24 pages, Agricultural communications scholars do not use a national research agenda to guide their research, which could be limiting the impact and rigor of the discipline. In this commentary, we argue that agricultural communications scholars should adopt the science communication research agenda published by the National Academies of Sciences, Engineering, and Medicine in 2017 because the goals of science communication, outlined in the agenda, are relevant to agriculture. Members of the committee who developed the agenda study science communication in contexts of food, agriculture, life sciences, the environment, political science, health, nutrition, and psychology, among others. They developed the agenda with the intent for it to inform and guide research in all science communication sub-disciplines or areas involving contentious public issues. We provide examples of studies that have used the agenda to inform research in agricultural and natural resources communications. We also explain how research priorities outlined in the science communication research agenda align with agricultural communications scholarship. Recognizing there are challenges unique to agriculture, we recommend agricultural communications scholars use the science communication research agenda as a research guide and adapt the relevant research recommendations for agricultural communications.
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.
7 pgs, Extension is uniquely positioned to deliver data-driven solutions to complex community issues with University applied research, particularly through crises like COVID-19. Applying the Policy, Systems and Environmental (PSE) framework to community development is an effective, innovative approach in guiding Extension leaders to create, document, and share long-term transformative change on challenging issues with stakeholders. Beyond the public health sector, applying a PSE approach to community development provides leverage points for population-level benefits across sectors. This article describes current public health approaches, methodologies, and how the PSE framework translates to other programs with four examples of high-impact, systems level Extension projects.
15 pages, Bioeconomy is deemed to be an ambiguous term with multiple facets: new products from biomass, circular and cascading resource systems, developments of new and more resilient plants, or synthetic biology for molecular biotechnology, to name a few. Accordingly, the term is interpreted just as diversely by involved stakeholders and the broader public. Enabling a clear and constructive dialog on bioeconomy strategies with and among society requires a profound understanding of these perceptions. To address this issue, a representative survey was conducted among the German population in order to scrutinize the general public's understanding of the term bioeconomy, citizens’ knowledge, fears, and expectations, as well as factors explaining their attitudes toward the bioeconomy. Our results indicate that, so far, German citizens are not very familiar with the concept. Its underlying ideas, however, are vastly appreciated. Support for a sustainable bioeconomy is thus strong and connected to high expectations in terms of environmental and economic benefits, which needs to be taken into account both in the implementation and communication of bioeconomy strategies. Support for the bioeconomy is furthermore connected to beliefs that reflect environmental concern and to pro-environmental behavior. While most measures and principles related to the bioeconomy (e.g., the use of biogas, biofuels, renewable materials for everyday products or buildings, or the cascading and circular use of resources) are strongly appreciated, the use of genetic engineering, for example, is opposed, mainly with regard to its applications in agriculture and industry, to a lesser extent in medicine.
Fielke, Simona (author), Taylor, Brucea (author), Coggan, Antheaa (author), Jakku, Emma (author), Davis, Aaron M. (author), Thorburn, Peter J. (author), Webster, Anthony J. (author), and Smart, James C.R. (author)
Format:
Journal Article
Publication Date:
2022-04-01
Published:
Netherlands: Elsevier
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12813
12pgs, We report on qualitative social research conducted with stakeholders in a local agricultural knowledge and advice network associated with a collaborative water quality monitoring project. These farmers, advisors and researchers allude to existing social dynamics, technological developments, and (more general) social evolution which is analysed against a novel analytical framework. This framework considers notions of power, social capital, and trust as related and dynamic, forming the basis of our contribution to knowledge. We then probe the data to understand perceived impacts of the collaborative project and social interaction associated with this research project, which involved cutting edge automated and frequent water quality monitoring that allowed for near real-time access to data visualisation displayed via a bespoke mobile or web ‘app’ (1622WQ). Our findings indicate that a multi-faceted approach to assessing and intervening based on consideration of multiple social dimensions holds promise in terms of creating conditions that allow for individual and group learning to encourage changes in thinking required to result in improved land management practice.
