Social and Behavioral Sciences Commons^™

Exploring The Applicability Of The Science Communication Research Agenda To Agricultural Communications Scholarship, Jean A. Parrella, Holli R. Leggette, Madalynn P. Kainer, Mckenna L. Bush

Journal of Applied Communications

Agricultural communications scholars do not use a national research agenda to guide their research, which could be limiting the impact and rigor of the discipline. In this commentary, we argue that agricultural communications scholars should adopt the science communication research agenda published by the National Academies of Sciences, Engineering, and Medicine in 2017 because the goals of science communication, outlined in the agenda, are relevant to agriculture. Members of the committee who developed the agenda study science communication in contexts of food, agriculture, life sciences, the environment, political science, health, nutrition, and psychology, among others. They developed the agenda with …

Community Attitudes Toward Local Foods And Producers: The Role Of Warmth Versus Competence Across Demographics For Social Media Engagement., Danielle L. Eiseman, Andrea Stevenson Won

Journal of Applied Communications

Connecting local food producers with consumers is useful for ensuring individuals have access to healthy, fresh, foods. Small farmers, however, lack the resources to effectively connecting with consumers through traditional forms of marketing. Marketing to consumers through social media is a low-cost method that local food producers can use to promote their products. Creating engaging content on social media can be challenging, thus there is a need for guidance on how to effectively engage with local consumers through social media. Studies in advertising have shown dimensions of warmth and competence can be useful frames for engaging consumers across a variety …

External Perceptions Of The Oklahoma Youth Expo's March 2020 Covid-19 Response, Bree Rosman, Quisto Settle, Nathan Smith, Morgan Pfeiffer

Journal of Applied Communications

Livestock shows are a prevalent part of youth agricultural programs in the United States, but they are not well understood, particularly in terms of risk and crisis communication. Through in-depth qualitative interviews, this study evaluated the perceptions of Oklahoma agricultural education instructors, Extension agents, and parents of youth exhibiting at the 2020 Oklahoma Youth Expo (OYE). The onset of the COVID-19 pandemic caused the stock show to cancel in the middle of its schedule. The study evaluated perceptions of the event through the lens of crisis communication as it relates to brand reputation and crisis management. The study was guided …

The Steaks Are High: Covid-19’S Impact On Direct-To-Consumer Marketing In The Oklahoma Beef Industry, Linnea Langusch, Dwayne Cartmell, Quisto Settle

Journal of Applied Communications

The COVID-19 pandemic encouraged some beef producers to market their products directly to consumers. For many consumers the idea of buying beef products from local sources is appealing. Relationship management theory framed this study, as beef producers used relationship building as a path to product promotion. This study explored Oklahoma beef producers’ perceptions of changes that have occurred in direct-to-consumer marketing and consumer communications in the beef industry during the COVID-19 pandemic using semi-structured interviews. This study consisted of 16 participants found via snowball sampling. Participants were Oklahoma cattle ranchers over 18 years old who used one or more channels …

Looking Local: An Exploration Of Texas Residents’ Perceptions Of The Go Texan Certification Program To Develop Brand Positioning Strategies, Laura Morgan Fischer, Courtney Gibson, Kayla Powers

Journal of Applied Communications

State agricultural certification programs allow consumers to knowingly purchase products grown or produced in their state. However, consumers may not be aware of or understand the concept behind these certification programs. This study examined Texas residents’ awareness and perceptions of one state agricultural certification program, GO TEXAN. To position a brand and develop key messages, communicators must be aware of how the audience views the brand, its key qualities and characteristics, and the information channels to distribute the messages. To do so, we distributed a survey instrument embedded in Qualtrics to a panel of Texas residents. We found respondents were …

Potentially Misleading Weight Loss Advertisements Targeting Men: Examining Influence Of Celebrity Athlete Endorsement On Ad Believability And Purchase Intentions, Andrew C. Pickett, Katie M. Brown, Zack J. Damon, Natasha T. Brison

Health Behavior Research

Given the prevalence of false or exaggerated claims in advertisements for weight loss products, as well as risks associated with use of unproven dietary supplements and exercise plans, they are subject to heightened scrutiny from regulators. However, celebrity athlete endorsers are increasingly featured in advertisements promoting weight loss products targeting men. This study employed a 2x2 (athlete endorser vs. non-celebrity; plausible vs. unrealistic advertising claim) experimental design, whereby participants (n= 292) were exposed to one of four ad conditions. Results suggest the athlete endorser was perceived as more credible than a non-celebrity, being rated as more expert. Significant …

