Agricultural Communication Research Articles

Beer farmers: cultivating an agribusiness atmosphere and consuming agrarian myth

ABSTRACT Agribusinesses invest in harnessing the goodwill affiliated with US agrarianism and farm iconography, hoping publics transfer the goodwill they attach to farming onto corporations. To make apparent agribusiness’s rhetorical strategies, we analyze “For the Farmers,” a 2021–2022 John Deere and Anheuser-Busch collaborative campaign to raise money for the nonprofit Farm Rescue. We theorize how productive tensions—farmers as thriving vs. farmers as needy and farms as human spaces vs. farms as machine spaces—mobilize the contradictions of agribusiness mythmaking in the twenty-first century. Our analysis of this campaign’s beer packaging and promotional video offers scholars who are invested in food rhetoric and agricultural communication an invitation to notice how agribusiness atmospheres both host contradiction about imagined pasts and recenter white masculinity to evoke a secure future based on trust of industrial-scale farming and the hydrocarbon economy. By theorizing how rhetorical affect aligns drinking beer with rescuing farmers, we offer a model of critiquing agribusiness’s reliance on myths to promote their brands.

Entering the agricultural education professorate: Hiring authorities’ perceptions of tenure-track faculty needs

The purpose of this Delphi study was to identify the competencies needed by first-year, tenure-track faculty in the profession of agricultural education and its related specializations (i.e., teacher education, Extension education, leadership development, and agricultural communication) as perceived by hiring authorities. The expert panel was composed of 31 individuals across 25 states who were hiring authorities of agricultural education faculty. At the completion of the third round, there were a total of 52 competencies that reached consensus with the panel. The competencies were situated into three thematic categories: (a) professional skills, (b) technical skills, and (c) personal attributes. A visual framework, including the competencies, categories, and subcategories is presented. We recommend that this framework be used by graduate programs of agricultural education and related specializations as a potential framework for evaluating their programming. The time is ripe for a profession-wide conversation around the development and preparation of future faculty, and how to establish a community of scholars. Future research should be conducted to examine the best practices, such as mentorship and collaboration, to sustain and support faculty over their career and how such practices may be effectively implemented across the agricultural education professorate.

What's the beef with gene editing? An investigation of factors influencing U.S. consumers’ acceptance of beef from gene-edited cattle

Gene-editing technology provides promising opportunities for livestock industries by enabling precise genetic modifications that enhance desirable traits such as increased disease resistance, heat tolerance, and nutritional quality. With gene-edited beef products entering the market soon, understanding consumers’ acceptance is critical. Using structural equation modeling, the study aimed to determine how key psychological and social factors influence U.S. consumers’ attitudes toward gene editing and their behavioral intentions toward ground beef from gene-edited cattle. Results indicate that knowledge, subjective social norms, and perceived benefits positively influenced attitudes, while perceived risks and food technology neophobia negatively influenced attitudes. Subjective social norms, perceived benefits, and attitudes positively influenced behavioral intentions, while perceived risks and food technology neophobia negatively influenced intentions. Attitudes acted as a partial mediator, significantly mediating the effects of subjective social norms, perceived benefits, perceived risks, and food technology neophobia on behavioral intentions. Improving consumers’ behavioral intentions toward ground beef from gene-edited cattle hinges on cultivating more favorable attitudes toward the technology. Thus, collaborative efforts by scientists, producers, policymakers, extension agents, and agricultural communicators should seek to increase consumers’ perceived benefits and improve subjective social norms, as these factors were most influential.

Effects of Radio-Based Extension Services on farmers’ Adoption of Organo-Mineral Fertilizers, Biofertilizers, and Manure in Lesotho

ABSTRACT This study examined the effects of radio-based extension services on farmers’ adoption of organo-mineral fertilizer, biofertilizer, and manure in Lesotho using a sample of 1659 farmers extracted from the 2019/2020 agricultural production survey database Bureau of Statistics (BOS). Data were analyzed using Statistical Package for the Social Sciences (SPSS) Version 29 to analyze and compare the data collected. Descriptive statistics were computed to examine the proportion and disaggregation based on the use of radio as the main source of extension information through cross-tabulation and a Probit regression analysis. The results show information types covered include agronomy, pest/disease, credit, new practice, varieties, weather, land tenure, soil conservation, and crop protection, with majority indicating radio as the source; while technologies promoted by radio are soil conservation, terraces, cover cropping, crop rotation, organo-mineral fertilizer, organic fertilizer, biofertilizers, manure, and improved seeds. Radio continues to play a major role in the dissemination of agricultural information and influence adoption behavior despite the multimedia approach to agricultural communication.

