Agricultural Communication Research

2006-2007 Abstracts

The Newest White Meat: Selected Consumers' Attitudes and Taste Perceptions of All-Natural Pork

Katie Chodil, Tracy Irani, Courtney Meyers, Ricky Telg

Two focus groups were conducted to discover consumers’ attitudes toward all-natural pork and how taste and price influence intent to purchase. After discussing the terms “organic” and “natural,” participants engaged in affective testing, a form of sensory evaluation, of several pork products. Overall, participants had positive association with the terms “organic” and “natural.” Participants associated “all-natural” with perceptions of animal welfare, higher quality feed, and no preservatives or chemicals in the final pork product. Personal taste preferences played a central role in the affective testing of different all-natural pork cuts. Consumers said being able to taste the product influenced their intent to purchase.

Naturally Confused: Selected Consumers' Perceptions of All-Natural and Organic Pork

Katie Chodil, Tracy Irani, Courtney Meyers

Two focus groups were conducted to discover consumers’ attitudes toward all-natural and organic pork and to gather their reactions to the U.S. Department of Agriculture’s organic standards for meat and policy for natural claims. After discussing the terms “organic” and “natural,” participants were provided a handout listing the USDA’s organic standards and natural claims. Overall, participants had positive association with the terms “organic” and “natural.” Participants perceived the “no” labeling theme often coupled with the natural label on pork products as identifying potential health and animal welfare risks. Participants expressed confusion with respect to distinctions between all-natural claims and organic standards, and would like the information about these terms posted in grocery stores and clearly defined in advertising and labeling.

Promoting Solutions: Selected Consumers Perceptions and Evaluation of an Integrated Marketing Communications Web site for Extension

Courtney Meyers & Tracy Irani

The purpose of this study was to evaluate the effectiveness of one major element of a university extension service’s IMC campaign, the Web site. Focus group methodology was utilized to conduct a study of users and non-users of extension. A total of 19 participants attended the two focus groups. Results indicated that participants preferred receiving information about extension activities through a variety of Internet and personal methods such as e-mail, Web sites, mail, visiting the extension office, phone, and television. Overall, reactions to the web site were very positive, but participants provided numerous recommendations as to design elements, navigation, and placement of information. The results of this study indicate the importance of using audience members to evaluate Web site content and design, as well as an overwhelming need to better communicate what extension is and does.

Communicating the Dairy Message: How Locus of Control Relates to Producer Perceptions of Mandatory and Entrepreneurial Marketing

Carrie Pedreiro, Tracy Irani, Ricky Telg, Nick Place

This study described the perceptions of Florida cooperative dairy producers regarding their mandatory marketing investment (checkoff) and entrepreneurial marketing efforts in terms of their locus of control score. A descriptive census survey of the Floridian members of Southeast Milk, Incorporated was utilized. When describing perceptions of the checkoff program, the majority of respondents believed their mandatory marketing program was important and valuable to their farm, as well as the dairy industry. Respondents cited grocery store promotions and presentation of milk in cafeterias as programs most valuable to the industry, while sports marketing campaigns such as “Got milk? Gator Junior Fan of the Game” were poorly rated among respondents. Half of respondents felt there was an additional need for entrepreneurial marketing efforts such as farm tours and websites, yet few are currently participating in such efforts. In terms of locus of control, producers categorized as “internal” were more favorable towards entrepreneurial marketing efforts, while those deemed “external” were more satisfied with the status quo.

