16 pages., Article # 6FEA3, via online journal., We examined how the Twin Ports Climate Conversations (TPCC), a community-based climate communication project, is influencing local climate awareness and response. A survey of TPCC participants and subsequent roundtable discussion event were used to explore program impacts, outcomes, and future directions. Results showed that the TPCC project has been effective at increasing awareness and facilitating contacts and may be leading to actions that range from information sharing to personal behavioral changes. Future directions include engaging new audiences and promoting more on-the-ground climate action. TPCC can serve as a model to help other communities start cross-sectoral climate conversations.
13 pages., Article # 6FEA1, via online journal., Professionals in Extension who develop intercultural competence are better prepared to meet the needs of multicultural populations. This article addresses University of California Extension's formation of an intercultural competence professional development initiative. We describe our use of an integrated conceptual framework that includes Hammer's Intercultural Development Inventory (IDI) and Kotter's eight-step organizational change process to institutionalize the initiative. IDI pretest and posttest results indicate that California 4-H professionals are more culturally competent. The impact of the initiative also is reflected in the significant growth (151% increase) in Latino youth participation in 4-H. We provide recommendations for replicating our effort.
8 pages., via online journal., Land degradation and soil nutrient depletion have become serious threats to agricultural productivity in sub- Saharan Africa. To improve agriculture production, research has led to recommendation of a range of integrated Soil fertility Management (ISFM) options, of proven effectiveness, for soil fertility improvement. Although many factors contribute to the low adoption of ISFM by farmers, communication gaps between extension agents and farmers lie at the heart of the problem. Hence, the study sought to investigate factors considered by agricultural extension agents in selection of communication channels to disseminate soil fertility information in the central highlands of Kenya. Structured questionnaires were used to elicit information from 105 extension agents. Both descriptive and inferential statistics were used for data analysis. In choosing the communication method to be used in dissemination of soil fertility management (SFM) practices, target group was scored as the most relevant factor followed by type of SFM, time available then number of staff sequentially. Education was perceived to highly influence the selection of workshop (M= 3.4) while age was perceived to highly influence the selection of video showing (M= 2.8) as extension methods in dissemination of SFM. The implication of the study is that diverse communication channels should be utilized to get to farmers of different socio economic characteristics.
12 pages., via online journal., Present world belongs to the era of information explosion. With the information edge on hand, the world is getting much competitive. Students are required to develop rigorous digital skills to suit themselves to the multi-faceted world. It is no coincidence that Information and Communication Technology (ICT) tools form the bulwark of this new age digital literacy. ICTs have been establishing themselves for so long as the futuristic tools of teaching and learning. In addition, ICT has become a polynary and systematic concept in the field of education. Thankfully, agricultural education is not left behind and it is getting more and more realized that agricultural information professionals must support agriculture by managing and improving access to a proliferating and increasingly complex array of information. This paper is limited to the usage and effects of ICT tools in the classroom teaching-cum-learning setup of agricultural education. Research studies show that for massive deployment of ICTs, the student community needs to be exposed to various courses of computer usage and application software. Besides, bottlenecks that hinder widespread ICT deployment have also been identified amongst agricultural community. Apart from the poor or inadequate availability of interactive multimedia, self-learning modules and online class courses in agricultural domain, it has been ascertained that poor signal strength of wifi also pose as barrier in inhibiting the adaptability of ICT tools in countries like India. The study suggests that the students should foster information awareness, build their knowledge about ICT, develop competence in ICT, and the teaching faculty should determine methods for how to use ICT to achieve information literacy in agriculture.
