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Agricultural Communications Research 2004-06

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.

Hurricanes/Crisis Issues
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.

Teaching/Distance Education
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.