A Statistical Approach to Classification: A guide to hierarchical cluster analysis in agricultural communications research

Classification, the sorting of similar objects or organisms into groups based on shared qualities and characteristics, is how we make sense of the world. As the field of agricultural communication and our understanding of media effects becomes more complex, it is important to have approaches that allow for a valid and reliable method of classifying units of analysis — whether they are texts, people, or other artifacts — into groups based on theoretically sound variables. This paper discusses one method of classification, the hierarchical cluster analysis, and how this method may be applied by 1) Developing Variables for Study, 2) Choosing a Sample, 3) Removing Unnecessary Variables, 4) Running the analysis, and 5) Interpreting Clusters. This professional development paper suggests this method could have positive implications for agricultural and science communication research including increased validity and reliability, rigorous development, and deeper understanding of mass communication theory. In addition, we provide recommendations for future research such as audience segmentation in agricultural and science communication research

Foreseen Demands for Up-and-coming Science Communicators and Recommendations for Science Communication Training Programs

Citizens interact with science on a daily basis, yet their understanding and opinions of scientific issues are formed with little scientific information. Science communication literature has called for scientists to take a more active role in engaging with the public through science communication efforts. However, scientists face demands and challenges that dissuade or prevent them from engaging in genuine communication efforts with a lay audience, including a lack of training. There has been an identified need for increased training programs for science communicators and students, but only a small number of programs currently exist. The purpose of this study was to identify demands faced by scientists who participate in communication practice in agricultural disciplines at Texas Tech University and to develop foundations for future science communications training curriculum at the college and/or university level. This descriptive, qualitative study consisted of semi-structured, in-depth interviews with 10 scientists at Texas Tech University who were identified as sought after for a variety of media interviews and communication efforts, and a criterion sampling strategy was used to identify “sought-after” communicators. The results of this study found that major demands faced by scientists include time constraints and academic value, and those demands inhibit genuine science communication efforts. Finally, recommendations regarding pedagogical foundations and subject matter content were developed for implementation in future science communication coursework at Texas Tech University