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EXPLORING the USE of FACEBOOK AS a COMMUNICATION TOOL in AGRICULTURAL-RELATED SOCIAL MOVEMENTS by MICA PAIGE GRAYBILL, B.A. a TH

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EXPLORING the USE of FACEBOOK AS a COMMUNICATION TOOL in AGRICULTURAL-RELATED SOCIAL MOVEMENTS by MICA PAIGE GRAYBILL, B.A. a TH EXPLORING THE USE OF FACEBOOK AS A COMMUNICATION TOOL IN AGRICULTURAL-RELATED SOCIAL MOVEMENTS by MICA PAIGE GRAYBILL, B.A. A THESIS IN AGRICULTURAL COMMUNICATIONS Submitted to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of MASTER OF SCIENCE Approved Courtney A. Meyers Chairperson of the Committee David Doerfert Erica Irlbeck Ralph Ferguson Dean of the Graduate School December, 2010 Copyright 2010, Mica Graybill Texas Tech University, Mica Graybill, December, 2010 ACKNOWLEDGEMENTS E.L. Doctorow once said that, “writing a novel is like driving a car at night. You can only see as far as your headlights, but you can make the whole trip that way.” Writing a master’s thesis, I have found, is very much the same. I would like to acknowledge those who helped me make it to the end of my trip. I would first and foremost like to thank the person who has guided me in my studies, Dr. Courtney Meyers. She constantly pushed and directed me to work as hard as I could, to give my very best, and to want to be successful in every effort I put forth. She is not only a wonderful advisor and teacher, but the friendship I have built with her will be forever carried with me. I have been working with Dr. David Doerfert since I first applied as a graduate student at Texas Tech. He is a very sincere and genuinely caring person, and I will always cherish the friendship that I have built with him. Even when times got tough, he was always there to be an encouragement. Dr. Doerfert has been a very influential and heartening part of my life, and for that I will always be thankful. I would also like to thank Dr. Erica Irlbeck for serving on my committee. Her expertise, talent, and experience have been a tremendous asset to me both personally and in my studies. Thank you for all of your guidance and help, as well as your earnest support in my studies and research. Most importantly, I would like to my family who has been nothing but supportive of all of my endeavors for the past 23 years. My mom and dad have ii Texas Tech University, Mica Graybill, December, 2010 always been encouraging in everything I have done and accomplished. Thanks to you both for always believing in me, and knowing that I could persevere through any tough situation and come out on top. I would like to say thanks to my little brother, Gage. My life would not be the same without you, thanks for always being there when I needed a shoulder to lean on. I would also like to thank the Beedy and Sturgess families. God truly blessed me by bringing you all into my life. Thank you all for adopting me as your own. You have made me believe in the term, “tougher than the rest.” I would like to especially thank a group of people who are dear to my heart: my PCCA family. My experiences at PCCA helped guide me back to my love and passion for agriculture. You are all an amazing and supportive group of individuals, and I could never have made it to this point without your love, support, and friendship. I will forever be your unforgettable Pepper. At this point, I would like to thank two special individuals. Brandon, you made me see how important it is to be a positive contribution in everything you do. Thank you for always being a constant support. Hannah, you have been more than just a friend to me, you are more like my sister. Thanks for always sticking by my side and holding my hand when things got rough. The experiences I have had at Texas Tech University will be forever carried with me. Without the support and guidance from the people God has put in my life, my success would not have been possible. iii Texas Tech University, Mica Graybill, December, 2010 TABLE OF CONTENTS ACKNOWLEDGEMENTS……………………………………………………….....ii ABSTRACT……………………………………………………………………….viii LIST OF TABLES………………………………………………………………….ix LIST OF FIGURES……………………………………………………………….....x I. INTRODUCTION Background and Setting……………………………………………...……....1 Social Media…………………………………………………………1 Social Networking……………………………………………..….....4 Facebook…………………………………………………….…….....7 Social Media in Agriculture……………………………………….....8 Social Movements………………………………………………......10 Public Relations…………………………………..………………...14 Advocacy……………………………………………………….......15 Need for Study/Significance………………………………………………..17 Theoretical Framework……………………………………………………..18 Problem Statement………………………………………………………….21 Purpose and Objectives……………………………………………………..22 Limitations of Study………………………………………………...............23 Basic Assumptions……………………………………………..