Journal of Applied Communications Vol. 97 (3) Full Issue

Journal of Applied Communications

Volume 97 Issue 3 Article 9

Journal of Applied Communications vol. 97 (3) Full Issue

Ricky Telg University of Florida

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This full issue is available in Journal of Applied Communications: https://newprairiepress.org/jac/vol97/iss3/9 Telg: Journal of Applied Communications vol. 97 (3) Full Issue

ISSN 1051-0834 © Volume 97 • No. 3 • 2013

tions

Journal of

Applied Communica

Official Journal of the Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences Published by New Prairie Press, 2017 1 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 The Journal of Applied Communications

Editorial Board About JAC

Ricky Telg, Chair The Journal of Applied Communications is a quarterly, refereed University of Florida journal published by the Association for Communication Excellence in Agriculture, Natural Resources, and Life and Katie Abrams Human Sciences (ACE). Colorado State University The Journal of Applied Communications is: Leslie Edgar University of Arkansas • Focused specifically on issues and topics relevant to agricultural and applied communication professionals. Jason D. Ellis Kansas State University • Peer-reviewed to ensure accuracy and quality.

Tracy Irani, ACE Board Liaison • Indexed selectively in AGRICOLA; listed in Ulrich’s University of Florida International Periodicals Directory and ARL’s Directory of Scholarly Electronic Journals and Academic Discussion Courtney Meyers Lists. Texas Tech University

Ron Thomas Manuscript Organization University of Florida Every article (not reviews) must contain an abstract of no more than 250 words. If applicable, briefly list the purpose, methodology, population, major results, and conclusions. Executive Editor Begin the manuscript text as page 1. Use appropriate subheads to break up the body of the text. List footnotes and literature Dwayne Cartmell, Professor citations on separate pages at the end of the text along with Oklahoma State University tables or figures, if used. Indicate in margins of the text, [email protected] approximately, where tables/figures should appear. Include three to five keywords to describe the content of your article. Text for research articles, such headings as Introduction, Methods, Results and Discussion would be appropriate.

For literature citations, follow the style guidelines in the Publication Manual of the American Psychological Association (Sixth Edition). Within a paragraph, omit the year in subsequent references as long as the study cannot be confused with other studies cited in the article.

When statistical information is reported in an article, the https://newprairiepress.org/jac/vol97/iss3/9 author should contact the lead editor for special guidelines. DOI: 10.4148/1051-0834.1121 2 Journal of Applied Communications, Volume 97, No. 3 • 2 Telg: Journal of Applied Communications vol. 97 (3) Full Issue Board of Directors President Becky Koch North Dakota State University

ACE Mission Vice President Brad Beckman ACE develops professional skills of its members to extend Kansas State University knowledge about agriculture, natural resources, and life and human sciences to people worldwide. Treasurer - Ex Officio Elaine H. Edwards Publication Agreement Kansas State University Copyright: In order for a submitted work to be accepted and published by the Journal of Applied Communications, the President-elect author(s) agree to transfer copyright of the work to ACE- Joanne Littlefield this includes full and exclusive rights to the publication in Colorado State University all media now known or later developed, including but not limited to electronic databases, microfilm, and anthologies. Past President Faith Peppers Author Warranties: The author(s) represent(s) and warrant(s) University of Georgia the following conditions: that the manuscript submitted is his/her (their) own work; that the work has been submitted Retirees Director only to this journal and that it has not been previously Marci Hilt published; that the article contains no libelous or unlawful statements and does not infringe upon the civil rights of SIG Director others; that the author(s) is (are) not infringing upon anyone Julie Deering else’s copyright. The authors agree that if there is a breach Farm Journal Media of any of the above representations and warranties that (s)he (they) will indemnify the Publisher and Editor and hold them Professional Development Director blameless. If an earlier version of the paper was presented at Rhonda Conlon a conference, the author must acknowledge that presentation North Carolina State University and the conference. Research Director Creative Commons License Tracy Irani The Association for Communication Excellence (ACE) University of Florida encourages you to use and share the content in the Journal of Applied Communications, but please do so under the Marketing Director conditions of our Creative Commons license. You may copy, Kevin Smith distribute, transmit, and adapt this work as long as you give Purdue University full attribution, don’t use the work for commercial purposes, and share your resulting work similarly. Proper attribution of a Membership Director work/article should include: Title of the work/article, Journal Tracey Ferwerda of Applied Communications, Names of the author(s), and University of Maine URL of the work. ACE Headquarters This work is licensed under the Creative Commons Holly Young, Executive Director Attribution-NonCommercial-ShareAlike 3.0 Unported 59 College Road, Taylor Hall License (http://creativecommons.org/licenses/by-nc-sa/3.0/). Durham, NH 03824 To request additional rights, contact the JAC Executive (855) 657-9544 Editor, [email protected]. [email protected] Published by New Prairie Press, 2017 3 Journal of Applied Communications, Volume 97, No. 3 • 3 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 How to Submit a What Reviewers Seek Work in Manuscripts