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 …

A Culture Of Fire: Identifying Community Risk Perceptions Surrounding Prescribed Burning In The Flint Hills, Kansas, Zoey Rosen, Giovanna Henery, Kellin D. Slater, Olivia Sablan, Bonne Ford, Jeffrey R. Pierce, Emily V. Fischer, S. L. Magzamen

Journal of Applied Communications

In the Flint Hills region of eastern Kansas, there is a long tradition of spring prescribed burns. However, air quality concerns in downwind communities have sparked conversation regarding the environmental and social impacts of these burns. This study aimed to identify the risk perceptions associated with prescribed burns using two theoretical frameworks: the social amplification of risk framework and the protective action decision model. In April 2022, we conducted 18 in-depth, semi-structured interviews with Flint Hills community members from different social stations. Participants identified several benefits of prescribed burns: cattle production gains, invasive species management, prairie ecological health maintenance, and …

Examining The Impact Of Disaster Experience With Winter Storm Uri And Climate Change Risk Perceptions On Support For Mitigation Policy, Ginger Orton, Laura Morgan Fischer, Cara Lawson

Journal of Applied Communications

In February 2021, Winter Storm Uri swept across the central and eastern United States bringing extreme cold, widespread power outages, and rolling blackouts throughout Texas. This storm prompted climate change to emerge as a major topic of controversy and conversation with scientists and the public alike, and many began to think about the impacts of climate change. Risk communication experts have suggested prior disaster experience is a key mechanism of understanding how risk perceptions are shaped, and ultimately, on how individuals arrive at a judgment, evaluation, or attitude toward information and situations. Drawing from risk communication scholars, we examined the …

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 …

Rural Redemption: A Model To Help Understand The Perspectives Of Rural Americans Related To Vaccine Science, Lauri Baker, Ashley Mcleod-Morin, Chen-Xian Yang, Audrey E. H. King, Shelby Thomas, Kristina Boone

Journal of Applied Communications

Rural communities are vital to the foundation of American agriculture and are currently disproportionately affected by health and environmental challenges that will require broad scientific solutions. Cooperative Extension professionals and agricultural communicators are increasingly tasked with communicating about the science surrounding these topics and need effective tools for determining strategic communication tactics to influence personal behaviors. The purpose of this study was to understand the role of community-based social marketing (CBSM) concepts and trust in science on rural Americans’ intentions and attitudes toward the COVID-19 vaccine. A hypothesized model was developed that included concepts of CBSM, trust in science, intentions, …

A Field Test Of Popular Chatbots’ Responses To Questions Concerning Negative Body Image, Ruopeng An, Christopher W. Byron Jr., Chen Chen, Xiaoling Xiang

Health Behavior Research

Background: Chatbots are computer programs, often built upon large artificial intelligence models, that employ dialogue systems to enable online, natural language conversations with users via text, speech, or both. Body image, broadly defined as a combination of thoughts and feelings about one’s physical appearance, has been implicated in many risk behaviors and health problems, especially among adolescents and young adults. Little is known about how chatbots respond to questions about body image.

Methods: This study assessed the responses of 14 widely-used chatbots (eight companion and six therapeutic chatbots) to ten body image-related questions developed upon validated instruments. Chatbots’ responses were …

Sound: Dialogue, Music, And Effects, Hannah M. Chambers

Journal of Applied Communications

Book review of Sound: Dialogue, Music, and Effects, edited by Kathryn Kalinak.

A Statistical Approach To Classification: A Guide To Hierarchical Cluster Analysis In Agricultural Communications Research, Ch'ree Essary, Laura Morgan Fischer, Erica Irlbeck

Journal of Applied Communications

Classification, the sorting of similar objects or organisms into groups based on shared qualities and characteristics, is how we make sense of the world. As the field of agricultural communication and our understanding of media effects becomes more complex, it is important to have approaches that allow for a valid and reliable method of classifying units of analysis — whether they are texts, people, or other artifacts — into groups based on theoretically sound variables. This paper discusses one method of classification, the hierarchical cluster analysis, and how this method may be applied by 1) Developing Variables for Study, 2) …

Show Me And What Will I Remember? Exploring Recall In Response To Nws Tornado Warning Graphics, Laura Morgan Fischer, Ginger Orton, Jeannette Sutton, Madison Wallace

Journal of Applied Communications

It is critical that organizations deliver timely, effective communication about potential risks and life-saving information. The National Weather Service (NWS) developed a suite of messages known as “experimental graphic products” to be automatically distributed through their local official Twitter accounts at the onset of fast-moving, severe weather events such as tornadoes. However, recent research has suggested messages need to be carefully constructed for audiences to place attention to the content, remember the content, and later act in response to the content. The purpose of this study is to explore what people recall of the NWS Twitter message. We used an …

