Measuring the Public Value of a Land-Grant University

Land-grant institutions are dependent on public funding to achieve their tripartite mission of teaching, research, and extension. This public support or the “public value” for land-grant institutions is crucial for the continued development and improvement of services and programs. The purpose of this study was to gather the perceptions and opinions of the University of Florida’s Institute of Food and Agricultural Sciences’ (IFAS) key stakeholders regarding its public value. The sample (N = 707) included community leaders and agricultural producers across the state. Nearly two-thirds had used IFAS programs or services and the majority reported being either very familiar or somewhat familiar with IFAS. Public value was measured using a constructed index. Results found that respondents who used IFAS programs or services provided a higher public value score than those who had not. Also, as respondents indicated higher levels of familiarity, the public value score increased. The type of respondent (i.e. producer or leader) was not a significant predictor of public value score. Overall, respondents indicated the most support for teaching, followed by research and extension. The results from this study provide justif ication for the continued support of IFAS programs and services. To ensure continued success, more must be done to encourage support for the three areas of IFAS among stakeholder groups. Future research should be conducted in other states to assess the public value of land-grant institutions and each component of the tripartite mission

Use of Information Technology by County Extension Agents of the Florida Cooperative Extension Service

Mixed-mode data collection using a dedicated Web site and traditional paper instrumentation was used to investigate information technology use by county agents of the Florida Cooperative Extension Service. The response to this census was 90.33% (n = 299). Patterns of hardware and software use on the job and self-rated overall IT skills were examined. Agents also self-assessed their ability to perform specific tasks using selected software. Future IT training needs were assessed via a felt-needs methodology. Results include significant differences in self-rated IT skills between age groups, a high hours/week of computer use, and a hierarchical list of training needs

Fear and Loathing in Britain: A Framing Analysis of News Coverage during the Foot and Mouth Disease Outbreaks in the United States

Communicating science is a complex task filled with challenges for scientists and communicators. In the field of agricultural communications, some of the most complex and controversial topics covered in today’s media are related to contagious animal diseases. The purpose of this study was to explore the use of frames in two daily newspapers, The New York Times in the U.S., and The Guardian in the U.K., during both the 2001 and 2007 outbreaks of foot and mouth disease (FMD) in Britain. The analysis showed that the primary frame used in articles published during the outbreaks was fear, followed closely by a connection of FMD to bovine spongiform encephalopathy (BSE, or mad cow disease) and the potential for human infection. Secondary frames included criticism of government and politics, and a military/war frame. This research shows that the use of frames in media has the potential to create unnecessary fear among consumers who already possess low levels of knowledge regarding agricultural production practices. Future research in this area should include an evaluation of headlines corresponding to newspaper articles, as well as a study of the sources of information and quotations used in such stories. Through the use of such framing analyses, agricultural communications scholars can begin to take a concrete step in exploring the ways in which the public interprets, creates meaning and values information related to agriculture

Framing Biotechnology: A Comparison of U.S. and British National Newspapers

Despite the potential promise of agricultural biotechnology, consumers’ trust and acceptance varies in some parts of the world. To develop a deeper understanding of the differences in news media coverage of agricultural biotechnology in U.S. and British newspapers, a framing analysis study was conducted, focusing on the news coverage of three major national “newspapers of record” during the calendar year 2002: The New York Times, The Washington Post, and The Guardian. No single frame was dominant in U.S. or British national newspaper coverage of agricultural biotechnology in 2002. Some of the prominent frames were contamination of the food supply, human risk, environmental risk, scientific progress, and world hunger. There were more different frames used in The Guardian (concepts as consumer choice, dependency, and politics) than in the U.S. newspapers. Additionally, this study reiterated findings that British news coverage included more editorial coverage of agricultural biotechnology

Voter Confidence in the Agricultural Industry

Social scientists tend to agree that public opinion influences public policy. As the agricultural industry faces increased scrutiny from public officials and citizen advocacy groups, agricultural communication professionals are faced with the challenge of targeting messages that encourage public confidence in the industry. Research-based marketing segmentation may hold the key to effective political marketing for the industry. While some consumer research has been conducted to better understand food purchasing decisions, more is needed to better understand public attitudes toward the larger agricultural industry and to better recognize any segmentation in public opinion. This study’s findings—drawn from the Agriculture Institute of Florida’s 2006 survey, the 2000 United States Census of Population and Housing, and the 2002 United States Department of Agriculture Census of Agriculture—may help guide future industry messages toward the public