Authors should submit manuscripts As a peer-reviewed journal, the Journal of Applied online at: Communications welcomes original contributions from any author, although priority may be given to ACE members, http://jac.expressacademic.org/ should manuscripts of comparable quality be available. First consideration will be given to theoretical and applied articles Authors should submit two files - the of direct value to ACE members. Articles should be submitted cover sheet with author and contact to one of four categories. information and the text with figures/ tables. Categories are as follows:

Both files must include the title. • Research and Evaluation - These are the traditional, scholarly articles, using quantitative (e.g., statistical and If the article is accepted, then the survey methods) and/or qualitative (e.g., case studies) author will have to submit a final copy methods. containing the revisions as electronic files (Word) that can be edited. These will be • Professional Development - These articles take advantage reviewed one final time by the executive of the author’s particular expertise on a subject that will editor. benefit career performance of ACE members.

The format for articles is as follows: • Commentary - These are opinion pieces. They speak to trends in communication or other issues of importance to • Text double-spaced in Times New professional communicators. Roman or similar font, 12-point, 1-inch margins. • Review - These are critiques of new books, journal articles, software/hardware, technologies or anything else that • Separate title page listing authors' would be appropriate for the audience of the JAC. names, titles, mailing and e-mail addresses. Indicate contact author, if All submitted manuscripts are considered for publication. more than one author. However, prospective contributors are encouraged to be aware of the focus of this journal and manuscript requirements. • Inside pages with no author identification. A manuscript is accepted with the understanding that the Journal of Applied Communications has exclusive publication • No more than six tables or figures. rights, which means that the manuscript has not been submitted concurrently, accepted for publication, or published • Images, photos, and figures should be elsewhere. high resolution (300 dpi or higher). Tif format is best; jpg format is While every effort is made to maintain an interval of no more acceptable. A file size of 300 Kb or a than nine months from submission to publication, authors pixel width of 1500 pixels is a good should be aware that publication dates are contingent on the reference point for jpgs. number and scope of reviewer comments as well as response times during the review process. • Acknowledgement of any funding source. All submissions are peer-reviewed (blind).

• Acknowledgement if manuscript is https://newprairiepress.org/jac/vol97/iss3/9based on prior presentation. DOI: 10.4148/1051-0834.1121 4 Journal of Applied Communications, Volume 97, No. 3 • 4 Telg: Journal of Applied Communications vol. 97 (3) Full Issue Book Review page 6 ��The Backchannel Kelsey Fletcher Shaw Research page 10 ��An Integrated Approach to Teach Communication Skills Using Educational Technologies Dr. Shannon Arnold and Suzi Taylor

page 20 ��Internal Communication and Morale in a Natural Resources Public Organization Quisto Settle, Ricky Telg, Hannah Carter and Tracy Irani

page 34 �� An Exploration of Consumer Perceptions of Plants and Plant Characteristics: A Qualitative Study of Florida Plant and Garden Consumers Kathryn Wilson, Carly Barnes and Dr. Tracy Irani

page 47 ��Consumer Perceptions of the U.S. Agriculture Industry Before and After Watching the Film Food, Inc. Jessica Holt and Dr. Dwayne Cartmell

page 59 ��Narrowing the Farm-to-Plate Knowledge Gap through Semiotics and the Study of Consumer Responses Regarding Livestock Images Dr. Joy N. Rumble and Dr. Emily B. Buck

page 73 ��Management of Coffee Leaf Rust Disease in India: Evidence for Channels of Communication Dr. M.R. Narayana

