Social and Behavioral Sciences Commons^™

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 …

Agricultural Mothers’ Conversations & Decision-Making About Food, Alyssa Rockers, Quisto Settle, Dwayne Cartmell

Journal of Applied Communications

Agricultural organizations have encouraged farmers and others involved in the agricultural industry to discuss their experiences with consumers and to have meaningful conversations about food. While agriculturalists are encouraged to share their stories on the internet through social networking platforms and blogs, they are also encouraged to have interpersonal conversations about food and agriculture. Due to the elevated concerns of mothers about food and the nature of women and social capital, we need to understand how mothers communicate about food. This qualitative study utilized in-depth interviews with mothers with agricultural backgrounds to answer two research questions: 1) How are mothers …

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 …

Crisis Communications In A Natural Agricultural Disaster, Erica Irlbeck, Austin Moore

Journal of Applied Communications

Wildfires in Texas, Oklahoma, and Kansas in the late 2010s caused seven deaths and catastrophic damage to millions of acres of ranch and farmland. Because of the rural location of these disasters, agricultural communicators were releasing information to media, internal stakeholders, social media, and other agricultural audiences. The purpose of this study was to explore the communications efforts made and subsequent lessons learned from agricultural communicators during the fires. Through a qualitative case study, researchers interviewed 14 agricultural communicators about their experiences in disseminating information about the fires. Most of the findings align with pre-existing literature; however the researchers found …

Catastrophe And Environmental Restoration: Analyzing The Frames And Sources Of Oyster Restoration News Stories, Hannah O. Brown, Susan K. Jacobson, Glenn Israel

Journal of Applied Communications

Restoration of oyster habitats is a critical solution to halt the decline of one of the world’s most threatened resources. News coverage about environmental topics, like oyster restoration, is important to local communities that are directly impacted. However, little research has assessed how restoration topics are framed by journalists, nor how environmental disasters may affect framing of news stories for the public. This study employed a longitudinal framing analysis, using the quantity of coverage and social responsibility theories, to examine how coverage of the restoration of oyster ecosystems shifted before, during, and after the BP Deepwater Horizon oil spill. The …

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.

Marketing Rebellion: The Most Human Company Wins, Stacey F. Stearns

Journal of Applied Communications

A review of Marketing Rebellion: The Most Human Company Wins, by Mark Schaefer.

Leveraging Skype In The Classroom For Science Communication: A Streaming Science – Scientist Online Approach, Peyton N. Beattie, Jamie Loizzo, Kevin Kent, Christine L. Krebs, Teresa Suits, J. C. Bunch

Journal of Applied Communications

A growing need exists to identify, implement, and research alternative methods to communicate with, educate, and engage youth about science, in order to increase science literacy and knowledge of future societal decision-makers. Electronic field trips (EFTs) are one channel of non-formal communication and education that have been introduced in agricultural and natural resources to reach youth audiences with science-based information in real-time. EFTs can be conducted in several different ways due to the proliferation of video production and web-streaming technologies. The following professional development article offers science communication professionals and scientists a detailed model and specific steps to develop and …

Do Touch That Dial: A Guide To Continuous Response Measurement In Agricultural Communications, Cara Lawson, Laura Fischer, Lauren Lagrande, Kelsi Opat

Journal of Applied Communications

As the gap in agricultural experiences between farmers and consumers grow, it is important for agricultural communicators to communicate strategically with their audiences and be proactive in addressing consumers’ concerns. Communication media can present a variety of messages or pieces of information that represent multiple perspectives within one unit. The dynamic nature of communication media, such as video and audio messages, lead to the fluctuation of feelings and responses to different elements within one singular message. While agricultural communications has traditionally relied upon quantitative and qualitative survey data, there are likely gaps in complete understandings of individual perceptions in response …

Instructional Crisis Communication For An Industry: Model And Anti-Model Biosecurity Standards For The Prevention And Control Of Highly Pathogenic Avian Influenza, Ronisha J. Sheppard, Timothy L. Sellnow, Deanna D. Sellnow, Adam J. Parrish, Jeffrey D. Brand

Journal of Applied Communications

Highly pathogenic avian influenza (HPAI) is a global disease that is increasing in both frequency and intensity in North America. Recent outbreaks of HPAI in Iowa, Minnesota, and Indiana resulted in the cumulative loss of millions of birds and over a billion dollars for poultry farmers. This study examined the instructional communication used by state and national responders to promote effective biosecurity intended to limit the spread and impact of HPAI in the three recent outbreaks in the United States. Specifically, the researchers asked, what biosecurity strategies serve as an instructional model for an effective crisis response, and, conversely, what …

Identifying Audience Needs To Effectively Communicate About The Cost Of Implementing Sustainable Farming Practices, Kristin E. Gibson, Alexa J. Lamm, Kevan W. Lamm

