Social and Behavioral Sciences Commons^™

Print Grades Prime: A Quantitative Analysis Of Producer Communication Preferences Of U.S. Beef Breed Association Magazines Through The Lenses Of Uses, Gratifications, And Gatekeeping, Megan Underwood, Katherine J. Starzec, Nellie Hill-Sullins, R. L. Weaber

Journal of Applied Communications

The United States beef industry is a major stakeholder in national and international agriculture and is driven by technological innovations and beef producers in all 50 states. Beef cattle breed associations are essential to the success of the industry as they not only maintain breed pedigrees but also disseminate vital information to their members. The magazines of beef cattle breed associations are a primary source of communication for U.S. beef producers. Goals for this study were to determine what information beef producers use from their beef breed association magazines, what information they want to see more of in beef breed …

The Meat Of The Matter: The Effect Of Science-Based Information On Consumer Perception Of Grass-Fed Beef, Klae D. O'Brien, Carrie N. Baker, Sarah A. Bush, Kattlyn J. Wolf

Journal of Applied Communications

In the United States, there is a growing disconnect between consumers and their food source, leading to a lack of knowledge and trust in the agricultural food system. Urbanization has moved people away from farms, ranches, and food production; and the information consumers seek about their food is filtered through mass and social media. Portrayals of information about food production, specifically beef, from outside the agriculture industry often present polarizing and conflicting information about beef production and its implications for the health and well-being of humans, livestock, and the environment. This adds to consumer confusion and influences purchasing behaviors. Using …

A Multi-Method Analysis Of Diversity, Equity, And Inclusion Websites Of Fortune 500 Agricultural And Food Companies, Garrett M. Steede, Rebecca Swenson, Troy Mckay

Journal of Applied Communications

Each year, Fortune magazine publishes a list of the 500 largest corporations in the United States of America based on total revenue in the previous fiscal year. As successful companies, these organizations must prioritize diversity, equity, and inclusion (DEI) for a multitude of reasons. The purpose of this study was to determine how agricultural and food companies on the 2021 Fortune 500 list demonstrated a commitment to DEI efforts on their corporate websites. Thus, we analyzed the DEI website of each food and agricultural company listed on the 2021 Fortune 500 list. Quantitatively, most websites only required two clicks to …

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 …

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 …

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 …

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, …

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. …

Hemp There It Is: Examining Consumers’ Attitudes Toward The Revitalization Of Hemp As An Agricultural Commodity, Shelli Rampold, Zachary Brym, Michaela S. Kandzer, Lauri M. Baker

Journal of Applied Communications

This study was conducted to examine Florida consumers’ stance on legalizing the growing and processing of hemp, recently redefined as an agricultural commodity. Factors were explored that may explain their stance to provide insight into the communication needs in the early stages of the U.S. hemp industry revival. Results indicated that respondents who had more favorable attitudes toward legalizing hemp were also more likely to fall within the category of being overall “for legalizing hemp” when offered a binary choice. Further, attitude toward legalizing hemp was predicted by respondents’ objective knowledge of hemp topics, attitude toward legalizing marijuana, and perceived …

Generation Z And Crispr: Measuring Information Processing Using Animated Infographics, Maria A. Martinez, Jessica Holt, Alexa Lamm, Abigail Borron

Journal of Applied Communications

CRISPR gene-editing technology, as it relates to food, has the potential to revolutionize the agricultural industry. Currently, 40% of global consumers are categorized as Generation Z. Gen Zer’s are digital natives and use Instagram to discover new products; therefore, it is important to understand the most effective communications strategies to engage this segment of consumers with scientific information that will allow for informed decision-making regarding CRISPR technology. Infographics are a form of data visualization that can be used in a static or animated form. Previous studies have shown animated infographics to garner greater attention from respondents. Using the Heuristic-Systematic Processing …

Navigating Transparent Pork Production: Analyzing Visual Attention Of The Maschhoffs Website, Nellie Hill, Maggie Elliot, Courtney Meyers

Journal of Applied Communications

When it comes to food, consumers are increasingly concerned with the welfare of the livestock used to produce it. To display transparency and build trust with patrons, businesses such as The Maschhoffs, a pork production company, have created online tools to answer questions about production processes. This study implemented eye tracking and survey methodologies to attain insight regarding the visual attention of website visitors. While results revealed no discernable pattern of navigation among respondents, the findings illustrated a sector of the pork industry consumers expressed interest in was the breed-to-wean section of the farm. Researchers encourage agricultural communicators to develop …

Perceptions Of Social Media Use Among U.S. Women Farmers, Kerry Daigle, Sarah Noel Heiss

Journal of Applied Communications

Communication networks and knowledge sharing are important for the persistence of small farms that operate outside of industrial agriculture. In past years, internet platforms have been promoted as a tool for farm businesses to connect with customers and other farmers. Social media in particular has gained attention as a user friendly and accessible tool for small business viability. Drawing on Uses and Gratifications Theory, this study uses examines interviews with women farmers' in the United States to explore how they view the role of social media for their agricultural practice. Results demonstrate that women farmers report using social media to …

