Social and Behavioral Sciences Commons^™

If Nobody Hears Us, Do We Really Make A Sound? Investigating Agriculture Faculty Members’ Engagement In Science Communication, Shelli D. Rampold, Taylor Ruth, Jamie Greig

Journal of Applied Communications

Science communication is a crucial factor for ensuring scientific work in food and agriculture reaches intended end-users. Unfortunately, research faculty may not be willing or able to engage in science communication activities. This study was organized using the Faculty Engagement Framework to evaluate the personal, professional, and institutional factors that influence University of Tennessee faculty members’ engagement in public-facing science communication. Results indicated faculty members in this study were overall not highly engaged in science communication activities. Factors that significantly predicted their degree of engagement included knowledge of and attitudes toward communicating their science to public audiences. While the results …

An Exploratory Study Of Risk Experience And Personal Values On Support For Climate Change Policies, Cara Lawson, Kiera Dwyer, Laura Morgan Fischer, Lauren Chase

Journal of Applied Communications

In 2020 Oregon suffered one of the worst wildfire seasons on record that included a higher percentage of burned forest area, the destruction of residential areas, and significant risk to human health. The level of wildfire intensity was largely attributed as an effect of climate change, and future Oregon wildfire seasons are predicted to grow in intensity, acreage burned, and total duration. Public policy can be a tool to help to mitigate the effects of climate change, but successful policy implementation relies on public support. Therefore, this study sought to explore two factors that may influence support for climate change …

Prioritization Of Scientific Sources Of Water Information: The Effect Knowledge, Beliefs, And Political Identity, Sadie Hundemer

Journal of Applied Communications

Scientists are reported to be more trusted than other information sources; yet, on essential water facts, people sometimes reject what they perceive water scientists to believe in favor of other belief determinants. This study examines the factors that affect the difference in people's stated willingness to reconsider their water beliefs in response to information provided by scientists relative to information provided by other sources. Regression analysis of responses provided by 806 Florida and Georgia residents found water science knowledge to be a consistently strong influencer of the gap in reliance on scientific information providers relative to other sources. This result …

An Experimental Study Investigating The Type Of Data Visualizations Used In Infographics On Participant Recall And Information Recognition, Laura Morgan Fischer, Elizabeth Schroeder, Courtney Gibson, Amber Mccord, Ginger Orton

Journal of Applied Communications

The concept of agricultural sustainability, specifically sustainable beef production, is not well established, and much misinformation frames this conversation. One way agricultural communicators can educate the public on this controversial topic is through infographics. Scholars have suggested recall, or the mental process of retrieving information from the past, as a technique to understand what someone has comprehended when exposed to new information. The Limited Capacity Model of Motivated Mediated Message Processing (LC4MP) provides insight into human information processing and recall, and it guided this study’s development. The purpose of this study was to determine the effect various types of data …

Factors Influencing Public Perception Of Science, Taniya Jayani Koswatta, Gary Wingenbach, Holli R. Leggette

Journal of Applied Communications

Our literature review identified factors influencing public perception of science within the context of science communication. We analyzed 40 studies using an integrative literature review method and found that most research about public perception of science was conducted in developed countries’ contexts. We identified five categories of factors that influence public perception: Type of science, audience beliefs, socio-demographics, source of communication, and environment. We observed the type of science is the fundamental factor that determines the influence of other factors. Audience belief factors are the most influential factor theme. We also noticed that factors act as confounding and/or mediating variables …

Podcasts In Production: An Examination Of Current And Best Practices For Agricultural And Natural Resource Podcast Producers, Jacqueline Aenlle, Jamie Loizzo, Lisa K. Lundy, J. C. Bunch, Kevin M. Folta

Journal of Applied Communications

Little research has been done on the production and use of podcasts in the fields of food, agriculture, natural resource, or human sciences (FANRHS). Currently, there is limited information for best practices on creating an effective FANRHS podcast to reach a target public audience. The purpose of this study was to examine existing practices and experiences of FANRHS podcast producers. The findings of this study will be of interest to organizations, institutions, and individuals who currently produce or are interested in producing an educational or science-based podcast. This study provided foundational information on podcast creation and maintenance. Future research should …

Modernizing High School Agricultural Communications Competencies: A National Delphi Study, Mackenzie Atkins, Kati Lawson, Ricky Telg