8 pages., via online journal., This study seeks to explore the influence of forms of communication on the performance of field workers in Finlay Flowers Kericho, focusing on the Communication process and quality management in flower production. The study was conducted at Finlay Flowers one of the leading producer of cut flowers in Kenya. A total of 145 respondents were selected from a population of 1,175 interacting groups comprising of middle level managers and field workers. Primary data was collected using structured questionnaires and an interview schedule and collected data was analysed using Statistical package for social sciences (SPSS). Findings revealed that all forms of communications had influence on performance of field staff with demonstrations appearing to be more influential in this regard. This is attributed to the fact that demonstration is a consultative event where the management directly involves the employees and advice on the specifications or product requirements. In conclusion, main driver of performance as revealed by the findings of the study meaningful communication process; senior management communication style, supportive work environment and line management style. Based on the findings, the study recommends that in order to improve performance, demonstration as a form of communication should be encouraged, as workers need detailed information on how to conduct their duties especially when handling the produce, also the use of interactive methods as forms of passing messages will help in improving production efficiency.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 123 Document Number: D11184
Notes:
Online via AgriMarketing Weekly. 2 pages., "A new poll reports awareness and interest in technology-driven foods but reveals the need for transparency and education to remove fears and potentially drive adoption."
6 pages., ISSN: 2311-6110, via online journal., Agricultural universities invest substantial resources in postgraduate research that generate knowledge products. These are aimed at providing solutions to practical constraints impeding increased productivity in the agricultural sector, which plays a vital role in Kenya's economic development. Using a case study of Egerton University, this study aimed to determine the strategies most frequently used to share the generated knowledge products, and to find out their preferences of the knowledge sharing strategies in use. The actors' perception of the relevance and accessibility of the knowledge products generated at the University was also examined. The study was conducted through desktop study which reviewed the Masters and Doctorate Theses that targeted livestock value chain actors generated between January 2005 and December 2011. A survey was conducted using structured questionnaires to collect data from a sample size of 198 actors. The findings indicated that the knowledge products were 25 to 29 times more likely (P<0.001) to be disseminated through the library than any other sharing strategy examined. The sampled actors in livestock value chain perceived media briefs to be the most accessible with a mean of 4.26. The Masters Theses were perceived as more relevant to their needs with a mean of 4.07. The findings indicate that the livestock value chain actors were not fully utilizing the knowledge sharing strategies used to reach them. The study concluded that the defined primary beneficiaries of knowledge products from the university were not effectively reached.
29 pages, via online journal, Using an online between-subject experiment, this study tested the effects of message framing (gain vs. loss), reference point (self vs. other), and modality (text vs. infographics) in the scenario of recycling promotion. The findings identified that modality determines under what circumstances message strategies make a difference in risk perception and optimistic bias. In particular, only when paired with infographics and other-referencing point are loss-framed messages more effective than gain-framed messages in increasing risk perception and reducing the self-other gap in perceived benefits. Moreover, risk perception variables and the self-other risk perceptual gap were significant predictors of promoted behavioral intentions.
Mike, Moses R. (author), Rampold, Shelli D. (author), Telg, Ricky W. (author), Lindsey, Angela B. (author), and Association for Communication Excellence (ACE)
University of Florida
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11303
15 pages., via online journal, Crisis communication plays a significant role for the different audiences for which it is designed. Hurricanes and other disasters have resulted in major economic damage and disruption of social norms for extended periods of time in communities across the globe. In such circumstances, the Cooperative Extension Service is often called to take an active role in preparation, response, and recovery. As part of the local emergency management team, local Extension offices are positioned to provide a research base, relevant information, and faculty. As such, citizens often look to Extension faculty members for emergency resources and expertise. However, standard communication methods can be significantly affected in disaster situations. Further, difficulty to fully anticipate such effects can limit Extension’s ability to communicate with targeted audiences and deliver important information. This descriptive study was conducted to examine Florida Extension offices’ and Extension faculty members’ communication efforts and effectiveness during the 2017 hurricane season. The primary methods used by respondents to communicate with subject matter clientele were email, face to face, and phone; the primary method used to communicate with the public was the internet/web. Respondents felt clientele and the public were only moderately aware of Extension’s efforts during the hurricane season. Future research is needed to investigate Extension faculty members’ choice of communication channels, as well as the ability of these channels to convey information to clientele and the public. Future research should also examine the communication channels and information sources used and preferred by clientele and the public during disasters. Such results should be compared to the findings of this study to inform future practice for communication in disasters.
