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Making A Case For Mcdonald’S: A Qualitative Case Study Examining The Mcdonald’S “Our Food Your Questions” Campaign, Laura M. Gorham, Courtney Gibson, Erica Irlbeck
Making A Case For Mcdonald’S: A Qualitative Case Study Examining The Mcdonald’S “Our Food Your Questions” Campaign, Laura M. Gorham, Courtney Gibson, Erica Irlbeck
Journal of Applied Communications
In the last decade, a trend of consumer skepticism toward the agricultural industry has emerged. The consumer is demanding to know how food is grown, processed, its origin, and its content. At the same time, these same consumers are increasingly voicing their concerns and fueling the fire of misperception through the use of social media. Many organizations are counteracting these misperceptions by developing food campaigns detailing the food production process from the farm to the table. In this qualitative case study, McDonald’s social media video campaign, “Our Food, Your Questions” was analyzed to determine how a specific corporation provided content …
Tweeting With Authority: Identifying Influential Participants In Agriculture-Related Water Quality Twitter Conversations, Ashlan E. Wickstrom, Annie R. Specht
Tweeting With Authority: Identifying Influential Participants In Agriculture-Related Water Quality Twitter Conversations, Ashlan E. Wickstrom, Annie R. Specht
Journal of Applied Communications
In August 2014, Toledo, Ohio, experienced a dangerous algae bloom that led to a citywide water ban. News media coverage of the incident was widespread, as was social media conversation. Opinion leadership has been linked to news media agenda setting, and social media users are capable of generating considerable social influence within the sphere of their social networks. To better understand the dynamics of the conversation—especially as it pertained to agriculture—both during and after the water ban, the researchers used a social media analysis platform to identify high-influence Twitter users who participated in water-quality discussions about the Toledo water ban. …
Exploring Perspectives Of The Student Competencies Needed To Advocate For Agriculture, Garrett M. Steede, Laura M. Gorham, Erica Irlbeck
Exploring Perspectives Of The Student Competencies Needed To Advocate For Agriculture, Garrett M. Steede, Laura M. Gorham, Erica Irlbeck
Journal of Applied Communications
The agricultural and natural resources industries are increasingly faced with remarks and skepticism from consumers and activists alike. Equipping those in industry as well as college graduates with skills to effectively share agriculture’s story through a variety of mediums continues to increase in importance. This qualitative study sought to explore learning objectives and curriculum goals that agricultural advocates have for an undergraduate agricultural advocacy course. Phone interviews with individuals involved in agricultural advocacy revealed two-way communication skills were important when communicating with the public. Active listening, communicating with an open mind, communicating at a level of understanding, and equipping oneself …
Viewer Perceptions And Preferences For Farmweek, Mckayla Brubaker, Quisto Settle, Elizabeth Gregory North
Viewer Perceptions And Preferences For Farmweek, Mckayla Brubaker, Quisto Settle, Elizabeth Gregory North
Journal of Applied Communications
A survey was conducted to determine how frequently viewers watched Farmweek and to determine what their perceptions were through the lens of Uses and Gratifications. Farmweek is a weekly 30-minute news broadcast produced by Mississippi State University Extension Service. Respondents were asked about what audiences they believed the show appealed to, what decisions they have made based on viewing the show, and what topics they wanted to see on the show in the future. Almost 40% of respondents viewed the show weekly. They believed the show presented a positive view of the state and its residents, but responses were not …
Journal Of Applied Communications 100(4) Full Issue, Jason D. Ellis
Journal Of Applied Communications 100(4) Full Issue, Jason D. Ellis
Journal of Applied Communications
Journal of Applied Communications 100(4) - Full Issue
Promoting Commodities Through Comic Books: A Framing Analysis Of The Captain Citrus Campaign, Tiffany M. Rogers, Joy N. Rumble, Lisa K. Lundy
Promoting Commodities Through Comic Books: A Framing Analysis Of The Captain Citrus Campaign, Tiffany M. Rogers, Joy N. Rumble, Lisa K. Lundy
Journal of Applied Communications
The communication campaign starring Captain Citrus, first released in 2011, was aimed at elementary school students with the goals of encouraging health and agricultural literacy, as well as promoting the consumption of Florida orange juice. This study was designed as a qualitative, inductive framing analysis of the Captain Citrus comic book series featured in the campaign. The goal was to identify the prominent frames along with evidence of agricultural perspective and promotion throughout the series. The first two editions of the series, totaling 38 pages, were evaluated for the study. The results indicated the presence of four predominate frames: “Amazing …
Editorial Board, Information For Authors, And Other Front Matter, Jason D. Ellis
Editorial Board, Information For Authors, And Other Front Matter, Jason D. Ellis
Journal of Applied Communications
This content includes the front cover, the table of contents, editorial and other information for authors for vol. 100, no. 4 (2016) of Journal of Applied Communications
Expo Milano 2015: The Overview, Issue, And Future For Agricultural Communicators, Abigail Borron, Jessica Holt
Expo Milano 2015: The Overview, Issue, And Future For Agricultural Communicators, Abigail Borron, Jessica Holt
Journal of Applied Communications
Expo Milano 2015 was an international agricultural event to promote and discuss the issue of food sustainability around the world. Two agricultural communication researchers attended the event in summer 2015 to better understand the world’s perspective of the prominent issues facing the agricultural industry and how other countries were addressing the issues. The Expo took place in Milan, Italy, and featured 140 countries and their perception on agriculture and food in their respective country. While the event was impressive, the issues purported to be the focus of the event (agriculture sustainability and food insecurity) were rarely addressed in each country. …
Fairgoers’ Attitudes Toward Youth Livestock Exhibits At The California State Fair, Krista Anderson-Mccoon, Dwayne Cartmell, Robert Terry Jr.