To Post Or Not To Post? Factors Influencing State Ffa Officers’ Social Media Behaviors, Tiffany Rogers-Randolph, Lisa K. Lundy, Ricky W. Telg, Joy N. Rumble, Brian Myers, Angela B. Lindsey

Journal of Applied Communications

The demand for agriculture, food, and natural resource (AFNR) messages to be conveyed via channels of social media provides a natural inclination to seek out digital natives, such as state FFA officers, to fill the present gap of agriculturalists in online environments. The purpose of this study was to examine the factors that influence state FFA officers’ behaviors of communicating about AFNR issues on social networking sites. The theoretical framework that guided this study of communication behaviors was the theory of planned behavior. A census of the accessible population of 276 state officers was attempted, and 97 usable responses were …

Examining The Social Properties Of Oklahoma Agricultural Facebook Pages: A Quantitative Content Analysis, Audrey E. H. King, Quisto Settle

Journal of Applied Communications

Social media is used by millions of people in the United States, and producers are often encouraged to maintain a social media presence to promote their businesses and agriculture in general. Farmers have deeply entrenched identities. Social identity theory states people self-sort into certain groups. Social comparison and positive distinction are two principles of social identity theory. There is a need to research how agricultural operations are portraying those identities, including how they portray the identities of dissimilar agricultural operations online. This study compared Oklahoma mainstream and alternative producers in a quantitative content analysis of their Facebook pages. The following …

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 …

Looking For Information: An Exploratory Analysis To Explain Public Information-Seeking Behaviors About Mosquito Control, Shelli D. Rampold, Melissa Cater, Ricky W. Telg

Journal of Applied Communications

Mosquitoes pose substantial risks in communities worldwide, and the extent and type of such risk may vary across communities and regions. The integrated mosquito management approach integrates multidisciplinary methods into practical strategies tailored to local communities. Reduction of mosquito larval sources via community engagement in at-home mosquito control behaviors is a key component of this approach. Best methods of communicating information to the public to foster knowledge and motivation to engage in local mosquito control efforts. The purpose of this descriptional, correlational study was to describe the Florida public’s mosquito control information search behaviors, as well as examine factors that …

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 …

“You Call That Meat?” Investigating Social Media Conversations And Influencers Surrounding Cultured Meat, Annie R. Specht, Joy N. Rumble, Emily B. Buck

Journal of Applied Communications

Cultured meat has yet to reach store shelves but is nonetheless a growing issue for consumers, producers, and government regulators, many of whom have taken to social media to discuss it. Using a conceptual framework of social cognitive theory and issues management, this qualitative content analysis investigated social-media discourse surrounding the topic of cultured meat in the United States by describing the content of the discussion in late 2018 and identifying individual influencers and communities of influencers engaged in the discussion. Data were collected from Twitter using listening platform Sysomos MAP. The thematic analysis revealed eight themes: legality and marketing …

Misleading Or Informing? Examining The Effects Of Labeling Design On Consumers’ Perception Of Gluten-Free Products And Wheat Safety, Kimberly Cantrell, Nan Li, Courtney Meyers, Cindy Akers

Journal of Applied Communications

As food products marketed as “gluten-free” become increasingly popular, many consumers start to exclude sources of gluten (e.g., wheat, barley, and rye) from their diets for both medical and non-medical purposes. The grain industry is facing a growing challenge to (re)boost consumers’ confidence in the healthiness and safety of its commodities. Using 561 participants recruited from the Amazon Mechanical Turk workers’ panel, this study implemented a 2 (pretzels vs. potato chips) * 2 (positive- vs. negative- frame) * 2 (wheat image vs. no wheat image) experiment to examine the effects of gluten-free labels on consumers’ perceived healthiness and safety of …

Consumers’ Evaluation Of Animal Welfare Labels On Poultry Products, Rexanna Powers, Nan Li, Courtney Gibson, Erica Irlbeck

Journal of Applied Communications

As the public has expressed increasing concerns regarding the humane raising and handling of farm animals, the U.S. Department of Agriculture and industry organizations have developed a series of standards enforcing animal welfare in the poultry industry. Labels and value-added claims were created and defined to differentiate products and to inform consumers’ purchasing decisions. This study identified five labels related to animal welfare that are frequently found on food packages in the U.S. grocery stores, including both the mandatory labels and third-party, voluntary labels. Using a controlled online experiment (N=249), we examined the labels’ effects on consumers’ perception …

An Investigation Of Agricultural Crisis Communications Via Social Media, Courtney Gibson, Erica Irlbeck, Courtney Meyers, Cindy Akers, Peggy Price

Journal of Applied Communications

How an agricultural organization handles the way the media reports a crisis can have an impact on the public’s perceptions of the organization, and sometimes the industry as a whole. The popularity of social media outlets as a venue for disseminating and gathering information and news makes the use of social media surrounding agricultural crises an important topic to investigate (Glynn, Huge, & Hoffman 2012; Hermida, 2010). A qualitative case study was conducted to investigate the use of social media tools during an agricultural crisis. The participants – communications directors, social media managers, and individuals with a close connection to …

