Carr, Chad (author), Abrams, Katie (author), Roberts, Grady (author), Philipps, Kylie (author), Velinsky, Victoria (author), Eubanks, Larry (author), Scheffler, Jason (author), and Johnson, Dwain (author)
Format:
Journal article
Publication Date:
2020-08
Published:
United States: Extension Journal, Inc.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12301
11 pages, Massive open online courses (MOOCs) offer a unique platform through which Extension can provide valuable education. We explored The Meat We Eat, a MOOC designed to create a more informed meat consumer and increase perceptions of transparency surrounding meat production. Compared to pretest respondents (n = 490), students who completed the posttest (n = 226) had an improved attitude toward meat and slaughter, an improved perception of the meat industry’s transparency, and increased knowledge. These findings suggest the relevance and value of MOOCs as Extension activities for improving knowledge and attitudes toward animal agriculture and other topics.
Online from publication. 3 pages., Editorial highlights the inaccuracies in a Burger King television advertisement that repeats misleading claims and data about the role of beef and dairy production in greenhouse gas emissions that harm climate.
10 pages, Animal production system and welfare conditions can influence consumers’ acceptance, as meat from animals grazing in natural pasture and labelled with information about high standards of welfare is preferred. In addition, geographical origin of food is recently considered one of the main information influencing the consumers’ acceptance. Local products are collectively associated with high quality attributes by the consumers related to shorter transport and good welfare. Lamb meat is considered local and typical food; however, it is common to find in the same market both local and imported lamb meat. The present investigation aimed at understanding the importance of information about geographical origin, transport duration, and welfare condition of lambs for consumers and their actual liking. Moreover, the quality of lamb meat from local and imported animals as affected by short or long transport was assessed. Data demonstrated that both short and long transport did not affect organoleptic quality of meat; this result was corroborated by an absence of both metabolic and immune stressors in long term transport lambs except for haptoglobin, cortisol and glucose. However, the expected and actual acceptability were affected by the information with higher scores for local lamb when information on the geographical origin, transport duration, and welfare condition was provided to the consumers.
23 pages., via online journal, Cultured meat has yet to reach store shelves but is nonetheless a growing issue for consumers, producers, and government regulators, many of whom have taken to social media to discuss it. Using a conceptual framework of social cognitive theory and issues management, this qualitative content analysis investigated social-media discourse surrounding the topic of cultured meat in the United States by describing the content of the discussion in late 2018 and identifying individual influencers and communities of influencers engaged in the discussion. Data were collected from Twitter using listening platform Sysomos MAP. The thematic analysis revealed eight themes: legality and marketing, sustainability, acceptance, business, animal concerns, science and technology, health concerns, and timeline, and indicated that conflicting views and questions about cultured meat exist among conversation participants. Top influencers included philanthropists, government officials, journalists and writers, and animal-welfare advocates. These influencers were grouped into four distinct communities based on interactions with each other and other users. The topics identified in the analysis provide insight into ways in which communicators can enter these conversations, and influencer communities represent groups of users whose broad reach could more easily transmit pro-agriculture messages.
USA: International Food Information Council Foundation, Washington, D.C.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 124 Document Number: D11194
Notes:
3 pages., IFIC specialists offer five predictions for 2020, guided by findings from surveys among American consumers in an annual Food and Health Survey, 2012-2019.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 163 Document Number: D11648
Notes:
15 pages., Paper presented at the 2018 conference of the International Association of Agricultural Economists (IAAE), July 28-August 2, 2018, in Vancouver, British Columbia, Canada., Author develops a theoretical model that helps provide a better understanding of the effect of hostile marketing and advertisement strategies on competition involving meat. Findings suggest that negatively influencing consumers' perceptions of rivals' products may be a more effective marketing tool than the "beggar-thy-neighbor" advertising where one firm steals some market share from the rivals by means of positive promotion of its own product.
USA: Center for Food Integrity, Gladstone, Missouri.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11707
Notes:
2 pages., Online from publisher., Examines a period of meat shortages in stores - and headlines about pork and poultry farmers having to euthanize entire barns of animals. "Helping consumers understand the supply chain disruption and impacts may seem daunting, but the key is to keep it simple and engage on the shared values of safe food and a commitment to the highest standards of animal care."
9 pages., Online via publisher., An adapted health-branding framework guided the 3-step mixed-methods approach to identify evidence for campaigns using a scoping review, comprehensive literature review (1990-2016), and key-informant interviews. Results showed that industry, government, and non-governmental organizations supported 13 campaigns that used various health-branding strategies.