Fairgoers’ Attitudes Toward Youth Livestock Exhibits At The California State Fair, Krista Anderson-Mccoon, Dwayne Cartmell, Robert Terry Jr.
Journal of Applied Communications
Developing public and policy maker understanding of agriculture and natural resources is a national research priority of the American Association for Agricultural Education. Because of cultural and geographic distancing from agriculture, consumers' ability to obtain firsthand knowledge of agriculture may be limited to a handful of experiences including local, county, and state fairs. As such, agriculturalists' opportunities to communicate with the public about production agriculture may be limited to these experiences. Youth livestock exhibitors fill a gap in the agricultural education system. While a body of research exists about agricultural literacy among youth and adult groups, few studies exist concerning …
Millennial Alumni Perceptions Of Communications: A Look At One Land Grant University’S Media Use, Amanda Northfell, Leslie D. Edgar, Donna L. Graham, K. Jill Rucker
Millennial Alumni Perceptions Of Communications: A Look At One Land Grant University’S Media Use, Amanda Northfell, Leslie D. Edgar, Donna L. Graham, K. Jill Rucker
Journal of Applied Communications
An important aspect of higher education is alumni relationship cultivation, because it keeps alma maters connected to graduates. To assess this relationship, researchers sought to describe Millennial alumni perceptions of media distributed by the Dale Bumpers College of Agricultural, Food, and Life Sciences (Bumpers College) from 2012 through 2014. Assessed media included alumni magazines, an e-newsletter, key event invitations, College website, and social media presences. Active and inactive alumni responses were gathered via telephone interviews and qualitatively analyzed for emergent themes. Researchers identified Building the Professional and Interest in Giving Back as themes related to respondents’ connection to Bumpers College. …
Testing The Usability Of Communication Materials Through Heat Maps In Online Survey Platforms, Laura M. Gorham, Shuyang Qu, Ricky Telg, Alexa J. Lamm
Testing The Usability Of Communication Materials Through Heat Maps In Online Survey Platforms, Laura M. Gorham, Shuyang Qu, Ricky Telg, Alexa J. Lamm
Journal of Applied Communications
Usability tests can be used to enhance the communication strategies of agricultural organizations as they identify the use and value of a communications tool from a target audience’s perspective. Further, online survey methodology has provided a place where communicators can gather information from a diverse target audience. One way communicators can create a usability test in online surveys is through the use of heat map questions. Heat map questions provide a platform where agricultural communication professionals and researchers can identify how well a target audience uses a communication material. By merging heat maps and value-based questions, researchers and communicators can …
Associating Importance With Behavior: Providing Direction For Water Conservation Communication, Alexa J. Lamm, Lisa K. Lundy, Laura Warner, Kevan W. Lamm
Associating Importance With Behavior: Providing Direction For Water Conservation Communication, Alexa J. Lamm, Lisa K. Lundy, Laura Warner, Kevan W. Lamm
Journal of Applied Communications
This study identified differences in characteristics of High Water Users (HWUs) based on their perceived importance of plentiful water and their engagement in water conservation behaviors. Differences in the characteristics of high water users based on the level of importance they associated with plentiful water and their engagement in water conservation behaviors were identified. Communication needs and interests of HWUs were also identified. The Situational Theory of Publics (STP) was applied to explore why HWUs might perceive plentiful water to be important but may not feel personally responsible and may perceive barriers to changing their behaviors. Significant differences were found …
Communicating Climate Change: A Qualitative Study Exploring How Communicators And Educators Are Approaching Climate-Change Discussions, Katie Rohling, Cassie Wandersee, Lauri M. Baker, Peter Tomlinson
Communicating Climate Change: A Qualitative Study Exploring How Communicators And Educators Are Approaching Climate-Change Discussions, Katie Rohling, Cassie Wandersee, Lauri M. Baker, Peter Tomlinson
Journal of Applied Communications
The scientific community has come to the conclusion that the climate is changing, but the existence of climate change continues to be rejected or doubted, creating communication challenges for professionals. The purpose of this study was to determine how education and communication professionals involved in climate-change communication are framing the discussions about climate change with agricultural producers. Semi-structured phone interviews were conducted to address terminology usage, challenges encountered, overcoming challenges, and utilization of social media when educating and communicating about climate change. Responses from professionals indicated: 1) they do not avoid using the term “climate change” but are concerned about …
