18 pages, via online journal article, On April 2016, the weekly Farm News cut its ties with veteran freelancer Rick Friday who drew a cartoon that called attention to how much the CEOs of large agricultural corporations are paid. This study examines the determinants of people’s attitudes toward Mr. Friday’s firing. Using data gathered from a national online survey of newspaper readers, this study traced the antecedents of these attitudes. While the incident drew strong negative reactions, we found that public attitudes were strongly mediated by readers’ attitudes toward Big Ag advertisers. That is, those who saw Big Ag in a positive light were more inclined to report less negative attitudes toward the firing. Another factor that influenced public reaction is the way people perceived the relationship between the farm press and their large corporate advertising sponsors. These findings indicated audience awareness of the synergy between content making and profit making in the farm news business, and that readers saw the relationship between big advertisers and the press as not necessarily adversarial. Those in agricultural states tended to see the editorial cartoon and the firing incident as more relevant to their lives than their counterparts in non-agricultural areas. However, the perceived relevance of the editorial cartoon and the firing incident had no bearing on people’s attitudes toward the incident. Implications of the findings on fostering a healthy relationship between farm newspapers, their readers, and the agribusinesses that advertise in them are discussed.
Delmar Hatesohl Collection, Companion articles here. The first presents this poem inviting patience and wisdom in addressing the prices the farmer is receiving, as compared with prices of other things people buy. The follow-up letter to the editor suggested that whoever penned it was "preying" on ignorance and appealing to emotionalism.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 138 Document Number: D05788
Notes:
Paper presented in the Agricultural Communications Section of the annual conference of the Southern Association of Agricultural Scientists, Atlanta, Georgia, January 31-February 1, 2015. 24 pages.
Damhorst, Mary Lynn (author), Lennon, Sharron J. (author), Kim, Minjeong (author), Johnson, Kim K.P. (author), Jolly, Laura D. (author), and Jasper, Cynthia R. (author)
Format:
Journal article
Publication Date:
2007-04
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C30541
19 pages., via online journal., The rapidly increasing rate of biodiversity and habitat loss across the globe can be largely attributed to human behaviors. Conservation practitioners have struggled to influence behaviors through traditional awareness-raising efforts and been slow to adopt techniques from the behavioral sciences such as social marketing to change behaviors and improve conservation outcomes. We conducted a meta-analysis of 84 social marketing campaigns that applied the same theory of change for human behavior to disrupt patterns of destructive activities such as illegal hunting and overfishing. Questionnaires of more than 20,000 individuals across 18 countries measured changes in behavioral variables pre- and post-campaigns, including knowledge, attitudes, interpersonal communication, behavior intention, and behavior. For each campaign, we extracted data and validated data for behavioral variables, estimated mean effect sizes for each variable across all campaigns, and used path analysis to measure relationships among variables included in seven different models. On average, all behavioral variables increased significantly (p < .001) from 16.1 to 25.0 percentage points following social marketing campaigns. The full model used a combination of all variables and had the highest explained variation in behavior change (71%). Our results highlight the importance of (a) incorporating behavioral theory and social marketing into traditional conservation programs to address threats to biodiversity across the globe; (b) designing interventions that leverage a combination of community knowledge, attitudes, and communication about a behavior; and (c) facilitating more opportunities for interpersonal communication as a main driver of behavior change. We conclude with potential applications for practitioners interested in behavior change campaigns.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 130 Document Number: D11291
Notes:
3 pages., Online from the Center for Food Integrity, Gladstone, Missouri, USA., Summary of findings from a new study focused on "The 25 most trusted brands in America" from Morning Consult. Results showed reductions in food-related food marketers in the list, among older to younger consumer segments.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 138 Document Number: D05764
Notes:
Extension Methods 1. From AgroInsight, Ghent, Belgium. 1 page., Summary of research suggesting that the attitude of the extension staff when working with farmers can be as important as the extension method itself. 1 page.
