{"title":"Time Well Spent: Exploring the Role of Attitude and Topic Importance on Selective Exposure to Agricultural Messages","authors":"","doi":"10.4148/1051-0834.2458","DOIUrl":"https://doi.org/10.4148/1051-0834.2458","url":null,"abstract":"","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46536161","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"External Perceptions of the Oklahoma Youth Expo's March 2020 COVID-19 Response","authors":"Bree Rosman, Q. Settle, N. Smith, Morgan Pfeiffer","doi":"10.4148/1051-0834.2465","DOIUrl":"https://doi.org/10.4148/1051-0834.2465","url":null,"abstract":"","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48349815","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
J. Parrella, H. Leggette, Madalynn P Kainer, McKenna L Bush
Abstract Agricultural communications scholars do not use a national research agenda to guide their research, which could be limiting the impact and rigor of the discipline. In this commentary, we argue that agricultural communications scholars should adopt the science communication research agenda published by the National Academies of Sciences, Engineering, and Medicine in 2017 because the goals of science communication, outlined in the agenda, are relevant to agriculture. Members of the committee who developed the agenda study science communication in contexts of food, agriculture, life sciences, the environment, political science, health, nutrition, and psychology, among others. They developed the agenda with the intent for it to inform and guide research in all science communication sub-disciplines or areas involving contentious public issues. We provide examples of studies that have used the agenda to inform research in agricultural and natural resources communications. We also explain how research priorities outlined in the science communication research agenda align with agricultural communications scholarship. Recognizing there are challenges unique to agriculture, we recommend agricultural communications scholars use the science communication research agenda as a research guide and adapt the relevant research recommendations for agricultural communications.
{"title":"Exploring the Applicability of the Science Communication Research Agenda to Agricultural Communications Scholarship","authors":"J. Parrella, H. Leggette, Madalynn P Kainer, McKenna L Bush","doi":"10.4148/1051-0834.2428","DOIUrl":"https://doi.org/10.4148/1051-0834.2428","url":null,"abstract":"Abstract Agricultural communications scholars do not use a national research agenda to guide their research, which could be limiting the impact and rigor of the discipline. In this commentary, we argue that agricultural communications scholars should adopt the science communication research agenda published by the National Academies of Sciences, Engineering, and Medicine in 2017 because the goals of science communication, outlined in the agenda, are relevant to agriculture. Members of the committee who developed the agenda study science communication in contexts of food, agriculture, life sciences, the environment, political science, health, nutrition, and psychology, among others. They developed the agenda with the intent for it to inform and guide research in all science communication sub-disciplines or areas involving contentious public issues. We provide examples of studies that have used the agenda to inform research in agricultural and natural resources communications. We also explain how research priorities outlined in the science communication research agenda align with agricultural communications scholarship. Recognizing there are challenges unique to agriculture, we recommend agricultural communications scholars use the science communication research agenda as a research guide and adapt the relevant research recommendations for agricultural communications.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46319501","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract Connecting local food producers with consumers is useful for ensuring individuals have access to healthy, fresh, foods. Small farmers, however, lack the resources to effectively connecting with consumers through traditional forms of marketing. Marketing to consumers through social media is a low-cost method that local food producers can use to promote their products. Creating engaging content on social media can be challenging, thus there is a need for guidance on how to effectively engage with local consumers through social media. Studies in advertising have shown dimensions of warmth and competence can be useful frames for engaging consumers across a variety of consumer goods. In this study we ran a nationally representative survey (n = 966) with an experimental component to determine if videos were an effective method of connecting with consumers, and if so, how this varies across demographics. We further investigated whether aspects of warmth of competence influence consumer willingness to purchase locally produced foods. We find warmth does have a small effect on consumer perceptions of local foods and videos help reduce the lack of familiarity of a farm, a barrier to purchasing local foods. Consumers across demographics demonstrate high levels of interest in purchasing local foods yet access to continues to be a barrier to purchasing. Additionally, we find consumers are willing to purchase locally produced foods at a higher price if available in more convenient locations, such as grocery stores, provided they were clearly labeled and from a farm that is familiar.