What Side Are You On? An Examination Of The Persuasive Message Factors In Proposition 37 Videos On Youtube, Amber Krause, Courtney Meyers, Erica Irlbeck, Todd Chambers
What Side Are You On? An Examination Of The Persuasive Message Factors In Proposition 37 Videos On Youtube, Amber Krause, Courtney Meyers, Erica Irlbeck, Todd Chambers
Journal of Applied Communications
California’s Proposition 37 was a ballot initiative to mandate labeling for products containing genetically modified organisms (GMOs). Although it eventually failed, it generated immense media exposure regarding GMOs and their possible regulatory, health, and economic impacts. The purpose of this study was to compare persuasive message factors in Proposition 37 videos on YouTube. A purposive sample was taken from an auto-generated YouTube channel, which resulted in 174 videos. Using content analysis, researchers identified the message position (for, against, or neutral), sources used, message frames, and message appeals. The majority of videos in the sample presented messages in support of the …
Farmed And Dangerous? A Case Study Of Chipotle’S Branded Entertainment Series And Polarized Reactions To Its Satirical Depiction Of Farming And Agribusiness, Nathan Gikerson, Rebecca Swenson, Betsy Anderson
Farmed And Dangerous? A Case Study Of Chipotle’S Branded Entertainment Series And Polarized Reactions To Its Satirical Depiction Of Farming And Agribusiness, Nathan Gikerson, Rebecca Swenson, Betsy Anderson
Journal of Applied Communications
This study follows Chipotle’s innovative strategy of using branded entertainment and satire to enhance its brand image and positive consumer perceptions, while negatively portraying an entire industry. The study explores audience reactions to Chipotle’s satirical Farmed and Dangerous program, part of the company’s broader “Food with Integrity” campaign. Increasing agricultural literacy and understanding among the general public is a priority (Doerfert, 2011). Yet marketing communication campaigns—and responses or reactions to those campaigns—that simplify issues into distinct “sides,” or focus on attacks, prevent deep discussion of the complexity of our food system and efforts to collaborate on solutions. Research presented uses …
Assessing The Content Of Online Agricultural Awareness Campaigns, Joy N. Rumble, Quisto Settle, Tracy Irani
Assessing The Content Of Online Agricultural Awareness Campaigns, Joy N. Rumble, Quisto Settle, Tracy Irani
Journal of Applied Communications
This study explored the content of online agricultural awareness webpages. Content analysis was used to determine the content, image categories, messaging appeals, and frames used. The majority of the pages included images and logos, but they were less likely to include other media components, such as social media plugins. The most prevalent image types were non-farming adults, positive food products, fields, and free-roaming animals, though they were included in less than one-third of the pages. The use of non-farming adult images is likely connecting to a consumer audience, while the images of positive food products, fields, and free-roaming animals are …
Influence Of Source Credibility On Agricultural Water Use Communication, Alexa J. Lamm, Courtney T. Owens, Ricky Telg, Kevan W. Lamm
Influence Of Source Credibility On Agricultural Water Use Communication, Alexa J. Lamm, Courtney T. Owens, Ricky Telg, Kevan W. Lamm
Journal of Applied Communications
As the agriculture industry strives to communicate with the public about its role in protecting natural resources such as water, it struggles to provide messages from sources the public trusts. The purpose of this quasi-experimental study explored public perception of agricultural water use and how perception was influenced by a video message delivered from four different sources including 1) an environmental scientist from the Nature Conservancy, 2) a farmer, 3) a regulator from a Florida water management district, and 4) a water scientist from the University of Florida. The findings revealed that overall the general public had a positive view …
Journal Of Applied Communications 100(3) Full Issue, Jason D. Ellis
Journal Of Applied Communications 100(3) Full Issue, Jason D. Ellis
Journal of Applied Communications
Journal of Applied Communications 100(3) - Full Issue
Editorial Board, Information For Authors, And Other Front Matter, Jason D. Ellis
Editorial Board, Information For Authors, And Other Front Matter, Jason D. Ellis
Journal of Applied Communications