Journal of Applied Communications

The purpose of this study was to identify current competencies needed for high school students to succeed in their agricultural communication courses. This study also identified an ideal introduction level for each competency and provides up-to-date consensus on the most important agricultural communication competencies for high school students as determined by university faculty. Twenty years have passed since secondary agricultural communication competencies have been evaluated at a national level (Akers, 2000). Since then, industry standards have changed, including the emergence of social media, which is reflected in the results of this study. This study was conducted through a two-round Delphi …

Innovative Industry: Environmental Horticulture Professionals’ Perceptions On Wildlife-Friendly Plants And A Potential Certification Offering, Christine L. Krebs, Laura A. Warner, Lauri M. Baker, Jaret C. Daniels, Adam Dale

Journal of Applied Communications

Plants can improve people’s lives and mental health, but consumers have become increasingly concerned about the impact of plant production practices on the environment and wildlife. Previous research has not explored the interest and ability of plant producers and suppliers to provide wildlife friendly plant options for consumers. The University of Florida is considering the development of a wildlife-friendly plant certification to enhance production protocols for growers and connect consumers to sustainable plant options. This study explored perceptions of this certification through 11 in-depth interviews with environmental horticulture professionals. The study was guided by the following research questions: 1) What …

Characteristics And Motivational Factors Of American Equine Journalists, Zoe B. Bowden, Ricky W. Telg, Lisa K. Lundy

Journal of Applied Communications

The purpose of this study was to identify the demographic characteristics, career motivations, and professional development of American equine journalists. An online survey was distributed to equine journalists identified through their professional organizational membership. Descriptive statistics were used to analyze the data. Equine journalists were found to be predominately female, Caucasian, and averaged 53 years old. Nearly half were exposed to the equine industry prior to their career and have been working in the industry for over 15 years. Respondents were well educated and were most motivated towards their career as an equine journalist because of their interest in horses. …

Talking Plants: Examining The Role Of Podcasts In Communicating Plant Pathology Knowledge, Melissa Lim, Rebecca Swenson

Journal of Applied Communications

Extension programs must constantly evaluate communication plans and platforms to determine if they are worth the investment of time, money, and resources. Podcasts are growing in popularity as a communication platform for education and entertainment. With the VARK model of learning styles and core plant pathology concepts as a guide, researchers evaluated the prevalence and type of plant pathology information in podcasts to better understand how podcasts could benefit Extension plant pathology programs. Using keywords related to plant pathology, researchers searched popular mobile podcast listening applications and evaluated relevant podcast episodes using content analysis methods. Results indicated few podcast shows …

Introducing The Academic Discipline Of Agricultural Communications To The United Kingdom, Jefferson D. Miller, Sara Maples Bell, Jill Rucker, Emily Buck, Anika Parks

Journal of Applied Communications

Though the academic discipline of agricultural communications is well established in the United States, it does not have a significant presence in the United Kingdom. This is the case in spite of the fact that the profession of agricultural communications is well-established across the country. As administrators at U.K. institutions consider adding curriculum in this discipline, it is important for them to have an understanding of the competencies employers would expect of agricultural communications graduates, as well as an understanding of what students would expect to learn. Empirical data describing such perceptions could further the conceptualization and development of the …

Using Audience Segmentation To Determine Millennial Perceptions Toward Gm Foods, Katherine Burke Ph.D., Courtney D. Boman Ph.D., Jeremy D'Angelo, Jason D. Ellis Ph.D.

Journal of Applied Communications

Millennial consumers are an essential population segment who are currently the third highest spenders in grocery aisles. Millennials are often lumped into one homogenous group; however, they are instead a diverse group comprised of unique characteristics. As producers are increasingly adopting genetically modified (GM) crops, it is essential to understand how consumers perceive the technology. Using the Situational Theory of Publics, an online survey was used to capture character traits of millennials and their perceptions toward GM foods. Using non-probability quota sampling (N=386), millennials were asked to answer demographic questions as well as questions related to their level …

A Mixed-Methods Comparison Of Self-Reported And Conversational Trust In Science, Joy N. Rumble, Yu-Lun Wu, Kelsey Tully, Taylor K. Ruth, Jason D. Ellis Ph.D., Alexa J. Lamm

Journal of Applied Communications

The development of science and technology highly relies on public trust in science. However, previous studies have shown that the public trust may vary across different scientific issues. This research explored how the public trust in science varied between a general and context specific environment. A convergent mixed-methods design was conducted. The results indicated participants’ self-reported general trust in in science did not change significantly between two measures. However, in conversation four major themes related to distrust were revealed. Future research is recommended to further explore how trust in science evolves in conversation and among different contexts.

