17 pages, Community engagement has significant impacts on SBAE teachers’ perceived opportunities to remain at their schools or in the profession at large. We wanted to better understand how interactions between teachers and their communities invoked challenge or support, particularly in helping us understand how to retain mobile teachers. Specific to this study, our purpose was to understand how individuals in communities interacted with each other’s positions to better identify where support and challenge were perceived. This discourse analysis utilized the metalanguage generated from a series of interviews, based in dialogue, with several actors across a single migratory context. To evaluate the use of positionalities, we aligned previously identified positions of each group against the other. This condensed to three themes articulating how actors’ positionalities interacted: Conflicting Requirements, I Can and I Will, and All My Love and Support for question one, and themes of Support and Challenge to answer question two. These themes culminated in an interactional work cycle recognizing replaceability and we discuss the theoretical implications of this work cycle for SBAE teachers and community influencers alike.
10pgs, Conservation agriculture-based sustainable intensification (CASI) is gaining prominence as an agricultural pathway to poverty reduction and enhancement of sustainable food systems among government and development actors in the Eastern Gangetic Plains (EGP) of South Asia. Despite substantial investment in research and extension programs and a growing understanding of the agronomic, economic and labor-saving benefits of CASI, uptake remains limited. This study explores farmer experiences and perspectives to establish why farmers choose not to implement CASI systems despite a strong body of recent scientific evidence establishing the benefits of them doing so. Through thematic coding of semi-structured interviews, key constraints are identified, which establishes a narrative that current households' resources are insufficient to enable practice change, alongside limited supporting structures for resource supplementation. Such issues create a dependency on subsidies and outside support, a situation that is likely to impact any farming system change given the low-risk profiles of farmers and their limited resource base. This paper hence sets out broad implications for creating change in smallholder farming systems in order to promote the adoption of sustainable agricultural technologies in resource-poor smallholder contexts, especially with regard to breaking the profound poverty cycles that smallholder farmers find themselves in and which are unlikely to be broken by the current set of technologies promoted to them.
13pgs, With a focus on journalistic discourse, this paper argues for a re-envisioning of food-system communication that takes non-human animals into account as stakeholders in systems that commodify them. This is especially urgent in light of the global pandemic, which has laid bare the vulnerability to crisis inherent in animal-based food production. As a case study to illustrate the need for a just and non-human inclusive orientation to food-systems communication, the paper performs a qualitative rhetorical examination, of a series of articles in major U.S. news sources in May of 2020, a few months into the economic shutdown in the U.S. in response to the COVID-19 pandemic. At that time, millions of pigs were brutally killed on U.S. farms due to the impossibility of killing them in slaughterhouses overrun with COVID-19 outbreaks. The analysis finds that media reporting legitimated violence against pigs by framing narratives from industry perspectives, deflecting agency for violence away from farmers, presenting pigs as willing victims, masking violence through euphemism, objectifying pigs and ignoring their sentience, and uncritically propagating industry rhetoric about “humane” farming. Through these representations, it is argued, the media failed in their responsibility to present the viewpoints of all sentient beings affected by the crisis; in other words, all stakeholders. The methodology merges a textually- oriented approach to critical discourse analysis (CDA) with social critique informed by critical animal studies (CAS), and the essay concludes with recommendations for journalists and other food-system communicators, which should be possible to implement even given the current capitalist, industry-influenced media environment and the demonstrated ruthlessness of animal industries in silencing voices inimical to their profitmaking.
9 pages, Humans have improved plants for their utility through selective self-pollination, crossing, and progeny selection for >10,000 years, largely based on physical characteristics. Less than 200 years ago, the genetic basis of heritability in selection was revealed, enabling breeders to accelerate genetic gain. Breakthroughs in genomics and molecular markers for the past century have enabled breeders to locate and select genomic regions affecting desirable traits, improving breeding precision. Transgenesis has enabled crop insertion of desirable exogenous genes, enabling de novo functionality. These technologies, along with agronomic practices, have generated more than sixfold yield improvements in crops such as corn in the past century. Gene editing, with its unique ability to precisely edit, change expression, and move genes within a crop's genome, has the potential to be the next breakthrough technology. For this to come to fruition, it is critical to take a holistic view considering perspectives of scientists, farmers, regulators, and consumers.
14 pages., The agricultural sector has been influenced significantly by agriculture and natural resources (ANR) policies voted in by elected officials. Many agricultural organizations and their members have sought to provide a ‘voice’ for the ANR industry and communicate with policymakers about emerging issues. It is necessary that such organizations and members be able to use that voice effectively. This study was conducted to examine the communication preferences of Florida agricultural organization members and factors that may encourage them to contact elected officials about an ANR policy. Respondents in this study least preferred to be contacted by their organization(s) via phone call or text message. They also identified local Extension offices and the university as the most trustworthy sources of communication regarding ANR policy. When contacting members to spur involvement in ANR policy decisions, organizational leaders should use a variety of communication mediums, including email magazines and printed newsletters and magazines, to promote engagement in ANR policy discussions. Future research is needed to examine other factors that may influence agriculture organization members’ communication with elected officials, as well as the types of messaging strategies organizational leaders can use to further members’ engagement in ANR policy decisions.
