Expo Milano 2015: The Overview, Issue, and Future for Agricultural Communicators

Expo Milano 2015 was an international agricultural event to promote and discuss the issue of food sustainability around the world. Two agricultural communication researchers attended the event in summer 2015 to better understand the world’s perspective of the prominent issues facing the agricultural industry and how other countries were addressing the issues. The Expo took place in Milan, Italy, and featured 140 countries and their perception on agriculture and food in their respective country. While the event was impressive, the issues purported to be the focus of the event (agriculture sustainability and food insecurity) were rarely addressed in each country. Rather, the countries focused on culture and how food impacted their culture and customs. Events like these offer agricultural communicators the opportunity to join the discussion of how the issues of food sustainability and insecurity can be positively impacted by agriculture technology and research; however, it may be only through the formation of meaningful and collaborative relationships with groups and organizations outside of the traditional agricultural industry that agricultural communicators will be invited to join the conversation. These relationships may need to be cultivated to show respect and mutual bene t for both the organization and the agricultural industry for long-term impact for the expansion of opportunities for agricultural communicators

Interactive Infographics\u27 Effect on Elaboration in Agricultural Communication

In public health, politics, and advertising, interactive content spurred increased elaboration from audiences that were otherwise least likely to engage with a message. This study sought to examine interactivity as an agricultural communication strategy through the lens of the Elaboration Likelihood Model. Respondents were randomly assigned a static or interactive data visualization concerning the production of peaches and blueberries in Georgia, then asked to list their thoughts in accordance with Petty and Cacioppo’s thought-listing measure. Respondents significantly exhibited higher elaboration with the interactive message as opposed to the static, extending the results of past research in other communication realms to agricultural communication as well. This increase in attitude and cognition encourages agricultural communicators to pursue the use of more interactive elements in their messaging

Generation Z and CRISPR: Measuring information processing using animated infographics

CRISPR gene-editing technology, as it relates to food, has the potential to revolutionize the agricultural industry. Currently, 40% of global consumers are categorized as Generation Z. Gen Zer’s are digital natives and use Instagram to discover new products; therefore, it is important to understand the most effective communications strategies to engage this segment of consumers with scientific information that will allow for informed decision-making regarding CRISPR technology. Infographics are a form of data visualization that can be used in a static or animated form. Previous studies have shown animated infographics to garner greater attention from respondents. Using the Heuristic-Systematic Processing Model (HSM) and the Risk Information Seeking and Processing (RISP) model as the guiding theoretical framework, this study used an experimental design to investigate respondents’ information recall ability of CRISPR information using infographics. The results from the current study indicated respondents heuristically processed the information about CRISPR displayed to them through an infographic, as statistically significant differences were measured between the animated infographic treatment group and the respondent’s recall ability on only 2 of the 3 recall questions asked. The exploration of demographic characteristics found a moderating effect on recall ability for only the static treatment group and political ideology. Key findings in the current research suggest the implementation of animated infographics may aid in more effective agricultural messaging if kept to one point of information and have a source of credibility

Berry Convenient: Online Design Preferences for Local Strawberries

Agricultural marketers and grocery retailers are tasked with developing effective online marketing of local food products as consumer purchasing preferences shift. Local food sales are increasing through intermediated channels including grocery stores, and consumers are turning to online grocery shopping for their food purchases. Exploration of consumer preferences for visual and textual elements of an online local food product can provide marketing practitioners with strategies to optimize the purchase intent for local food among diverse audiences. Consumers are demonstrating interest in sustainability and information about food production, yet limited research has applied these interests to explore preferences for how local food is presented online. The purpose of this study was to explore consumer preferences for an online grocery design displaying local strawberries, and their purchase intention for local strawberries after viewing one of three designs. An online survey of 906 respondents from Florida, Georgia, and Alabama was used to collect data. Findings revealed that most individuals (42.9%, n = 389) prefer the online design with added information about environmental impact measures associated with local strawberries. However, there were demographic differences in preferred attributes of an online grocery design, and purchase intent was similar for local strawberries regardless of the design. Agricultural marketers should incorporate audience segmentation principles when customizing online grocery platforms for different individuals. Consumers should be presented with their preferred online design according to influential demographic variables and the type of grocery market providing the product. Additional recommendations for agricultural marketers and grocery retailers are provided

Communication Channel Preferences: A Descriptive Audience Segmentation Evaluation

For over 70 years the use of opinion leaders in a two-step communication process has been employed and validated. However, despite the accepted importance of communicating with opinion leaders as a means to cascade information to opinion leaders’ networks of influence there have been few empirical studies specifically examining agricultural and natural resource opinion leader communication channel preferences, particularly from an audience segmentation perspective. The results reported in the study capitalize on previous research data examined from a unique perspective. Specifically, communication channel preferences were analyzed according to opinion leader self-reported demographic categories serving as audience segments. Associations between sex, age, level of employment, level of education and geographical region and communication channel preference were analyzed. The results of the study are descriptive and foundational in nature. Overall, the results indicate a dedicated web page or blog is the most preferred communication channel across all audience segments and conference calls are the least preferred communication channel across the majority of audience segments. The Facebook group communication channel had the most variability between audience segments and the LinkedIn group communicational channel had the largest observed effect sizes among audience segments

Arguing for Argument’s Sake? Exploring Public Conversations around Climate Change on Twitter