Journal of Applied Communications Volume 97 • No. 3 • 2013 Published by New Prairie Press, 2017 5 Journal of Applied Communications, Volume 97, No. 3 • 5 DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Book Review that panel member is monitoring theconferencethat panelmemberismonitoring hashtag, aconfrontation anddiscussion ensues mentioned discussion panelmember inhertweets, ofthepreviously ber becomes critical andbecause herthoughtsofthediscussion onence memberchronicling Twitter. Eventually, theaudiencemem- accounts of the presentation from a discussion panel member, the discussion facilitator, and an audi- by goneInteractive Festival Southwest sour at the 2009 South inAustin, Texas. details The story line orelectronic forum. communication, ofinterpersonal forms rooted ofon on- focus forms insome sort hedoesprimarily the room” (p. 17). itself in many manifest can AlthoughAtkinson that a backchannel does recognize with other outside or insidethe room, withor without the knowledge of the speaker at thefront of theauthordefineswhich as “a lineofcommunication created by peopleinanaudiencetoconnect interest intothecontent. todelve the book’s graphics, of colors and illustrative pages showcased a spectrum my furthered only which toconnect orpresentation-centered thesetoolstoaneducational cal environment. through Flipping research andexaminetheuseofsocialmediainamarketing orsocialcontext, logi- soitseemsonly Twitter Media and ChangingPresentations andSocial Forever.” communicator, Asanagricultural I sional environment. speaker andconsultant CliffAtkinson, inaprofes - navigatingthebackchannel for therules analyzes to tweet andhave presentations. discussions during The Backchannel, by writer, written keynote communicators andpresenters across theglobeare audiencemembers now encouraging considering Summary 2010, 226page, $34.99, paperback. ISBN: 978-0-321-65951-4 Additional Information Berkeley, CA NewRiders Publisher Cliff Atkinson Author The Backchannel The Backchannel Book Title The first two chapters are integrated with a fairly elaborate anecdotefrom elaborate adiscussion panel The first are two chapters withafairly integrated As suggested by thebook’s title, thecontent on usinga focuses bestpractices for “backchannel,” Initially, ofitsuniquetagline– because Audiences thisbook“How peakedmycuriosity are using class, textingortweeting during studentsfor In contrast tothethousandsofteachers chastising Journal ofAppliedCommunications,Vol.97,Iss.3[2013],Art.9 Journal ofApplied Communications, Volume97, No.3• 6 Kelsey FletcherShaw 6 Published byNewPrairiePress, 2017 Book Review understand and retain presentation information. use ofabackchannel. tweets method, Byutilizing hisfour apresenter helpaudience members can provides some insightfulsuggestions how for to bestprepare apresentation for whileencouraging communicators, teachers tosome andeven degree must be ready toembrace. Inthisbook, Atkinson toholdsideconversations,tation outtheirsmartphones topull Iknow that presenters, itisareality hoping to read. encourage audience members in a conferenceThough it is strange to actually presen- what uninteresting. However, the second half of providedthe book more really of the content I was perspective havingalready mastered thebasicsof Twitter, andsome- thesesections were elementary would beinstructional, interesting, innature. andinformative However, Iwascoming from because a unrelated orcommunications, toeducation one working inanindustry thefirst halfofthebook readers practice reactions intheseimprovisational situations. backchannel tweets.participant are practice scenarios provided, Several of withoutany sort “answer key,” tohelp from instantfeedback audienceparticipants,handling unruly aswell ashow tomanage potentially ence understandingandengagement. Additionally, ofthefinal to alarge isdevoted portion chapter presenter tweets increase into hisor her presentation the four could then integrate audi- to hopefully tweet aswell asthree mainpointtweets from sections separate inthepresentation material. The “Four Tweet Rule,” where thepresenter would tweets ahead formulatefour oftime – asummary information.planning backchannel other publication, tipson how todesignandgive apresentation, including withhissuggestions for topromote