The Internet has had a significant impact in how agriculturists get their information and they communicate with consumers. use of user-generated media, especially social now provides agriculturalists free practically instantaneous channels through which to engage audience members. purpose this study was explore agriculturalists' media for agri-marketing. This used qualitative research approach consisting in-depth interviews four who met certain criteria: an individual (1) working...

Consumer interest in organic food has increased recent years due to concerns over conventional production practices, health standards and environmental protection. Organic can be viewed as both an ally rival of traditional agriculture. Americans tend more susceptible media coverage about Determining how the frames is important because news determine what becomes salient conversations from dinner table Capitol Hill. This study employed qualitative content analysis methodology discover five...

Several land-grant institutions have adopted a name to encompass the teaching, research, and Extension components of university, creating brand identity for those public services. But, in mind stakeholders, has connection between tripartite mission been made? The study reported here sought determine agricultural producers' community leaders' awareness perceptions institution. Both groups were informed held positive views about education, activities but, unaided, did not connect these with name.

Public relations is the act of building and maintaining mutually beneficial relationships among organizations people through use marketing promoting strategies to build maintain a successful public image. Currently, social media (including Facebook) are being adopted as communication tool in efforts with different publics. Facebook popular networking site that has capability offer range promotional tools allows users relationships. The purpose this study was determine how administrators...

The U.S. animal agriculture industry has recently faced increasing pressure from organizations that seek to change or eliminate certain production practices. purpose of this study was examine and compare the persuasive messages factors present on two nonprofit organizations' websites. Humane Society United States Animal Agriculture Alliance have opposing missions with former advocating for reform in latter stakeholders agriculture. A content analysis each organization's website found...

The United States' agriculture industry is impacted by numerous financial, human, legal, and production risks. These risks are frequently reported in mass media agricultural publications. Farmers often use magazines to help them make decisions learn about new technology, which both involve some element of risk. Gatekeeping the process determining what information included coverage editors serve as gatekeepers regarding topics report. purpose this study was discover how publication editors,...

The 2009 Salmonella outbreak in peanut products caused by contaminated butter created a period of negative publicity for the industry United States. It was one many large food outbreaks States has seen past few years. Although company cause outbreak, worked together to maintain its reputation. Crisis communications plans were put into effect, and crisis management teams throughout. purpose this study examine efforts taken public relations practitioners during determine which had successful...

Writing skills are one of the most important college graduates need to possess; however, struggle complete written communications proficiently in workforce. Previous researchers have explained that instructors must understand students’ fears with writing order create effective curriculum. apprehension has been described as main factors hindering motivation write and confidence responsibilities. In setting, negative views toward cause low enroll courses or take course seriously; ultimately,...

Current communications trends and social media have given individuals organizations unprecedented opportunities to build relationships with audience members while introducing encouraging new perspectives. One particular form of is blogging, which allows people share a wider variety information than other forms media. The purpose this study was explore how agricultural commodity use blogs as communication tool. researchers purposively selected nine U.S. groups that had an organizational blog...

There exists in our profession a persistent shortage of quality teachers high school agricultural education classrooms. A multitude studies have identified challenges faced by agriculture teachers, however, few, if any, investigated reasons for attrition directly asking leavers why they left. This study sought to identify leaving the as perceived former teachers. Nine secondary were interviewed. Themes emerging from this qualitative case include 1) passions profession, 2) alternative...

A social movement is a personal obligation taken on by an individual, due to either experience or responsibility, pursue action implement change in community society. Facebook networking device which users interact through conversations, and build relationships with other users. groups are created as part of smaller within the site focus particular interests beliefs about certain issues. The purpose this study was determine why individuals use media, specifically Facebook, communicate...

The Salmonella outbreak of 2008 was one the largest foodborne illness outbreaks in last 20 years. Tomatoes were initially pinpointed as source outbreak, and tomato industry suffered losses $100 million 2008. Eventually FDA able to trace imported jalapeño peppers, but this discovery too late recover for industry. purpose study examine risk crisis communication efforts taken by public relations practitioners produce during determine which successful ineffective. This qualitative case used...

