recommended using a variety of media channels when possible. "There is a direct correlation between channel diversity, exposure time, and overall campaign effectiveness."
16 pages, Poultry production holds an important place in Arkansas economically and as a food source. The viability of poultry production ultimately hinges on consumer demand and the perceptions that drive their purchases. With this in mind, this study surveyed consumers to assess their perceptions of poultry production in Arkansas. The instrument used to survey consumers was created by the researcher and an expert committee at the University of Arkansas. Consumers were surveyed through direct communication at grocery stores in Northwest Arkansas. Data gathered from the study were analyzed using descriptive and correlational statistics. Consumers were uncertain as to whether or not conventionally produced poultry possessed unsafe levels of antibiotics and hormones (M = 3.68, SD = 1.45). Consumers also thought the majority of poultry farms in Arkansas were factory farms (M = 4.15, SD = 1.37). Consumers perceived organic poultry as a more healthy food than conventionally produced poultry (M = 4.47, SD = 1.39). Based on these results, specific recommendations were made to maintain the viability of poultry production in Arkansas. Marketing and communication efforts should be tailored to improve consumer understanding of antibiotic and hormone use in poultry production and the healthiness of conventionally produced poultry. Messaging and marketing should depict the reality of conventional poultry production, and agricultural communicators should work to improve logic and reason for combating campaigns that misinform the public about agriculture. This research also highlights the need for further research to better understand the ways consumers develop perceptions of poultry production.
28 pages, Large broiler chicken companies have been under pressure by consumers to reduce their carbon footprint, improve animal welfare and labor practices, and enhance environmental quality across the industry. This study examines how large broiler chicken companies have addressed sustainability within video content directed toward consumers and posted on YouTube. To conceptualize this study, we used the 1990 Farm Bill definition of agricultural sustainability. It is important to examine articulations of agricultural sustainability as company messages often incorporate sustainability philosophies and ideologies while referencing specific production practices and goals. This study used qualitative content analysis to analyze 440 videos, and framing analysis to closely examine a subset of 55 videos, from three of the largest broiler chicken companies in the United States. The framing analysis revealed that stewardship, natural state, and catalyst for change were the three most frequently used sustainability frames across the companies. These frames focus on elements of caretaking, responsibility, and public accountability, and apply these ideals to people, chickens, and profit within the organization. Few discussions of environmental stewardship were found within our analysis. While frames were not necessarily connected to production practices, each company did tend to leverage frames in ways that align with brand positioning. Companies should consider implementing discussions of how production practices affect the environment more directly, since protecting the environment and replenishing natural resources are concepts consumers associate with sustainability.
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.
Beam, Brooke W. (author), Specht, Annie R. (author), and Buck, Emily (author)
Format:
Conference paper
Publication Date:
2017-02
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 163 Document Number: D08159
Notes:
Research paper presented in the Agricultural Communications Section, Southern Association of Agricultural Scientists (SAAS) conference in Mobile, Alabama, February 4-7, 2017. 22 pages., Analysis of the "Living with the Land" attraction at Walt Disney World, an automated boat ride that educates visitors on agricultural topics.
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.
