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To Post or Not to Post? Factors Influencing State FFA Officers’ Social Media Behaviors 张贴还是不张贴?影响州FFA官员社交媒体行为的因素
Pub Date : 2021-02-07 DOI: 10.4148/1051-0834.2362
Tiffany M. Rogers-Randolph, Lisa Lundy, R. Telg, Joy N. Rumble, B. Myers, Angela B. Lindsey
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 received (35.1%). The findings reinforced the use of the theory of planned behavior to understand, predict, and change AFNR social media behaviors. The significance of subjective norms suggested that online AFNR communication is mainly under subjective control for state FFA officers. To increase online engagement of state FFA officers, it is recommended that behavioral change efforts target normative beliefs and that clear behavioral expectations are expressed. Further research is recommended to determine if the significance of subjective norms as a predictor of intent is unique to technological and social media behaviors or applicable to a broader context. Additional research with other populations of young agriculturalists is also recommended.
对通过社交媒体渠道传达的农业、食品和自然资源(AFNR)信息的需求提供了一种寻找数字原住民的自然倾向,如州FFA官员,以填补当前在线环境中农学家的空白。本研究的目的是检验影响州FFA官员在社交网站上交流AFNR问题的行为的因素。指导这一交流行为研究的理论框架是计划行为理论。尝试对276名州官员的无障碍人群进行人口普查,收到97份可用回复(35.1%)。调查结果加强了计划行为理论的使用,以理解、预测和改变AFNR社交媒体行为。主观规范的意义表明,在线AFNR通信主要受州FFA官员的主观控制。为了增加州FFA官员的在线参与度,建议行为改变工作以规范信念为目标,并表达明确的行为期望。建议进行进一步的研究,以确定主观规范作为意图预测因子的重要性是技术和社交媒体行为独有的,还是适用于更广泛的背景。还建议对其他年轻农学家群体进行进一步研究。
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引用次数: 1
Building Engagement in Facebook: A Case Study with Utah State University Extension Sustainability 在Facebook上建立参与度:犹他州立大学推广可持续性案例研究
Pub Date : 2021-02-07 DOI: 10.4148/1051-0834.2354
Kenna R Kesler, K. Hall, Debra M. Spielmaker, Roslynn McCann
Abstract In order to stay relevant in an online world, Extension must properly use social networking platforms to effectively reach diverse audiences regarding agricultural and natural resource issues. However, few studies have focused on how Extension uses Facebook to effectively accomplish its goal. This study’s purpose was to explore how Utah State University Extension Sustainability uses Facebook to engage followers. The researchers conducted a quantitative content analysis of 504 messages posted to the USU Extension Sustainability Facebook page. Graphics and links were the most common post characteristics used by the organization. Text-only posts and posts containing videos were utilized the least. Food was the most common area of sustainability discussed on the page. Posts containing videos, shared content, or that tagged other Facebook pages in messages experienced statistically significantly higher user engagement than posts without those characteristics. Posts containing hashtags experienced statistically significantly lower engagement. Neutral sentiment appeared in the majority of posts. Additionally, information seeking was the most dominant communicative function among the posts. Neither the type of sentiment nor communicative functions were significantly connected to engagement. Future research should determine changes in knowledge, attitudes, intentions, and behavior as a result of exposure to, and engagement with, the Facebook page. Additionally, a qualitative study determining consumers’ attitudes toward Facebook content can provide a deeper understanding of the audience’s thought processes and content preferences. Page administrators should craft engaging content that builds community among followers.