Journal of Applied Communications

Water is a complex issue across the globe and is largely affected by a growing world population and higher standard of living. Within the United States, the security of the freshwater supply is an increasing concern and water resource protection may increase if residents are knowledgeable about the issue. Sustainable farming systems will lessen the impact of agriculture on water resources but may cost the end user more to ensure sustainability. Therefore, the purpose of this study was to determine if rural, urban, and suburban audiences differ in their willingness to pay for sustainable farming practices that protect water resources …

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 …

Animating Science Communication: Measuring U.S. Consumers’ Recall About Genetic Modification With Animated Infographics, Jessica Holt, Alexa J. Lamm, Kristin Gibson, Kevan Lamm, Jason D. Ellis Ph.D., Joy N. Rumble

Journal of Applied Communications

Genetic modification (GM) science is a complex and controversial topic that can instill uncertainty and fear into the minds of the individuals. While science research surrounding GM science in food has indicated no negative impact on the health of humans, consumer perception research has indicated a sense of skepticism and risk surrounding the issue. The Risk Information Seeking and Processing (RISP) model attempts to understand how individuals search for and process information about a subject with some associated level of risk. Infographics are a form of data visualization used to communicate complex ideas. Animation has been shown to garner greater …

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 …

Student Emotional Responses To Different Communication Situations, Rachel E. Hendrix, Carley C. Morrison

Journal of Applied Communications

Communication and emotion are closely linked. Emotions experienced while communicating with others can affect one’s message both verbally and nonverbally. This study asked participants to identify the emotions they experienced when communicating with groups of different sizes. These emotions were drawn from, and displayed upon, the Circumplex Model of Affect, a figure developed by Posner, Russell, and Peterson (2005). This model divides 16 emotions into quadrants that lie along two axes: pleasantness and emotional arousal. Results show that as audience size increases, speakers’ emotions become more unpleasant, more highly aroused, and more variable overall. Prior research indicates that these negative …

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 …

Let’S Focus In: A Guide To Eye Tracking Technology In Agricultural Communications Research, Caitlin Anne Stanton, Laura Morgan Fischer

Journal of Applied Communications

Communicating with the public about the agricultural industry often presents challenges in learning how to convey messages that are deemed as salient to various types of people. Media is understood through complex cognitive processes that result in varying attitudes throughout interaction with a stimulus, thus requiring methods that go beyond traditional self-report measures. The majority of agricultural communication research has encompassed quantitative and qualitative research, which often does not account for changes throughout media consumption. Eye tracking is an underutilized resource in agricultural communication that can be used to yield further insight into areas of interest that elicit visual attention …

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 …

Communication Behaviors Of County Extension Directors Post-Hurricane, Amanda D. Ali, Angela B. Lindsey, Amy M. Harder, Lisa K. Lundy, Grady Roberts

Journal of Applied Communications

In disaster crises, communication among stakeholders and response organizations are important. In Florida, the role of the County Extension Director (CED) is threefold – educational programming, leadership of a county extension program, and county office administrative responsibilities. However, their primary role in disaster emergencies is to facilitate collaborations with state and federal partners. During Hurricane Irma in 2017, UF/IFAS CEDs assisted in response efforts. However, communication efforts can become challenging in such chaotic and stressful situations. This research explored communication challenges among CEDs, clients, and statewide partners in hurricane events. Insights into the communication role of CEDs could enhance UF/IFAS …

Country Crisis: A Content Analysis Of Rural Opioid Epidemic News Coverage, Cara R. Lawson, Courtney Meyers

Journal of Applied Communications

The spread of non-prescription opioid abuse has increased to the point that a person is now more likely to die from an accidental overdose than an automobile accident. Rural areas have been hit particularly hard, and many farmers indicate direct impacts resulting from the opioid epidemic. Researchers have recognized the role of the media in communicating complicated issues and influencing potential solutions. This study analyzed the frames and sources used to communicate issues regarding the rural opioid epidemic in The New York Times and five additional newspapers from states most affected by the opioid epidemic. A total of 115 news, …

Testing The Impact Of Animating Infographics On Consumer Trust And Attitude When Communicating About Genetic Modification, Alexa J. Lamm, Kristin Gibson, Jessica Holt, Kevan Lamm, Jason D. Ellis Ph.D., Joy N. Rumble

Journal of Applied Communications

Scientific innovation provides benefits to society but also fosters suspicion and distrust. The unknown of scientific innovations in agriculture has yielded a strained relationship between consumers and farmers, creating little to no public support for solutions to agricultural issues. The relationship between public trust and agricultural innovation is further strained when discussing genetic modification (GM) science and food. Informational graphics are an increasingly popular communication technique that may effectively communicate GM science to consumers. This study examined, through a experimental design using two treatments and a control, if static or animated infographics sharing current societal perceptions of GM science in …

How Much Transparency Is Too Much? A Moment-To-Moment Analysis Of Viewer Comfort In Response To Animal Slaughter Videos, Troy G. Tarpley, Laura Morgan Fischer, Garrett M. Steede, R. Glenn Cummins, Amber Mccord

