{"title":"Analyzing Changes in Students’ Media Writing Self-Perceptions During a Writing-Intensive Course","authors":"Cara R. Lawson, W. Whittaker, C. Meyers","doi":"10.4148/1051-0834.2398","DOIUrl":"https://doi.org/10.4148/1051-0834.2398","url":null,"abstract":"","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43422676","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}
United States news access patterns may have influenced distribution of misinformation in the COVID-19 infodemic, emphasizing the necessity of targeted communication to increase health literacy during a crisis. This study used sense-making theory to explore information-seeking behaviors of U.S. residents during COVID-19 shelter in place orders. This purpose of this study was to identify media outlets used by U.S. residents to access COVID-19 information and determine if access differed according to geographic region. A representative survey of U.S. residents aged 18 or older (N = 1,048) revealed the mainstream media outlets used most were domestic government-based sources. Northeastern and Western residents used all mainstream media outlets more frequently than Southern or Midwestern residents. Chi-square tests determined the regional news-access differences were significant, revealing inconsistencies in information-seeking behaviors. The findings suggest crisis communication plans that affect food and human health must consider regional information-seeking behaviors of U.S. residents to effectively reach target audiences with pertinent information.
{"title":"U.S. Geographic Differences in Media Source Use During COVID-19 Shelter in Place Orders","authors":"A. Fortner, Kristina E. Gibson, A. Lamm","doi":"10.4148/1051-0834.2415","DOIUrl":"https://doi.org/10.4148/1051-0834.2415","url":null,"abstract":"United States news access patterns may have influenced distribution of misinformation in the COVID-19 infodemic, emphasizing the necessity of targeted communication to increase health literacy during a crisis. This study used sense-making theory to explore information-seeking behaviors of U.S. residents during COVID-19 shelter in place orders. This purpose of this study was to identify media outlets used by U.S. residents to access COVID-19 information and determine if access differed according to geographic region. A representative survey of U.S. residents aged 18 or older (N = 1,048) revealed the mainstream media outlets used most were domestic government-based sources. Northeastern and Western residents used all mainstream media outlets more frequently than Southern or Midwestern residents. Chi-square tests determined the regional news-access differences were significant, revealing inconsistencies in information-seeking behaviors. The findings suggest crisis communication plans that affect food and human health must consider regional information-seeking behaviors of U.S. residents to effectively reach target audiences with pertinent information.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47226024","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 Many U.S. state governments have programs that promote the food grown or made within their state. In this study, the websites of 41 such programs were analyzed for indicators of stewardship, a framework concerned with relationship cultivation. Several of the indicators were observed commonly, demonstrating a generally balanced use of stewardship strategies by the programs. The websites also provided a platform to grow relationships between producers and consumers. One recommendation for managers of statewide food promotion programs, or similar umbrella food brand programs, is to examine their own websites to ensure indicators of all stewardship strategies are present. Though most websites examined in this study posted mission statements, for example, not all of them did. Expressions of gratitude to multiple stakeholder groups were also lacking on many of the websites. Another recommendation for managers is to implement some of the more creative ways programs have practiced stewardship such as giving audiences opportunities to co-create content. Overall, this analysis showed that state-run food promotion programs function as public relations and agricultural communications tools.
{"title":"Fresh, grown, made, and proud: How state governments use stewardship to collectively promote their state’s food products","authors":"L. Witzling","doi":"10.4148/1051-0834.2392","DOIUrl":"https://doi.org/10.4148/1051-0834.2392","url":null,"abstract":"Abstract Many U.S. state governments have programs that promote the food grown or made within their state. In this study, the websites of 41 such programs were analyzed for indicators of stewardship, a framework concerned with relationship cultivation. Several of the indicators were observed commonly, demonstrating a generally balanced use of stewardship strategies by the programs. The websites also provided a platform to grow relationships between producers and consumers. One recommendation for managers of statewide food promotion programs, or similar umbrella food brand programs, is to examine their own websites to ensure indicators of all stewardship strategies are present. Though most websites examined in this study posted mission statements, for example, not all of them did. Expressions of gratitude to multiple stakeholder groups were also lacking on many of the websites. Another recommendation for managers is to implement some of the more creative ways programs have practiced stewardship such as giving audiences opportunities to co-create content. Overall, this analysis showed that state-run food promotion programs function as public relations and agricultural communications tools.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41566743","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}
Shelli Rampold, Z. Brym, Michaela Kandzer, L. Baker
Abstract This study was conducted to examine Florida consumers’ stance on legalizing the growing and processing of hemp, recently redefined as an agricultural commodity. Factors were explored that may explain their stance to provide insight into the communication needs in the early stages of the U.S. hemp industry revival. Results indicated that respondents who had more favorable attitudes toward legalizing hemp were also more likely to fall within the category of being overall “for legalizing hemp” when offered a binary choice. Further, attitude toward legalizing hemp was predicted by respondents’ objective knowledge of hemp topics, attitude toward legalizing marijuana, and perceived personal relevance of legalized hemp cultivation and production. A strong association between hemp and marijuana was also observed in both the quantitative and qualitative findings, and respondents indicated some confusion regarding the mind-altering properties of marijuana compared to hemp. As such, a key recommendation is that early communication messages and strategies be tailored toward educating the public on differences in the uses and psychoactive properties of hemp and marijuana. Future research is needed to identify other key messages needed to enhance public understanding of hemp, as well as the best methods of delivering such. Future research should be conducted with other hemp stakeholders, including policymakers, hemp license-holders, and other farmers and industry members to reconcile potential differences in key stakeholder perceptions and enhance the future viability of the industrial hemp market.
