Agricultural Issues on the Ballot: A Case Study of the 2009 Ohio Issue 2 Campaign

This in-depth case study explored the marketing of the November 2009 ballot initiative that created the Ohio Livestock Care Standards board. Key individuals who were involved in communications campaigns dealing with the ballot initiative were interviewed and media coverage was closely analyzed. The interviews examined questions dealing with the origin of the initiative, the types of media used to promote it, the budget for the media campaign and which types of media were viewed as the most valuable and successful. The information obtained reveals which types of media are most effective in reaching consumers about agricultural issues according to campaign organizers. By examining a successful agricultural communications campaign, insight can be gained about how other groups can best reach the public and persuade them to support legislation benefiting the agricultural industry

Visual Communications: An Analysis of University Students\u27 Perceptions of Rural America Based on Selected Photographs

Urban populations have been outgrowing rural populations since the 1920s. Studies exploring the shift in rural residents have noted items such as the job market, economy, and conveniences as factors of this change. However, few studies have been completed to examine mass media’s role in this trend. The purpose of this study was to explore college students’ perceptions about rural America, based on images selected from newspapers. This qualitative study consisted of five focus groups: two focus groups conducted at the 2009 Agricultural Communicators of Tomorrow’s (ACT) Professional Development Conference in Stillwater, Oklahoma (agricultural student focus), and three conducted at Texas A&M University (non-agricultural student focus). The focus groups followed Krueger’s (1998a, 1998b) method of questioning. Focus groups were recorded, and data was transcribed and analyzed. Common themes such as culture / values, efficiency / conservation, experience from environment, experience through observation, lack of technology, lack of accurate information, media impact / framing, occupation, proximity, relationship / ties, and stereotypes were found in both groups; however, the agricultural group indicated stronger ties to rural America. This study noted further research must be conducted to understand the total effects visual media has on rural America perceptions