{"title":"Community Attitudes Toward Local Foods and Producers: The Role of Warmth Versus Competence Across Demographics for Social Media Engagement.","authors":"Danielle L. Eiseman, Andrea Stevenson Won","doi":"10.4148/1051-0834.2470","DOIUrl":"https://doi.org/10.4148/1051-0834.2470","url":null,"abstract":"Abstract Connecting local food producers with consumers is useful for ensuring individuals have access to healthy, fresh, foods. Small farmers, however, lack the resources to effectively connecting with consumers through traditional forms of marketing. Marketing to consumers through social media is a low-cost method that local food producers can use to promote their products. Creating engaging content on social media can be challenging, thus there is a need for guidance on how to effectively engage with local consumers through social media. Studies in advertising have shown dimensions of warmth and competence can be useful frames for engaging consumers across a variety of consumer goods. In this study we ran a nationally representative survey (n = 966) with an experimental component to determine if videos were an effective method of connecting with consumers, and if so, how this varies across demographics. We further investigated whether aspects of warmth of competence influence consumer willingness to purchase locally produced foods. We find warmth does have a small effect on consumer perceptions of local foods and videos help reduce the lack of familiarity of a farm, a barrier to purchasing local foods. Consumers across demographics demonstrate high levels of interest in purchasing local foods yet access to continues to be a barrier to purchasing. Additionally, we find consumers are willing to purchase locally produced foods at a higher price if available in more convenient locations, such as grocery stores, provided they were clearly labeled and from a farm that is familiar.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47767457","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Ungrading: Why Rating Students Undermines Learning (and What to Do Instead)","authors":"L. M. Costello","doi":"10.4148/1051-0834.2476","DOIUrl":"https://doi.org/10.4148/1051-0834.2476","url":null,"abstract":"","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43523015","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract While there is mounting consensus writing is an essential skill required of agricultural communications graduates, there are opposing views as to what educators can do to improve students’ writing education and performance. Self-efficacy research provides one perspective for exploring the relationship between students’ performance and their beliefs in their writing abilities. The purpose of this study was to qualitatively explore how agricultural communications students perceive their writing self-efficacy and what underlying sources shape their self-efficacy beliefs. The findings confirmed agricultural communications students use a variety of sources to inform their self-efficacy beliefs including their interpretations of their writing performance and education; interactions with modeling and assignment expectations; feedback messages and their perceived value of writing; feelings of anxiety and optimism; self-regulated learning strategies, such as prewriting and drafting processes; different types of writing, such as academic writing versus industry writing; and different types of courses, including agricultural science and communications courses. Overall, the results were consistent with previous writing self-efficacy studies, however the differentiation between the types of courses students enroll in provided a new direction for self-efficacy research. Recommendations for practice are provided on enhancing agricultural communications students’ writing self-efficacy and improving writing instruction. Future research is needed to determine how other cognitive, behavioral, and environmental influences impact writing development.