An Evaluation Of Agricultural Communications Faculty Members’ Mentoring Experiences, Taylor K. Ruth, Ricky W. Telg, Lisa K. Lundy

Journal of Applied Communications

Agricultural communications programs are expected to grow and emerge over the next decade. For these programs to find success, faculty leading them will need to be properly supported through effective mentoring. The purpose of this study was to evaluate the current mentoring of agricultural communications faculty across the country. In November 2019, an online survey instrument was distributed to a census of members of the Society of Agricultural Communications Scholars listserv. Survey respondents reported mentoring was not formally required, and most of the respondents received informal mentoring. Mentors were most frequently non-agricultural communications faculty in the respondents’ respective department or …

Technically Speaking: Technical Skills Needed For Agricultural Communication Baccalaureate Graduates, Arthur Leal, Kati M. Lawson, Ricky W. Telg, Joy N. Rumble, Nicole Lamee Perez Stedman, Debbie Treise

Journal of Applied Communications

Technically Speaking: Technical Skills Needed for Agricultural Communication Baccalaureate Graduates

Abstract

The purpose of this national study was to assess the perceived importance of 57 technical skills identified in previous literature, and to determine entry-level, agricultural communication graduates’ ability to perform those technical skills as perceived by agricultural communication graduates, communication industry professionals, and agricultural communication faculty members. Participants from the three evaluation groups (n = 193) identified three of the most important technical skills needed by agricultural communication graduates. These skills were communicating in written form, concise and clear writing, and communicating verbally. Graduates placed a higher importance …

What Are Reviewers Looking For? A Qualitative Analysis Of Open-Ended Responses From A Questionnaire Sent To Faculty In Agricultural Communications, Quisto Settle, Lauri M. Baker, Alyssa Rockers

Journal of Applied Communications

While peer review is the best system available for assessing the quality of research manuscripts, the system is imperfect at best. How peer review is conducted is often guided by unwritten rules, which can make writing articles for peer review more difficult. New reviewers also lack information on what other reviewers are looking for. This project assessed what reviewers were looking for when evaluating research papers. An anonymous link was sent to agricultural communications faculty members were eligible to review papers. There were 22 responses from the 43 faculty members who were sent the link to participate. Processes for reviewing …

Examining Consumers' Trust In The Food Supply Chain, Chadelle R.H. Robinson, Taylor K. Ruth, R.G. "Tre" Easterly Iii, Fayth Franzoy, Jay Lillywhite

Journal of Applied Communications

Consumers are concerned about the quality and safety of their food at all times during the food supply chain, but sensationalized media coverage, lack of knowledge, and recent recalls have made it difficult for consumers to trust the agricultural industry. Because trust drives risk perceptions and acceptance, it is important for agricultural communicators to understand how personal characteristics influence trust in the food supply chain. To fulfill the purpose of this study, a national quota sample of 847 responses to an online questionnaire were collected in March 2019. The results indicated respondents held a moderate level of trust toward production …

Impacting Agriculture And Natural Resource Policy: County Commissioners’ Decision-Making Behaviors And Communication Preferences, Kati Lawson, Kevin Kent, Shelli Rampold, Ricky W. Telg, Ashley Mcleod-Morin

Journal of Applied Communications

Elected officials at the local, state, and national levels play key roles in shaping the agriculture and natural resources (ANR) sectors through the development and implementation of ANR policies and regulations. As such, it has become necessary for members of the ANR community to understand the policy formation process and how to communicate effectively with elected officials about ANR policies and issues. However, little research has been conducted at the local level to examine how local elected officials (LEOs) interact with information specific to ANR policies to make decisions. This study was designed to assess the communication and information-seeking preferences …

Utilizing Extension As A Resource In Disaster Response: Florida Extension’S Communication Efforts During The 2017 Hurricane Season, Moses R. Mike, Shelli D. Rampold, Ricky W. Telg, Angela B. Lindsey