10 pages., Article #: v58-1rb1, via online journal., Coalitions are central to Extension's community-based programs. To assess characteristics that support well-functioning coalitions and to support coalitions in which Extension stakeholders participate, we used the Wilder Collaboration Factors Inventory to assess 10 Supplemental Nutrition Assistance Program Education coalitions on the basis of research-tested collaboration success factors. Overall, the 103 coalition members who responded reported strengths related to communication and shared purpose and weaknesses in the areas of resources and process and structure for achieving the coalitions' aims. Our project represents a low-burden method for assessing Extension coalitions to understand the characteristics that are likely to support the achievement of collective goals.
13 pages., Article #:v58-1a2, via online journal., According to the 2018 Intergovernmental Panel on Climate Change, without urgent global changes, climate catastrophe caused by warming of greater than 1.5°C will occur by 2030, endangering the planet's capacity to sustain human populations and livelihoods. The National Network for Sustainable Living Education administered a national survey in January 2017 to assess how well-positioned Extension is to address sustainability in the communities the organization serves. Educators from 40 states responded, and 1,395 usable surveys were received. Survey results will help Extension employees discover opportunities for innovation and relevancy in their programming.
Vincent, David (author / Rooster Strategic Solutions)
Format:
Commentary
Publication Date:
2019
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 132 Document Number: D11355
Notes:
Online via AgriMarketing Weekly posting of October 16, 2019. 2 pages., Seven tips for new college of graduates (mostly without farm backgrounds) as they join the ranks of agricultural advertising agencies and agribusinesses and begin working with American farmers and ranchers.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 133 Document Number: D11391
Notes:
5 pages., Online research report., A survey of 3,748 American-based scientists connected with the American Association for the Advancement of Science (AAAS) found that 87% agreed with the statement, "Scientists should take an active role in public policy debates about issues related to science and technology." At the same time, "most scientists believe that science news coverage can pose problems for science."
11 pages., Via UI Online Catalog., Author notes that farmers, creditors and mediators have somewhat different perspectives, creating difficulties in the mediation process. This analysis involved a mail survey involving a random sample of farmers, representatives of the financial institution involved, and the mediator (Farm Credit Services staff). Respondents were asked to base their general experience with mediation. Result measurements involved satisfaction level of participants, premediation activities of the mediator, mediator activities during the session, characteristics of the participants, and relationships between the disputing parties. Findings highlighted the need to train mdiators in a wide variety of contextual and substantive techniques.
13 pages., via online journal., Many rice farmers decide to spray insecticides based on their perception of potential damage and losses caused by pest species. Farmers generally overestimate the seriousness of the rice leaf folder from visible damage and apply insecticides early, and therefore, changing perceptions may help reduce the perceived benefits of unnecessary spraying. Farmers in Long An province, Vietnam, were motivated to ‘test’ a heuristic or rule of thumb, ‘insecticide spraying for leaf folder control in the first 40 days after sowing is not needed’, by the distribution of carefully designed communication media materials. The media reached 97% of the farmers in the study sites. Leaflets, radio drama and posters had the most effective reach. Thirty-one months after the media introduction, the number of insecticide sprays dropped significantly from 3.35 sprays per farmer per season to 1.56. The proportion of farmers spraying at early and late tillering and booting stages was reduced from 59%, 84% and 85% to 0.2%, 19% and 30%, respectively. Those who did not use any insecticides increased from 1% to 32%. Correspondingly, farmers' perceptions of leaf folder damage as indicated in a belief index, decreased significantly from 11.25 to 7.62. The proportion of farmers who believed that leaf folders could cause losses was reduced from 70% to 25%, as did those who believed that early season spraying was required, from 77% to 23%, respectively. Farmers' insecticide spray frequencies and the belief index were significantly correlated and were not significantly different between farmers who had attended farmer field school training and those who had not. The cost (insecticide and labour) saving was the most important incentive for farmers to stop early season spraying as cited by 89% of the farmers. A survey of 12 other districts in Long An showed that 82% of the province's 210000 households were reached. About 20% had not applied any insecticides, 77% had stopped early season spraying and the average number of insecticide sprays was 1.6 (compared with 1.55 in study sites). The approach was readily adopted by extension in 15 provinces that launched their own programmes, extending to the whole Mekong Delta of 2 million farmer households.