Exploring The Impact Of Ohio Agricultural Organizations’ Social Media Use On Traditional Media Coverage Of Agriculture, Leigha Haller, Annie R. Specht, Emily B. Buck

Journal of Applied Communications

One of the nation’s most important industries, agriculture, has adopted social media to communicate with consumers and the public. At the same time, traditional news media remains important to the agriculture industry because many consumers still receive information about agriculture from sources such as newspapers and television. Little literature at the time of this study explored how social media is used specifically as a media relations tool. The purpose of this study is to examine how agricultural organizations in Ohio communicate via social media and how the messages could impact central Ohio traditional media outlets’ coverage of agricultural issues. The …

A Website Content Analysis Of Corporate Animal Welfare Messaging, Olivia Morris, Jefferson D. Miller, Isabel Whitehead

Journal of Applied Communications

The purpose of this study was to identify and describe the nature of corporate positions on animal welfare available on the websites of five meat producing companies in the U.S. The results of the content analysis illustrated that there were common topics among the dialogs the companies were willing to open related to their animal welfare positions. The companies typically took a general approach to animal welfare topics, commonly focusing on their corporate policy and their commitment to animal welfare. While each company focused on a unique combination of topics, companies commonly avoided mentioning more specific and possibly controversial …

Interactive Infographics' Effect On Elaboration In Agricultural Communication, Erin Burnett, Jessica Holt, Abigail Borron, Bartosz Wojdynski

Journal of Applied Communications

In public health, politics, and advertising, interactive content spurred increased elaboration from audiences that were otherwise least likely to engage with a message. This study sought to examine interactivity as an agricultural communication strategy through the lens of the Elaboration Likelihood Model. Respondents were randomly assigned a static or interactive data visualization concerning the production of peaches and blueberries in Georgia, then asked to list their thoughts in accordance with Petty and Cacioppo’s thought-listing measure. Respondents significantly exhibited higher elaboration with the interactive message as opposed to the static, extending the results of past research in other communication realms to …

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 …

Collegiate Millennials' Perceptions Of Locally Produced Beef, Shelby Oesterreicher, Lisa K. Lundy, Joy N. Rumble, Ricky W. Telg

Journal of Applied Communications

Millennial consumers are stepping into important roles as decision makers and consumers. A knowledge and communication gap exists between cattle producers and consumers this knowledge seeking generation. This study focused on collegiate millennials’ perceptions of locally produced beef. The research design was qualitative in nature using focus groups. Participants associated the beef industry and beef products with the environment, management practices, treatment of animals, human health concerns, retail, experience with the beef industry, experience with beef, and transparency. Results of this study showed participants had minimal knowledge of the industry and relatively negative perceptions of the industry and beef products. …

Perceptions Of Trust: Communicating Climate Change To Cattle Producers, Ricky W. Telg, Lisa Lundy, Cassie Wandersee, Saqib Mukhtar, David Smith, Phillip Stokes

Journal of Applied Communications

The Cattle and Climate Conversations Workshop for Cooperative Extension and Natural Resources Conservation Service, the last activity funded through a multi-regional United States Department of Agriculture’s National Institute of Food and Agriculture (USDA NIFA) grant, took place in October 2016 in Denver, Colorado, for Extension and Natural Resources Conservation Service (NRCS) representatives in the Southwest and Mountain West who work extensively with cattle producers. The purpose of this study was to identify how Extension agents and NRCS personnel in this workshop viewed the issue of “trust,” as it relates to communicating the topic of climate change to cattle producers. Three …

#Transformffa: An Analysis Of Social Media Content During The 2016 National Ffa Convention, Tiffany M. Rogers-Randolph, Lisa K. Lundy, Jessica L. Harsh, Raychel Rabon

Journal of Applied Communications

The proliferation of social media has the ability to considerably impact stakeholders’ perspective of an organization’s brand. Due to this relationship, social media analysis is crucial to executing informed brand communication strategies. In October 2016, the brand communication strategies of the National FFA Organization were focused on promoting the 89^th National FFA Convention. A large portion of these efforts and resources were dedicated towards the utilization of social media. This study was designed as a content analysis of the National FFA Organization’s social media presence during the dates of the convention. The goal was to identify the prominent themes …

The Communication Effectiveness Of Scientist-Stakeholder Partnerships Addressing Agriculture And Natural Resources Issues: A Citation Analysis Of The Florida Water And Climate Alliance, Shuyang Qu, Tracy Irani, Angela B. Lindsey

Journal of Applied Communications

Public opinion on contentious agricultural and natural resource issues, such as climate change, has become more polarized and the science itself has sometimes been called into question. In response, academics and various types of stakeholders have formed organizational partnerships and collaborations to disseminate their science to inform the public and policy. These Scientist-Stakeholder Partnerships possess advantages such as technical expertise, however, such groups often face challenges in communicating effectively and establishing their reputation.

This study selected Florida Water and Climate Alliance (FWCA) as an example of this type of organization and used citation analysis to measure communication effectiveness and impact. …