A Picture is Worth a Thousand Words: Consumer Perceptions of Agricultural Images

Individuals interpret agricultural images differently according to the direct or cultural meanings they associate with the image, as well as the perspective through which they view the image. In addition, perceptions of agricultural images are commonly influenced by stereotypes. As agricultural communicators, it is important to understand the perceptions consumers have about agricultural images. Understanding these perceptions can allow communicators to use images in their communication that will promote favorable perceptions of the industry. To better understand consumers’ perceptions of agricultural images, this study asked consumers about their perceptions using focus group methodology. Four focus groups were completed with a total of 36 participants. The results indicated that elements of semiotics and perception theory were evident in the participants’ discussion. Thus, these theories combined with the results provide valuable information in regard to selecting images for communication that will create favorable responses among consumers

Agricultural and Natural Resources Awareness Programming: Barriers and Benefits as Perceived by County Extension Agents

The study described here assessed Extension agents\u27 perceived barriers and benefits concerning a new Florida agricultural and natural resources awareness initiative and Web site. A total of 186 agents responded to a statewide Web-based needs assessment, for an overall response rate of 58%. Results highlighted several barriers to communicating about agriculture and natural resources, including (a) a lack of interest, knowledge, and awareness among the general public, government, clientele, and media, (b) a lack of agent access to resources/contacts, and (c) inconsistent/ineffective message delivery methods. Concerning the Web site, most respondents wanted information to be presented via fact sheets, economic facts, and downloadable brochures

GNC University: A Case Study in Partnering Business and Education through Distance Learning

In 2002, General Nutrition Corporation, Inc. contacted the Department of Food Science and Human Nutrition at the University of Florida to collaborate in offering a series of courses in introductory nutrition for GNC employees in order to equip them with basic nutrition knowledge. The purpose of this case study was to describe the GNC University program as a model for business-education partnerships via distance education, to describe student expectations for the GNC University experience, to describe student reactions to the GNC University experience, and to describe the reaction of teaching assistants to their experience with GNC University. There were several key findings in this study. Students’ expectations are to increase in nutrition knowledge, professionally and personally, and to increase in their technological skills. There is a need, in future evaluation of this program, to measure whether students feel their expectations of increased knowledge and technological skills are being met. Additionally, focus groups with teaching assistants revealed a need for greater preparation for assisting students with technical difficulties. Overall, this program shows promise for business-education partnerships through distance education

Why Do Cattle Ranchers Participate in Conservation Easement Agreements? Key Motivators in Decision Making

When communicating with farmers and ranchers, land conservation professionals would be better equipped if they understood key influences on their target audience\u27s decisions to permanently preserve their land from development. This study predicted key factors influencing rancher engagement in a conservation easement (CE) agreement. Specifically, theory of planned behavior, trust, environmental identity, past behavior, perceptions of specific CE characteristics and selected participant demographics were used as predictors. A mixed-methods approach was applied involving interviews, a two-phase pilot study, and a statewide mail-administered questionnaire. Final interview domains guided the quantitative survey instrument, which was administered to 1,000 Florida cattle ranchers. A 60% response rate was received. Multiple linear regression demonstrated ranchers were more likely to enter into a CE agreement if they 1) had a positive attitude about the outcomes associated with CEs; 2) felt influential others would positively support CEs; 3) indicated higher trust in conservation organizations and agencies; 4) believed their land had significant conservation value; 5) supported sale or donation of certain property rights; and 6) were positively influenced by financial incentives, primarily estate tax deductions. These six variables explained over 50% of intent to engage in a CE agreement. Understanding these influences will aid land conservationists in their future communication efforts with farmers and ranchers

The Roots of First-Generation Farmers: The Role of Inspiration in Starting an Organic Farm

This research aimed to determine salient factors affecting the decision to become a beginning organic farmer. New and beginning organic farmers have unique characteristics, showcasing their dedication to environmental justice and social justice at the expense of their own businesses. This research aimed to determine why people with no background in agriculture would start a farm when it is a high-risk and low-return business. With multigenerational farmers aging out of agriculture, we investigated the new generation and shifting demographics of people entering farming that will replace retiring farmers and feed our future. This research employed a multiple-case case study design. We conducted semi-structured interviews with 40 first-generation farmers who operate organic farms in Arkansas, Florida, or Georgia. We analyzed interview transcripts using the qualitative analysis approach of coding. Our results reveal two primary reasons why people with little practical knowledge start farms. First, they are inspired by those around them who succeed, and second, they are encouraged by influential characters in the field who assure them they can do something they love and be profitable. This research showed that first-generation farmers find inspiration and develop values rooted in food justice. Our findings have implications for developing and implementing current and future programmatic activities that aim to enhance beginning farmer training and workforce development. We identified sources of inspiration that will help researchers and service providers target newer and beginning farmers to support a vibrant food system, including burgeoning market opportunities, developing strong communities around food, and building grassroots solutions