inthisbook. hisotherpublication an opportunity related material tohis Heintegrates presentation. Astheauthorofanotherbook on makinggood presentations, Atkinson doesnotmiss presentation on your website before, andhelpingtofacilitate abackchannel during, your andafter makingsure you audiencememberstofindinclude makeiteasyfor related information toyour onhelpful information how tobestprepare apresentation for utilizingthebackchannel. Suggestions via thebackchannel. tojoinanothersession choose audiencemembersare reviewing may positively simply backchannels use hisorherown “two feet” togo joinanother session. Likewise, someone conference monitoring ment. Basically, itstatesthatifanaudiencememberisunsatisfied withapresentation, heorshecan Rule.” engage Atkinson inconferences- suggests toencourage participant implementingthisrule communicators andeducators. thatAtkinson Itisinthesetwo chapters introduces the “Two Feet discussion points. Here, usedby currently many andstyles basictechniques theauthoroverviews andthere the useofabackchannel are mentalmodelsand graphics provided to helpillustrate several conversations, applications. third-party including set up and manage account, a twitter to monitor backchannel using the platform as well as tips for tool.how thebestbackchannel how tochoose guidefor to aninstruction isbasically Alsoincluded apresentation.after on page 36thatprovidesThe authorprovides suggestions ahelpfulchart for and suggests some programs, alternate rooms, chat including tohostdiscussions before, during, and communicating for inabackchannel,tool ofchoice totheplatform healsodiscussessome drawbacks inabackchannel.facilitating orparticipating addresses Though Atkinson primarily Twitter ashis regarding inapresentation theappropriateness ofthebackchannel setting. As a trained communicator,As atrained mixed reactions Iexperienced tothecontent inthisbook. For some- Worksheets are provided even inthebook’s appendicestofacilitate preparation usingAtkinson’s The finalofthebook chapters are four whatIwould consider thereal “meat.” Atkinson provides areThe next two chapters to examining the positives devoted accompany and negatives that can Following ofthenarrative, theconclusion andexaminesthefoundation for back theauthor pulls Telg: JournalofAppliedCommunicationsvol.97(3)FullIssue Journal ofApplied Communications, Volume97, No.3• 7 7 DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Book Review as thesocialmediaculture grows inthefuture. andevolves experience.the learning The concepts discussedinthisbook are going tobecome only more useful couldusethesuggestions intheclassroom presentedopen toembracing abackchannel toenhance ofpresentation,any sort whetheritbetostakeholders, aboard ofdirectors, students. oreven Teachers conference, oftechnologically-friendly presentedof some sort the principles here would be great for presentersperienced andusers. Though mostoftheconcepts presented are inthesetting illustrated ofconference presentation.sort The authorworks andex- bothnovice toprovide for information referenced.that have beenexplicitly copy missingcontent. ofthebook wassimply Idon’t materials thinkitisgood practicenottoinclude as areader, skiminfavor ofdivingintothetext. only Itypically For thelongest time, Ithoughtmy were available onlinethese materials wasatthe bottom only ofafour-page tableofcontents, which to readers readers online anddriving toabook’s website, place Icouldfind theonly thatmentioned intheweb thebook.be found appendixfor Though Idoseethevalueinproviding bonus content do not exist. scouring, After that these are found I finally considered content”“bonus only and can as beingavailableattheendofbook. However, tofind whenItried thesematerials, simply they Agreement”a Backchannel and OpenSpace “How Transforms Meetings” referenced are repeatedly The only majorissueIhad withthebookThe only wasthattwo interesting appendixitems– “Negotiating Overall, Atkinson’s book isavaluableread anyone for whomightbepresenting orattendingany Journal ofAppliedCommunications,Vol.97,Iss.3[2013],Art.9 Journal ofApplied Communications, Volume97, No.3• 8 8 Research 9 Journal of Applied Communications, Volume 97, No. 3 • 9 Dr. Shannon Arnold and Suzi Taylor Arnold and Suzi Shannon Dr. Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