19 pages., via online journal., The agricultural sector continues to be challenged by the public with respect to how it deals with a wide range of issues. These issues may be viewed as component parts of an implied “new contract” between society and agriculture. The “old contract” with society obligated agriculture to provide safe, wholesome, abundant food at affordable prices. The new contract includes several additional components including a heightened focus on food safety and quality, consideration of environmental impacts of agricultural production, and increased consideration for the well-being of animals. If production agriculture effectively deals with these new components, society will likely continue supporting the use of public sector resources for agricultural research, education, and commodity programs. Recent surveys indicate the agricultural sector faces a formidable challenge in dealing with issues involving the risks and benefits of agricultural production practices. This is due to a decline in consumer confidence in the safety of the food supply, the relative level of scientific literacy, and a growing mistrust of new technologies within some demographic groups. Surveys indicate scientists and extension professionals are trusted by the public and thus can play a key role in public education.
Administrators and peers must actively support and reward scientists and extension professionals for their contributions to public education. Educating the public requires an understanding that the public, in general, does not view risk from a quantitative standpoint but rather from a qualitative one. Effective public education activities should be based upon proven public policy education methodology. This approach encourages the educators to refrain from assuming an advocacy position and allows maximum opportunity for the public to be in control of the decision-making process as required in the democratic system.
12 pages., via online journal., Similar to other parts of the world, European society is becoming increasingly urban, both in a physical as in an economic and socio-cultural sense. As a result, the relationships between society and nature, including forests, are changing, and forestry as structural intervention in forest ecosystems has had to adapt itself to changing societal pressures and demands. The planning and managing of woodlands in and near urban areas has been the most directly affected by the urbanisation process. Many European countries have a long tradition of ‘town forestry’, serving as basis for current developments in urban forestry, i.e. the planning and management of all forest and tree resources in and near urban areas for the benefit of local society. Through the adaptation to the specific demands of local urban societies, a type of forestry has emerged which is structurally different from classic forestry. It focuses, for example, on the social and environmental values of urban woodlands rather than on wood production and emphasising the importance of communication — ranging from information to participation/power sharing — between stakeholders. This paper investigates ways to communicate urban forests and forestry to urban inhabitants and other stakeholders, based on results of a comparative study of main European cities. It explores the role which urban forestry has been playing in the development of forestry at large, especially with regards to better incorporating changing social values and interests.
11 pages., via online journal, A survey was conducted in six cities in the western United States whose electric utilities practice directional pruning for line clearance. Recipients’ knowledge of and attitudes about tree care practices and issues, utility pruning, directional pruning for line clearance, and effects of a simple brochure about utility pruning were determined. Respondents cared a great deal about landscape trees but had not thought much about utility pruning. They felt that utility pruners care most about keeping lines clear but care less about the trees, that companies are poor at explaining pruning to the public, and slightly disagree that large trees should be removed and replaced with small trees under lines. Those who had thought a lot about utility pruning were less trusting of those who do the pruning. The brochure increased trust of utility pruning personnel and the perception that they care about trees and greatly increased agreement that those personnel are highly trained professionals. Preference for topping over directional pruning was reduced by receiving a brochure, although topping still was preferred. Most supported line burial and were willing to pay higher rates for burial. Several recommendations are suggested for utilities and researchers, including the need for utilities placing an increased emphasis on communication with the public regarding these matters.
11 pages., via online journal, This paper discusses the role of the community in agroforestry technology development and the extension approaches that have been used to spread sustainable agroforestry practices. It begins by stressing the importance of active community participation in the development of appropriate and sustainable agroforestry interventions for small holder farmers in the tropics. This is seen as essential because farmers understand their complex biophysical, socio-cultural and economic environment better than anyone else. It is therefore imperative that the community be involved in the whole process of technology development right frøm problem identification to technology transfer. Similarly, problem identification and prioritisation by, consensus of the community is seenas crucial, as is the role of indigenous knowledge in designing technologies that are cost effective, relevant and easily adoptable. Equally important is that interventions be tried out with a few farmers before involving the whole community and that farmers develop a monitoring system within their means that is effective in assessing the performance of these technologies. The paper concludes that a community-based extension system should be institutionalised in order to ensure sustainability in the transfer of the technologies. The system should be able to lead to the building of the capacity of the local farming community to continue utilising and transferring these technologies to solve their problems and ultimately creating sustainable fanning systems.