The discovery of the antibiotic Aureomycin as a growth promotor for livestock industry was viewed revolutionary in 1950. use antibiotics promoters livestock, however, has been questioned by health professionals concerned with role this might play development resistant bacteria. As public issue, newspapers have covered topic since its discovery. Media, such newspapers, used frames to discuss over time new discoveries occurred, policy changes implemented, and food animal production changed....

Agricultural technology continues to evolve meet the demands of a growing world, but previous advancements in agricultural have been met with resistance. Improved science communication efforts can assist bridging gap between expert and lay opinion improve reception scientific information. Using framework heuristic model persuasion, purpose this study was examine impact emphasizing elements source credibility – trustworthiness expertise gender on perceptions credibility. A sample 122...

An increase in consumer concern surrounding food ingredients has triggered a rise label claims as an attempt to communicate salient product attributes influence purchase decision. Previous research established the use of heuristic cues, facilitating quick decisions without need for complicated cognitive processing. Design claim becomes important indicated distinct design elements promote further This study sought understand role visual and textual toward dual processing routes through eye...

Social media sites, such as Twitter, are impacting the ways businesses, organizations, and individuals use technology to connect with their audiences. Twitter enables users others through 140-character messages called "tweets" that answer question, "What's happening?" has increased exponentially more than five million active but a dropout rate of 50%. Numerous agricultural organizations have embraced promote products agriculture whole interact audiences in new way. This article addresses...

Leadership educators are encouraged to identify and apply new ways teach leadership. This paper provides the qualitative results of post-secondary students’ reflections learning leadership concepts after watching several episodes television show, The Office . Students used reflective journaling record their reactions evaluation episodes. Analysis journals indicated that students were able connect scenarios shown in those they may experience real life.

New programs and efforts are being promoted to help American farmers ranchers succeed in their efforts, both daily operations attempts reach consumers. Online communication tools may be one way agriculturists can share stories market directly these audience members, but much is unknown regarding the extent which implemented. The purpose of this study was determine agriculturists' current use online for personal business purposes. target population members organizations that serve young...

Agricultural communications literature has indicated scientists are struggling to make information salient consumers. Prior studies have examined the efficacy of message frames and types appeals that increase visual attention processing among general Research suggests value-oriented may connect with consumers through increased personal involvement motivational salience. To evaluate effects competing on attention, an eye-tracking experiment was conducted understand interaction between...

Employers have identified oral and written communications skills to be the most important graduates should possess when entering workforce. In order for faculty better understand their students’ skills, they what apprehension students toward communications. Specifically, no studies been found that explore communication (CA) or writing (WA) in agricultural students. The purpose of this study was qualitatively perceptions CA WA. Participants believe instructors set up an environment is...

In recent years, the land grant university has struggled with public awareness outside of its traditional audiences, indicating a potential disconnect between general and media. The purpose this study was to assess perceptions media regard image reputation University Florida's Institute Food Agricultural Sciences (UF/IFAS). A sample 150 state local professionals surveyed UF/IFAS. results indicated that media's UF/IFAS were positive, but their institution's range program areas low. Media...

Agricultural organizations often struggle to have their messages heard on television news. Stories about agriculture contain interview sources that are sometimes not equipped with the first hand knowledge answer questions subject, leaving agricultural wondering why experts were interviewed. The purpose of this study was explore factors influence selection stories and for in an effort improve organizations' presence Fifteen participants from four Texas markets data indicate newsworthiness...

California's Proposition 37 was a ballot initiative to mandate labeling for products containing genetically modified organisms (GMOs). Although it eventually failed, generated immense media exposure regarding GMOs and their possible regulatory, health, economic impacts. The purpose of this study compare persuasive message factors in videos on YouTube. A purposive sample taken from an auto-generated YouTube channel, which resulted 174 videos. Using content analysis, researchers identified the...

After years of debates and opposition from pharmaceutical companies, the Final rule Veterinary Feed Directive (VFD) went into effect in January 2017 requiring antibiotics used for both humans animals purpose growth promotion to be discontinued. This study sought determine effects framing content regarding antibiotic use livestock resistance had on public opinion. Using a between-subjects experimental survey research design, 297 respondents indicated their perceptions development resistant...