{"title":"Developing Writing Self-Efficacy: Perspectives from Agricultural Communications Students","authors":"H. M. Banwart, Shuyang Qu","doi":"10.4148/1051-0834.2427","DOIUrl":"https://doi.org/10.4148/1051-0834.2427","url":null,"abstract":"Abstract While there is mounting consensus writing is an essential skill required of agricultural communications graduates, there are opposing views as to what educators can do to improve students’ writing education and performance. Self-efficacy research provides one perspective for exploring the relationship between students’ performance and their beliefs in their writing abilities. The purpose of this study was to qualitatively explore how agricultural communications students perceive their writing self-efficacy and what underlying sources shape their self-efficacy beliefs. The findings confirmed agricultural communications students use a variety of sources to inform their self-efficacy beliefs including their interpretations of their writing performance and education; interactions with modeling and assignment expectations; feedback messages and their perceived value of writing; feelings of anxiety and optimism; self-regulated learning strategies, such as prewriting and drafting processes; different types of writing, such as academic writing versus industry writing; and different types of courses, including agricultural science and communications courses. Overall, the results were consistent with previous writing self-efficacy studies, however the differentiation between the types of courses students enroll in provided a new direction for self-efficacy research. Recommendations for practice are provided on enhancing agricultural communications students’ writing self-efficacy and improving writing instruction. Future research is needed to determine how other cognitive, behavioral, and environmental influences impact writing development.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48474069","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract State agricultural certification programs allow consumers to knowingly purchase products grown or produced in their state. However, consumers may not be aware of or understand the concept behind these certification programs. This study examined Texas residents’ awareness and perceptions of one state agricultural certification program, GO TEXAN. To position a brand and develop key messages, communicators must be aware of how the audience views the brand, its key qualities and characteristics, and the information channels to distribute the messages. To do so, we distributed a survey instrument embedded in Qualtrics to a panel of Texas residents. We found respondents were generally unaware of the GO TEXAN certification program; however, the results of this study provide evidence of the consumers preferred products and qualities of GO TEXAN’s certified products. We suggest communicators use elements of brand positioning to develop strategic key messages that are relevant to target audiences. Specifically, messages should be developed with key frames highlighting product freshness, flavor, taste, and purchase convenience. Communication efforts should be developed to provide emphasis to these attributes on the product label, at farmers markets, and at places of purchase. Further, we recommend future research should explore how types of key messages impact brand awareness, loyalty, and willingness to purchase.
{"title":"Looking Local: An Exploration of Texas Residents’ Perceptions of the GO TEXAN Certification Program to Develop Brand Positioning Strategies","authors":"L. Fischer, C. Gibson, Kayla Powers","doi":"10.4148/1051-0834.2456","DOIUrl":"https://doi.org/10.4148/1051-0834.2456","url":null,"abstract":"Abstract State agricultural certification programs allow consumers to knowingly purchase products grown or produced in their state. However, consumers may not be aware of or understand the concept behind these certification programs. This study examined Texas residents’ awareness and perceptions of one state agricultural certification program, GO TEXAN. To position a brand and develop key messages, communicators must be aware of how the audience views the brand, its key qualities and characteristics, and the information channels to distribute the messages. To do so, we distributed a survey instrument embedded in Qualtrics to a panel of Texas residents. We found respondents were generally unaware of the GO TEXAN certification program; however, the results of this study provide evidence of the consumers preferred products and qualities of GO TEXAN’s certified products. We suggest communicators use elements of brand positioning to develop strategic key messages that are relevant to target audiences. Specifically, messages should be developed with key frames highlighting product freshness, flavor, taste, and purchase convenience. Communication efforts should be developed to provide emphasis to these attributes on the product label, at farmers markets, and at places of purchase. Further, we recommend future research should explore how types of key messages impact brand awareness, loyalty, and willingness to purchase.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46107874","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract 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 of direct marketing to sell beef products to consumers. Findings indicate beef producers focused on creating and maintaining relationships with customers. Many producers used social media to connect with customers due to the absence of in-person opportunities. Word-of-mouth marketing through social media and local communities brought in new customers, and as producers invested in maintaining authentic relationships with their customers, they saw increased customer loyalty. Producers focused on sharing the 'story behind the beef’ to increase trust and openness in their communications with consumers. Most producers who used social media did not strategize when posting. Some producers failed to adapt to consumer needs during the pandemic and did not use social media at all which limited their customer interactions. Future research could explore consumer perceptions of beef producers during the COVID-19 pandemic to compare and assess the effectiveness of the communications between these two groups.