13 pages., While work on agricultural messaging is abundant, the way that audiences form perceptions of messages is not well understood and little research has examined the cognitive effects of image and word associations in an agricultural context. Previous knowledge gap research has shown that socioeconomic status and access to information could be one contributor of perception formation. We propose that these variables could also impact cognitive processing. Therefore, the purpose of this exploratory study was to examine how components of cognitive dissonance and knowledge gap theory apply in the context of a contentious agricultural issue. Data were collected from 1,049 United States’ residents through an online survey with an embedded experimental design. Respondents randomly received one of two image and word association pairings. After viewing the treatment, measures of cognitive conflict, demographics, and desire to learn more were collected. The results showed that the cognitive conflict instrument performed differently in the context of a complex agricultural issue than in prior research. Additionally, the message pairings had a stronger influence on cognitive conflict components than demographic characteristics. Finally, the desire to learn more was impacted by the message treatments. Future research on cognitive conflict and advanced modeling is recommended.
20 pages., Mass media is the main source of scientific information for most Americans, but inaccuracy of reporting has threatened the public’s understanding of science. Perceived media bias and fake news has also made the public skeptical of the media, and scientists’ perceptions are no different. Because scientists are the most trusted source for scientific information in America, it is important they remain willing to work with the media. This study used the Theory of Planned Behavior (TPB) to explore scientists’ perceptions of working with reporters, including their attitude, subjective norms, behavioral control, and intent to engage with the media in the future. In-depth interviews were conducted with 13 tenure-track faculty at the University of Florida’s Institute of Food and Agricultural Sciences (UF/IFAS) in spring 2018. These participants represented low, moderate, and high communicators. The findings from this study indicated mostly negative attitudes toward reporters due to skepticism in their ability to accurately report science. Behavioral control was also limited due to time and ability constraints, but participants recommended trainings as ways to increase behavioral control. Subjective norms were somewhat mixed, with some positive norms from mentors but perceived negative norms from the public. Despite negative attitudes toward reporters, intent to engage with the media was mixed. However, subjective norms and behavioral control were often discussed as reasons to not engage with reporters. The findings from this study offered recommendations for both practice and research to help foster positive relationships between scientists and reporters.
27 pages., Research in agricultural communications is not guided by a national research agenda. Therefore, the substantial body of research produced from scholars working in the discipline represents scattered efforts. We conducted a content analysis of journal articles published in the Journal of Applied Communications between 2000 and 2019 to identify the research themes that establish the discipline’s scholarly base. Through an examination of n = 259 journal articles, we identified N = 27 research themes, the most prevalent of which included agriculture and media relations/practices (f = 30; % = 11.58), public perceptions/understanding of agriculture and natural resources (f = 25; % = 9.65), and agricultural communications academic programs and curricula (f = 21; % = 8.11). Then, we used Q methodology to identify viewpoints of agricultural communications scholars (e.g., faculty, graduate students; n = 45) as they relate to perceptions about the importance of research. We identified four dominant viewpoints of scholars in agricultural communications: Message Framing Influencers, Extension-Focused Scholars and Practitioners, Discipline-Conscious Researchers, and Tech-Savvy Scholars. Together, these viewpoints explained 59.43% of the study variance. Although participants who represented each of these groups had unique perspectives, participants generally agreed that public perceptions/understanding of agriculture and natural resources and crisis communications in agricultural communications were important research themes. Likewise, they generally agreed that the role of agricultural communications professional organizations, agricultural communications efforts during historical events, and agritourism were not important research themes.
22 Pages., Consumers have varying levels of trust in agricultural production practices, which can influence attitudes, shift opinions, and change behaviors. The purpose of this study was to determine what agricultural messages are considered the most trustworthy among consumers and what differences exist among five dimensions of trustworthiness. With a pro-agriculture video as the stimulus, this study used continuous response measurement (CRM) to collect data from 151 post-secondary students who were randomly assigned to evaluate one of five trustworthiness dimensions (trust, honest, sincere, dependable, reliable). Participants used handheld dials to continuously rate their evaluation of the messages in the video then completed a questionnaire to provide additional insights. Overall, participants trusted agricultural messages, although some specific phrases were rated more positively than others. Participants had more trust in messages that portray agriculture as a family endeavor and create connection between producers and consumers. Participants indicated skepticism in messages revolving around farmer/rancher motivation in agriculture. The results support the importance of strategically tailoring and crafting effective messages. Recommendations for future practice and research are discussed.
19 Pages, Agriculturalists and environmentalists must navigate complex challenges as the global population continues to increase and environmental resources are depleted. Colleges of agricultural and environmental sciences are tasked with addressing the nexus between environmental and agricultural challenges through research, education, and communication. However, the amount of research being conducted with both agriculture and the environment considered is largely unknown and, as a result, their corresponding communication messages may not provide coherent messages from the college. Therefore, the purpose of this study was to identify if research within a college of agricultural and environmental sciences takes a holistic approach so that communication efforts coming from the college can encompass both perspectives. The data were collected from a web-based system containing university research publications and analyzed using a thematic analysis and meta-synthesis. The meta-synthesis revealed 212 codes overlapping agricultural and environmental themes compared to the total 4,325 codes found across all publications. The findings indicated there was a limited amount of collaboration occurring between environmental and agricultural researchers within the college. Without collaborative research, agricultural communicators cannot develop science communication efforts that holistically integrate evidence-based science. As new challenges emerge at the nexus of agriculture and the environment, researchers must shift toward a collaborative and interdisciplinary approach to ensure the science communication efforts sharing their findings are inclusive.