Exploring Source Credibility When Communicating About Agricultural Science On Twitter, Allison R. Fortner, Alexa J. Lamm, Abigail Borron, Jessica Holt, Allen J. Moore

Journal of Applied Communications

Universities must strategically communicate agricultural science to effectively reach millennials skeptical of agricultural innovations and constantly assessing the credibility of online information. Universities are trusted information sources and must maintain credibility on social media platforms such as Twitter, used by millennials to receive and share information. Source credibility seeks to understand message source and recipient characteristics that influence recipients’ perceptions of a source’s expertise and trustworthiness. The purpose of this study was to explore differences in engagement when specific factors affecting source credibility were emphasized when communicating with millennials about agricultural science on Twitter. The purpose was accomplished by describing …

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 …

Examining The Influences Of Covid-19 Information Avoidance And Uncertainty On Perceived Severity Of The Pandemic: Applications From The Health Belief Model And Weick’S Model Of Organizing, Xuewei Chen, Jati Ariati, Ming Li, Gary Kreps

Health Behavior Research

Public health responses to the COVID-19 pandemic have been insufficient at keeping the virus from spreading rapidly and threatening public health around the globe. Not only has society been challenged by biomedical issues of disease contagion, infection, morbidity, and mortality, but has also confronted complex cognitive challenges to making sense of this health threat, especially related to accurately evaluating and responding appropriately to the severity of the pandemic. Perceived severity is an important cognitive factor associated with public willingness to adopt needed prevention, protection, and treatment behaviors for responding to serious health risks, like COVID-19. Information avoidance and uncertainty are …

“I Feel Like It’S One Of Those Things That Everyone Feels The Same Way About, No One Wants To Discuss It”: A Qualitative Examination Of Female College Students’ Pap Smear Experience, Ny'nika T. Mcfadden, Amanda H. Wilkerson, Heather J. Carmack

Health Behavior Research

The purpose of this study was to examine female college students’ Pap smear experience and communication with their provider before, during, and after the exam. In fall 2019, 158 female college students completed an online survey with closed and open-ended questions. Open-ended responses from participants reporting a previous Pap smear (n=36) were qualitatively analyzed to generate themes to explain female college students’ Pap smear experience and communication behavior with their provider before, during, and after the exam. The main themes identified included: Uncomfortable, Low Patient Engagement, Provider Support, and Provider Trust. Female college students overwhelmingly reported discomfort around …

Conservation In The News: Comparing News Coverage Of Nutrient Reduction In Agricultural And Non-Agricultural News Outlets In Iowa, Laura Witzling, Dara M. Wald, Eric Williams

Journal of Applied Communications

Twelve U.S. states were tasked with developing nutrient reduction strategies to help address hypoxia in the Gulf of Mexico. To better understand the kinds of messages different stakeholders in these states are likely to encounter about such strategies, we conducted a content analysis focused on the Iowa Nutrient Reduction Strategy (INRS). We examined 483 articles in two agricultural and two non-agricultural news outlets. We found that agricultural news outlets more often led with agricultural themes and more often used agricultural representatives as sources. The non-agricultural news outlets more often quoted representatives of environmental groups. News articles infrequently led with science …

Reporting On Vital Agricultural News In Ireland – A Comparison Between Mainstream Print Media And The Farming Press, Claire Mc Cormack, Pádraig Wims

Journal of Applied Communications

The purpose of this paper is to compare the reporting of vital agricultural news between the mainstream print media and the farming press in Ireland. To achieve this, this study examined coverage of a recent and significant agricultural news event by mainstream Irish newspapers and the Irish farming press. Taking the 2018–2019 Irish beef sector crisis as the case study for examination, researchers conducted a comparative content analysis of the most widely circulated mainstream national newspapers’ (n = 5) and farming newspapers’ (n = 2) coverage of the story over a 14-month period. We analyzed the timing, frequency, …

Reporting A Rural Reality: A Case Study Of An Agricultural Newspaper’S Series On The Rural Opioid Epidemic, Cara R. Lawson, Courtney Meyers, Amy Boren, Erica Irlbeck, Amber Mccord

Journal of Applied Communications

Opioid drug abuse has created an epidemic recognized as a public health emergency in 2017, and the detrimental impacts of this epidemic have reached into rural America. When it comes to presenting information via the mass media, communications professionals serve as gatekeepers for what information is passed on to media consumers. Additionally, news organizations place certain degrees of importance upon issues through the amount of coverage dedicated to an issue. In late 2016, when the Farm and Dairy newspaper editorial staff decided to dedicate a vast amount of time and resources to covering Ohio and Pennsylvania’s rural opioid epidemic, a …