Kahle, R.R. (author), Lee, R.L. (author), and Missouri Water Resources Research Center, University of Missouri-Columbia}Missouri Water Resources Research Center, University of Missouri-Columbia
Format:
Report
Publication Date:
1974
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 46 Document Number: B05629
Sandman, Peter M. (author), Salomone, Kandice L. (author / Rutgers University), Greenberg, Michael R. (author / Rutgers University), and Sachsman, David B. (author / California State University)
Format:
Journal article
Publication Date:
1990
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: Byrnes7 Document Number: C12121
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 183 Document Number: C37346
Notes:
See C37280 for original, Page 67 in Fred Myers, Running the gamut: writings of Fred Myers, journalist and 50-year members, American Agricultural Editors' Association. Fred Myers, publishers, Florence, Alabama. 125 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: KerryByrnes2 Document Number: D01193
Notes:
Kerry J. Byrnes Collection, Paper submitted for the 5th World Congress for Rural Sociology,36 pages., Small farmer agriculture in developing countries is conceptualized in terms of a social system elements model in which social organizational (power, rank,status-role), social psychological (norm, belief, sentiment),and social economic (objective, facility,sanction) elements enter the farmer's decision making regarding which technology is most beneficial to employ in his farming operation.
14 pages., Via online journal., Green technology is the means of improving towards the rising environmental concern. The implication of green fertilizer technology (GFT) is the need for the modern development of environmentally friendly technology, also to increase the production level among all the agriculture crops. It is especially needed for paddy production, as it has always been considered as an important commodity because it is the main staple food for the nation. Paddy production in Malaysia using GFT allows for sustainable development and boosts the yield. Nevertheless, the adoption rate of GFT is unsatisfactory in most of the developing countries, including in Malaysia. The fact that the cost of production is considerably higher results in low-level perception regarding the adoption of GFT. Hence, the integration of communication and technology factors could become one of the main elements for the further development of the paddy sector in Malaysia. The overall objective of this research study will identify the factors that determine paddy farmer's adoption decision on GFT in Malaysia. To do so, a literature review was compiled on the topic of agriculture innovation-based adoption decision theories such as Diffusion of innovation (DOI), Theory of reasoned action (TRA), Theory of Planned Behavior (TPB) and Technology acceptance model (TAM) and communication channels to study paddy farmers' adoption decision of GFT. The results of the review revealed that this framework highlights adoption as an intricate behavior, interweaving aspects such as communication channels, socio-psychological and innovation attribute considerations. The conceptual framework illuminates the decision towards adoption as a self-motivated process, assumes a composite interaction among groups of variables coming from two different theories. The combination of DOI, TRA, TPB, TAM and communication channels overcome some limitations that arise when the only theory is used to examine the adoption decision among paddy farmers in Malaysia. Correspondingly, there has been limited empirical research done on the decision of adoption toward GFT use among paddy farmers in Malaysia.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 186 Document Number: D00924
Notes:
Paper presented at the 131st EAAE (European Association of Agricultural Economists) seminar, "Innovation for agricultural competitiveness and sustainability of rural areas," Prague, Czech Republic, September 18-19, 2012.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 149 Document Number: D06741
Notes:
Online via ProQuest Digital Dissertations. Master' thesis, Michigan State University. Publication No. AAT 1315988. Source: MAI 19/02, p. 197, Summer 1981. 1 page.
Brower, S.L. (author) and Roskelley, R.W. (author)
Format:
Report
Publication Date:
1950
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 26 Document Number: B02642
Notes:
AgComm Teaching. Review of Extension Research 1946/47-1956, Extension Service Circular 506, U.S. Department of Agriculture, Washington, D.C., Logan, UT : Extension Service, Utah State AGricultural College, 1950. 9 p. (Extension Bulletin 209)
Pages 12-13 in Extension Circular 534, Review of Extension Research, January through December 1960, U.S. Department of Agriculture, Washington, D.C. Summary of research, Agricultural Extension Service, University of Arizona, Tucson. 1960. 50 pages., Includes public attitudes toward farmers and evidence of lack of understanding of farm problems and relationship of government to agriculture.
Pages 10-11 in Extension Circular 521, Review of Extension Research, January through December 1958, U.S. Department of Agriculture, Washington, D.C. Summary of a thesis for a Master of Science degree in agricultural extension, Michigan State University, East Lansing. 1958. 79 pages.
Pages 56-58 in Extension Circular 534, Review of Extension Research, January through December 1960, U.S. Department of Agriculture, Washington, D.C. Summary of thesis research for master of science in cooperative extension administration, University of Wisconsin, Madison. 1959. 123 pages.