Dissemination of agricultural knowledge using a collaborative multidisciplinary co-creation platform: a case study

ABSTRACT This work defines a framework for agricultural learning based on university-led collaborative co-creation vehicles such as multidisciplinary innovation platforms. This work compares the scope of dissemination and learning strategies of European research projects with the use of an innovation and co-creation training platform boasting an attractive central theme that integrates different online activities, social media, webinars, podcasts, slack channel, online courses and, after COVID-19, face-to-face field days. The materials to be disseminated are created and transmitted by farmers, technicians, researchers, … The farmer is linked to a platform of a current topic, which involves coordination from the university, with no commercial aspects and free for users. The platform, after 3 years in operation, has more than 90,000 annual views from 10 countries. Comparing with the best answer in research project dissemination, the platform has 94%, 25% and 50% more users in LinkedIn, Facebook and Instagram, respectively. Users value the usefulness of the webinars and blog. With these results, we want to show agricultural communicators and dissemination agents of research projects, that there are more efficient ways of dissemination, not only social media or conferences focused only on project results.

Drivers of Small-Scale Farmers' Adoption of Mobile Phone Technology for Rice Production and Marketing in Dodoma Region

Despite the benefits of Mobile Phone Technology (MPT) in enhancing agricultural communication in Tanzania, a significant gap exists between the rise in mobile phone subscriptions and the actual adoption of MPT by farmers for agricultural production and marketing. This study utilised multinomial logistic regression to analyse factors influencing MPT adoption among 454 small-scale farmers in Bahi District, Dodoma Region. The findings indicated that 62 percent of the farmers adopted MPT, while 38 percent did not. Key factors influencing MPT adoption for rice production communication only included; having household members under 15 years, mobile phone ownership, time spent on using mobile phones, land size, use of hired labour, market distance and distance to all-weather roads. This study revealed that significant determinants for the adoption for rice marketing communication only were farmer’s sex, time spent on mobile phones and market distance. Further, the study showed that significant factors for the adoption for combined rice production and marketing communication were the farmer’s education level, mobile phone ownership, land size, use of family and hired labour, and market distance. Understanding these factors provides a foundation for developing interventions to increase MPT adoption among key stakeholders. Increased adoption of MPT will improve access to market information and agricultural practices in rural areas, thereby enhancing rice production and marketing and improving farmers’ livelihoods.

Implementation of the Ministry of Agriculture's Communication and Relationship Management Strategy on the Importance of Satu Data Indonesia

Satu Data Indonesia (SDI) is a government data governance policy that aims to support the availability of data that is accurate, up-to-date, integrated, accountable and easily accessible and shared between government agencies to support development planning, monitoring and evaluation towards an advanced Indonesia. This policy is contained in Presidential Regulation no. 39 of 2019 concerning One Data Indonesia and is expected to improve data governance. The purpose of this research is to analyze the implementation of effective public communication and relationship management strategies in increasing the Ministry of Agriculture's awareness of the importance of One Data Indonesia Towards Advanced Indonesia. The method used in this research is qualitative with a case study approach. Researchers will conduct in-depth interviews with Ministry of Agriculture officials. The Ministry of Agriculture has shown a strong commitment to the implementation of SDI through initiatives and regulations that have been issued. The Ministry of Agriculture has launched the Agricultural Data Portal as an efficient and comprehensive form of public communication in raising awareness of the importance of One Data Indonesia Towards a Developed Indonesia.

Unlocking digital potential: Overcoming challenges in agricultural communication for agri-input dealers

Unlocking digital potential: Overcoming challenges in agricultural communication for agri-input dealers

Using Multimedia to Help Agricultural Producers Communicate with Consumers about GMOs

Genetically modified organisms (GMOs) and their uses are often misunderstood. Consumers are regularly unsure what GMOs are, or if they are safe for consumption and the environment. Contradictory and sometimes inaccurate information is available from numerous sources, and challenges consumers and others to separate the facts from sensationalized stories. Agricultural producers often communicate with consumers, neighbors, and members of the general public; however, they do not have information to share about GMOs. Multimedia resources can provide agricultural producers with science-based information to share with consumers. Agricultural communicators and Extension educators can create science-based multimedia resources to bridge the communication gap.