9 pages., via online journal., High-quality weather and climate services (WCS) can be critical for communicating knowledge about current and future weather and climate risks for adaptation and disaster risk management in the agricultural sector. This paper investigates the structure and performance of weather and climate services for farmers from a governance perspective. Empirically the paper compares the institutional design and operations of agro-meteorological services in Maharashtra/India and Norway through a ‘most different case study’ approach. The two cases were selected to represent great diversity in location, scale and institutional design. A governance approach based on semi-direct interviews and policy and institutional analysis was combined with local survey data of farmers’ perceptions and use of the services. Despite the fact that the context for the two agromet advisory services was very different from a climate-weather, eco-agriculture and socio-institutional angle, the analysis reveals great similarities in the services structures and critical governance challenges. In both countries the agromet services communicated knowledge that was largely perceived not to be well tailored to farmers’ needs for decisions in specific crops- and farm operations, spatially too coarse to address local issues, and, often unreliable or inaccurate in terms of the quality of data. Farmers did, however, respond positively to specific and locally relevant information on e.g., warnings about high rainfall and spread of pests. Observing such similarities across very diverse contexts enhances the generalization potential, precisely because they evolved under very different circumstances. Similar observations find support in the wider WCS literature. Based on the empirical findings, we propose a more deliberate approach to institutional design of WCS in order to enhance governance performance and co-creation of the services at local, district and national scales. It is suggested that greater participation of farmers and agricultural extension agents in the co-creation of these services is a necessary means of improving the services, supported by the WCS literature. However, we insist that greater participation is only likely to materialize if the deficiencies in institutional design and knowledge quality and relevance are addressed to greater extent than done today. The comparison between the two services shows that Norway can learn from India that a more ambitious scope and multiple forms of communication, including the use of social media/WhatsApp groups, can facilitate greater awareness and interest among farmers in multi-purpose agromet services for multi-way communication. India can learn from Norway that a more integrated and decentralized institutional design can strengthen the network attributes of the services, foster co-creation, and improve participation of both poor and large-scale farmers and extension agents.
International: Two Sides North America, Inc., Chicago, Illinois.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 142 Document Number: D11532
Notes:
3 pages., Online via publisher website., Article from the non-profit organization, Two Sides North America. It reported progress in a campaign to stop organizations from making misleading anti-print and anti-paper claims in their customer communications. It included findings of an international survey among more than 10,000 consumers assessing their document-storing preferences and attitudes about print versus digital communications.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 148 Document Number: D11592
Journal Title Details:
21(1-2) : 19-25
Notes:
8 pages., Online via UI e-subscription., Author introduces a model for use in program planning centered on formulation, administrative approval, and delivery of learning content. Cites planning as a process in which multiple parties with many disparate interests are present and the planner must work to negotiate those interests so that successful and effective programs are produced and provided.
10 pages., The smart farm, a future-oriented farm operation that integrates information and communications technologies, is an emerging trend in agriculture. This study investigates the factors affecting the adoption of the smart farm in Korea and analyzes them empirically. The research model is based on Rogers' innovation diffusion theory and existing models of adoption of information technology in organizations. The model proposes that adoption of innovative technology is influenced by relative advantages, complexity, and compatibility of the technology, the innovativeness and IT knowledge characteristics of the CEOs, financial costs, human resource vulnerability and lack of skills, competitive pressure, government support and the change to the digital environment. These factors were categorized according to TOE framework, investigated, and empirically tested using survey data to determine their influence on the adoption of smart farms. The results showed that the compatibility of technology, financial costs for the organization, and the digital environment change influence the adoption of smart farms. This study suggests practical implications for the adoption of smart farm technology based on the results.
