This newsletter article is maintained in the office of the Agricultural Communications Program, University of Illinois, Urbana-Champaign -- "International" file section - "OCIAC" file folder., Agricultural Communications Program, University of Illinois, Urbana-Champaign., Summary of findings reported in: Milton Munoz, "Understanding visual illiteracy: a study of comprehension of pictorial messages among farmers." Bulletin 43. Department of Agricultural Journalism, University of Wisconsin, Madison. February 1986.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: Byrnes7 Document Number: C12627
Notes:
Francis C. Byrnes Collection, Literacy in Development: a series of training monographs. Published in cooperation with the International Institute for Adult Literacy Methods, Tehran, Iran. 144 p.
15 pages., "Images with a negative valence trounced those with a positive tone in frequency and intensity, a finding that favors the more vocal opponents of genetic engineering."
10 pages., Article # 5TOT4, via online journal., This article describes visual-based minimal-text food safety tools developed in Mandarin Chinese to educate Chinese-speaking food service workers about safe food handling practices. Ten posters and one PowerPoint presentation were developed, and their efficacy in conveying critical food safety messages was tested with Chinese-speaking food service workers in Iowa. Extension educators can use these tools for formal and informal food safety education, thereby contributing to protecting public health.
21 Pages, Visual messaging is becoming the new avenue to connect with consumers. The majority of the American public is not connected with agriculture and often questions procedures, practices, and tactics within the industry. Practitioners and researchers have suggested value congruent messages, a type of emotional appeal, may increase attention to agricultural messages. However, limited research has been conducted to define and investigate value congruent messages in agricultural communications. The purpose of this study was to describe the presented messages in videos used in one agricultural advocacy effort, CommonGround’s “Nothing to Fear Here” campaign. This content analysis described the video’s message content and use of value congruent messages. Schwartz Theory of Basic Human Values (2012) was used to identify the values present in each video within the campaign. The values of benevolence, security, self-direction, universalism, and hedonism were common values displayed in the campaign. Message sensation value was calculated, and it was found the videos had moderate levels of emotional arousal. The primary characters in the videos were mothers, farmers, and children. More research should be conducted to explore how the value congruent messages and message sensation value interact to increase a receiver’s level of attitude change after viewing the message.
Researcher uses aerial photography and interviews with farm families to study the structure of a dairy farm neighborhood in New York. Identifies two distinct farming systems: craft and industrial.
Wilkins, Kayla M. (author), Fischer, Laura Gorham (author), and Meyers, Courtney (author)
Format:
Conference paper
Publication Date:
2017-02
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 163 Document Number: D08154
Notes:
Research paper presented in the Agricultural Communications Section, Southern Association of Agricultural Scientists (SAAS) conference, Mobile, Alabama, February 4-7, 2017. 22 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D02268
Notes:
Pages 208-212 in Keya Acharya and Frederick Noronha (eds.), The green pen: environmental journalism in India and South Asia. Sage Publications India, New Delhi. 303 pages.