LoRa Communication Quality Optimization on Agriculture Based on the PHY Anti-Frame Loss Mechanism

Agricultural environments are usually characterized by height differences and tree shading, which pose challenges for communication in smart agriculture. This study focuses on optimizing the packet loss rate and power consumption of LoRa’s practical communication quality. The research includes the investigation of the PHY anti-frame loss mechanism, encompassing PHY frame loss detection and the response mechanism between gateways and nodes. By implementing a closed loop for transmission and reception, the study enhances the communication network’s resistance to interference and security. Theoretical performance calculations for the SX1278 radio frequency chip were conducted under different parameters to determine the optimal energy efficiency, reducing unnecessary energy waste. An experimental assessment of the packet loss rate was conducted to validate the practical efficacy of the research findings. The results show that the LoRa communication with the anti-frame loss mechanism and the optimal energy ratio parameter exhibits an adequate performance. In the presence of strong and weak interferences, the reception rates are maximally improved by 37.8% and 53.4%, with effective distances of 250 m and 600 m, corresponding to enhancements of 100 m and 400 m, respectively. This research effectively reduces LoRa energy consumption, mitigates packet loss, and extends communication distances, providing insights for wireless transmission in agricultural contexts.

A comprehensive analysis of stakeholder suggestions for improving digital agricultural communication and services implementation

A comprehensive analysis of stakeholder suggestions for improving digital agricultural communication and services implementation

Perceptions of Professionals, Faculty, and Students Regarding the Implementation of an Agricultural Communications Degree Program in the United Kingdom

Perceptions of Professionals, Faculty, and Students Regarding the Implementation of an Agricultural Communications Degree Program in the United Kingdom

Agricultural Communication for Promoting Nepali Agro-production 

Agricultural Communication for Promoting Nepali Agro-production 

Comparative analysis of phonetic and phonological features in english and russian agricultural terminology

This article presents a comparative analysis of phonetic and phonological features in English and Russian agricultural terminology. The study delves into the distinctive sound characteristics of these languages within the context of agriculture, shedding light on how these features impact translation and communication in this domain. By examining the phonetic nuances and phonological patterns specific to each language, this research provides insights into the challenges and solutions encountered in the translation of agricultural terms between English and Russian. Additionally, the paper explores the influence of cultural differences on the sound structure of agricultural terminology and underscores the importance of accurate and culturally sensitive language adaptation in the field of agriculture. This comparative analysis contributes to a deeper understanding of the linguistic aspects of agricultural communication and translation, offering valuable guidance for linguists, translators, and agricultural specialists.

UNLOCKING AGRICULTURAL INFORMATION NETWORKS: A SOCIAL NETWORK ANALYSIS APPROACH

Indian extension system persistently encountered challenges related to the ineffective dissemination of agricultural information and lack of intensive private extension. Social Network Analysis (SNA) focuses on how actors are located in a network and studies their multidimensional relationship. The present study aims to explore the information-seeking patterns of the farmers using SNA and understand the effective and efficient means of communication that the extension system can tap further. Two districts (Anand and Vadodara) of Gujarat were conveniently selected from which two blocks and two villages each were purposively selected for the study. By employing random sampling, a total of 120 respondents were interviewed. The analysis using UCINET software elicited that respondents had 36 nodes contacted for attaining information for production aspects, with 27 and 23 nodes for protection and marketing, respectively. However, the density (0.553) and transitivity (0.705) were high for the protection network, implying a stronger connection between the nodes and having a lower average geodesic distance (1.450), conveying that the information dissemination related to protection aspects happens rapidly. Non-dominance of either public or private entities in the marketing network emphasized the need for attention. At the node level, input dealers were of significant value in the network, and the respondents of Vadodara had more accessibility to agriculture information than the Anand district. The study’s findings contribute significantly to the existing literature by shedding light on the challenges within the Indian extension system, emphasizing the importance of Social Network Analysis in understanding farmers’ information-seeking patterns and highlighting key areas for improvement in agricultural communication and information dissemination.