Age As A Moderator Of The Association Between Anticipated Regret And The Posting And Deleting Of Alcohol-Related Content On Social Networking Sites Among Adolescents And Young Adults, Cassidy R. Loparco, Ashley Lowery, Zhengyang Zhou, Marcela Leon, Annalynn M. Galvin, Melissa A. Lewis, Dana Litt

Health Behavior Research

Research demonstrates associations between alcohol consumption and posting alcohol-related content on social networking sites (SNS); less is known regarding motivations behind deleting alcohol content on SNS and differences by age. The present study examined the associations of anticipated regret with posting and deleting alcohol-related content; age was examined as a moderator. Participants (N = 306; 47.1% male) aged 15 – 20 completed a baseline survey for a larger experimental study. Results indicated significant interactions between anticipated regret and age, such that higher levels of both increased the odds of both posting (OR = 1.37) and deleting (OR = 1.30) …

Labs And Landscapes Virtual Reality: Student-Created Forest Conservation Tours For Informal Public Engagement, Whitney Stone, Jamie Loizzo, Jacqueline Aenlle, Peyton Beattie

Journal of Applied Communications

The following exploratory convergent mixed-methods study examined graduate students’ experiences developing and facilitating 360º photo-based virtual reality (VR) tours titled Labs and Landscapes focused on forest conservation and climate change education, as well as tour impacts on public audiences. Graduate students in an agricultural and natural resources communication course at The University of Florida used 360º cameras, mobile devices, and online software to create VR tours about the UF/IFAS Austin Cary Research Forest. Then, the students guided public participants through the tours in three physical informal learning environments including a museum, brewery, and campus tabling site within the university community. …

Influence Of Message Theme On Consumer Perceptions Of Lab Grown Meat, Kellie Kubacak, Courtney Meyers, Hannah L. Ford, Nan Li, Lindsay Kennedy

Journal of Applied Communications

Lab grown meat is a new technology being developed as a potential alternative protein source. Although some research has been done about public perception of lab grown meat, no studies to date have observed the effects of message themes on public perception of lab grown meat. The study sought to better understand measures of uncertainty and risk and benefit perceptions after viewing a themed blog post about lab grown meat. Participants were randomly assigned one of three themed blog posts - against lab grown meat, neutral, or support lab grown meat. Perception questions were asked after viewing the blog post, …

Perception And Conceptualization Of The Land-Grant Mission At A Land-Grant Institution, Audrey E. H. King, Quisto Settle, Dwayne Cartmell, Asya Cooley, Jeff Sallee

Journal of Applied Communications

While the three-part mission of the land-grant university has been a pivotal component of agriculture and natural resources in the U.S., the land-grant mission is not always well understood by all audiences, including faculty members who are the key deliverers of the land-grant mission. As such, it is important to understand how faculty members view the land-grant brand identity. A series of focus groups were conducted with tenure and non-tenure track faculty members at [university]. Faculty members’ perceptions of the university’s brand came out in four themes: overall description of the brand identity, connections to [City], university values, and increased …

Exploring News Coverage About Plant-Based Milk: A Content Analysis, Elise Regusci, Courtney Meyers, Nan Li, Erica Irlbeck

Journal of Applied Communications

Plant-based milk has provided more options to consumers who are looking for an alternative to dairy milk. Recently, sales of plant-based milk have increased while dairy milk has continued to decline. To gather more insight into what is being discussed in news coverage about plant-based milk, a quantitative content analysis was conducted on 250 articles published from 2011 to 2020. These articles were coded for word count, location of publication, frame, and article type. The seven frames used to describe plant-based milk were Environment, Animal Welfare, Health, Economics, Labeling, Taste, and Trend. There was an increase in articles published each …

Framing Friction: A Content Analysis Investigating How The Cdc Framed Social Media Communication With The Public During The Covid-19 Pandemic, Michaela Kandzer, Valentina Castano, Lauri M. Baker, Ashley Mcleod-Morin

Journal of Applied Communications

The novel coronavirus was first discovered in Wuhan, China in December 2019. This zoonotic disease quickly spread through over 100 countries, including the U.S. The World Health Organization (WHO) declared a global health emergency by the end of January 2020. Soon after, many U.S. states issued mandatory stay-at-home orders, which caused adverse effects for agricultural businesses and food supply chains. During this crisis, the Centers for Disease Control and Prevention (CDC) shared information through social media platforms such as Facebook. This study sought to understand how the CDC framed direct communication to the public about issues related to COVID-19 using …

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. …