{"title":"Hemp There it Is: Examining Consumers’ Attitudes Toward the Revitalization of Hemp as an Agricultural Commodity","authors":"Shelli Rampold, Z. Brym, Michaela Kandzer, L. Baker","doi":"10.4148/1051-0834.2385","DOIUrl":"https://doi.org/10.4148/1051-0834.2385","url":null,"abstract":"Abstract This study was conducted to examine Florida consumers’ stance on legalizing the growing and processing of hemp, recently redefined as an agricultural commodity. Factors were explored that may explain their stance to provide insight into the communication needs in the early stages of the U.S. hemp industry revival. Results indicated that respondents who had more favorable attitudes toward legalizing hemp were also more likely to fall within the category of being overall “for legalizing hemp” when offered a binary choice. Further, attitude toward legalizing hemp was predicted by respondents’ objective knowledge of hemp topics, attitude toward legalizing marijuana, and perceived personal relevance of legalized hemp cultivation and production. A strong association between hemp and marijuana was also observed in both the quantitative and qualitative findings, and respondents indicated some confusion regarding the mind-altering properties of marijuana compared to hemp. As such, a key recommendation is that early communication messages and strategies be tailored toward educating the public on differences in the uses and psychoactive properties of hemp and marijuana. Future research is needed to identify other key messages needed to enhance public understanding of hemp, as well as the best methods of delivering such. Future research should be conducted with other hemp stakeholders, including policymakers, hemp license-holders, and other farmers and industry members to reconcile potential differences in key stakeholder perceptions and enhance the future viability of the industrial hemp market.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":"271 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41287017","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}
Cara Jolly, Q. Settle, Laura L. Greenhaw, R. Inman, D. Cartmell
The craft brewery industry is growing in the United States. Due to changes in state law over the past 10 years, craft breweries are a relatively new industry in Oklahoma. A unique aspect of craft breweries compared to larger breweries is that craft breweries tend to be grounded in their local communities. The purpose of this research was to understand how craft breweries in Oklahoma establish their brand with respect to their communities. Interviews were conducted with brewery personnel across Oklahoma, including participants from both more established and newer breweries. The breweries in this study were purposefully engaging in their communities and serving as a third space (i.e., a place that is not home or work that helps foster social capital between community members). Much of the breweries’ promotion came from customers’ word-of-mouth and peers in the Oklahoma craft brewery industry. Breweries were actively using local identifiers in the products and tap rooms to utilize place branding. Craft breweries were working with each other to foster the state’s craft brewery industry, which is considered coopetition (i.e., when organizations that could be seen as competitors also help each other). Future research is recommended that addresses the craft breweries in other states to assess their brands in their communities, how the use of local identifiers in branding are perceived outside of the breweries’ local communities, and how results of this study apply to other locally oriented food and agricultural industries.