2 pages., Online from publisher., "...a few 'constants' to keep in mind to guide your strategy for content and delivery" of information about policy changes to members of associations.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11718
Notes:
Online via AgriMarketing Weekly from the Certified Agriculture Dealer (CAD) Program and partner RFD-TV. 2 pages., Release announces "the first live national farm show that includes both the local and virtual aspect for farmers and ranchers to participate in the best way that suits their operations."
15 Pages, Online Journal via U of I subscription, As a bottom-up, grassroots paradigm for sustainable rural development, agroecology is particularly promising for smallholders in many countries in sub-Saharan Africa. However, by adopting agroecology, smallholders will be challenged to take on new perspectives and compile and integrate different sourced information to innovate. Today’s fast evolving information and communications technology in sub-Saharan Africa represents great opportunities for rural populations to enhance the adoption and success of agroecology and to address their daunting challenges simultaneously while conserving, protecting and enhancing natural resources. Agroecology combined with information and communications technology will probably be smallholders’ “precision agriculture” in many developing countries to enhance their food security and livelihood.
Online via UI Library electronic subscription., Highlights the similarities between contemporary literature on participatory communication and publications by M. K. Gandhi on Indian rural development. Also recommends a simple model of applying the concept of participatory communication in present day rural development projects in India as an extension of the "Gram Swarajya" idea propounded by Gandhi.
Online from publication. 3 pages., Author reports on a panel discussion about managing workforce challenges in a COVID-19 environment. Speakers advised that during pandemics or other challenging situations employers should communicate with their employees and other stakeholders, even when plans and next steps are not in place. Other counsel: be transparent, tell (and show) employees that you care and are doing something, provide opportunity for them to talk, ask questions, create an anonymous hotline. send email updates.
13 pages, Online via UI Library electronic subscription, Described the mutually perceived influence of bankers and insurers on their agricultural clients' decision-making regarding health and safety. Authors concluded that insurers and bankers may prove both positive and negative, as farmers may be skeptical about the intention of the incentives, making messaging critical.
21 Pages, Agricultural advisory services generally rely on interpersonal knowledge transfers by agricultural extension agents who visit farmers to provide information. This approach is not always effective and has proved hard to scale sustainably, particularly in highly dispersed smallholder farming systems. Information and communication technologies (ICTs) have been advanced as a promising way to overcome many of the problems associated with conventional agricultural extension. We evaluate the effectiveness of an ICT‐mediated approach to deliver agricultural information in a field experiment conducted among small‐scale maize farmers in eastern Uganda. Three complementary technologies designed to address both informational and behavioral constraints to technical change are considered. First, we investigate the effectiveness of audiovisual messages (video) as a means of delivering information on input use and improved maize management practices to farmers. Second, we quantify the additional impact of complementing video with an interactive voice response (IVR) service. Third, we estimate the incremental effect of time‐sensitive short message services (SMS) messages designed to remind farmers about applying key practices at specific points during the season. We find that households that were shown a short video on how to become better maize farmers were performing significantly better on a knowledge test, more likely to apply recommended practices, and more likely to use fertilizer than households that did not view the video. These same households also reported maize yields about 10.5% higher than those that did not view the video. We find little evidence of an incremental effect of the IVR service or SMS reminders.
Online from the periodical. 2 pages., Reports marketing communications and leadership perspectives of Jeff Cady, the Produce Market Guide "Produce Retailer of the Year."
Escalada, M.M. (author / Visayas State University, Philippines)
Format:
Teaching material
Publication Date:
2007
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12090
Notes:
Handout 2 for Development Communication 132 course perhaps at Visayas State University, Philippines, where Monina Escalada taught in the Development Communication Department. 8 pages., How-to resource for pretesting and evaluating communication materials.
USA: Upper Midwest Agricultural Safety and Health Center, Minneapolis, Minnesota
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12130
Notes:
Online from publisher. 4 pages., Brief identification and description of teaching activities to help learners apply critical thinking skills to demonstrate a deeper understanding of the hazards of agricultural work and prevention measures to take.
