Front Matter - Volume 103, Issue 3

Lists JAC Editorial Board, ACE leadership, and information related to each

Front Matter - Volume 103, Issue 1

Lists JAC Editorial Board, ACE leadership, and information related to each

Front Matter - Volume 103, Issue 2

Lists JAC Editorial Board, ACE leadership, and information related to each

The Effect of Message Frames on Attitudes Toward Internationalizing Agricultural Extension

This study examines to what extent alternative message frames are capable of influencing attitudes for an internal organizatjonal communication message. Communicators proposed framing messages to persuade internal audiences about the benefits of internationalization for their organizations. In this applied communication context, framing was situated within the Elaboration Likelihood Model (ELM) of persuasion. Overall, the findings suggested that the psychological indicator of issue involvement was more strongly related to attitudes toward internationalizing Extension than the message frames presented. However, results indicate there is potential for alternative message frames to influence attitudes toward organizational initiatives

Evaluating Food Labels and Food Messages: An Experimental Study of the Impact of Message Format and Product Type on Evaluations of Magazine Food Advertisements

This study looked at gain/loss messages in magazine advertisements across three different food products – a fresh, plant-based product (bananas), a processed, plant-based product (potato chips), and a processed, animal-based product (milk). These food products were all unfamiliar brands for the study participants. Using a 2 (gain vs. loss frame) X 3 (organic, non-GMO, and antibiotics free products) mixed-repeated-measures design, this study examines how message format and product type influenced the effectiveness of food labels in magazine food advertisements. Results indicate product type and food labels were more influential than message format (gain/loss frame). Overall, participants viewed organic foods more favorably than non-GMO or antibiotics free foods. Overall, the effect of the gain/loss frames was eclipsed by the effect of the product type and food labels. Participants indicated greater recall for the organic (bananas) message than they did for the antibiotic-free (milk) or GMO (potato chips) messages. The recall also was greater for the food labels found in the organic message. It’s important for food marketers to consider gain/loss frames may be more/less effective depending on the type of food product

Examining Consumer Attitudes and Cultural Indicators Surrounding Local Food

Many consumers are committed to buying local. With the study reported here, we aimed to advance understanding of the influence of culture in the local food movement. The study addressed the presence of cultural indicators in discussions about local food among a sample of Florida residents interested in local food. The influence of culture on participants\u27 thoughts about local food was examined for the purpose of guiding communication and Extension programming surrounding local food. A qualitative thematic analysis revealed the influence of culture through the themes of tradition/ritual, family, local economy, trust, health and quality, experience with local food, and convenience

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

Communicating Compassion: A Narrative Analysis of Compassion International’s Blogger Engagement Program

A narrative analysis of Compassion International’s blogger engagement program reveals lessons for nonprofits seeking to partner with bloggers. Compassion went beyond just reaching new sponsors through blogger engagement, but also sought to retain and educate existing sponsors, equipping them as ambassadors for the organization. Compassion’s blogger engagement program demonstrates the social capital to be garnered for nonprofit organizations when they partner with likeminded bloggers who can help tell their story

An Evaluation of Agricultural Communications Faculty Members’ Mentoring Experiences

Agricultural communications programs are expected to grow and emerge over the next decade. For these programs to find success, faculty leading them will need to be properly supported through effective mentoring. The purpose of this study was to evaluate the current mentoring of agricultural communications faculty across the country. In November 2019, an online survey instrument was distributed to a census of members of the Society of Agricultural Communications Scholars listserv. Survey respondents reported mentoring was not formally required, and most of the respondents received informal mentoring. Mentors were most frequently non-agricultural communications faculty in the respondents’ respective department or an agricultural communications faculty at another institution. Mentees met with mentors as needed and typically discussed teaching, research, or administrative questions. However, the mentees perceived navigating promotion and tenure, work-life balance, and research as the most important topics for their success. Similar to past research, time was the biggest barrier to effective mentoring relationships. The findings from this study provide a baseline to understand what mentoring looks like for agricultural communications faculty and can help administrators provide proper support for effective faculty mentor programs

Eating Animals: The Influence of Food-based Narratives

This study examines the prevalence and persuasiveness of popular food-based narratives. Specifically, the book Eating Animals, a detailed critique of the U.S. meat industry, provided the foundation for exploring the influence of food-based narratives. Guided by the theory of narrative persuasion, a qualitative research design was employed to investigate the influence of this contemporary text on reader perceptions and behaviors. The present study incorporated in-depth interviews with individuals that read all or some of the acclaimed food-based narrative Eating Animals. Findings indicate that the popular narrative motivated a range of attitudinal and behavioral changes. Additional themes that emerged relate to cognitive dissonance, conscious consumerism and interpersonal influence over food consumption decisions. Implications of these findings are discussed relevant to both communication practice and future research