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.
24 pages, The central research question that guided this study was: how does the framing of written content on Facebook influence public perception of information regarding the management of wild horses and burros? This research was conducted using content analysis to examine 136 Facebook posts of six organizations communicating about the wild horse and burro controversy and 8,295 comments made by individuals to the organization’s posts. There were eight major themes that emerged from the data, organized by the interaction of three frames: organization frame, audience frame, and organization-audience interaction frame. Organization frame themes included: organization positionality and its influence on framing posts for emotional appeal and audience action, and organization post style, post frequency, and response frequency and its influence on audience reception of the issued. Audience frame themes included: action-oriented responses, emotional responses, government responses, and management-related responses. Organization-audience interaction frame themes included: the influence of organization comments on audience’s perception of the issue, and misinformation concerns.. These themes provide insight into how organizations and individuals are communicating about the wild horse and burro controversy using social media and illuminate opportunities for further research into social media communications to positively impact agricultural literacy. Recommendations for practice include: supplying necessary information to social media instead of relying on the audience to click links, keeping the perceived-cost and investment of requested audience participation low to encourage activism, and strategic planning regarding the frequency and types of post to maximize audience engagement.
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.
11 pages, During the early stages of the COVID-19 pandemic (March-April 2020), opinion leaders in agriculture and natural resources (ANR) were asked to participate in a survey about the impacts of the crisis on the ANR industry specifically about their concerns related to communication, economics, level of preparedness, and health during this crisis. Of the 225 ANR leaders who participated, the majority were concerned that members of the public were sharing inaccurate information about COVID-19; others they come into contact with were not taking appropriate measures to avoid contracting COVID-19; about the impact of COVID-19 on the U.S. economy, their state’s economy, and the global economy; and other countries’ level of preparedness to deal with COVID-19. ANR leaders were consistently the most concerned about items that were outside of their direct sphere of influence. Implications from this work are that ANR leadership programs should incorporate programing to help ANR leaders understand how to be influential during a crisis at a national and international level. For statewide ANR leadership programs, it is recommended to include programming sessions related to identifying and sharing credible information and enabling and inspiring those in their circle of influence to do the same.
10 pages., This study examined the edu-communication strategies that agriculture extension service agencies use in the dissemination and promotion of innovation adoption among cashew farmers in the Kpandai district agricultural zones in Northern Ghana. A total of 140 cashew farmers were sampled using simple random sampling technique. Three District Agricultural Officers (DAO) and twenty-one satellite Agriculture Extension Officers (AEO) were also drawn into the sample. The results of the study show that, face to face interaction, field demonstration, entertainment- education through community radio broadcasting and Farmer Group Discussions (FGDs) were extensively and efficiently used by the AEOs to promote adoption of improved production technologies among cashew farmers. The study discovered that EduCom strategies contribute to higher rates of adoption and partly accounts for increased cashew yields in the study area. The indigenisation of agriculture extension services approaches using local language in the design and dissemination of adoption process is, highly recommended as a core tenet of technology dissemination if higher adoption rates are expected.
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.
28 pages., This study investigates how the emotional tone of food safety risk communication messages predicts message virality on social media. Through a professional Internet content tracking service, we gathered news articles written about the 2018 romaine lettuce recall published online between October 30th and November 29th, 2018. We retrieved the number of times each article was shared on Twitter and Pinterest, and the number of engagements (shares, likes, and comments) for each article on Facebook and Reddit. We randomly selected 10% of the articles (n = 377) and characterized the emotional tone of each article using machine learning, including emotional characteristics such as discrete emotions, emotional valence, arousal, and dominance. Conveying negative valence, low arousal, and high dominance, as well as anger and sadness emotions were associated with greater virality of articles on social media. Implications of these findings for risk communication in the age of social media are discussed.