摘要为了在网络世界中保持相关性,Extension必须正确使用社交网络平台,有效地接触到农业和自然资源问题的不同受众。然而,很少有研究关注Extension如何使用Facebook来有效地实现其目标。这项研究的目的是探索犹他州立大学推广可持续性如何利用Facebook吸引追随者。研究人员对USU扩展可持续性Facebook页面上发布的504条信息进行了定量内容分析。图形和链接是该组织使用的最常见的帖子特征。纯文本帖子和包含视频的帖子被使用最少。食品是页面上讨论的最常见的可持续性领域。从统计数据来看,包含视频、共享内容或在消息中标记其他Facebook页面的帖子的用户参与度明显高于没有这些特征的帖子。从统计数据来看,包含话题标签的帖子参与度显著降低。大多数帖子中都出现了中性情绪。此外,信息寻求是这些职位中最主要的沟通功能。无论是情感类型还是交际功能都与参与没有显著联系。未来的研究应该确定由于接触和参与Facebook页面而导致的知识、态度、意图和行为的变化。此外,一项确定消费者对Facebook内容态度的定性研究可以更深入地了解受众的思维过程和内容偏好。页面管理员应该制作吸引人的内容,在追随者中建立社区。
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引用次数: 4
Measuring the Effects of Narrative and Analytical Messages in Video Production 衡量视频制作中叙事和分析信息的效果
Pub Date : 2021-02-07 DOI: 10.4148/1051-0834.2361
Levy G Randolph, R. Telg, Joy N. Rumble, Sebastian Galindo, Angela B. Lindsey
Communication practitioners in the agriculture industry have the challenge of identifying the best way to educate consumers, and they have experienced challenges in consumer engagement. Additionally, food safety issues have continued to rise with a trend of recalls and foodborne illnesses. While the rhetoric in the agriculture industry is pointing to the need for agricultural issues to be addressed from an agriculturist sharing their stories and perspectives, there is limited research on the impact of personal narratives on attitude change and message elaboration. The purpose of this study was to determine the effects of narrative and analytical practices on elaboration, attitude, and transportation in order to better communicate about food safety practices. The researcher used Elaboration Likelihood Model, cognitive theory of multimedia learning, and narrative transportation as the theoretical framework. To test the objectives, a two (type of media: narrative and analytical) x three (length of media: short, medium and long) between-subjects factorial design was implemented. Respondents were randomly assigned to one of the experimental treatments. The respondents in this study were comprised of a non-probability sample of 712 [State] residents over the age of 18 years. Usable responses were received from 507 (71%) respondents. This study found that all videos resulted in positive attitudes toward the information and practices on the farm. Further research into narrative transportation, length of videos, and type of videos may provide an efficient approach to developing communication that narrows the educational disconnect between consumers, producers, and the production practices on the farm.
农业行业的传播从业者面临着确定教育消费者的最佳方式的挑战,他们在消费者参与方面也遇到了挑战。此外,随着召回和食源性疾病的趋势,食品安全问题持续上升。虽然农业行业的言论表明,需要从一位分享故事和观点的农学家那里解决农业问题,但关于个人叙事对态度转变和信息阐述的影响的研究有限。本研究的目的是确定叙述和分析实践对阐述、态度和运输的影响,以便更好地交流食品安全实践。研究者采用精化似然模型、多媒体学习的认知理论和叙事运输作为理论框架。为了测试目标,在受试者之间进行了二(媒体类型:叙事和分析)×三(媒体长度:短、中、长)析因设计。受试者被随机分配到一种实验治疗中。本研究中的受访者由712名18岁以上[州]居民组成的非概率样本。收到507名(71%)受访者的可用回复。这项研究发现,所有视频都对农场的信息和做法产生了积极的态度。对叙事运输、视频长度和视频类型的进一步研究可能会为发展沟通提供一种有效的方法,缩小消费者、生产者和农场生产实践之间的教育脱节。
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引用次数: 0
Perceptions of Social Media Use Among U.S. Women Farmers 美国女性农民对社交媒体使用的看法
Pub Date : 2021-02-07 DOI: 10.4148/1051-0834.2346
Kerry Daigle, Sarah Heiss
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引用次数: 4
See You On TV: A Phenomenology of Careers on Extension Television in Oklahoma 电视上见:俄克拉荷马州推广电视职业现象
Pub Date : 2021-02-07 DOI: 10.4148/1051-0834.2356
Austin Moore, E. Irlbeck
Extension specialists are under increasing pressure to interact with audiences through emerging digital media including video. In an effort to understand how such interactions affect the careers of engaged specialists, this study seeks to explore the career effects on Extension subject-matter specialists that resulted from long-term, regular participation in an Extension television effort. Using Cultivation theory and source credibility as a lens, a qualitative phenomenology was conducted by interviewing individuals who have contributed to one such program on a weekly or bi-weekly program for multiple decades. Participants reported improved career effectiveness via increased credibility in face to face communications as well as enhanced communication when broadcast messages were seen as a continuation of in-person communications. Early career advancement was said to have resulted in spite of broadcast participation rather than as a result of participation, however, administrative attitudes toward broadcast have shifted in favor of such efforts.
