Selected Consumers\u27 Evaluations of Genetically Modified Food Labels

Genetically modified (GM) organisms are commonplace in modern agricultural practice. However, polls and surveys have indicated a lack of consumer acceptance of GM ingredients and a desire to see such products identified through the use of labels. In this study, three focus groups composed of consumers in two northwest Arkansas counties evaluated and discussed four genetically modified food labels developed through the use of the Elaboration Likelihood Model, a persuasive communication theory. Findings revealed that participants want labels on food containing GM ingredients. Participants agreed on two features that a GM food label should have: contact information and an identifying symbol. They felt that this label should appear on the front of the package or near the nutrition information. Participants also wanted more consumer education about GM foods and indicated that any label adopted in the future should identify them as such. Further qualitative and quantitative research on consumer preferences regarding GM food labels and the design of such labels is needed

A Website Content Analysis of Corporate Animal Welfare Messaging

The purpose of this study was to identify and describe the nature of corporate positions on animal welfare available on the websites of five meat producing companies in the U.S. The results of the content analysis illustrated that there were common topics among the dialogs the companies were willing to open related to their animal welfare positions. The companies typically took a general approach to animal welfare topics, commonly focusing on their corporate policy and their commitment to animal welfare. While each company focused on a unique combination of topics, companies commonly avoided mentioning more specific and possibly controversial topics and instead chose to focus on big-picture topics such as a commitment to sound animal welfarepractices. Each company used a particular set of frames to couch individual animal welfare messages for consumers. The most common frame led was that the company is an industry leader in animal welfare. Eighteen thematic terms related to livestock production and handling emerged through the content analysis. Of those, animal handling and humane were clearly the most commonly used terms. Future research should include matching these content analysis results with the existing communication strategies of each company, conducting more content analyses on animal protein companies’ other media outlets, as well as further exploring the presence of frames, topics, and terminology in news coverage in comparison to the online messages of animal protein companies

Communicating Biotechnology: Relationships Between Tone, Issues, and Terminology in U.S. Print Media Coverage

As part of a nationwide study on the public acceptability of agricultural biotechnology, researchers performed a content analysis on two years of print news coverage of biotechnology (2000-2002). Qualitative analysis methods included examining text from selected national newspapers, regional newspapers, and trade publications for common issues, tone, and terminology. A team of three coders, trained to an acceptable level of agreement (Cohen’s K = .80), examined and coded the articles. The relationship between the tone of the article and the terminology used in reference to biotechnology (e.g., “genetically engineered,” “genetically modified,” or “biotechnology”) has practical applications for both public relations practitioners and communication researchers. “Biotechnology” was associated with the largest percentage of articles with positive tones. “Genetically modified” was associated with more neutral articles. “Genetically engineered” was the term of choice for authors of physical science articles, which were mostly positive. Understanding these relationships may help communication practitioners choose their terminology to achieve their communication goals, as well as opinion researchers, who, in developing survey instruments, may wish to choose a term that carries the least amount of bias

Finding the Five R\u27s in Exemplary Agricultural Publication Capstone Courses

This study sought to characterize three exemplary agricultural communications magazine capstone courses at three different universities. The purpose of the research was to describe the characteristics leading to the courses’ success. Following a qualitative research approach, the investigator conducted personal interviews with students and instructors in each course, made field observations, and examined syllabi. The interviews were crafted after Andreasen’s (2004) Five R’s model for quality capstone courses. Important characteristics of the three exemplary magazine capstone courses included (1) student responsibility for the entire magazine production process, (2) high-quality standards that were comparable to those expected in industry, (3) interaction with professionals in the publication and printing industry, and (4) the revisiting of previously fragmented knowledge through refresher lessons. Further, because capstone courses often serve as a rigorous “rite of passage” for agricultural communications students as they transition to their professional careers, students need positive reinforcement to make it through key moments in the course. These moments of positive reinforcement helped students gain conf idence in their skills as professionals. The researchers concluded that providing students with a real-world experience and positive reinforcement was essential to the success of these courses. Students felt expectations for deadlines, quality of work, and attendance was similar to what they would expect in the workforce. In turn, they thought this would help them prepare to enter into their careers. Recommendations for practice include integrating these characteristics into new and existing magazine capstone courses. In addition to these practical recommendations, the results also lead to the recommendation of modifications to Andreasen’s (2004) Five R’s model with changes focusing on noise and feedback

Landowners\u27 Perceptions of Conservation Easements: Implications for Effective Persuasive Communication

Conservation easements (CEs) are one of the most popular voluntary, legally binding programs that allow individual landowners to use their property to protect the environment. There is a definite need for educational and persuasive messaging targeted towards landowners regarding adopting conservation easements. Based on previous studies, and confirmed by this study, communication efforts that are led by conservation experts who are also community members are most likely to be well received by landowners in a region. There is currently little to no existing region-specific literature specifically related to the attitudes and behaviors landowners possess towards conservation easements. Additionally, more literature is needed regarding landowners’ communications preferences for learning about CEs; the existing literature focuses broadly on environmental communication. This study aimed to fill a gap in literature by conducting a quantitative survey and qualitative phone interview with landowners in Northwest Arkansas and Northeast Oklahoma. Participants were asked to identify their awareness level knowledge about conservation easements, as well as rank incentivizing and disincentivizing factors that would influence their decision to adopt conservation easements. Researchers identified that there is a strong need for regional easement organizations to increase their awareness-level educational communications efforts. In addition, participants noted a strong desire for more personalized and in-person communications methods to be used by easement organizations

You Know, the South is a Breeding Ground for Gluttony : A Qualitative Evaluation of Dissonance between Christian Beliefs and Eating Habits