391 Common Knowledge Or Common sense? Identifying Systematic Misconceptions of Animal Agriculture and Food Familiarity in Higher Education Individuals

Abstract Knowledge gaps in the context of agriculture contribute to mistrust and negative worldviews of the animal agricultural sector. The purpose of this quasi-experimental survey study stood on three tiers: quantify perceived connection to food production (FP) of the participants, their understanding, knowledge and perceptions of animal agriculture (AA) and FP, and determine predictors which may have contributed to their knowledge and perceptions of food animal production. A southeastern land grant institution served as the convenience sample for this study, where 265 completed responses were returned. The electronic survey collected several types of data including a Gapminder-influenced (Rosling et al., 2019) Animal Agricultural Knowledge and Perceptions Questionnaire, a Food Familiarity Index Questionnaire, and demographic questions. The study reports that almost 50% of participants demonstrated a negative worldview (P < 0.05) of animal agriculture, regardless of food familiarity scores. Natural and self-identified demographic characteristics impacted AA knowledge and perceptions, including gender, ethnicity, dietary preference, perceived connection to FP, and affiliation with the College of Agriculture. Additional research should be done to replicate the findings with broader question pools and other demographic groups to identify areas that need improvement in agriculture communication efforts designed to dispel misinformation.

Reporting Expertise in Agricultural Communications, Education, Extension, and Leadership Research: The Development of an Expertise Rubric

Reporting Expertise in Agricultural Communications, Education, Extension, and Leadership Research: The Development of an Expertise Rubric

What Skills and Experiences Get Agricultural Communications Students Hired: An Industry Perspective

Preparing students for career success is a common goal across higher education. Yet, despite this long-standing goal, many recent graduates, including graduates from agricultural communications and journalism degree programs, are ill-prepared for career success. Thus, we surveyed agricultural communications and journalism employers (n = 45) to identify what skills and characteristics presented on students’ résumés are most influential when employers make hiring decisions for entry-level agricultural communications positions. We found that students pursuing a career in agricultural communications and journalism need to prioritize experiences (e.g., courses, paid positions, extracurricular experiences, professional development activities) that directly impact their ability to develop strong communication skills (specifically developing skills in critical listening and creating accurate and concise content), make decisions based on evidence, and solve complex problems facing the communication profession. Additionally, to increase potential earnings, students should ensure that their communication and decision making/problem solving skills are above average and that they emphasize learning how to communicate accurately and concisely.

Agricultural Communication Students’ Media Writing Self-Perception in an Introductory Course

To be successful in the workforce agricultural communication students must develop strong writing skills. Students’ self-perception of their media writing plays a large role in both their success and satisfaction with their own writing and the writing process. In this study, students in an introductory agricultural communication course (n = 30) were administered a pre- and post-test survey based on the Media Writing Self-Perception instrument developed by Kuehn and Lingwall (2018). Students’ total media writing self-perception scores slightly increased between the pre- (M = 26.833) and post-tests (M = 28.100). This total score suggests that students had neither excessive confidence nor anxiety in their writing abilities. Educators in agricultural communication programs should use this research to offer students opportunities that will improve their writing self-efficacy, and in turn their Media Writing Self-Perception scores.

Predicting COVID-19 Risk Information-Seeking Behaviors in Relation to Food Purchasing Concerns

COVID-19 drastically altered the way consumers shopped for food as they had to adhere to recommendations for social distancing. However, the public has been divided across political parties in their assessment of the severity of COVID-19 and must filter through misinformation related to the pandemic to make informed choices for personal safety. Therefore, the purpose of this study was to explore the influences on Oklahoma consumers’ risk information-seeking behaviors about COVID-19 within the context of risk perceptions while shopping for food. The Risk Information Seek and Processing (RISP) model and cultural cognition provided the framework for this study. An online instrument was distributed to Oklahoma consumers to collect quantitative data (n = 410). Respondents reported they were only slightly concerned while making food purchases and possessed moderately high knowledge about COVID-19. They also reported needing moderately high knowledge to make judgments about the issue. Additionally, the respondents engaged more often in systematic processing of COVID-19 information compared to heuristic processing, but neither agreed nor disagreed that they engaged in active information-seeking behaviors. The findings from this research provide Extension agents and agricultural communicators guidance for creating and researching risk communication during a pandemic in relation to food purchasing behaviors.