Johnson, Eldon L., chair (author), Evans, James (author), Fliegel, Frederick (author), Lancaster, Wilfrid (author), Malone, Violet (author), Santas, John (author), and Swanson, Burton (author)
Format:
Proposal
Publication Date:
1980
Published:
International: International Program for Agricultural Knowledge Systems (INTERPAKS), University of Illinois, Urbana, and Office of International Programs, Colorado State University, Fort Collins.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 123 Document Number: D11185
Notes:
From the "INTERPAKS Academics" file, transferred from the International Programs records of the Agricultural Communications Program, University of Illinois., 16-page proposal, plus related meeting minutes and correspondence among authors regarding the proposal., Proposal from the Academic Sub-Committee of INTERPAKS to the Graduate School of Library Science and College of Agriculture, University of Illinois, Urbana-Champaign.
Bentz, Robert P. (author), Evans, James F. (author), Fliegel, Frederick (author), Lancaster, F. Wilfrid (author), Malone, Violet M. (author), Santas, John W. (author), Swanson, Burton E., chair (author), and Woodis, Raymond A. (author)
Format:
Proposal
Publication Date:
1981
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 123 Document Number: D11181
Notes:
Transferred from the "INTERPAKS Administration" file maintained in International Program records of the Agricultural Communications Program, College of Agriculture, University of Illinois., 28 pages., Proposal to Title XII Representative William N. Thompson from the International Extension Committee, College of Agriculture, of faculty members representing five fields of study: Library and Information Science, Agricultural Communications, Rural Sociology, Extension Administration and Education, and Agricultural Education. This document includes the proposal and a report from an external consultant with experience involving the Land Tenure Center at the University of Wisconsin.
20 pages., Agricultural communication covers all kinds of human communications involving agriculture, food, natural resources and rural interests. Such communications exchange and deliver the information of the agricultural and natural resource industries to the right receivers through effective media. Storytelling in marketing is also a managerial application; it is a marketing strategy that includes the agricultural industry. While an increasing number of agricultural businesses are promoting the application of agricultural stories in marketing and facilitating increases in the consumption of agricultural products, few researchers have explicitly developed valid tools for measuring the constructs of agricultural stories. This study continued previous research on effective model of storytelling in agricultural marketing, with the aim of exploring the constructs of a good agricultural story and developing the “Agricultural Story Scale” to measure them. Thirteen items measuring three factors—authenticity, narrative, and protagonist’s distinctiveness—were confirmed to have satisfactory structural model fit. The findings of the study and recommendations that contribute to both theoretical and practical implications are reported.
Keywords: Agricultural Story; Agricultural Communication; Measurement; Storytelling; Storytelling in Marketing