USA: National Cattlemen's Beef Association, Centennial, CO
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 130 Document Number: D11293
Notes:
21 pages., Online via AgriMarketing.com., Announcement of results of an online survey among more than 1,800 U.S. consumers during late 2019. Findings suggested "widespread consumer confusion regarding the ingredient composition and purported benefits of plant-based fake meat products." More than half did not realize that plant-based products being marketed as "burgers" have no real meat." The PowerPoint presentation and accompanying news release provide statics on responses to specific questions.
International: Center for Food Integrity, Gladstone, Missouri.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 166 Document Number: D11681
Notes:
3 pages., News release via online., News release covering a meeting panelist's remarks during a webinar about shifting sustainability priorities related to the food system.
2 pages., Via online., Editorial critical of the Los Angeles Times newspaper for championing the rise of plant-based burger alternatives without context, accuracy and logic.
23pgs, Media scholarship has commonly regarded newspapers as an essential element of strong democratic societies: a forum that structures public debate, providing engaged citizens with coherent frameworks to identify, interpret and tackle complex issues. Despite general agreement on the merits of this goal, there is little empirical evidence suggesting it approximates the democratic role historically played by newspapers. We examined three decades of newspaper coverage of chicken meat production in the UK to find evidence relevant to the normative expectations of the democratic role of newspapers as forum for public debate, by means of a two-stage framing analysis of 766 relevant articles from seven outlets. We found mutually disconnected episodic coverage of specific issues whose aggregate effect is consistent with the diffusion rather than the structuring of public debate. Newspapers here afforded polemic rather than the systemic contestation expected. The polemic contestation we found, with diffusion of public debate as an emergent political effect, troubles the assumptions subsequent to which it is possible to argue for the democratic role of newspapers.
Via online November-December issue. "The Front Gate" section., Cites a new information campaign of the Beef Quality Assurance program as an effective way to counter much of the misinformation about new plant-based and cell-cultured products that challenge the stewardship of the cattle industry.
Keyser, Patrick (author), Schexnayder, Susan (author), Willcox, Adam (author), Bates, Gary (author), Boyer, Christopher N. (author), and Center for Native Grasslands Management
Human Dimensions Research Lab
University of Tennessee
Format:
Online journal article
Publication Date:
2019-12-12
Published:
United States: Extension Journal, Inc.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 124 Document Number: D11232
10 pages, via online journal, Adoption of native warm-season grasses (NWSGs) in the tall fescue belt is limited despite studies documenting the potential contribution of these forages to profitable beef production. On the basis of two surveys conducted in Tennessee, a survey of beef producers and a survey of agricultural professionals, we evaluated perceptions of NWSG forages and how those perceptions could influence their adoption. Although agricultural professionals were more familiar with NWSGs than producers, both populations had limited knowledge regarding these forages, indicating that additional Extension education is needed. Our results provide useful guidance for developing NWSG forage educational programs for producers and agricultural professionals.
United States: Texas Tech Univeristy, Lubbock, Texas
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12460
Notes:
115 pages, Lab grown meat is a new technology being developed as a potential alternative protein source. Although some research has been done about public perception of lab grown meat, no studies to date have analyzed social media content regarding this topic. Still yet, no studies have observed the effects of message themes on public perception of lab grown meat. This two-part study first sought to analyze the Twitter messages discussing lab grown meat using Meltwater, a social media monitoring software. Secondly, the study sought to better understand measures of uncertainty and risk and benefit perceptions after viewing a themed blog post about lab grown meat. In part one, a relevant keyword search from August 28, 2018 to February 28, 2019 collected over 11,000 Twitter messages. Sentiment of messages was analyzed with 47% of messages being neutral. Meltwater identified trending themes that were all closely tied to lab grown meat, and top content posters with the most amount of potential reach were identified. All top posters were found to be news entities or organizations instead of personal Twitter accounts. In part two, participants were randomly assigned one of three themed blog posts against lab grown meat, neutral, or support lab grown meat. Perception questions were asked after viewing the blog post, and a total of 238 responses were collected. Results indicated message theme had a statistically significant effect on risk perception, benefit perception, and intention to share, but not on message evaluation or measures of uncertainty. Further discussion as well as suggestions for future research are included.
Via online issue. 2 pages., Describes recent experience in which a packing house fire resulted in lower fed cattle prices and higher values of choice boxed beef cutout values - resulting in frustration and anger in cattle country.
