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.
25pgs, Plant-based eggs have been recently developed by food practitioners as an alternative to conventional eggs. However, there is uncertainty on how the current egg market will react to plant-based eggs, as well as lack of knowledge about product development and regulations. In this manuscript, we explored this issue by conducting in-depth interviews with egg industries and retailers, as well as with plant-based egg manufacturers. Results show that despite egg manufacturers are struggling to provide an alternative to people who do not consume eggs, they are skeptical that plant-based eggs can replicate all eggs’ nutrients and functionalities. Furthermore, egg industries do not see plant-based eggs as potential competitors to their products, while plant-based egg manufactures argue that they will directly compete with eggs. Also, there is uncertainty on how to label and name plant-based eggs, which has important implications in terms of marketing and policy labeling of these new products.
12 pages., Via online journal., Policy makers and researchers foresee four investment strategies for conventional pig farmers in contested pork production regions: (1) continue with a cost-price reduction strategy through modernisation and scale enlargement; (2) convert to an intermediate market segment with higher requirements as to animal welfare and environment than conventional; (3) convert to a niche market segment with higher requirements as to animal welfare and environment than intermediate; or (4) quit farming. For policy makers, it is interesting to gain insight in intensive livestock farmer's perceptions regarding these investments and in processes of social interaction that influence farmer decision-making and the potential diffusion of investment strategies over time (Edwards-Jones, 2006). The aim of this explorative study is to analyse the effect of social interaction on diffusion of investment strategies in capital-intensive livestock production systems with groups of Dutch pig farmers, using a simulation game. The game is designed in such a way that contextual factors do not provide a limiting factor. Furthermore, the game is constructed to stimulate interaction and to trigger imagination of participants. Our main research questions for the analysis of the results of the game sessions were: (1) ‘what are differences in diffusion of investment strategies between sessions?’, and (2) ‘to what extent does social interaction affect diffusion of investment strategies?’ A total of seven sessions were played, with 4–8 pig farmers and/or participants who were affiliated to the sector as advisor or successor. All game sessions were video- and voice- recorded, and interaction between participants was transcribed per game session. First, differences in diffusion of investment strategies between sessions were explored. Second, the causes for differences in diffusion between sessions were explored, by looking at the type of investment strategy, communication between participants, and processes of influence. Special attention was given to the influence of opinion leadership. The results of this research show that (1) only investment strategies with a financial benefit did, under influence of social interaction, result in high adoption; (2) for high adoption to occur, communication between participants was necessary; (3) opinion leaders played an essential role in high adoption of investment strategies; and (4) there was a common understanding among participants that favoured scale enlargement. The gaming methodology triggered participants to communicate their tacit knowledge, i.e. assessment criteria that are important in real-life investment decisions, and to experiment with investment strategies.
20 pages., via online journal., For over 70 years the use of opinion leaders in a two-step communication process has been employed and validated. However, despite the accepted importance of communicating with opinion leaders as a means to cascade information to opinion leaders’ networks of influence there have been few empirical studies specifically examining agricultural and natural resource opinion leader communication channel preferences, particularly from an audience segmentation perspective. The results reported in the study capitalize on previous research data examined from a unique perspective. Specifically, communication channel preferences were analyzed according to opinion leader self-reported demographic categories serving as audience segments. Associations between sex, age, level of employment, level of education and geographical region and communication channel preference were analyzed. The results of the study are descriptive and foundational in nature. Overall, the results indicate a dedicated web page or blog is the most preferred communication channel across all audience segments and conference calls are the least preferred communication channel across the majority of audience segments. The Facebook group communication channel had the most variability between audience segments and the LinkedIn group communicational channel had the largest observed effect sizes among audience segments.
21 pages., via online journal., Scholars are divided over whether communicating to the public the existence
of scientific consensus on an issue influences public acceptance of the
conclusions represented by that consensus. Here, we examine the
influence of four messages on perception and acceptance of the scientific
consensus on the safety of genetically modified organisms (GMOs): two
messages supporting the idea that there is a consensus that GMOs are safe
for human consumption and two questioning that such a consensus exists.
