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    Start Over Subject Term uses and gratifications

    1. A quantitative assessment of possession rituals and engagement in Pinterest: an examination of the agriculture industry

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Wandersee, Cassie (author) and Baker, Lauri (author)
    Format:
    Paper abstract
    Publication Date:
    2018-02
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D10018
    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.

    2. Finding the right channel: an analysis of communication channel preferences amongst potential extension clientele

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Carroll, Ashley A. (author), Lamm, Kevan W. (author), and Borron, Abigail (author)
    Format:
    Journal article
    Publication Date:
    2022
    Published:
    USA: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 205 Document Number: D12607
    Journal Title:
    Journal of Agricultural Education
    Journal Title Details:
    V. 63, N.2
    Notes:
    19pgs, New communication methods and technology continue to emerge and evolve – as do societal trends – making it paramount that Extension professionals stay abreast with the preferred communication channels of potential clientele. By being aware of clients’ preferred communication channels, Extension professionals can increase the number of participants who benefit from their work while also improving the quality of the message being delivered. The present study examined the preferred communication channels of potential Extension clientele specifically when gathering information regarding their community. Specifically, a non-probability opt-in sampling procedure was employed whereby respondent (N = 3,347) communication channel preferences were analyzed from an audience segmentation and uses and gratifications perspective. Overall, the results indicated the most effective channels through which to reach potential Extension clientele under 50 years of age is through the internet and social media, while word of mouth and newspaper are preferred channels for those 50 and over. However, the results of the study indicate there are a variety of potential communication channels with varying degrees of preference among different audiences. Using study results as a starting point to inform communication channel strategy may help to Extension professionals ensure the correct message is provided to the correct audience via the correct channel.