18 pages, This study examines the application of a self-reliance framework for practitioners and evaluators to better understand the capacities and intrinsic factors impacting smallholder coffee farmers’ commercialization behaviors. We surveyed 40 smallholder coffee producers in Peru using a quantitative instrument. Data were analyzed to determine if statistical relationships exist between farmers’ self-reliance (measured via knowledge and skills, attitudes, and aspirations) and their commercialization behaviors. Findings indicate the self-reliance framework effectively illustrates relationships between farmers’ aspirations, knowledge and skills and their commercialization behaviors, while future, additional studies are needed to better measure and understand the role of commercialization-related attitudes. Practitioners can leverage the study’s findings by using a self-reliance framework to infer farmers’ likeliness to pursue sustainable commercialization practices and align their trainings and design interventions based on evaluation findings. The conceptual self-reliance framework is the first of its kind applied for smallholder coffee commercialization. The findings demonstrate that self-reliance concepts employed recently in other contexts may potentially be used similarly by extension and development facilitators.
12 pages, To date, there has been an increase in genome modification biotechnologies that improve production and food security but the process has not been accompanied by the delivery of information about them intended for citizens. This is essential considering that to achieve better health, food security and sustainability these biotechnologies need to be incorporated into production systems. This study aimed to explore perceptions and attitudes of Chilean citizens towards the use of genome modifications with an emphasis on transgenes and genome editing (CRISPR). An electronic questionnaire was applied, and afterwards the results were analysed through descriptive statistics, GLM, Spearman’s correlation and Wilcoxon Signed Rank test. A total of 702 questionnaires were analysed. High awareness of concepts such as transgenic and cloning was reported with CRISPR being the least known term. Most respondents perceived negative effects on health regarding the consumption of genetically modified products, with women having a significantly more negative attitude. Still, a high willingness to use CRISPR for improving animal and human health was reported. When comparing vegetable and animal products that underwent CRISPR or transgenes, the willingness to consume these products was higher for vegetables. The results show that changes in perception can be achieved after providing the definition of CRISPR and transgenic, therefore, consumer education seems to be essential. Science communication focused on making information about genome modification biotechnologies available to citizens could promote more positive attitudes and perceptions and facilitate their future implementation in the country.
Using two samples of U.S. adults (Study 1: N = 336; Study 2: N = 2329), this study features a messaging experiment utilizing a between-subjects design, with a no-message control group, to explore the impact of a narrative video, in comparison to an infographic video, on support for sustainable aquaculture. Results indicate that the infographic video type is more transporting than the narrative video, and that transportation influences support for aquaculture indirectly through emotional response, as well as risk and benefit perceptions; however, importantly, we also note that video content may have contributed to the observed differences. For an emerging issue like aquaculture with environmental and human health implications, strategic messaging, especially when accompanied by vivid images, may allow audiences to better engage with a complex and contentious topic.
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.
27 pages, Extension programs must constantly evaluate communication plans and platforms to determine if they are worth the investment of time, money, and resources. Podcasts are growing in popularity as a communication platform for education and entertainment. With the VARK model of learning styles and core plant pathology concepts as a guide, researchers evaluated the prevalence and type of plant pathology information in podcasts to better understand how podcasts could benefit Extension plant pathology programs. Using keywords related to plant pathology, researchers searched popular mobile podcast listening applications and evaluated relevant podcast episodes using content analysis methods. Results indicated few podcast shows discuss plant pathology topics. The podcast shows identified, however, covered eight fundamental units of plant pathology knowledge: basics of plant pathology, plant pathology techniques, biology of plant diseases, biology of plant pathogens, management of plant diseases, influence of the environment, other causes of plant disease symptoms, and importance of fungi. Results suggested that podcasts can effectively communicate different types of plant pathology information to audiences. Plant pathology Extension programs can utilize the findings of this study to create new plant pathology podcasts that meet the changing needs of plant pathology Extension clientele. It is worthwhile to further explore the use of podcasts in plant pathology Extension programs.
Online from publishing organization, by membership. 2 pages., Newsletter issue features the career of ACE member Dr. Erica Irlbeck, an agricultural communications teacher and researcher at Texas Tech University.
