Visual Communications on the Road in Arkansas: Analysis of Secondary Students Videos

In the summer of 2010, the Visual Communications on the Road in Arkansas: Creative Photo and Video Projects to Promote Agriculture program was initiated. The program consisted of a two-week agricultural communications curriculum that would be taught by agricultural science teachers in Arkansas. The curriculum was composed of lessons about photography, writing, and videography, and the program introduced students to digital photography and videography equipment and the proper uses of equipment. Once the curriculum was taught in secondary schools, a mobile classroom unit—consisting of a travel trailer, photography and videography equipment, and laptop computers equipped with editing software—would visit the school to assist students with the creation of short promotional videos about agriculture. The student-created videos were used as a hands-on extension of the curriculum learned in the classroom. Completed videos were posted to YouTube and then analyzed to assess student application of competencies taught in the curriculum. The researchers created a coding sheet to systematically assess all posted videos and inter- and intrarater reliability was maintained. An analysis of data gathered from the video assessment showed that secondary students were able to effectively apply many of the techniques taught in the curriculum through the agricultural videos created. Additional findings and recommendations for application and future research are presented

Awareness, use, and perceptions of biodiesel: A comparison of consumers in Belgium and the United States

Belgian (N = 61) and American (N = 134) fuel consumers were interviewed in the summer of 2012 to determine their awareness, use, and perceptions of biodiesel. Consumers who were aware of biodiesel were asked their perceptions. A significantly P \u3c 0.0001) higher percentage of Belgian consumers (78.7%) reported owning or driving a diesel vehicle compared to American consumers (9.0%). Belgian and American consumers moderately agreed biodiesel is a high-quality fuel. For both Belgian and American consumers, there was no significant association between owning a diesel vehicle and being aware of biodiesel or having purchased biodiesel. Although Belgian and American consumers agreed that using non-food crops for biodiesel is justified, Belgians were significantly less supportive than American consumers of using food crops for biodiesel. Both Belgian and American consumers disagreed with the statement “I would never use biodiesel”, and the two sets of consumers moderately disagreed that diesel engines would not run properly on biodiesel. Belgian and American consumers agreed that global warming is increasing; however, American consumers were more positive about the potential of biodiesel to reduce harmful exhaust emissions and global warming. Belgian consumers moderately agreed and American consumers agreed that biodiesel is better to use because it is made from renewable resources. Belgian and American consumers generally show similar perceptions of biodiesel, with the exception that American consumers were more positive toward the environmental and renewable aspects of biodiesel use. Recommendations for further research include gaining a better understanding of the potential positive influences that impact consumers’ perceptions of biodiesel

Consumer perceptions of poultry production in Arkansas: Perceptions analysis

Poultry production holds an important place in Arkansas economically and as a food source. The importance of poultry production ultimately hinges on the demands of the consumer. With this in mind, this study surveyed consumers to assess their perceptions of poultry production in Arkansas. The instrument, used to survey consumers, was created by the researcher and an expert committee at the University of Arkansas. Consumers were interviewed through direct communication at grocery stores in northwest Arkansas. Data gathered from the study were analyzed for descriptive and correlational statistics. Two key findings were that consumers were unsure about the use of hormones and antibiotics in poultry production, and consumers agreed that poultry production has a positive effect on Arkansas. Based on these descriptive and correlational statistics, recommendations were made for marketing and education efforts to maintain the viability of poultry production in Arkansas. For example, consumers need to be educated about poultry production practices pertaining to conventional production processes, hiring in the poultry industry, and the use of factory farms to produce poultry

Using Reflective Journals to Compare an International Faculty-led Study Tour and Student Internship Experience