Carpenter, William L. (author), Hancock, J. (author), and Pence, R.A. (author)
Format:
Report
Publication Date:
1960
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 13 Document Number: B01700
Notes:
#747, Harold Swanson Collection, abstract available in Main Stacks 630.73 Un364r, Raleigh, NC : Division of Agricultural Information, North Carolina State College. 28 pp. (Report No. 3)
8 pages., via online journal., The present study was conducted in Yadgir district of Karnataka to know about the perception of farmers on the ill effects of agro chemicals. One hundred and twenty farmers were interviewed personally with the help of pre-structured schedule. The results revealed that a large number of respondents had perceived delay in ripening (70.83%), less resistance to diseases (76.66 %), through emission of toxic gases (80.83%) and changes in soil organic matter decomposition (80.00%). Cent per cent respondents expressed resistance developed to pesticides by helicoverpa, spodoptera and parthenium and beneficial organisms like earth worms and predators were affected.
Killing of natural enemies by pesticides affect Trichograma (80.00%) and lady bird beetle (75.00%), while handling agro chemicals cent per cent perceived it is going poison human body. The correlation indicates attitude towards chemical fertilizers, extension participation and mass media had shown positive highly significant at 1% level. Regarding factors influencing on agro chemicals land holding and education observe 50.63 per cent of variation. On the other hand farmers were suggested to make the availability of pest resistance variety by majority (83.33%) of the respondents.
Batte, Marvin (author), Arnholt, Michael (author), Prochaska, Steve (author), and Agricultural, Environmental, and Development Economics, Ohio State University, Columbus.
Format:
Research report
Publication Date:
2001-12-20
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 148 Document Number: C23654
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 175 Document Number: C29994
Notes:
Via CattleNetwork.com. 1 page., Author commends a column written by the food editor of the Los Angeles Times. This file includes a print-out of the column (3 pages) from www.latimes.com.
4 pages., Via online journal., ACE President Elizabeth Gregory North comments on JAC as evidence of the strong research tradition that is alive and well in ACE.
Rutherford, Tracy (author) and Chenault, Edith (author)
Format:
Paper
Publication Date:
2007-02-03
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 157 Document Number: C25601
Notes:
Presented to the Agricultural Communications Section, Southern Association of Agricultural Scientists Annual Meeting, Mobile, Alabama, February 3-6, 2007. 14 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11809
Notes:
Online via AgriMarketing Weekly. 2 pages., Brief report of research by ADM among consumers. Findings identify "six behavioral shifts that will create opportunities for food and beverage manufacturers to gain market share in an increasingly uncertain business environment."
5 pages., This research aimed to figure out the attitude and readiness of agriculture extension officers
in using the Information and Communication Technology. Data collection was done through a
survey with total sample 60 respondents. Data gained were primary data from questionnaire
filling by respondents who were all extension officers in Food Security and Extension
Implementation Agency. Data analyses used in this research were reliability and validity analysis, Fishbein’s Attitude Model, and regression analysis which continued with F and t test. The results of Validity and Reliability Test gave a valid outcome with rcal >0,3 and reliability value of α >0,6 in all variables. Fishbein’s Attitude Model test in all variables showed an answer from neutral to very positive data. Linear Regression Test resulted in an
equation Y = -6,234+ 0,211 X1 + 0,213X2 + 0,550 X3 + 0,119 X4 + 1,252X5 + 0,665X6. The
value of determination coefficient (R2) was 0,816 which meant that variable variance of
Information and Communication Technology acceptance could be explained by data
variance of extension officers’ attitude and readiness (farmer readiness, extension officers readiness, infrastructure, management support, culture support) in values of 81,6%. In F test, Fcal was = 44,683 and was significant in p < 0,05, which meant that the effects of extension officers’ attitude and readiness to Information and Communication Technology acceptance.
Flau, Joseph T. (author), Yeung, Nelson C.Y. (author), Choi, K.C. (author), Cheng, Mabel Y.M. (author), Tsui, H.Y. (author), and Griffiths, Sian (author)
Format:
Journal article
Publication Date:
2009-10-27
Published:
China
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 173 Document Number: C29461
Hay, D.G. (author) and Hamilton, C. Horace (author)
Format:
Report
Publication Date:
1954
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 192 Document Number: D04633
Notes:
45 pgs. Table of Contents and Summary, James F. Evans Collection, Cited Reference, Chapel Hill, NC: North Carolina Agricultural Experiment Station, September 1954 (progress report Rs-24).
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 155 Document Number: C25109
Notes:
Retrieved December 15, 2006, Online from GMO Compass. 2 pages., Attachment includes URL to obtain full results of the DemoSCOPE study (German language).