Agricultural and Natural Resources Awareness Initiative: Statewide Needs Assessment

Roslynn Brain, Tracy Irani, Ed Osborne, Ricky Telg, Shannon Washburn, Alan Hodges
This needs assessment was developed as part of the statewide Florida Agricultural and Natural Resources (AGNR) Awareness Initiative. The initiative mission is, “To increase the ability of Extension faculty, opinion leaders, and producers to deliver agricultural and natural resources awareness messages and programs.” The survey was administered via e-mail on September 5, 2006, to 321 agents across the state. After two reminder notices to non-respondents, a total of 186 agents (58 percent) completed the survey, 12 (4 percent) declined, and 123 (38 percent) did not respond. The survey closed on September 29, 2006. Quantitative responses were analyzed using descriptive statistics, while domain analysis was used for all qualitative responses.
Respondents reported that the top three issues facing counties across Florida include (a) development/population increase, (b) water quality/use, and (c) increasing land value. The top barriers to effectively communicating messages about AGNR to various audiences are (a) access to information/materials/media/key stakeholders, (b) consistency/clarity/impact in message delivery, (c) competing interests/priorities, and (d) an overall lack of interest, knowledge, and awareness. Next steps for the initiative stem directly from the needs assessment results.

Differences in Attitudes Toward Florida Agriculture

Eric K. Kaufman, Tracy A. Irani, and Glenn D. Israel

This study provided further investigation of the data collected in the Ag Institute’s 2006 Public Opinion survey. The researchers sought to answer two questions: (1) how does confidence in Florida agriculture differ by location of residency, and (2) what other variables are important predictors of confidence in Florida Ag. The findings suggest that confidence in Florida Ag is less for people who live in more heavily populated counties, have children at home, and regularly purchase organic food. As a result promotional campaigns for improving the image of Florida agriculture should be targeted toward these individuals, especially parents and organic food buyers. As for the residential difference, this might be expected in other states where rural communities rely more heavily on production agriculture. However, in Florida the more heavily populated counties are also the counties with the largest economic impacts from the agriculture industry. More research is needed to determine why residents of these counties have less confidence in the agricultural industry.

Feeding the Debate: A framing analysis of the news media coverage of organic food

Courtney Meyers & Katie Chodil

The purpose of this study was to examine the frames utilized in media coverage of organic food. Through discovery of the dominant frames, the researchers determined what aspects of the organic food controversy are being emphasized and/or ignored. The researchers content analyzed 60 articles that were published in The New York Times, The Washington Post, The Los Angeles Times, Atlanta Journal & Constitution, and The Chicago Sun-Times between March 1, 2005 to September 13, 2006. The findings from this study demonstrated that the national news media emphasized the ethical and moral reasons to purchase organic food. The limited discussion of scientific evidence for the claims of superior quality, safety, and nutrition contributes to the consumer’s dependence on personal morals and ethics. In reference to organic food news coverage, the functions of frames will influence how consumers interpret the messages and the resulting purchase behavior.

An Exploratory Study of Agricultural Publication Editors’ Decisions to Publish Risk Coverage

Courtney Meyers & Katie Chodil
The purpose of this study is to discover how agricultural publication editors, in their role as gatekeepers, make decisions regarding coverage of risk related to agriculture. This exploratory study will aim to determine what “forces” influence editors’ decisions to publish coverage of risk.

2005-2006 Abstracts

Evaluating Genetically Modified Food Labels: A Focus Group Study

Courtney A. Meyers & Jefferson D. Miller (University of Arkansas)

Consumer opinion polls have indicated a lack of acceptance of GM ingredients in food and a desire to see such products identified through the use of labels. In this study, consumers in three focus groups discussed their opinions regarding GM foods and the need to label them. They also evaluated and discussed four genetically modified food label designs. Findings revealed that participants want labels on food containing GM ingredients. Participants agreed on two features a label on GM foods should have: contact information and an identifying symbol. This label should appear on the front of the package or near the nutrition label. Participants also expressed a strong desire for consumer education about GM foods and any label adopted in the future to identify them. Further research on consumer preference for GM food labels is needed using both qualitative and quantitative methods.