This content includes the front cover, the table of contents, editorial and other information for authors for vol. 100, no. 3 (2016) of Journal of Applied Communications
Using Q Methodology In Agricultural Communications Research: A Philosophical Study, Holli R. Leggette, Tobin Redwine
Using Q Methodology In Agricultural Communications Research: A Philosophical Study, Holli R. Leggette, Tobin Redwine
Journal of Applied Communications
Communication rests on human experience and the uniqueness of subjectivity. Varying research methods and designs measure subjectivity, but few measure subjectivity using rigorous statistical analysis. Q methodology offers such design and rigor. Yet, agricultural communications has been slow to adopt Q methodology. Therefore, the purpose of this philosophical study was to establish a contextual and philosophical understanding of Q methodology and articulate its uses in agricultural communications research. This philosophical study was without traditional research design and methods. Thus, knowledge gained from the literature and best practices were synthesized with the intent of creating a discussion of the philosophies, concepts, …
Editorial Board, Information For Authors, And Other Front Matter, Jason D. Ellis
Editorial Board, Information For Authors, And Other Front Matter, Jason D. Ellis
Journal of Applied Communications
This content includes the front cover, the table of contents, editorial and other information for authors for vol. 100, no. 2 (2016) of Journal of Applied Communications
A Review Of Spreadable Media: Creating Value And Meaning In A Networked Culture, Laura M. Gorham
A Review Of Spreadable Media: Creating Value And Meaning In A Networked Culture, Laura M. Gorham
Journal of Applied Communications
Book review: Spreadable Media: Creating Value and Meaning in a Networked Culture by Henry Jenkins, Sam Ford, and Joshua Green.
Branding The Berries: Consumers’ Strawberry Purchasing Intent And Their Attitude Toward Florida Strawberries, Taylor K. Ruth, Joy N. Rumble
Branding The Berries: Consumers’ Strawberry Purchasing Intent And Their Attitude Toward Florida Strawberries, Taylor K. Ruth, Joy N. Rumble
Journal of Applied Communications
Florida is the largest producer of strawberries in the United States during the winter months. Recently, Florida has faced competition from strawberries imported from Mexico during peak season. Studies have shown that using state branding can help promote local produce. Branding can create perceived differences between identical items, as well as strong positive associations with the product. This study examined consumers' strawberry purchasing intent and attitudes toward Florida strawberries to aid agricultural communicators in creating effective communication and branding strategies. An online survey was distributed throughout Florida (n = 500). Results indicated that freshness and taste were the most important …
Teaching Convergence In 21st Century Undergraduate Agricultural Communication: A Pilot Study Of Backpack Multimedia Kits In A Blended, Project-Based Learning Course, Jamie Loizzo, Abigail Borron, Amanda Gee, Peggy A. Ertmer
Teaching Convergence In 21st Century Undergraduate Agricultural Communication: A Pilot Study Of Backpack Multimedia Kits In A Blended, Project-Based Learning Course, Jamie Loizzo, Abigail Borron, Amanda Gee, Peggy A. Ertmer
Journal of Applied Communications
Twenty-first century agricultural communication students are expected to have an increasingly diverse set of skills when they graduate.Expertise is expected in: writing, editing, design, marketing, media relations, event planning, interpersonal communication, digital development, e-publications, online video, mobile applications, podcasting, and social media.This expansion of needed skills is due in no small part to the proliferation of communication channels and convergence of media platforms today. In order to continue preparing students for professions in agricultural communication, it is imperative that the curricula reflect current industry needs and available technology. In this article, one approach for expanding curricula to incorporate these newer …
Journal Of Applied Communications 100(2) Full Issue, Jason D. Ellis
Journal Of Applied Communications 100(2) Full Issue, Jason D. Ellis
Journal of Applied Communications
Journal of Applied Communications 100(2) - Full Issue
Reaching Millennials: Implications For Advertisers Of Competitive Sporting Events That Use Animals, Jackie Hill, Mallory Mobly, Billy R. Mckim
Reaching Millennials: Implications For Advertisers Of Competitive Sporting Events That Use Animals, Jackie Hill, Mallory Mobly, Billy R. Mckim
Journal of Applied Communications
