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.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 151 Document Number: C24375
Notes:
Retrieved July 18, 2006, Science and Theology News. Adapted from "Challenging nature," remarks delivered at the Stevens Institute of Technology in Hoboken, New Jersey. 4 pages., Embedded religious perspectives in the East and West create distinct responses to genetic engineering.
12 pages., Because of concerns about human health, the environment, and animal welfare, meat is a highly contentious food. Accordingly, a broad range of alternative, small-scale practices for raising livestock and producing non-industrial meat are in the spotlight. While scholars have examined consumer perspectives on “ethical” meat, less is known about producers' perceptions of how small-scale meat production fits into the broader food system, and how their perceptions relate to broader sustainability debates surrounding meat. We explore producer perspectives on small-scale “ethical” meat production and its role in a sustainable food system. We do so through interviews and site visits with 74 people working within alternative meat production in four Canadian provinces, a sample that includes farmers, ranchers, butchers, and meat-focussed chefs. We find that, in the face of practical challenges linked to small-scale production, producers are passionately committed to the project of small-scale animal rearing that they regard as humane and sustainable. Despite these similarities, producers have radically different ideas about the purpose and potential of ethical meat. We observed major differences among producers' cultural imagination of meat, exemplifying varied ideas for fitting meat into a sustainable food system. Our findings underscore the importance of charting not only producers’ practices, but also their cultural orientations.
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.
Chu, Kyounghee (author), Lee, Doo-Hee (author), and Kim, Ji Yoon (author)
Format:
Book chapter
Publication Date:
2017
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08836
Notes:
Pages 106-134 in Yoon, Sukki and Oh, Sangdo (eds.), Social and environmental issues in advertising. United Kingdom: Routledge, Taylor and Francis Group, London. 169 pages.