Covering Canker: A Framing Analysis of Citrus Canker Coverage in Florida Newspapers

Courtney Meyers, Emily Rhoades

Using content analysis, this study analyzed Florida newspaper coverage of citrus canker six months prior to (December 1, 2003 to May 31, 2004) and six months after (December 1, 2004 to May 31, 2005) the 2004 hurricane season to examine the extent and type of coverage. Findings suggest that although this issue was moderately covered prior to the 2004 hurricane season, the hurricanes that swept across that area of the state spurred reporters to take a more critical look at the issue. Before the hurricanes, the majority of articles were framed to look at homeowner loss and the battles going on in the court system and legislature. In the second time period, agriculture tended to be the dominant focus of most articles and the frames of hardships/new discovery and agricultural loss were used more often.

Are We Listening? Assessing the Potential of Extension to Utilize Mass Media to Convey Consumer Oriented Home Horticulture Information to Non-Traditional Audiences

Tracy Irani, Courtney Meyers, & Erin Eckhardt

To reach new clientele, Extension must be able to create programs that appeal to more generalized audiences, and that communicate public value. The purpose of this study was to evaluate an IFAS-produced home horticulture radio show to be broadcast on NPR radio stations. Participants in two focus groups (both users and non-users of Extension) evaluated the radio program’s topics and format. Participants preferred topics dealing with plant selection and basic maintenance in the climatic zone of North Central Florida and wanted interactive aspects such as a Web site and a question-and-answer format.

Application of the Elaboration Likelihood Model to the Design of Genetically Modified Food Labels

Courtney A. Meyers, Jefferson D. Miller (University of Arkansas)

The purpose of this study was to apply a persuasive communication theory, the Elaboration Likelihood Model (ELM), to develop potential GM food label designs. Four prototypical labels were designed based on the ELM, and participants in three focus groups shared their opinions of the content and designs of the labels. Text-heavy labels were not popular, yet some central-route characteristics were desirable, especially the presence of a source to contact for more information about GM foods. The graphics-based design of the peripheral-route prototype was much more popular, with a “biotechnology symbol” and the logo of a certifying source, such as the FDA.

Local Marketing and Promotional Efforts of Florida Extension Agents

Ricky Telg, Tracy Irani, Ashley Hurst, Mark Kistler

The objective of the study was to determine the perceptions of current Florida Extension agents as to specific methods or materials used to market Florida Extension programs and activities. A total of 175 Extension faculty members responded in this study, for an overall response rate of 54.18%. Overall, respondents perceived Extension marketing to be good, positive, beneficial, favorable, important, difficult, up to them, and in their control. Not only do they think marketing is a necessary part of their job, they also find it to be rewarding. Results of this study indicated that Extension agents would benefit from the development of marketing and promotional tools that would help them to disseminate information to the public.

“The Stuff You Need Out Here”: A Semiotic Analysis of Agricultural Magazine Advertisements

Emily Rhoades

In today’s mediated society, people are continually searching to describe the relationship among themselves, the items they encounter in their physical environment, and the cultural and historical contexts in which they reside. By placing meaning-laden visuals in a medium as popular as magazines (Maddox, 2001) with agricultural audiences, advertisers are sending messages as to what rural life should consist of. The 2004-2005 advertising campaign of the Tractor Supply Company utilized photographs of rural life to sell viewers “The stuff you need out here.” This advertising campaign, which relied heavily on a humorous appeal to play into stereotypical images of agriculture and rural life, was seen in a variety of magazines that reach rural audiences. Using the semiological framework of how images construct meanings, this study sheds light on the various messages behind these advertisements and how they convey the cultures of rural life to farm and non-farm audiences. Through simplistic images playing into known stereotypes such as male domination, hardworking, and freedom, the dominant ideal is enforced through the selling of these products. By utilizing American ideals and colors, the advertisements played into the American need to be patriotic.

