Estes, Stuart (author), Edgar, Leslie D. (author), Johnson, Donald M. (author), Christensen, Karen (author), and Goodwin, H.L. (author)
Format:
Conference paper
Publication Date:
2016-02
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 162 Document Number: D08131
Notes:
Research paper presented in the Agricultural Communications Section, Southern Association of Agricultural Scientists (SAAS), in San Antonio, Texas, February 7-8, 2016. 25 pages.
This study examined an organizations’ crisis communication strategy (i.e., crisis response strategy and technical translation strategy) on social media and publics’ cognitive and affective responses. Twenty crisis communication messages posted by Foster Farms regarding a salmonella outbreak and 349 public responses were analyzed. The results showed that a technical translation strategy generated more public acceptances of message and more positive emotions than a crisis response strategy. A crisis response strategy generated more public rejections of message and more negative emotions than a technical translation strategy.
Ollinger, Michael (author), Bovay, John (author), Hrdicka, Megan (author), and Wilkus, James (author)
Format:
Paper
Publication Date:
2015-07-27
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 145 Document Number: D06578
Notes:
Paper presented at the Agricultural and Applied Economics>2015 AAEA and WAEA joint annual meeting, San Francisco, California, July 26-28, 2015., 24 pages.
16 pages, Poultry production holds an important place in Arkansas economically and as a food source. The viability of poultry production ultimately hinges on consumer demand and the perceptions that drive their purchases. With this in mind, this study surveyed consumers to assess their perceptions of poultry production in Arkansas. The instrument used to survey consumers was created by the researcher and an expert committee at the University of Arkansas. Consumers were surveyed through direct communication at grocery stores in Northwest Arkansas. Data gathered from the study were analyzed using descriptive and correlational statistics. Consumers were uncertain as to whether or not conventionally produced poultry possessed unsafe levels of antibiotics and hormones (M = 3.68, SD = 1.45). Consumers also thought the majority of poultry farms in Arkansas were factory farms (M = 4.15, SD = 1.37). Consumers perceived organic poultry as a more healthy food than conventionally produced poultry (M = 4.47, SD = 1.39). Based on these results, specific recommendations were made to maintain the viability of poultry production in Arkansas. Marketing and communication efforts should be tailored to improve consumer understanding of antibiotic and hormone use in poultry production and the healthiness of conventionally produced poultry. Messaging and marketing should depict the reality of conventional poultry production, and agricultural communicators should work to improve logic and reason for combating campaigns that misinform the public about agriculture. This research also highlights the need for further research to better understand the ways consumers develop perceptions of poultry production.
Chang, Kuo-Liang (author), Elliott, Lisa M. (author), Sand, Shannon (author), Dailey, Rocky (author), and Blachford, Sierra (author)
Format:
Paper
Publication Date:
2014-07
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 127 Document Number: D02709
Notes:
Paper presented at the Agricultural and Applied Economics Association 2014 AAEA annual meeting, Minneapolis, MN, July 27-29, 2014. 18 pages., Description of a research project in progress. No results reported, but literature review, conceptual approach and methods described.