2 pages, Monsanto's Barton plant, Luling, Louisiana owns a computer that is literally running the ammonia operation. But it also employs plenty of people - in fact, five more than were there before the fantastic instruments took over. They are also there to monitor the equipment. Once in a while something "baffles" the computer and it takes a little investigation to correct the flaw.
4 pgs., Objective: The Western Center for Agricultural Health and Safety (WCAHS) at the University of California, Davis implemented a multifaceted rapid response to COVID-19 in the western United States. This paper describes the center's response from mid-March through June 30, 2020. Methods: A comprehensive needs assessment was conducted with agricultural stakeholders. Agriculture-specific COVID-19 resources were developed and disseminated, and a farmer/employer survey was launched. Results: The WCAHS COVID-19 resources web page, worksite checklist, and training guide were shared on over 50 web pages nationally. As of June 30, 2020, 282 online surveys have been received. Ongoing informal discussions with agricultural stakeholders indicate a disconnect between the experiences of farmers/employers and farmworkers in relation to COVID-19 prevention at the worksite. Initial survey responses indicate that implementing social distancing is one of the greatest challenges at the worksite. Confusion over local, state, and federal guidelines and which to follow is another concern. Conclusion: The WCAHS response to COVID-19, in close collaboration with agricultural stakeholders, represents a useful model for a rapid response to a public health crisis by regional centers. Key elements to its success include rapid personalized communication with a wide range of agricultural stakeholders, an actively engaged External Advisory Board, the development of industry-specific resources and information, recurring and iterative engagement with stakeholders as new COVID-19 information emerged and resources were developed, and the identification of the unique gap WCAHS was positioned to fill. The multipronged dissemination approach enhanced the reach of WCAHS COVID-19 resources.
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.
12 pages., In sub-Saharan Africa (SSA), declining soil fertility is among the factors affecting optimal food production. Although a number of interventions have been implemented to improve soil fertility management (SFM) in SSA, their adoption especially among small scale farmers has been low. Although the literature provides considerable evidence of socio-economic factors which influence adoption, the subject of how communication influences adoption of SFM remains under-explored. This paper therefore reviewed studies on SFM communication in SSA. The objectives were to identify the current focus of studies on SFM communication, the current definitions of communication which informed such studies, and the type of SFM practices being communicated in the SSA region. Using specific search terms, articles were collected from various databases and content analysed. The review revealed five main themes as the focus of current studies on SFM. The study also revealed two main interpretations of communication which in turn influence the use of either diffusion or participatory communication strategies for SFM communication. The review also showed a focus on integrated soil fertility management (ISFM) messages in the SSA area. The study concludes that while each of the two communication strategies has their individual strengths, farmers prefer participatory strategies. This is because participatory strategies foster interaction and greater understanding; thereby, increasing the likelihood of farmer adoption of SFM practices in SSA. The review concludes by calling for further research on the use of participatory communication to engage farmers about various SFM practices in SSA.
20 pages., This study was conducted to examine Florida consumers’ stance on legalizing the growing and processing of hemp, recently redefined as an agricultural commodity. Factors were explored that may explain their stance to provide insight into the communication needs in the early stages of the U.S. hemp industry revival. Results indicated that respondents who had more favorable attitudes toward legalizing hemp were also more likely to fall within the category of being overall “for legalizing hemp” when offered a binary choice. Further, attitude toward legalizing hemp was predicted by respondents’ objective knowledge of hemp topics, attitude toward legalizing marijuana, and perceived personal relevance of legalized hemp cultivation and production. A strong association between hemp and marijuana was also observed in both the quantitative and qualitative findings, and respondents indicated some confusion regarding the mind-altering properties of marijuana compared to hemp. As such, a key recommendation is that early communication messages and strategies be tailored toward educating the public on differences in the uses and psychoactive properties of hemp and marijuana. Future research is needed to identify other key messages needed to enhance public understanding of hemp, as well as the best methods of delivering such. Future research should be conducted with other hemp stakeholders, including policymakers, hemp license-holders, and other farmers and industry members to reconcile potential differences in key stakeholder perceptions and enhance the future viability of the industrial hemp market.