Technology is changing the face of traditional and online instruction- and online and universi at colleges is changing of traditional the face Technology Allen and Seaman offer online now (2008) reported and universities about 67% of colleges ties (Lowerison et al., 2006). George (2000) stated, “Technology can play a vital role in helping can a vital role play “Technology stated, (2000) George 2006). ties (Lowerison et al., innovative alternative, and perform promoting levelsstudents meet higher standards by at increased Department of Education (2009) reported an The U.S. 57). (p. to teaching and learning” approaches opportunities amount of evidence to the beneficial of using technologyincreasing related to improve This meta-analysis study found instruction and face-to-face that mixed of using online education. The report instruction student achievement alone. face-to-face over on effective elements was more further for stated that instructors ways look innovative into courses to integrate content digital must 2009). Department of Education, (U.S. effectiveness teaching to increase - taking ad faculty are more of these changes, As a result student needs. to fill courses and programs of newvantage techniques and opportunities to incorporate technology into all courses and deliver The Chronicle of Higher Education (2007) challenged 2005). information in a new (Ertmer, way Keywords agricultural education students, multimedia, educational technologies, skills, communication integratedlearning and Conceptual Framework Review, Literature Introduction, The purpose of this pre-experimental pre-test/post-test design was to identify a group of agriculturalThe purpose was to identify a group design pre-test/post-test of this pre-experimental of integrated the use educational technologies towards perceptions and knowledge education students’ agricultural17 was population The agriculturalan in education enrolled students classroom. the in touch development screen content A multimedia period. a two-year over course communications evaluationsand posttest showed Pretest integrated was capstonea as course into the project. resource The most significant of the digital capstone project. as a result 6% to 57% changes in knowledge and graphic design principles, development, project multimedia seen in storyboarding, were changes changes percentage The lowest education in these areas. additional indicating that students require - most knowledge that students were revealing each year; competencies seen in the same three were that revealed The findings presentations. and giving public technical writing, able in interviewing, rather and application, integration in technologystudents gained the most knowledge development, educatorsThis integrated an example of how can course provides than interpersonal skill building. gain but also and skills, knowledge communications students’ design courses that not onlyincrease for public communication. content multimedia their own creating experience by realistic Abstract An Integrated Approach to Teach Teach to Approach Integrated An Skills Communication Using Technologies Educational Research Published by New Prairie Press, 2017 Research 10 Journal of Applied Communications, Volume 97, No. 3 • 10 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