The purpose of this mixed method, multi-modal case study was to identify the most acceptable video images of animals to use when advertising competitive sporting events. Data were collected from college students at Arizona State University, California State University-Fresno, Texas A&M University, University of California-Berkeley, University of California-San Diego, and University of Texas. We investigated which sporting events are most acceptable among members of the Millennial generation, if there were differences in responses based on Millennials’ gender, and if perceptions differed among rodeo and non-rodeo events. Based on our results, gender did not influence Millennials’ perceptions of the use and …
The Role Of Dissonance And Schema: An Exploration Of Florida Public Perception After The Dwh Oil Spill, Laura M. Gorham, Joy N. Rumble, Kacie L. Pounds, Angie B. Lindsey, Tracy Irani
The Role Of Dissonance And Schema: An Exploration Of Florida Public Perception After The Dwh Oil Spill, Laura M. Gorham, Joy N. Rumble, Kacie L. Pounds, Angie B. Lindsey, Tracy Irani
Journal of Applied Communications
The agricultural and natural resources industries are no stranger to crises, particularly, large-scale crises such as the Deepwater Horizon (DWH) oil spill in 2010. Crises have an impact on how consumers view a product, and ultimately, can impact their decisions to buy or not buy products from an industry that has experienced a crisis. This qualitative study sought to evaluate consumer perceptions of Gulf seafood after the DWH oil spill, and explored the influence of schema and cognitive dissonance on consumers’ intent to consume or purchase Gulf seafood after the DWH oil spill. Focus group discussion with seafood consumers revealed …
Opening The Doors To Agriculture: The Effect Of Transparent Communication On Attitude, Joy N. Rumble, Tracy Irani
Opening The Doors To Agriculture: The Effect Of Transparent Communication On Attitude, Joy N. Rumble, Tracy Irani
Journal of Applied Communications
As consumers have become further disconnected from the agricultural industry, their concerns about agriculture have increased. Effective communication with consumers about agriculture has been identified as a potential solution to minimizing this disconnect. Transparent communication has been offered as a strategy to increase the effectiveness of industry communication. Therefore, this study sought to assess the effects of transparent communication and personal relevance, in a livestock production context, on the attitudes of college students. Elaboration Likelihood Model (ELM) and transparency served as the theoretical framework for this study. To fulfill the purpose of the research, an experimental design was used. The …
A Content And Visual Analysis Of Promotional Pieces Used In A Communication Campaign For The Arkansas [Commodity] Promotion Board, Amy Hughes, Tara L. Johnson, Leslie D. Edgar, Jefferson D. Miller, Casandra Cox
A Content And Visual Analysis Of Promotional Pieces Used In A Communication Campaign For The Arkansas [Commodity] Promotion Board, Amy Hughes, Tara L. Johnson, Leslie D. Edgar, Jefferson D. Miller, Casandra Cox
Journal of Applied Communications
This study analyzed a communications campaign developed by a third-party communications group (TPCG) for a prominent commodity promotion board in Arkansas. The campaign included numerous promotional pieces targeted to three audience segments: general public, [commodity] producers, and animal agriculture producers. A systematic, content-driven assessment examined message content and visuals used in these creative pieces, comparing the actual messages with intended messages from TPCG’s original communications campaign plan. A total of 53 pieces were evaluated, and 27 different communicative themes emerged. Many of the creative pieces used in the campaign displayed multiple messages in a single piece. Celebrity endorsements of [commodity] …
Managing Extension’S Internal Brand: Employees’ Perceptions Of The Functions And Descriptors Of Extension, Quisto Settle, Lauri M. Baker, Scott Stebner
Managing Extension’S Internal Brand: Employees’ Perceptions Of The Functions And Descriptors Of Extension, Quisto Settle, Lauri M. Baker, Scott Stebner
Journal of Applied Communications
Employees of UF/IFAS Extension were surveyed to determine their perceptions of the brand’s core identity. More specifically, they evaluated the importance of various functions the organization provides and the effectiveness of various terms for describing Extension work. Respondents included county faculty, county non-faculty, state faculty, and state non-faculty to gain perspectives of groups representing Extension’s brand in Florida. Results indicated employees perceived the core functions were providing research-based information, helping solve problems, providing training for clientele, and providing expertise. Education, training, and providing solutions were perceived to be the most effective terms for describing Extension work to the public. Given …