Interactivity and Two-Way Communication Options on Livestock Publication Websites: A Content Analysis

Emily Rhoades, Ashley Hurst

While agricultural magazines are putting sites online, are they mirroring the approach of traditional media sites that are primarily designed for the general public? Or, do they contain specific elements to draw in agricultural audiences that would typically be attracted to other information outlets? A content analysis of 37 agricultural magazine sites identified by Rhoades (2004) was conducted to determine if agricultural magazines are utilizing the full potential of the Web to reach their readers, outside audiences, and possible advertisers. It was found that the main purpose of these sites was to provide information or to serve as a promotional piece for the magazine. In terms of advertisements, the sites analyzed tended to favor links pages (67.6%) and banner advertisements (62.2%) over other forms of advertisements. The analysis showed that 75.7% of sites contained news stories and 51.4% posted archived articles from their publications. E-mail was the most prominently used method of two-way communication with 97.3% (n=36) of the sites containing some form of link.

Front-Line Disaster Responders: Florida Extension Professional’s Personal Needs, Professional Needs, and Communication Efforts

Melissa Muegge, Mark J. Kistler, Nick T. Place, Tracy A. Irani, Ricky W. Telg

The purpose of the study was to determine Florida Extension professional’s involvement and impact – in terms of personal and professional development needs and impacts within their communities – as a result of the 2004 hurricane season. A 76-question survey instrument was developed by a team of researchers in the Department of Agricultural Education and Communication, and it included quantitative and open-ended (qualitative) questions. Results from this study indicate that Florida's Extension agents were, indeed, front-line responders following the four hurricanes that struck the state in late summer 2004. Extension professionals were on the front line to provide aid to storm victims, sometimes when the professionals themselves were also severely impacted by the storms' fury. The agents also were information sources and resources in their communities. Many distributed handouts on various aspects of hurricane preparedness, recovery, and relief, including proper generator operation, food preservation and safety, and tree and debris removal. Extension personnel also were front-line responders to many agricultural producers and in rural areas across Florida.

Communication Efforts of Florida Extension Agents During the 2004 Hurricane Season

Ricky Telg, Tracy Irani, Melissa Muegge, Mark Kistler, Nick Place

The purpose of this study was to examine what communication channels Florida’s Extension faculty utilized during the 2004 hurricane season. A total of 208 people responded to the survey, for an overall response rate of 63.4%. The most used method of “non-personal” communication during the 2004 hurricane season was flyers/print materials, followed by newspapers. Respondents indicated that they did not use mass media channels during the hurricanes; personal communication methods, such as word of mouth or site visits, appeared to be the most common form of communication used overall. Respondents rarely used live television and radio or recorded public service announcements. Respondents reported the general public was only slightly aware of Extension’s efforts; respondents also noted that their traditional Extension clientele group was was moderately informed of Extension’s efforts; however, 11% reported their clientele not aware at all of what Extension did. Respondents also reported that 83% of their offices had an internal crisis communication plan, while 57% said their Extension office had an external plan.

Building Public Trust: Extension Messages Communicated During the 2004 Florida Hurricane Season

Ricky Telg, Melissa Muegge, Tracy Irani, Mark Kistler, Nick Place

The purpose of this study was to examine what messages Extension faculty communicated to the general public and to their primary Extension clientele during the 2004 hurricane season. A total of 208 viable responses of Florida Extension faculty were received via a Web survey, for a 64.3% response rate. Overall, the predominant message meta-theme associated with both audiences (public and specific Extension clientele) was “Extension is here to help.” Themes reported by respondents for the general public were disaster preparedness, safety issues, disaster relief, and landscape and yard cleanup. For their Extension clientele, messages communicated were livestock and crop maintenance; meetings, classes, and programs; disaster relief; and landscape and yard cleanup. The messaged geared to Extension clientele were often more detailed and agriculture-specific. This study found that Florida’s Extension faculty communicated messages of hope, support, and reassurance during the 2004 hurricane season.