We found that although participants concluded that the pro-consensus
messages made stronger arguments and were likely to be more
representative of the scientific community’s attitudes, those messages did
not abate participants’ concern about GMOs. In fact, people’s premanipulation attitudes toward GMOs were the strongest predictor of of our outcome variables (i.e. perceived argument strength, post-message GMO
concern, perception of what percent of scientists agree). Thus, the results
of this study do not support the hypothesis that consensus messaging
changes the public’s hearts and minds, and provide more support, instead,
for the strong role of motivated reasoning.
Randolph, Levy (author), Rumble, Joy (author), and Carter, Hannah (author)
Format:
Paper abstract
Publication Date:
2018-02
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D10008
Notes:
Abstract of paper presented at the National Agricultural Communications Symposium, Southern Association of Agricultural Scientists (SAAS) Agricultural Communications Section, Jacksonville, Florida, February 4-5, 2018.
Focus on the most effective means of communicating with opinion leaders. In this study, respondents were asked to indicate whether they were interested in interacting with alumni of leadership development programs through a list of eight potential communication channels.
16 pages., Via online journal., This study explores potential factors that lead to environmental opinion leadership behaviors such as informing the public about environmental issues and encouraging preventative behaviors among various social groups. Building on the theoretical framework of the diffusion of innovations model, these analyses explore the effects that mass media may have on perceptions of self-efficacy among opinion leaders and how self-efficacy may, in turn, encourage leaders to communicate about aquatic invasive species (AIS) to others in their social networks. Results indicate that mass media and governmental media can have both a positive and negative influence on levels of self-efficacy, and that opinion leaders with higher levels of self-efficacy are more likely to participate in behaviors that could potentially influence their social network(s). These findings not only highlight factors that influence opinion leadership regarding advocacy of environmental behaviors, but also offer insights as to how future campaigns can work with these groups to promote prevention strategies.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 32 Document Number: D10654
Notes:
5 pages., via website, "Scientific American"., You are probably aware that this is the Food Week on our blog network, following in the fooststeps of the publication of the special Food issue of the Scientific American magazine.
18 pages., Via online journal., The study asserts that rural villages which have developed relatively complex communication systems have extensive local knowledge and practice systems. Using the knowledge and community-based perspective, the study departs from past works of development communication scholars, who have focused their attention mainly on the transfer of information. The study is concerned with how meaning is created and shared in rural communities through the use of communication. It looks at how small homogenous farming communities in Thailand – world’s number one rice exporter – utilize communication to improve rice crop production. It asks: what roles does communication play in the formation of collective definitions (perspectives) and the construction/management of local knowledge and practices on rice farming? To explore the plausibility of this paper’s assertion, ethnographies of two rice farming villages were conducted – Baan Sap Som Boon (irrigated) in Chainat province (Central Region) and Baan Hua Hae (rainfed) in Ubon Ratchathani province (Northeast Region). Data generation period was from October 2004 to July 2005. Research results indicate that Baan Sap Som Boon has both an extensive knowledge of rice farming methods and procedures and an elaborate community-based communication system. Baan Hua Hae, on the other hand, practices more traditional means of rice production and divides time with other livelihood activities. In both villages, communication plays a central role in improving crop production via facilitating the formation of collective definitions on rice farming, labor, economics and agriculture-related institutions.
10 pages., Due to the Library's response to COVID-19, this document is currently only available through online access. If no link is provided in this record, the ACDC will make this document accessible through our collection once we are able to return to our office., This article explores some issues that have been important in the climate change mitigation debate in Australia. Findings suggest that opinion leaders believe the policy has been slow to progress due to media promotion of the uncertainty associated with climate change science, the weakness of leadership, and the political cost of unpalatable policy.