Journal of Applied Communications

The Glass Walls project is a series of videos created by the American Meat Institute that works to create increased transparency regarding agricultural industry practices surrounding animal slaughter and carcass fabrication. To assess the impact of the increased transparency presented in these videos, this study examined consumer response to sampled portions of these videos using a novel measurement approach to agricultural communications, continuous response measurement or “dial testing.” Two samples of college students who differed in their level of agricultural involvement provided continuous ratings of perceived comfort while viewing the two videos. Findings indicated that participants with higher agricultural involvement …

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 …

Facebook Activity Of Oklahoma Agritourism Facebook Pages, Brittany L. Bowman, Quisto Settle, Stacy Tomas, Angel Riggs

Journal of Applied Communications

Agritourism is recreational travel for agricultural activities. Agricultural operations benefit from income diversification, the public receives hands-on agricultural experiences, and rural communities benefit from economic development. However, agritourism operators have reported challenges in marketing. As social media becomes increasingly important in tourism marketing, the purpose of this research is to describe overall Facebook activity related to Oklahoma agritourism. A quantitative content analysis was conducted on 174 Facebook pages of Oklahoma agritourism operations to describe posts, public interaction, events, and advertisements. Oklahoma agritourism operations had a mean of 1,330 page likes, and 69% of Facebook pages had posts during the sample …

Is It For Generation Me? A Qualitative Study Exploring Marketing And Selling Plants Online To Millennial-Aged Consumers, Lauri M. Baker, Kelsey M. Tully, Deanna R. Sumners, Ernest Francis Jones, Andrés E. León-Reyes, Cheryl Boyer, Hikaru H. Peterson

Journal of Applied Communications

As online selling of products like living plants increases, it is increasingly important to understand how millennial-aged consumers perceive the purchasing experience. New-media technologies like social media, e-newsletters, and other forms of digital communication are easily adopted by millennial-aged consumers. One of these tools, 360-degree video, offers novel ways to preview products offered online and look inside local brick-and-mortar stores, which can be visited in person. Sales of horticultural goods online have been slow to be developed by industry veterans, creating ample opportunities available to new ventures. This qualitative study used a series of three focus groups to answer the …

Creating Relevancy In Agricultural Science Information: Examining The Impact Of Motivational Salience, Involvement And Pre-Existing Attitudes On Visual Attention To Scientific Information, Laura Morgan Fischer, Courtney Meyers, R. Glenn Cummins, Courtney Gibson, Mathew Baker

Journal of Applied Communications

Agricultural communications literature has indicated scientists are struggling to make information salient to consumers. Prior studies have examined the efficacy of message frames and types of appeals that increase visual attention and information processing among general consumers. Research suggests that value-oriented frames may connect with consumers through increased personal involvement and motivational salience. To evaluate the effects of competing message frames on visual attention, an eye-tracking experiment was conducted to understand the interaction between pre-existing attitudes and issue involvement on participants’ attention to messages about genetic modification and antibiotic use in livestock. For products that are low in issue involvement …

Identifying Levels Of Engagement In Local Food Systems By Generation In The State Of Georgia, U.S.A., Abraham Tidwell, Alexa J. Lamm

Journal of Applied Communications

Local food systems are an emerging way for communities to build vibrant economies, improve health outcomes, and limit their environmental impact. Studies have shown local food engagement differs significantly between generations; however, what remains unclear is how generations’ perceptions and engagement compare to each other so the agricultural community can most effectively communicate about local food systems. Leveraging audience segmentation theory from social marketing, this study sought to address how the five living generations in the United States – Generation Z, Millennials, Generation X, Baby Boomers, and The Silent Generation – perceived and engaged with local food systems. To address …

An Evaluation Of Website Usability For A Cover Crops Resource In The Southern Region, Emily Cabrera, Jessica Holt

Journal of Applied Communications

With shifting demographics of agricultural professionals, online educational resources present opportunities for Extension and other natural resources faculty and personnel to use various tools for supporting agricultural producers in the 21st century using more modern technology. Traditionally, Agriculture and Natural Resource (ANR) Extension programming has used a variety of hands-on methods for teaching new, more sustainable farming practices, such as on-farm field days, workshops, farm visits, and demonstrations. While these traditional teaching methods are preferred among farmers, online support tools play a critical role in the overall decision-making process for farmers who are considering making changes to their current farming …

Characteristics Of Oklahoma Agritourism Facebook Posts, Brittany Bowman, Quisto Settle, Angel Riggs, Stacy Tomas, Audrey E. H. King

Journal of Applied Communications

Agritourism is recreational travel for agricultural activities. While it provides many benefits, such as rural development and heritage preservation, many agritourism operators express challenges in marketing their operations. Social media is increasingly common in tourism marketing, but little research exists describing current marketing practices. Quantitative content analysis was used to describe 174 Oklahoma agritourism operations’ Facebook page activity in June 2018. Original posts created by the agritourism operations and community posts created by the general public had similar amounts of public interaction. Post interactions were not related to post length, and original post interactions were also not related to overall …