Bridging Borders: Organizing Short-Term Agricultural Communication Study Abroad Programs

Emily Rhoades, Roslyn Brain, Ricky Telg, Tracy Irani, Owen Roberts (University of Guelph)

The purpose of this paper was to describe the efforts of the University of Florida and the University of Guelph, located near Toronto, as they jointly developed a pilot exchange program to allow undergraduate and graduate agricultural communication students to think critically about agriculture, agricultural communications, and culture in each other’s country. During this exchange, nine University of Guelph students traveled to Florida for one week over their “reading week,” and six UF students traveled to Canada during their spring break, in back-to-back weeks. Students met with university administrators and agriculture industry representatives, toured agricultural facilities, and visited cultural locations. Students’ critical thinking and perceived international competencies were assessed both before and after the exchange using both qualitative and quantitative instrumentation. This paper details the planning process, culminating in the two-week program, provides students’ comments about what they learned during the study abroad experience, and makes recommendations to faculty interested in organizing similar study abroad programs.

Integrating Critical Thinking into Agricultural Communications Curricula

Ricky Telg , Tracy Irani

This qualitative study examined agricultural communications instructors’ comments and recommendations regarding integrating critical thinking into agricultural communications curricula. The instructors were provided with summary findings from a previous study on agricultural communications undergraduate majors’ level of critical thinking skills and were asked to respond to the findings by determining reasons why students’ skills were low, identifying ways to enhance critical thinking in courses, and stating the benefits for students to have strong critical thinking skills. Respondents identified these factors that contribute to agricultural communications students’ lack of critical thinking skills: an inability to read critically or to read well, a lack of analytical skills, and a lack of curiosity. The instructors identified four major areas to better utilize critical thinking in their courses: using real-world projects and situations, emphasizing research, demanding more and richer writing assignments, and exposing students to differing viewpoints. The benefits of students having strong critical thinking skills include students becoming “conscientious consumers” of information, mature leaders, and better employees. Recommendations for implementing critical thinking into agricultural communications curricula include providing opportunities for real-world, practical projects; incorporating case studies into courses; incorporating varying viewpoints, not just a “pro-agriculture” attitude; and emphasizing analysis of information, not just “finding” information.

Agricultural Education/Extension in Ontario: Large Need, Little Supply

Roslynn Brain, James P. Mahone, Glen Filson (University of Guelph)

This study determined the potential void between consumers and agriculture, assessing the need for enhanced agricultural education programs and extension initiatives in Ontario. Four-hundred questionnaires were administered and completed within Oxford County, Ontario, and results were compared with three nation-wide studies (two American and one Canadian). Most respondents felt Canadians were not “food smart” and could not recall having learned anything about agriculture in school - although almost all would have liked to. Despite the strong desire to learn more about agriculture in school, agriculture is not part of the Ontario curriculum. Ontario has a non-profit, optional agricultural education program in place (Ontario Agri-Food Education Inc.). Yet, according to the low amount of people who could recall learning about agriculture in school, teachers have either not heard about it or have not made the effort to incorporate the material. The government phased out agricultural extension from the Ontario Ministry of Agriculture and Food in the 1990s, and extension officers have disappeared as a result. Although the agri-food industry is one of the most important in Ontario, government support and agricultural education/extension initiatives are lacking, if not non-existent, which results in a much larger challenge of increasing awareness.

Evaluation of the Effect of Multi-site Distance Education on Knowledge Gained in a Plant Propagation Course

Tracy Irani, Grady Roberts, S. Wilson, Emily Rhoades

This study was designed as a comprehensive description and evaluation of a plant propagation course developed specifically for multi-site distance education delivery and taught by a team of instructors. As such, it utilized an evaluation instrument that enabled student respondents to evaluate all aspects of the course, the instructor and the technology used to deliver it. A 10-knowledge item pretest was designed to assess perceived knowledge change/gain in plant propagation concepts that were taught in the course. Results showed statistically significant differences in perceived knowledge from the pretest to the posttest, with increases in student respondents’ ratings of every item. Students favorably evaluated the major elements of the course, including the technology, the instructor and the management of the course.