The globalization of society presents the need for intercultural communications skills. International experiences impact students’ global perceptions, which affect the agricultural industry’s future. This study sought to determine agricultural students’ values and how these values influenced their perceptions regarding their unique international experiences. Students from four universities who participated in a three-week faculty led study tour (N = 11) were compared to University of Arkansas students who participated in a six-week internship (N = 5) in Ghent, Belgium. Students used reflective journals to record their perceptions, and a content analysis was conducted to identify emergent themes. Students from both experiences struggled most when communicating with researchers, but they gained confidence as they successfully served an international client. Host families were the most pressing concern for students, but those family stays were impactful in exposing students to Belgian culture. Students sought normalcy by comparing Europe to America and stepped up as leaders when faculty guides were not present. Regardless of whether students were led by a faculty member (study tour) or navigated the international experience predominately on their own (internship), each found value in studying internationally. Previous research recommended placing students in international settings to increase students’ knowledge of global agriculture, and this concept is reinforced by this study

Knowledge and Perceptions of Agricultural Communications Pilot Curriculum in Arkansas Secondary Agricultural Classrooms

The purpose of this mixed-method study was to assess the effectiveness of agricultural communications curriculum developed and incorporated into a semester-long agricultural leadership and communications course for secondary agricultural education programs in Arkansas. Students (N = 297) participated in newly developed instructional modules addressing four categories of agriculture-themed curricula predetermined by a committee of agricultural education and communications faculty at the University of Arkansas (careers, writing, design, and multimedia). Student agricultural communications knowledge change was assessed using pre- and post-test instruments in each module of study. Additionally, content analysis of participating teachers’ journals was used to identify emergent themes related to teachers’ experiences teaching the curriculum throughout the semester. Overall, the findings from this study indicated students’ knowledge increased after instruction for each curriculum module: careers (16.2%), writing (23.1%), design (35.7%), and multimedia (31.3%). Lack of time, limited technology, teacher training, and curriculum content were the most common emergent themes among teachers. Based on findings from this study, it was concluded future efforts should be made to provide technology for agricultural education instructors to improve agricultural communications program effectiveness and reach

Consumer Perceptions of Poultry Production: A Focus on Arkansas

Poultry production holds an important place in Arkansas economically and as a food source. The viability of poultry production ultimately hinges on consumer demand and the perceptions that drive their purchases. With this in mind, this study surveyed consumers to assess their perceptions of poultry production in Arkansas. The instrument used to survey consumers was created by the researcher and an expert committee at the University of Arkansas. Consumers were surveyed through direct communication at grocery stores in Northwest Arkansas. Data gathered from the study were analyzed using descriptive and correlational statistics. Consumers were uncertain as to whether or not conventionally produced poultry possessed unsafe levels of antibiotics and hormones (M = 3.68, SD = 1.45). Consumers also thought the majority of poultry farms in Arkansas were factory farms (M = 4.15, SD = 1.37). Consumers perceived organic poultry as a more healthy food than conventionally produced poultry (M = 4.47, SD = 1.39). Based on these results, specific recommendations were made to maintain the viability of poultry production in Arkansas. Marketing and communication efforts should be tailored to improve consumer understanding of antibiotic and hormone use in poultry production and the healthiness of conventionally produced poultry. Messaging and marketing should depict the reality of conventional poultry production, and agricultural communicators should work to improve logic and reason for combatting campaigns that misinform the public about agriculture. This research also highlights the need for further research to better understand the ways consumers develop perceptions of poultry production

Exploring Interactions Between Arkansas Urban Producers: Social Networks and Modes of Information Seeking

The purpose of this study was to explore the social networks and interactions between urban producers in Arkansas through a social network analysis. Using a mixed-methods approach, the current study collected data about participants’ social network interactions and methods of seeking information for urban farming. Results indicated how and where participants preferred to obtain information, peer-to-peer interactions within the network, and key players or opinion leaders in the network. The methods used in the current study may serve as an example of social network articulation for populations without a formal network to assist with outreach to communities potentially underserved by Extension

Agricultural Communication Students Perceptions, Knowledge, and Identified Sources of Information About Agritourism