{"title":"The Steaks Are High: COVID-19’s Impact on Direct-To-Consumer Marketing in the Oklahoma Beef Industry","authors":"Linnea Langusch, D. Cartmell, Q. Settle","doi":"10.4148/1051-0834.2457","DOIUrl":"https://doi.org/10.4148/1051-0834.2457","url":null,"abstract":"Abstract 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 of direct marketing to sell beef products to consumers. Findings indicate beef producers focused on creating and maintaining relationships with customers. Many producers used social media to connect with customers due to the absence of in-person opportunities. Word-of-mouth marketing through social media and local communities brought in new customers, and as producers invested in maintaining authentic relationships with their customers, they saw increased customer loyalty. Producers focused on sharing the 'story behind the beef’ to increase trust and openness in their communications with consumers. Most producers who used social media did not strategize when posting. Some producers failed to adapt to consumer needs during the pandemic and did not use social media at all which limited their customer interactions. Future research could explore consumer perceptions of beef producers during the COVID-19 pandemic to compare and assess the effectiveness of the communications between these two groups.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48014019","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Zoey Rosen, Giovanna Henery, Kellin D Slater, Olivia M. Sablan, B. Ford, J. Pierce, Emily V. Fischer, S. Magzamen
Abstract In the Flint Hills region of eastern Kansas, there is a long tradition of spring prescribed burns. However, air quality concerns in downwind communities have sparked conversation regarding the environmental and social impacts of these burns. This study aimed to identify the risk perceptions associated with prescribed burns using two theoretical frameworks: the social amplification of risk framework and the protective action decision model. In April 2022, we conducted 18 in-depth, semi-structured interviews with Flint Hills community members from different social stations. Participants identified several benefits of prescribed burns: cattle production gains, invasive species management, prairie ecological health maintenance, and wildfire prevention. Some participants viewed prescribed burning as a protective response. However, risk perceptions differed between rural and urban participants: rural community members were primarily concerned with prescribed fires that went out of control, while those in downwind cities were primarily concerned with smoke exposure. Participants sometimes used protective actions to mitigate their risks, but also explained the complexities of changing burn practices that are integral to the local culture, economies, and greater society. Additionally, formal communication of health and safety risks from prescribed burns is not uniform across Kansas counties. We therefore recommend systematic county and statewide communication of burn practices and protective behaviors. Understanding community perceptions of the risks and effects of prescribed burns, and any protective actions taken, can inform how professional communicators approach burning in similar agricultural and ranching communities.
{"title":"A Culture of Fire: Identifying Community Risk Perceptions Surrounding Prescribed Burning in the Flint Hills, Kansas","authors":"Zoey Rosen, Giovanna Henery, Kellin D Slater, Olivia M. Sablan, B. Ford, J. Pierce, Emily V. Fischer, S. Magzamen","doi":"10.4148/1051-0834.2455","DOIUrl":"https://doi.org/10.4148/1051-0834.2455","url":null,"abstract":"Abstract In the Flint Hills region of eastern Kansas, there is a long tradition of spring prescribed burns. However, air quality concerns in downwind communities have sparked conversation regarding the environmental and social impacts of these burns. This study aimed to identify the risk perceptions associated with prescribed burns using two theoretical frameworks: the social amplification of risk framework and the protective action decision model. In April 2022, we conducted 18 in-depth, semi-structured interviews with Flint Hills community members from different social stations. Participants identified several benefits of prescribed burns: cattle production gains, invasive species management, prairie ecological health maintenance, and wildfire prevention. Some participants viewed prescribed burning as a protective response. However, risk perceptions differed between rural and urban participants: rural community members were primarily concerned with prescribed fires that went out of control, while those in downwind cities were primarily concerned with smoke exposure. Participants sometimes used protective actions to mitigate their risks, but also explained the complexities of changing burn practices that are integral to the local culture, economies, and greater society. Additionally, formal communication of health and safety risks from prescribed burns is not uniform across Kansas counties. We therefore recommend systematic county and statewide communication of burn practices and protective behaviors. Understanding community perceptions of the risks and effects of prescribed burns, and any protective actions taken, can inform how professional communicators approach burning in similar agricultural and ranching communities.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43483611","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Modernizing High School Agricultural Communications Competencies: A National Delphi Study","authors":"Mackenzie Atkins, Kati Lawson, R. Telg","doi":"10.4148/1051-0834.2459","DOIUrl":"https://doi.org/10.4148/1051-0834.2459","url":null,"abstract":"","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49614921","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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