…...............23 Summary……………………………………………………………………23 iv Texas Tech University, Mica Graybill, December, 2010 II. REVIEW OF LITERATURE Public Relations…………………………………………………………….25 Social Planning and Social Movements…………………………................30 Intentional Social Change Theory……………………………….................36 Social Capital Theory……………………………………………………....44 Computer-Mediated Communication……………………………………....53 Uses and Gratifications Theory…..……………………...………………....56 Facebook……………………..………………………………………….....58 Summary of the Review of Literature...........................................................61 III. METHODOLOGY Objectives…………………………………………………….......................64 Research Design…………………………………………………………….65 Participant Selection………………………………………………..............66 Data Collection……………………………………………..........................69 Instrumentation/Questioning Guide………………………………...............71 Data Analysis…………………………………………………………….....72 Research Rigor……………………………………………………...............74 Researcher Subjectivity Statement………………………………………….77 Summary of Methodology……………………………………….................79 IV. FINDINGS Research Objective One.................................................................................80 Research Objective Two................................................................................83 Personal Experiences Drove Motivation…………………………....83 Commitment to the Cause………………………………………..…84 Specific Emotions or Opinions Sparked Involvement………...……85 Motivation to Join Facebook………………………………………..86 v Texas Tech University, Mica Graybill, December, 2010 Research Objective Three..............................................................................88 Chosen Communication Channels………………………………….88 Selection of Facebook as a Promotional Tool……………………...90 Promotion of the Facebook Groups………………………..……….92 Facebook Group Management……………………………………...93 Research Objective Four................................................................................95 Effectiveness of Facebook as a Communication Channel……….…95 Why People Joined the Facebook Group………………………...…96 Goals and Outcomes that Measure Success of Facebook Group…...98 Communicating with Group Members…………………………..…98 Research Objective Five................................................................................99 Facebook’s Influence on Awareness of the Cause………….……...99 Evaluation of Facebook Practices and Goals……………...………100 Future Use of Facebook…………………………………………...101 Advice for Other Agricultural Communicators…………………...103 V. CONCLUSIONS Key Findings................................................................................................105 Conclusions & Implications.........................................................................107 Research Objective One…………………………...........................107 Research Objective Two……………………………......................108 Research Objective Three................................................................111 Research Objective Four..................................................................114 Research Objective Five..................................................................116 Summary of Conclusions.............................................................................119 Recommendations........................................................................................122 Future Practitioners..........................................................................122 Future Research................................................................................126 vi Texas Tech University, Mica Graybill, December, 2010 REFERENCES…………………………………………………………………….129 APPENDIX A IRB APPROVAL.........................................................................................140 B E-MAIL RECRUITMENT LETTER..........................................................141 C FOLLOW UP E-MAIL................................................................................142 D TELEPHONE CONTACT...........................................................................143 E INFORMED CONSENT.............................................................................144 F INTERVIEW GUIDE..................................................................................145 vii Texas Tech University, Mica Graybill, December, 2010 ABSTRACT A social movement is a personal obligation taken on by an individual, due to either a personal experience or responsibility, to pursue action to implement a change in a community or society. Facebook is a social networking device in which users interact through conversations, and build relationships by networking with other users. Facebook groups are created as part of a smaller community within the social networking site and focus on particular interests or beliefs about certain issues that are shared by users. The purpose of this study was to determine why individuals use social media, specifically Facebook, to communicate information in social movements related to agricultural issues. Eight interviews
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