推广专家面临着越来越大的压力,需要通过包括视频在内的新兴数字媒体与观众互动。为了了解这种互动如何影响参与的专家的职业生涯,本研究试图探索长期、定期参与推广电视节目对推广主题专家的职业影响。以培养理论和来源可信度为视角,通过采访几十年来每周或每两周为一个此类项目做出贡献的个人,进行了定性现象学研究。参与者报告说,通过提高面对面交流的可信度,以及在广播信息被视为面对面交流延续时加强交流,职业效率得到了提高。早期的职业发展据说是由于参与广播而不是参与的结果,然而,行政部门对广播的态度已经转向支持这种努力。
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引用次数: 0
Agri-Science Faculty Perceptions of Communication Activities at Texas Tech University, a Non-Land-Grant Institution 非赠地机构德州理工大学农业科学教师对交流活动的看法
Pub Date : 2021-01-01 DOI: 10.4148/1051-0834.2353
Kelsi Opat, E. Irlbeck, Kristyn J. Dickey
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引用次数: 0
Using Audience Segmentation to Determine Millennial Perceptions toward GM Foods 使用受众细分来确定千禧一代对转基因食品的看法
Pub Date : 2020-12-11 DOI: 10.4148/1051-0834.2342
Katherine M. Burke, Courtney D. Boman, Jeremy D'Angelo, Jason D. Ellis
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 of support for GM food; their level of involvement in the issue; and their level of knowledge about GM food. Results show that the majority of respondents (77.2%) were not supportive of GM food, and the largest non-supportive category of respondents (25.6%) had high issue involvement but low knowledge about GM food. Of the respondents supportive of GM food, 91% had low issue involvement. By providing insight into millennial characteristics in regards to demographics and where they align in the situational theory of publics, this research can help further risk communication research and improve the understanding of how communication practitioners can strategically communicate with the diverse perceptions and levels of involvement millennials have with GM food.
千禧一代消费者是一个重要的人群群体,他们目前是杂货店消费第三高的人群。千禧一代往往被归为一个同质群体;然而,他们是一个由独特特征组成的多元化群体。随着生产商越来越多地采用转基因作物,了解消费者对该技术的看法至关重要。利用公众的情境理论,一项在线调查被用来捕捉千禧一代的性格特征以及他们对转基因食品的看法。使用非概率配额抽样(N=386),千禧一代被要求回答人口统计学问题以及与他们对转基因食品的支持程度有关的问题;他们对该问题的参与程度;以及他们对转基因食品的了解程度。结果显示,大多数受访者(77.2%)不支持转基因食品,最大的一类不支持的受访者(25.6%)对转基因食品的问题参与度高,但了解程度低。在支持转基因食品的受访者中,91%的人对问题的参与度较低。通过深入了解千禧一代在人口统计方面的特征,以及它们在公众情境理论中的一致性,这项研究可以帮助进一步进行风险沟通研究,并提高对沟通从业者如何战略性地与千禧一代对转基因食品的不同认知和参与程度进行沟通的理解。
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引用次数: 5
Crisis Communications in a Natural Agricultural Disaster 农业自然灾害中的危机沟通
Pub Date : 2020-12-11 DOI: 10.4148/1051-0834.2350
E. Irlbeck, Austin Moore
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引用次数: 1
Agricultural Mothers’ Conversations & Decision-Making about Food 农业母亲关于食物的对话与决策
Pub Date : 2020-12-11 DOI: 10.4148/1051-0834.2349
Alyssa Rockers, Q. Settle, D. Cartmell
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 sharing and receiving information about food? 2) How does information they receive affect mothers’ food purchasing decisions? Using constant comparative method, participants’ responses were organized into themes. The themes that emerged were information sharing is often limited to certain scenarios, information receiving is mainly online, concerns about food are common, strangers are easiest to talk to about food and agriculture issues, and social pressures exist but are not felt by all. While some mothers were willing to discuss food and agricultural issues with others, many participants were hesitant to discuss them to avoid tensions with acquaintances and those they were close to. As a result of their hesitance, mothers are not having the conversations encouraged by agricultural organizations. Some mothers feel judgment from their peers in the form of social pressure while grocery shopping, which indicates peer relationships can influence food purchasing.
