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Cognitive and affective responses by Lubbock Chamber of Commerce affiliates to agricultural news: a comparison of four presentation media

Collection:
Agricultural Communications Documentation Center (ACDC)
Contributor:
Schacht, Meredith (main author)
Format:
Thesis
Publication Date:
2004-12
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 144
Subject Term:
agriculture news, education effects, media effectiveness, news releases, newspaper, radio, video, electronic media, agricultural literacy
Notes:
Master of Science thesis, Agricultural Education, Texas Tech University, Lubbock. 130 pages., Examined aided recall, unaided recall and issue salience regarding agricultural news conveyed by newspaper print, electronic text, video news release and radio news release. Results indicated a significant difference in aided recall between newspaper print and electronic text. No significant difference existed between agricultural issue salience and media channel. Author recommended using a variety of media channels when possible. "There is a direct correlation between channel diversity, exposure time, and overall campaign effectiveness."