{"title":"Untapped Potential of Local Brewery Brands in Their Communities","authors":"Cara Jolly, Q. Settle, Laura L. Greenhaw, R. Inman, D. Cartmell","doi":"10.4148/1051-0834.2380","DOIUrl":"https://doi.org/10.4148/1051-0834.2380","url":null,"abstract":"The craft brewery industry is growing in the United States. Due to changes in state law over the past 10 years, craft breweries are a relatively new industry in Oklahoma. A unique aspect of craft breweries compared to larger breweries is that craft breweries tend to be grounded in their local communities. The purpose of this research was to understand how craft breweries in Oklahoma establish their brand with respect to their communities. Interviews were conducted with brewery personnel across Oklahoma, including participants from both more established and newer breweries. The breweries in this study were purposefully engaging in their communities and serving as a third space (i.e., a place that is not home or work that helps foster social capital between community members). Much of the breweries’ promotion came from customers’ word-of-mouth and peers in the Oklahoma craft brewery industry. Breweries were actively using local identifiers in the products and tap rooms to utilize place branding. Craft breweries were working with each other to foster the state’s craft brewery industry, which is considered coopetition (i.e., when organizations that could be seen as competitors also help each other). Future research is recommended that addresses the craft breweries in other states to assess their brands in their communities, how the use of local identifiers in branding are perceived outside of the breweries’ local communities, and how results of this study apply to other locally oriented food and agricultural industries.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46657892","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}
María A. Martínez, Jessica Holt, A. Lamm, Abigail Borron
Abstract CRISPR gene-editing technology, as it relates to food, has the potential to revolutionize the agricultural industry. Currently, 40% of global consumers are categorized as Generation Z. Gen Zer’s are digital natives and use Instagram to discover new products; therefore, it is important to understand the most effective communications strategies to engage this segment of consumers with scientific information that will allow for informed decision-making regarding CRISPR technology. Infographics are a form of data visualization that can be used in a static or animated form. Previous studies have shown animated infographics to garner greater attention from respondents. Using the Heuristic-Systematic Processing Model (HSM) and the Risk Information Seeking and Processing (RISP) model as the guiding theoretical framework, this study used an experimental design to investigate respondents’ information recall ability of CRISPR information using infographics. The results from the current study indicated respondents heuristically processed the information about CRISPR displayed to them through an infographic, as statistically significant differences were measured between the animated infographic treatment group and the respondent’s recall ability on only 2 of the 3 recall questions asked. The exploration of demographic characteristics found a moderating effect on recall ability for only the static treatment group and political ideology. Key findings in the current research suggest the implementation of animated infographics may aid in more effective agricultural messaging if kept to one point of information and have a source of credibility.
{"title":"Generation Z and CRISPR: Measuring information processing using animated infographics","authors":"María A. Martínez, Jessica Holt, A. Lamm, Abigail Borron","doi":"10.4148/1051-0834.2394","DOIUrl":"https://doi.org/10.4148/1051-0834.2394","url":null,"abstract":"Abstract CRISPR gene-editing technology, as it relates to food, has the potential to revolutionize the agricultural industry. Currently, 40% of global consumers are categorized as Generation Z. Gen Zer’s are digital natives and use Instagram to discover new products; therefore, it is important to understand the most effective communications strategies to engage this segment of consumers with scientific information that will allow for informed decision-making regarding CRISPR technology. Infographics are a form of data visualization that can be used in a static or animated form. Previous studies have shown animated infographics to garner greater attention from respondents. Using the Heuristic-Systematic Processing Model (HSM) and the Risk Information Seeking and Processing (RISP) model as the guiding theoretical framework, this study used an experimental design to investigate respondents’ information recall ability of CRISPR information using infographics. The results from the current study indicated respondents heuristically processed the information about CRISPR displayed to them through an infographic, as statistically significant differences were measured between the animated infographic treatment group and the respondent’s recall ability on only 2 of the 3 recall questions asked. The exploration of demographic characteristics found a moderating effect on recall ability for only the static treatment group and political ideology. Key findings in the current research suggest the implementation of animated infographics may aid in more effective agricultural messaging if kept to one point of information and have a source of credibility.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42748458","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}
Taylor K. Ruth, L. Young, Joy N. Rumble, Lisa Lundy
Mass media is the main source of scientific information for most Americans, but inaccuracy of reporting has threatened the public’s understanding of science. Perceived media bias and fake news has also made the public skeptical of the media, and scientists’ perceptions are no different. Because scientists are the most trusted source for scientific information in America, it is important they remain willing to work with the media. This study used the Theory of Planned Behavior (TPB) to explore scientists’ perceptions of working with reporters, including their attitude, subjective norms, behavioral control, and intent to engage with the media in the future. In-depth interviews were conducted with 13 tenure-track faculty at the University of Florida’s Institute of Food and Agricultural Sciences (UF/IFAS) in spring 2018. These participants represented low, moderate, and high communicators. The findings from this study indicated mostly negative attitudes toward reporters due to skepticism in their ability to accurately report science. Behavioral control was also limited due to time and ability constraints, but participants recommended trainings as ways to increase behavioral control. Subjective norms were somewhat mixed, with some positive norms from mentors but perceived negative norms from the public. Despite negative attitudes toward reporters, intent to engage with the media was mixed. However, subjective norms and behavioral control were often discussed as reasons to not engage with reporters. The findings from this study offered recommendations for both practice and research to help foster positive relationships between scientists and reporters.