Quandt, Amy (author), Salerno, Jonathan D. (author), Neff, Jason C. (author), Baird, Timothy D. (author), Herrick, Jeffrey E. (author), McCabe, J. Terrence (author), Xu, Emilie (author), and Hartter, Joel (author)
Format:
Journal article
Publication Date:
2020-08-11
Published:
United States: PLOS
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12425
16 pages., Mobile phone use is increasing in Sub-Saharan Africa, spurring a growing focus on mobile phones as tools to increase agricultural yields and incomes on smallholder farms. However, the research to date on this topic is mixed, with studies finding both positive and neutral associations between phones and yields. In this paper we examine perceptions about the impacts of mobile phones on agricultural productivity, and the relationships between mobile phone use and agricultural yield. We do so by fitting multilevel statistical models to data from farmer-phone owners (n = 179) in 4 rural communities in Tanzania, controlling for site and demographic factors. Results show a positive association between mobile phone use for agricultural activities and reported maize yields. Further, many farmers report that mobile phone use increases agricultural profits (67% of respondents) and decreases the costs (50%) and time investments (47%) of farming. Our findings suggest that there are opportuni- ties to target policy interventions at increasing phone use for agricultural activities in ways that facilitate access to timely, actionable information to support farmer decision making.
15 pages, This study investigates the existing communication flows in agricultural cooperatives and the means of communication used by these organizations to communicate with their members. The authors
conducted a systematic literature review to address the following questions: How does communication occur in agricultural cooperatives? What means of communication have been adopted by agricultural cooperatives? What are the main theories supporting the analysis of communication issues in these organizations? There is evidence in the literature that inadequate communication between management and cooperative members can be one of the reasons for organizational failure. Inconsistent and ineffective communication can create a disconnect between members and organizations. In addition, communication is an important mechanism capable of improving the commitment of members to the cooperative. Despite this, agricultural cooperatives are slow to incorporate more diverse and
effective means of communication to reach their varied audiences.
Getson, Jackie M. (author), Church, Sarah P. (author), Radulski, Brennan G. (author), Sjöstrand, Anders E. (author), Lu, Junyu (author), and Prokopy, Linda S. (author)
Format:
Journal Article
Publication Date:
2022-08-02
Published:
United States: PLOS One
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12709
22pgs, In the United States, a public debate remains about the existence and effects of anthropogenic climate change. This skepticism is present in the agricultural sector, rendering climate science communication challenging. Due to the polarization of climate change issues and the concurrent need for agricultural adaptation, we sought to examine how scientists communicate in this sector. A survey, administered to climate scientists and pertinent U.S. federal agency staff (response rate = 43%), was conducted to examine perspectives on communicating with five agricultural stakeholder groups: agribusinesses, crop advisors, general public, producers, and policymakers. We focused on three aspects of the communication process with these stakeholders to evaluate if scientists, as messengers, were following best practices–communicator training, knowledge of stakeholder, and terminology use. We found scientists valued communication training; however, the majority had not attended formal training. Scientists had different views on climate change than producers and crop advisors but understood their perspective and were deliberate with their communication with different audiences. This suggests stakeholder knowledge and terminology use do not hinder communication between scientist and stakeholder. We also highlight three communication challenges present across stakeholder groups–stakeholder knowledge, timescale, and scientific uncertainty–and others that were specific to each stakeholder group. Future research should support scientists by identifying and resolving barriers to training and effective communication strategies for each stakeholder group that addresses these challenges.
Mott, Rebecca (author), Preston, Kate (author), and Brandt, Heath (author)
Format:
Journal article
Publication Date:
2022-12-19
Published:
United States: Clemson University Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12800
Notes:
4pgs, The Anchor podcasting tool provides an innovative way for Extension professionals to deliver information to youth, as well as promote further engagement. This article describes the process our team followed to create a series of career podcasts for middle school students using Anchor. We discuss benefits and considerations to keep in mind if you are considering launching a podcast of your own.