This research is intended to initiate understanding of how obesity in the South persists even though the majority of inhabitants subscribe to a faith that discourages unhealthy lifestyles. Grounded in the Cognitive Dissonance Theory, this study examined Protestant evangelical Christians in the South (N = 11), who participated in semi-structured interviews. The first emergent theme was that, to these Southerners, the purpose of food is for sustenance and survival, as well as for bringing people together. Most participants reported having an average level of knowledge of nutrition and health. Furthermore, participants generally agreed that marketing or educational efforts had little effect on their understanding of nutrition. Another theme emerged when participants provided Biblical references to food or health. “The Body is a Temple” and “gluttony” were the most common Biblical concepts. All participants referred to taste or desirability as the driver of their food selections. Furthermore, most participants claimed habitual gluttony as a personal experience in their lives. This study concluded that subjects employed two modes of “trivializing” as a way of resolving dissonance. Some participants justified their eating habits based on Southern culture, while others explained that their church culture supported unhealthy eating as a means of gathering in fellowship

A Content and Visual Analysis of Promotional Pieces Used in a Communication Campaign for the Arkansas [Commodity] Promotion Board

This study analyzed a communications campaign developed by a third-party communications group (TPCG) for a prominent commodity promotion board in Arkansas. The campaign included numerous promotional pieces targeted to three audience segments: general public, [commodity] producers, and animal agriculture producers. A systematic, content-driven assessment examined message content and visuals used in these creative pieces, comparing the actual messages with intended messages from TPCG’s original communications campaign plan. A total of 53 pieces were evaluated, and 27 different communicative themes emerged. Many of the creative pieces used in the campaign displayed multiple messages in a single piece. Celebrity endorsements of [commodity] were the most saturated theme, accounting for 21.01% of messaging in the general public creative pieces. Promotion of the [commodity] board was the most prominent theme (16.38%) in the [commodity] producer pieces. Benefits to the Arkansas economy was the most prominent theme (10.73%) in the animal agriculture creative pieces. Although TPCG predominantly achieved consistency through messages that aligned with its campaign plan, a portion of the promotional pieces across all audiences did not contain messages that were a part of the original plan. Therefore, more than one-third (38.1%) of the messages found in the creative pieces were deemed inconsistent or inconclusive. The researchers recommend utilizing a needs assessment to aid in identifying appropriate messaging, and testing those messages through standard evaluation procedures

Introducing the Academic Discipline of Agricultural Communications to the United Kingdom

Though the academic discipline of agricultural communications is well established in the United States, it does not have a significant presence in the United Kingdom. This is the case in spite of the fact that the profession of agricultural communications is well-established across the country. As administrators at U.K. institutions consider adding curriculum in this discipline, it is important for them to have an understanding of the competencies employers would expect of agricultural communications graduates, as well as an understanding of what students would expect to learn. Empirical data describing such perceptions could further the conceptualization and development of the discipline in the U.K. A total of 22 agricultural communications professionals and 67 agricultural students from land-based institutions in England and Scotland completed the survey. Data demonstrated that agricultural students’ and agricultural communications professionals’ perceptions were generally not statistically different. While many of the competencies that guide agricultural communications curriculum in the U.S. were perceived as important to U.K. professionals and students alike, both groups perceived competencies such as writing skills and general communication skills to be especially important for prospective agricultural communications graduates in the U.K. Future studies should continue to investigate the need for an agricultural communications academic discipline in the communications profession in the United Kingdom and preferences of students, faculty, and potential employers of agricultural communications graduates

Perceptions of Professionals, Faculty, and Students Regarding the Implementation of an Agricultural Communications Degree Program in the United Kingdom

The purpose of this study was to determine the perceptions of professionals, faculty, and students regarding the implementation of an agricultural communications degree program in the United Kingdom (U.K). It aimed to gather detailed opinions to aid in the planning of future agricultural communications curricula in the U.K., where no formal academic programs in this discipline exist in higher education. This study used a qualitative approach in the form of interviews to gain in-depth opinions on four different research objectives. Participants were pooled from three different demographic groups in the U.K: industry professionals, faculty, and students. These stakeholder expressed that writing and journalistic skills were extremely important for agricultural communications graduates to possess. Interpersonal skills were also useful. A generalized knowledge of agriculture was preferred. The study found that experiential learning placements would be a beneficial addition to a potential program, and those could be customized to fit the needs of the student. It also found that degree programs in the discipline would fit well into a bachelor’s or master’s program, or single modules could be integrated into existing programs in related disciplines. Recommendations of the study focused on the layout of a potential degree program. They also focused on conducting further research on potential placement opportunities and on the impact an agricultural communications degree program could have on females in agriculture

Characteristics of U.S. Agricultural Communications Undergraduate Programs

This study characterized agricultural communications undergraduate programs nationwide. A total of 40 undergraduate agricultural communications programs were identified via the National Agricultural Communicators of Tomorrow database, Internet searches, and previous academic program research, and their existences were verified via multiple sources. Objectives included creating an accounting of existing programs, describing the programs’ demographics, and identifying top programs. This study employed a census approach and used a descriptive survey design, including both quantitative and structured qualitative questions. The quantitative data were analyzed via descriptive statistics. A total of 26 respondents — faculty representing U.S. undergraduate agricultural communications programs — participated in this study. An increase in the number of academic programs across the U.S. was observed, compared to the last similar study published in 2000, suggesting an increase in popularity and student demand, which is most likely a result of an increase in industry demand for agricultural communications graduates. While programs varied in size and age, most faculty respondents projected an increase in enrollment in their undergraduate programs. Future studies characterizing the discipline should be conducted on a more frequent, standardized schedule, and improved participation in the study should be a goal. National curriculum studies also should be conducted to tie program characteristics and instructional methodologies to program success and to correlate program characteristics and demographics