Social and Behavioral Sciences Commons^™

Visualizing Values: A Content Analysis To Conceptualize Value Congruent Video Messages Used In Agricultural Communications, Laura Morgan Fischer, Kelsi Opat, Kayla Jennings, Courtney Meyers

Journal of Applied Communications

Visual messaging is becoming the new avenue to connect with consumers. The majority of the American public is not connected with agriculture and often questions procedures, practices, and tactics within the industry. Practitioners and researchers have suggested value congruent messages, a type of emotional appeal, may increase attention to agricultural messages. However, limited research has been conducted to define and investigate value congruent messages in agricultural communications. The purpose of this study was to describe the presented messages in videos used in one agricultural advocacy effort, CommonGround’s “Nothing to Fear Here” campaign. This content analysis described the video’s message content …