{"title":"Agricultural Scientists’ Perceptions of Working with Reporters","authors":"Taylor K. Ruth, L. Young, Joy N. Rumble, Lisa Lundy","doi":"10.4148/1051-0834.2400","DOIUrl":"https://doi.org/10.4148/1051-0834.2400","url":null,"abstract":"Mass media is the main source of scientific information for most Americans, but inaccuracy of reporting has threatened the public’s understanding of science. Perceived media bias and fake news has also made the public skeptical of the media, and scientists’ perceptions are no different. Because scientists are the most trusted source for scientific information in America, it is important they remain willing to work with the media. This study used the Theory of Planned Behavior (TPB) to explore scientists’ perceptions of working with reporters, including their attitude, subjective norms, behavioral control, and intent to engage with the media in the future. In-depth interviews were conducted with 13 tenure-track faculty at the University of Florida’s Institute of Food and Agricultural Sciences (UF/IFAS) in spring 2018. These participants represented low, moderate, and high communicators. The findings from this study indicated mostly negative attitudes toward reporters due to skepticism in their ability to accurately report science. Behavioral control was also limited due to time and ability constraints, but participants recommended trainings as ways to increase behavioral control. Subjective norms were somewhat mixed, with some positive norms from mentors but perceived negative norms from the public. Despite negative attitudes toward reporters, intent to engage with the media was mixed. However, subjective norms and behavioral control were often discussed as reasons to not engage with reporters. The findings from this study offered recommendations for both practice and research to help foster positive relationships between scientists and reporters.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41347904","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, Jessica R. Spence, Tobin Redwine, H. Leggette
Research in agricultural communications is not guided by a national research agenda. Therefore, the substantial body of research produced from scholars working in the discipline represents scattered efforts. We conducted a content analysis of journal articles published in the Journal of Applied Communications between 2000 and 2019 to identify the research themes that establish the discipline’s scholarly base. Through an examination of n = 259 journal articles, we identified N = 27 research themes, the most prevalent of which included agriculture and media relations/practices (f = 30; % = 11.58), public perceptions/understanding of agriculture and natural resources (f = 25; % = 9.65), and agricultural communications academic programs and curricula (f = 21; % = 8.11). Then, we used Q methodology to identify viewpoints of agricultural communications scholars (e.g., faculty, graduate students; n = 45) as they relate to perceptions about the importance of research. We identified four dominant viewpoints of scholars in agricultural communications: Message Framing Influencers, Extension-Focused Scholars and Practitioners, Discipline-Conscious Researchers, and Tech-Savvy Scholars. Together, these viewpoints explained 59.43% of the study variance. Although participants who represented each of these groups had unique perspectives, participants generally agreed that public perceptions/understanding of agriculture and natural resources and crisis communications in agricultural communications were important research themes. Likewise, they generally agreed that the role of agricultural communications professional organizations, agricultural communications efforts during historical events, and agritourism were not important research themes.