Journal of Applied Communications

Crisis communication plays a significant role for the different audiences for which it is designed. Hurricanes and other disasters have resulted in major economic damage and disruption of social norms for extended periods of time in communities across the globe. In such circumstances, the Cooperative Extension Service is often called to take an active role in preparation, response, and recovery. As part of the local emergency management team, local Extension offices are positioned to provide a research base, relevant information, and faculty. As such, citizens often look to Extension faculty members for emergency resources and expertise. However, standard communication methods …

Coauthor Network Analysis Of Journal Of Applied Communications Articles From 2008-2017, Audrey E. H. King, Quisto Settle

Journal of Applied Communications

Coauthorship networks offer a glimpse of collaborations within a discipline, illustrating the social networks that enable users to leverage more resources than they could on their own. This study used relational bibliometric data from the last 10 years of the Journal of Applied Communications (JAC) to create a social network analysis. The following research objectives guided this study: 1) Describe authorship, category (i.e., research article, commentary, book review), and number of JAC papers published from 2008 to 2017, 2) Describe the coauthor network characteristics of JAC papers, and 3) Describe the relationship between publication frequency and social …

A Pilot Qualitative Case Study Of Agricultural And Natural Resources Scientists’ Twitter Usage For Engaging Public Audiences, Jamie Loizzo, Catherine Jones, Abby Steffen

Journal of Applied Communications

Scientists are frequently asked to broadly share their expertise and research with a variety of audiences, beyond typical academic circles in their home disciplines. That could include developing community engagement programs, school outreach, leveraging online social networks, and other activities. The purpose of this study was to examine U.S. agricultural and natural resources (ANR) scientists’ typical science communication channels, their experiences utilizing Twitter for sharing their knowledge, research, and engaging in online public science discussion. Diffusion of Innovations theory and the model of science in-reach versus outreach guided this study. Researchers used a qualitative case study design. Data collection included …

Can Anyone Hear Us? An Exploration Of Echo Chambers At A Land-Grant University, Taylor K. Ruth, Joy N. Rumble, Sebastian Galindo-Gonzalez, Lisa K. Lundy, Hannah S. Carter, Kevin M. Folta

Journal of Applied Communications

Faculty at land-grant universities are expected to engage in some form of Extension, or science communication, as part of the land-grant mission. However, critics have claimed these institutions are out of touch with their stakeholders’ needs and faculty mainly communicate with others in academia. This engagement with a homogenous group reflects the concepts of echo chambers, where people are only exposed to information that aligns with their beliefs and current knowledge and discredit opposing information. An explanatory mixed-methods design was used to understand land-grant faculty’s engagement in echo chambers. A survey was distributed to a census of tenure-track faculty in …

Should Livestock Images Provide Historical Reference Or Modern Reality? An Examination Of The Influence Of Livestock Communication On Attitude., Joy N. Rumble, Tiffany M. Rogers-Randolph, Emily B. Buck

Journal of Applied Communications

The livestock industry has repeatedly struggled to effectively communicate livestock care and handling practices in order to promote awareness and acceptance. Many consumers still hold on to the historically picturesque view of production agriculture instead of the modern reality. It is necessary for the industry to identify how much is too much to tell or show consumers. Therefore, this study sought to understand the influence of two communication treatments on attitudes toward livestock care and use. Elaboration Likelihood Model (ELM) served as the theoretical framework for this study. A sample of 1,049 respondents was obtained through non-probability sampling. To fulfill …

Engaging Dairy Farmers In Safety Messages: Values, Moral Norms, Barriers, And Implications For Communication, Emily Wilmes, Rebecca Swenson

Journal of Applied Communications

Dairy farms pose many hazards to farmers and their employees, including the risk of injury caused by handling animals. On many farms, there is a lack of consistent information and training related to farm safety topics, including stockmanship, or safe animal handling. The purpose of this qualitative research was to explore effective communication strategies that support the application of stockmanship practices and more broadly support health and safety measures and the adoption of new behaviors by farmers and their employees. Research was conducted in three stages via in-depth farm tours and in-person interviews, a qualitative survey, and follow-up phone interviews …

Exploring Communication Tendencies Of Program Facilitators, Fawn Kurtzo, Leslie D. Edgar, Don W. Edgar, Donna L. Graham, Mark Russell