农业组织鼓励农民和其他参与农业行业的人与消费者讨论他们的经历,并就食品进行有意义的对话。虽然鼓励农学家通过社交网络平台和博客在互联网上分享他们的故事,但也鼓励他们就粮食和农业进行人际对话。由于母亲们对食物以及妇女和社会资本的性质的担忧加剧,我们需要了解母亲们是如何就食物进行沟通的。这项定性研究利用对具有农业背景的母亲的深入访谈来回答两个研究问题:1)母亲如何分享和接受有关食物的信息?2) 她们收到的信息如何影响母亲购买食物的决定?采用持续比较法,将参与者的回答组织成主题。出现的主题是,信息共享通常仅限于某些场景,信息接收主要在网上,对食物的担忧很常见,陌生人最容易谈论食物和农业问题,社会压力存在,但并非所有人都能感受到。虽然一些母亲愿意与其他人讨论食品和农业问题,但许多参与者不愿讨论这些问题,以避免与熟人和亲近的人发生紧张关系。由于犹豫不决,母亲们没有进行农业组织鼓励的对话。一些母亲在购物时会感受到来自同龄人的社会压力,这表明同伴关系会影响食品购买。
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引用次数: 1
Examining the Social Properties of Oklahoma Agricultural Facebook Pages: A Quantitative Content Analysis 考察俄克拉荷马州农业Facebook页面的社会属性:定量内容分析
Pub Date : 2020-12-11 DOI: 10.4148/1051-0834.2347
A. King, Q. Settle
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 objectives guided this study: 1) Describe the agricultural operations in Oklahoma present on Facebook, 2. Describe the Facebook presence of agricultural operations in Oklahoma, 3) Describe operations’ expression of social-identity via Facebook, and 4) Compare the communication of alternative and mainstream agricultural operations in Oklahoma. Results of this study indicate that overall agricultural operations do not post frequently. While operations were likely to use positive distinctions to distinguish products from others, they were not likely to use social comparison. Moreover, there were not major differences between mainstream and alternative producers. Qualitative research exploring producers’ sense of identity would be valuable. Future studies should also explore the personal pages of agricultural producers, how producers use other social media outlets, and how the results of this study compare to other states’ producers.
在美国,数以百万计的人使用社交媒体,生产商经常被鼓励保持社交媒体的存在,以推广他们的业务和农业。农民有着根深蒂固的身份认同。社会认同理论认为,人们会自我划分为特定的群体。社会比较和积极区分是社会认同理论的两个原则。有必要研究农业经营如何描绘这些身份,包括它们如何在网上描绘不同农业经营的身份。这项研究通过对俄克拉荷马州主流生产者和另类生产者的Facebook页面进行定量内容分析,对他们进行了比较。以下目标指导了本研究:1)描述俄克拉何马州在Facebook上的农业经营;描述俄克拉荷马州农业经营在Facebook上的存在,3)描述经营通过Facebook表达社会身份,4)比较俄克拉荷马州另类和主流农业经营的沟通。这项研究的结果表明,总体农业经营并不经常张贴。虽然操作人员可能会使用积极的区别来区分产品和其他产品,但他们不太可能使用社会比较。此外,主流生产者和替代生产者之间没有重大差别。探讨生产者身份感的定性研究将是有价值的。未来的研究还应该探索农业生产者的个人页面,生产者如何使用其他社交媒体渠道,以及本研究的结果如何与其他州的生产者进行比较。
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引用次数: 2
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Journal of Applied Communications
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