Today, 98.4% of college students now own a personal computer (Salaway, et al., 2007). Research Research 2007). al., et (Salaway, computer a personal own now of college students 98.4% Today, 2002) was used Model © (Kotrlik Integration & Redmann, Technology The Kotrlik-Redmann was integrated into an agricultural- com Studio 1080, the BTC resource, A unique multimedia

educators to utilize a variety of teaching and learning resources, especially technology, to reach a new to reach especially technology, educators to utilize a varietyand learning of teaching resources, in an education students that properly engage Educators must students. “millennial” of generation and emerg- with online likely than that will career working more them for involve a future prepares ing technologies. (2007) Warren and Alston of technology the integration promotes into agricultural courses. college specifically instruction importance stated the web-enhanced and technology of using more assign- Friedel, Rhoades, agricultural future ments in agricultural leaders. education to better prepare courses agricultural (2008) reported continually that educators of how and Irani must students be aware (2009) found that 94% and Perez Millermaier, Johnson-Yale, Jones, and use newadopt technologies. Internet than day, each hour one at least considerablyspend of college students time online, more Students in the study reported social activity, high rates of online population. users in the general (2002) found and Madden Jones and view technology as part life. of college 2.0 tools, Web use of information in their academic and students used technologiesthat 68% of college to gain research (2003) found that agricultural education- teachers spend the major Kotrlik et al. fields. professional not as actively but are ity of their effort exploring technologies, on the use of teaching and adopting inexperienceof with Factors technologiesthese of integration the in classroom. the into involved However, and anxiety be barriers tend to to this integration. teaching effectiveness, technologies, new and discover students use of technologies teaching by educators recognizewidespread this must of these Infusion skills using familiar media. their professional techniques them in building to engage new technologies a variety into agricultural courses will students in refining not only of current assist but can for that educational potential students looking also attract programs skills, communication high-quality can create multimedia Furthermore, 2008). al., technologies et (Rhoades teach current that using technology suggests Research - and multi for enhanced instruction. learning environments 2000). canmedia tools to teach science content (Roschelle enhance student learning outcomes et al., and interactivity” the deliveryover user control of information, media, “multiple The key of elements 156). p. 2001, Mannion, & (Cairncross the integratedcan learning environment be used to improve theoriesThis model was developed based on and research framework foras the conceptual the study. of technologiesconcerning the integration teaching and learning into and has four distinct and inde- and Advanced Adoption, Experimentation, “Exploration, of technology pendent phases integration: teachers seeking information about technologies involves and phase The Exploration Integration”. beginning to utilize focuses teachers the Experimentation phase on technologies to use them; how evident reveals physical phase in the classroom changes with the Adoption in classroom instruction; technology centers on phase Integration and the Advanced as a focal point of teaching and learning; instructors who seek new ways and unique to use technology to enhance teaching and learning be- new ways is needed to explore for to integrate teachers research Additional activities. traditional yond suggests As research each of these phases. technologies into the classroom through setting and move the and experienced feelteachers technologies, using about confident more the 2002), (Kotrliket al., these technologies will be integratedmore into new ways and learning. of teaching to apply course to educate how munications students on these skills into a digital storytelling and not onlylearningwas in students variety a The goal to engage of technical educational context. them with the opportunity but to provide to use rich media technologies course to showcase skills,

Research

DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 11 Journal of Applied Communications, Volume 97, No. 3 • 11 Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

The course in this study offered an overview an The course in this study offered strategies important of communications in the agri- deemed StateThe Montana University the study protocol, Review Institutional approved Board The purpose of this pre-experimental pre-test/post-test design one group research study was study was research group The purpose design one of this pre-experimental pre-test/post-test Methods of public relations, in the areas developing basic competencies on was placed Focus cultural industry. scriptwriting, storyboarding, photography, video production, research, qualitative technical writing, technology multimedia emphasized assignments in different skills were Various and graphic design. multimedia interactive a 24-screen in the capstone project: the course and then compiled throughout used students In groups, Studio center. 1080 multimedia the BTC exhibit available to the public in communicates that exhibit Studio touch-screen software1080 research-based a BTC the create to an agricultural teaches education les- helps solve a "real-world" agricultural problem, agriculture, for The goal an agricultural education or promotes program. agricultural highlights research, son, effectivelywas to exhibits digital or education agricultural for communicate final research students’ Studio center for public 1080 multimedia to the BTC The module was uploaded a public audience. course assignments includ using information exhibit from - a 24-screen created group Each viewing. primary and educational based on content and photographs, a video, an interviewing: with an expert, music/ graphics, a map, The module also included the following components: secondary research. of pictures. or a slideshow quiz, an interactive audio clip, and all participants written provided informed prior consent to participation in the study. it exempt, design utilizeddesign study the pretest/posttest group single a knowledge, in changes measure To entry-level agricultural communications of non-randomized in an upper division, students enrolled tech- of the application of multimedia perceptions assess students’ To period. a two-year course over specifically related the capcompleted also to was separate a - post-evaluation questionnaire nologies, applications of difficulties, program Questions included training needs, assignments. project stone external software compatible and programs, user challenges, technological skills, required the system, All partici- recommendations. and future the importance of technology, strategies, communication Groups separate classes study. participated research the in Two instrument. the completed pants the similar characteristics- based on all the treatment assessed for partici equivalence before were - independent The 2010). levelupper agricultural were pants education (Leedystudents Omrod, & Purpose and Objectives Purpose and of using integrated educational knowledge to determine in agriculturalchanges education students’ determine of the amount To (1) of this study were: The objectives technologies the classroom. in and (2) technologies, multimedia regarding knowledge in agriculturalchanges education students’ tech- of the use and application of multimedia perceptions assess agricultural educationstudents’ To nologies. projects. The Studio ideas for to publicize students venue a share and offered accomplishments their projects. agricultural - edu research-based a of Development exhibit. touch-screen a of creation the through design educational content, research, conduct students to cation the course allowed module within - then pre that were digital exhibits and build integrate technologies, utilize software, multimedia students to apply inspired agricultural of this integrated approach teaching Use the public. sented to digital The newa in way. research, and media, digital oral, including written, skills, communication of the course. in Studio the completion exhibits remain beyond 1080 Research Published by New Prairie Press, 2017 Research 12 Journal of Applied Communications, Volume 97, No. 3 • 12 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