Journal of Applied Communications

Audience analysis is a critical skill to forge relationships and develop effective communications. Programs provided by the Cooperative Extension Service must be aware of external and internal audiences to provide relevant information and evoke impacts. Berlo’s (1960) Source-Message-Channel-Receiver Model of Communications guided this formative evaluation of Extension staff, and horse 4-H club volunteer leaders (program facilitators) to expose internal communication tendencies in Arkansas. Findings identified that program facilitators seek horse-related information from a variety of sources, most frequently relying on personal connections and least frequently seeking Extension sources. Program facilitators share a variety of messages and most frequently relay information …

Informal Science Engagement Via Extension Exhibits: A Pilot Evaluation Of Adult State Fairgoers’ Experiences, Attitudes, And Learning At Raising Nebraska, Jamie Loizzo, Nathan W. Conner, Karen J. Cannon Ph.D., Elizabeth Janning, Jeffrey Rollins

Journal of Applied Communications

Science communication and informal science education collide in the context of Extension state fair exhibits for engaging public audiences in critical agricultural and natural resource issues impacting people’s daily lives. A need exists to employ systematic communication and education theory and techniques to effectively deliver scientific information in informal learning spaces. In an effort to apply and expand systematic instructional design thinking and research in informal science learning, this study piloted a touchscreen iPad survey evaluation (n= 93; ages 19-66) of adult state fairgoers’ demographics, experiences, attitudes, and learning during their visit to a 25,000 square-foot facility featuring an Extension …

Comparison Of Extension Personnel And Supervisor Perceptions Of Communications Activities, Brittany Bowman, Quisto Settle, Elizabeth Gregory North, Keri Collins Lewis

Journal of Applied Communications

Extension is often called the “best-kept secret” having low awareness with the public but high satisfaction with clientele. Extension services nationwide have faced budget cuts, creating a need for the organization to re-evaluate its activities, including how it communicates with its stakeholders. While Extension personnel are the ones who will do most of the communicating, their supervisors impact the personnel’s actions, which means it is important to assess both groups. A survey was conducted with Extension personnel and their supervisors in Mississippi assessing engagement in communications activities and perceptions of those activities, as well as personnel’s preference of professional development …

Piloting Participatory Arts-Based Methods For Exploring Indonesians’ Experiences In A U.S. Biotechnology Training Program, Jamie Loizzo, Richard E. Goodman, Mary Garbacz

Journal of Applied Communications

Science communication faculty and professionals often train scientists about conveying and delivering critical and sometimes controversial scientific information to public audiences. This qualitative case study was situated in a U.S.-based biotechnology training program funded by the United States Department of Agriculture for connecting Indonesian science fellows with university biotechnology scientists and science communication experts. The researchers piloted a participatory arts-based approach for instructing and researching Indonesian scientists’, professionals’, and educators’ learning and experiences in the program. Participatory and arts-based research has the potential to uncover and bring to light participants’ perceptions. Participants used iPad multimedia kits to demonstrate their learning …

Understanding Consumer Intent To Buy Local Food: Adding Consumer Past Experience And Moral Obligation Toward Buying Local Blueberries In Florida Within The Theory Of Planned Behavior, Jessica Holt, Joy N. Rumble, Ricky Telg, Alexa Lamm

Journal of Applied Communications

Buying local food has become an increasingly popular way for consumers to engage with those who grow their food; however, research has shown a specific audience tends to buy local food due to individual-specific barriers. To better understand what motivates consumers to buy local food the Theory of Planned Behavior was used as a way to potentially predict consumers’ behavior toward buying locally grown blueberries. Also, the variables of past experience and self-identity/moral obligation toward buying local food were introduced to the model since both variables may increase the predictability of the Theory of Planned Behavior model in certain food-related …

Using Student-Produced Videos To Communicate About Science, Ricky W. Telg, Kathryn Stofer, Rachel Deconna

Journal of Applied Communications

This professional development article provides a case study of the Explore Research at the University of Florida video project, conducted by University of Florida undergraduate and graduate students. Students take an advanced digital media production course where they develop videos documenting research at the university. The videos are then displayed at the Museum of Natural History and various online, broadcast, and cable television outlets. This article also provides suggestions for individuals who may want to develop their own partnerships with similar organizations in their courses.