{"title":"Characterizing Viewpoints of Scholars in Agricultural Communications as they Relate to Research Themes in the Journal of Applied Communications: A Q Methodological Study","authors":"J. Parrella, Jessica R. Spence, Tobin Redwine, H. Leggette","doi":"10.4148/1051-0834.2389","DOIUrl":"https://doi.org/10.4148/1051-0834.2389","url":null,"abstract":"Research in agricultural communications is not guided by a national research agenda. Therefore, the substantial body of research produced from scholars working in the discipline represents scattered efforts. We conducted a content analysis of journal articles published in the Journal of Applied Communications between 2000 and 2019 to identify the research themes that establish the discipline’s scholarly base. Through an examination of n = 259 journal articles, we identified N = 27 research themes, the most prevalent of which included agriculture and media relations/practices (f = 30; % = 11.58), public perceptions/understanding of agriculture and natural resources (f = 25; % = 9.65), and agricultural communications academic programs and curricula (f = 21; % = 8.11). Then, we used Q methodology to identify viewpoints of agricultural communications scholars (e.g., faculty, graduate students; n = 45) as they relate to perceptions about the importance of research. We identified four dominant viewpoints of scholars in agricultural communications: Message Framing Influencers, Extension-Focused Scholars and Practitioners, Discipline-Conscious Researchers, and Tech-Savvy Scholars. Together, these viewpoints explained 59.43% of the study variance. Although participants who represented each of these groups had unique perspectives, participants generally agreed that public perceptions/understanding of agriculture and natural resources and crisis communications in agricultural communications were important research themes. Likewise, they generally agreed that the role of agricultural communications professional organizations, agricultural communications efforts during historical events, and agritourism were not important research themes.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44132747","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}
X. Wang, Xiaoli Nan, S. Stanley, Yuan Wang, L. Waks, David A. Broniatowski
This study investigates how the emotional tone of food safety risk communication messages predicts message virality on social media. Through a professional Internet content tracking service, we gathered news articles written about the 2018 romaine lettuce recall published online between October 30th and November 29th, 2018. We retrieved the number of times each article was shared on Twitter and Pinterest, and the number of engagements (shares, likes, and comments) for each article on Facebook and Reddit. We randomly selected 10% of the articles (n = 377) and characterized the emotional tone of each article using machine learning, including emotional characteristics such as discrete emotions, emotional valence, arousal, and dominance. Conveying negative valence, low arousal, and high dominance, as well as anger and sadness emotions were associated with greater virality of articles on social media. Implications of these findings for risk communication in the age of social media are discussed.
{"title":"Emotion and Virality of Food Safety Risk Communication Messages on Social Media","authors":"X. Wang, Xiaoli Nan, S. Stanley, Yuan Wang, L. Waks, David A. Broniatowski","doi":"10.4148/1051-0834.2391","DOIUrl":"https://doi.org/10.4148/1051-0834.2391","url":null,"abstract":"This study investigates how the emotional tone of food safety risk communication messages predicts message virality on social media. Through a professional Internet content tracking service, we gathered news articles written about the 2018 romaine lettuce recall published online between October 30th and November 29th, 2018. We retrieved the number of times each article was shared on Twitter and Pinterest, and the number of engagements (shares, likes, and comments) for each article on Facebook and Reddit. We randomly selected 10% of the articles (n = 377) and characterized the emotional tone of each article using machine learning, including emotional characteristics such as discrete emotions, emotional valence, arousal, and dominance. Conveying negative valence, low arousal, and high dominance, as well as anger and sadness emotions were associated with greater virality of articles on social media. Implications of these findings for risk communication in the age of social media are discussed.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43629260","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}
Interdisciplinary agricultural research centers are becoming more common at land-grant universities. These centers often use an interdisciplinary approach to address complex science issues. As these centers address agricultural issues that impact society, effective science communication is a necessary activity. However, these centers may face unique barriers or opportunities. This study utilized a qualitative approach to identify the barriers and motivations of interdisciplinary agricultural center directors when communicating about science. Participants identified common science communication challenges, such as time and lack of funding. Funding was also identified as a motivation, as well as factors related to the tenure and promotion process. Recommendations from this work include evaluating the public relations and the effectiveness of science communication from these centers. Future research should also examine the financial structure of interdisciplinary centers to better inform best practices.
{"title":"Challenges and Motivations of Science Communication: An Administrative Perspective at Land-Grant Universities","authors":"Ashley McLeod-Morin, Joy N. Rumble, R. Telg","doi":"10.4148/1051-0834.2387","DOIUrl":"https://doi.org/10.4148/1051-0834.2387","url":null,"abstract":"Interdisciplinary agricultural research centers are becoming more common at land-grant universities. These centers often use an interdisciplinary approach to address complex science issues. As these centers address agricultural issues that impact society, effective science communication is a necessary activity. However, these centers may face unique barriers or opportunities. This study utilized a qualitative approach to identify the barriers and motivations of interdisciplinary agricultural center directors when communicating about science. Participants identified common science communication challenges, such as time and lack of funding. Funding was also identified as a motivation, as well as factors related to the tenure and promotion process. Recommendations from this work include evaluating the public relations and the effectiveness of science communication from these centers. Future research should also examine the financial structure of interdisciplinary centers to better inform best practices.","PeriodicalId":33763,"journal":{"name":"Journal of Applied Communications","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41588251","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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