With the struggling economy, agriculturalists are seeking new ways to become economically stable and viable. Agritourism is a topic that has not yet been evaluated at the collegiate level. Yet it may be an answer for agriculturalists seeking new approaches to profitability. The purpose of this study was to determine the perceptions, knowledge, and sources of information of agricultural communications students at the collegiate level in order to strengthen agritourism marketing competencies and skill development in postsecondary education. This quantitative descriptive study assessed agricultural communications students (N = 66) from 11 universities across the nation to determine students perceptions, knowledge, and identified sources of information regarding agritourism. The study maintained an 80.5% response rate. Most respondents were female (81.0%), and the majority of respondents were majoring or double majoring in agricultural communications (94%). Al most all respondents had families involved in agriculture (95.2%). Respondents ranked agriculture (M = 4.98, SD = 0.12) and agritourism (M = 4.45, SD = 0.66) as important. Agriculture-related festival(s) or event(s) (M = 4.46, SD = 0.75) were noted as the most important agritourism venue. Generally, respondents had previously attended an agritourism event (61.5%). Website (95.4%), print advertisement(s) (93.8%), and word-of-mouth (81.5%) were identified as the best sources of information in promoting agritourism. Over half of the respondents indicated not knowing whether or not their state had an agritourism department (52.3%). Future studies involving non-agricultural students’ perceptions and knowledge of agritourism must be conducted. Efforts should be made to increase agritourism marketing education and training in postsecondary education

Research Themes, Authors, and Methodologies in the Journal of Applied Communications: A Ten-Year Overview

The Journal of Applied Communications ( JAC) has been a primary outlet of agricultural communications research and professional scholarship—a claim validated by a survey of professionals in the field. The purpose of this study was to assess ten years of JAC to determine primary and secondary research themes, frequent primary and secondary research themes by year, prolific authorship, and research methods and types reported, using a mixed-methods design. Analyzed in the study were 91 research and/or professional articles with research methodologies published from 1997 through 2006. The research identified twenty-one primary research theme areas and 28 secondary research theme areas. A compiled list of primary and secondary research theme areas and frequent themes identified by year are reported. JAC authors were identified totaling 222 contributors; Tracy Irani and Ricky Telg (13.2%) were the most prolific authors. A majority of the articles (65.9%) employed quantitative research methods, and survey methodology (47.3%) was the most common data collection measure. Research themes appear cyclic, with specific themes moving in and out of primary and secondary areas, which may contribute to research theme diversity. Research must continue to determine whether cycles exist; if cycles do indeed exist then focus should be placed on determining cycle depth and the influence on research in agricultural communications as an integrated specialization area of agricultural education. This research should be used comparatively with priority areas identified in the National Research Agenda: Agricultural Education and Communication, 2007–2010, to determine where future research might be focused

Poultry Production Messaging in Two National-Circulation Newspapers

Consumers are concerned about the use of antibiotics and hormones in poultry. News media is the primary way consumers gain knowledge about this subject. This study assessed articles in an effort to describe and compare coverage of antibiotic and hormone use in poultry production from The New York Times (NYT) and The Wall Street Journal (WSJ) between 1994 and 2014. Content analysis methodology was used to assess selected articles (N = 265) to identify key messages about antibiotic and hormone use in poultry production, article type, type by year, and complete a comparison of focus, frames, and emergent themes. Five emergent themes were identified: 1) consumers awareness of and concern for antibiotic/hormone use in poultry production (NYT 38.8%, WSJ 51.2%); 2) the role of antibiotic use in poultry production in increased levels of antibiotic-resistant bacteria (NYT 43.8%, WSJ 24.4%); 3) regulation of antibiotic use in poultry production (NYT 35.0%, WSJ 31.7%); 4) purpose of antibiotic/hormone use in poultry production (NYT 32.5%, WSJ 29.3%); and 5) transparency of antibiotic use poultry production practices (NYT 15.0%, WSJ 12.2%). Articles were primarily news stories, and there was an increase in articles focused on antibiotic and hormone use in poultry over the 20-year period. NYT was 8.8 times more likely to write an editorial on one of these topics than was the WSJ. Recommendations include increased understanding and addressing consumer concern about antibiotic and hormone use in poultry production, increased transparency, and improved relations with media contacts who cover poultry production issues