Audience-facilitated information flow has become the new norm created by a public divergence from traditional media sources. Mobile device advancements and partnerships have changed how audiences view news media and the sources relied upon to obtain information. With these advancements, social media users have become primary information providers and information gatekeepers. Twitter specifically has become a news media platform for some based on its effectiveness in facilitating information flow and triggering reorganization as it provides a platform for collaboration and coordination. Despite widespread acceptance of the threat climate change poses by the scientific community, it is still a topic of contention on social media. Climate conversations are typically approached with an us versus them mindset with us being used as representation of the communities to which audiences belong. The communities one belongs to typically follows social media users social, political and environmental ideologies. Walton’s theory of argument or inference schemes served as the theoretical framework for this study. Argument schemes represent common arguments and special context arguments, in this case scientific argumentation. Walton’s argument from ignorance was used as a framework for the study. The argument states that if there has been a thorough search through the knowledge base then concrete proof of a fact would exist. The findings indicated social media may be a useful tool when exploring climate change conversations through a sociopolitical lens and additional research is needed to closely examine how political ideologies, global location, and different environmental topics impact issue awareness and beliefs

Exploring Source Credibility when Communicating about Agricultural Science on Twitter

Universities must strategically communicate agricultural science to effectively reach millennials skeptical of agricultural innovations and constantly assessing the credibility of online information. Universities are trusted information sources and must maintain credibility on social media platforms such as Twitter, used by millennials to receive and share information. Source credibility seeks to understand message source and recipient characteristics that influence recipients’ perceptions of a source’s expertise and trustworthiness. The purpose of this study was to explore differences in engagement when specific factors affecting source credibility were emphasized when communicating with millennials about agricultural science on Twitter. The purpose was accomplished by describing the level of engagement and the differences in engagement observed between perceived gender, race, and age of university scientists. Over seven months, researchers wrote press releases about published journal articles authored by two or more diverse, university-affiliated scientists. They published multiple tweets about each release, with the only difference being the scientists’ headshots. Scientists were categorized as perceived male versus female, White versus Non-White, and older versus younger. Descriptive analysis of engagement metrics from 32 tweets found those with females performed better than those with males. Non-White scientist tweets performed better with the exception of engagement rate. Tweets featuring younger scientists received more engagement than older. The exploratory results implied tweets featuring young, Non-White females may elicit higher engagement. Future studies should examine if engagement metrics are correlated with source credibility dimensions. Strategically featuring diverse scientists in research communication may be utilized to build engagement in universities’ social media

Evaluating the Effectiveness of Using Thiel Soft-Embalmed Donors to Teach the Female Pelvic Exam to Medical Students

At the Quillen College of Medicine, first year medical students are taught how to perform the female pelvic exam as part of the “Introduction to Physical Exam” course. Our previous research has found that students feel more confident and report a higher level of perceived transferability to live patients when learning the pelvic exam on soft-embalmed donors in comparison to low-fidelity mannequins. Our goal in this project was to incorporate soft-embalmed donors into the curriculum of first year medical students, making this teaching method available to all students, and objectively assess their skills as well as their retention. During the “Introduction to Physical Exam” course, high fidelity soft embalmed donors were available for students to practice the female pelvic exam with instruction from attending physicians. After learning exam techniques, all 67 students were given a survey to assess their confidence, perceived transferability, and preference for either soft embalmed donors or mannequins. They were also invited back the following week to assess their short term retention and ability to accurately perform the pelvic exam, with the option of using communication skills learned elsewhere in the ETSU curriculum. Thirteen students returned for this follow-up session and completed surveys to reassess their experience. We plan to follow this cohort of students throughout their medical school career to assess long term retention. All return participants felt they retained the pelvic exam knowledge learned the week prior, with 61.54% agreeing, and 38.46% strongly agreeing. Most felt prepared to now do a pelvic exam on a live patient (53.85% agreed, 38.46% strongly agreed). Students also reported that feedback on their communication and procedural skills was beneficial to the learning process. The use of high fidelity soft embalmed donors in medical education provides students with a realistic model to learn and become confident in performing pelvic exams. We have seen that this education model helps them retain their knowledge on pelvic exam technique. We look forward to following this cohort of students to see if this retention of knowledge persists into their third year of medical school

Antigen depot is not required for alum adjuvanticity

Alum adjuvants have been in continuous clinical use for more than 80 yr. While the prevailing theory has been that depot formation and the associated slow release of antigen and/or inflammation are responsible for alum enhancement of antigen presentation and subsequent T- and B-cell responses, this has never been formally proven. To examine antigen persistence, we used the chimeric fluorescent protein EαGFP, which allows assessment of antigen presentation in situ, using the Y-Ae antibody. We demonstrate that alum and/or CpG adjuvants induced similar uptake of antigen, and in all cases, GFP signal did not persist beyond 24 h in draining lymph node antigen-presenting cells. Antigen presentation was first detectable on B cells within 6–12 h of antigen administration, followed by conventional dendritic cells (DCs) at 12–24 h, then finally plasmacytoid DCs at 48 h or later. Again, alum and/or CpG adjuvants did not have an effect on the magnitude or sequence of this response; furthermore, they induced similar antigen-specific T-cell activation in vivo. Notably, removal of the injection site and associated alum depot, as early as 2 h after administration, had no appreciable effect on antigen-specific T- and B-cell responses. This study clearly rules out a role for depot formation in alum adjuvant activity

Extension’s Role in Rural Stress: An Evaluation of Extension Agents’ Perceptions of Rural Stress in Georgia

This was a qualitative, exploratory study examining the use of a word cloud activity with Extension agents to promote dialogue around the sensitive topic of farmer/rural stress to understand their community needs. With an increasing amount of health-related issues in rural America and abroad, particularly mental health and rural stress, the use of a word cloud activity helped identify individual regional needs through a visual thematic qualitative analysis. Through a constant comparative analysis, regional and state-wide themes were deduced to begin creating programming opportunities to address community needs in Georgia, the U.S., and the world. The identified themes indicated a need for support, resources and education in rural areas regarding farmer and rural stress