ing multimedia technologies ing multimedia - compe course and posttest evaluation instrumentA pretest to all students regarding was given to M=3.63 in all M=1.50 competency areas. from ranged scores pretest students’ one, In year The population was 17 agricultural education students who were enrolled in an upper division, in an upper division, was 17 agricultural enrolled The population education who were students

Results/Findings us- knowledge determinein agricultural the amount of change education students’ To Objective 1: interview - agricultural education research, evaluated: were in the following areas Knowledge tencies. video production, editing, photo development, project multimedia photography, news writing, ing, storyboard- and design, poster development public presentations, technical writing, graphic design, are for changes each year percentages deviations, standard Mean scores, methods. and research ing, scale a Likert based on with 1=No five-point were All evaluation scores 1 and 2. Tables in presented - Knowledge 5=Very 4=Knowledgeable, 3=Moderate Knowledge, 2=Little Knowledge, Knowledge, able. to posttest ranged pretest changes from Percentage M=3.50 to M=4.50. ranged from scores Posttest storyboarding (+2.0, in the following areas: were increases Highest knowledge to 57%. 6% from project multimedia +43%), (+1.50, video production +46%), graphic design principles (+1.62, +57%), Lowest changes +36%). and design (+1.50, and poster development +36%), (+1.62, development interviewing skills +19%), (+0.87, public presentations in the following areas: were in mean scores scores pretest students’ two, In year 1). +6%) (Table and technical writing skills (+.25, +15%), (+0.62, M=3.56 to ranged from scores Posttest M=2.11 to M=3.67 in all competency areas. ranged from Highest knowledge 8% to 41%. from to posttest ranged pretest from changes Percentage M=4.22. methods (+1.33, research +41%), writing release press (+1.45, in the following areas: were increases variable was the instructional methods, while the dependent variable was the change in knowledge variable the dependent while in knowledge the change was variable instructionalwas the methods, the capstone was The treatment technologies. using integrated multimedia towards and perceptions be It must study. to the which limitation is a group, no control was and there assignment project used in drawing be and conclusions cautionnoted that must group was no comparison because there such in which as other courses variables confounding be other for may changes, accounting there designs can be supported pretest/posttest single group the use of However, enrolled. students were same the to exposed all were students case, and in this account taken into are factors if situational 2000). and posttest during an identical semester (Eckert, and took coursework the enrolled pretest n=9 and 1 year in n=8 entry-levelperiod (N=17, agricultural two-year a over course communications determined using were Student perceptions and knowledge rate was 100%. The response 2). in year instrument and posttest achievement the pretest based on knowledge developed content a researcher the instrument was developed from construct validity, address To 1. Table in following competencies of technologies integration into courses and foundational agriculturala review regarding of literature 17 the same contained posttest and The pretest 2001). et al., (Akers competencies communication were open-ended questions nine additional however, changes in knowledge; to measure questions Content of the technologies following their use. perceptions to the posttest to obtain student added validity a panel of fourand face agricultural determined of the instrument by university were faculty test with 10 agricultural A pilot students undergraduate education upper division 2002). (Ary et al., was calculated the instrument alpha - on and re a Cronbach’s and not in the study was conducted SPSS 18 software in analyzing was used package the data. of 0.72. a reliability coefficient vealed calculated. were and percentages deviations, standard including means, Descriptive statistics,

Research

DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 13

6 57 46 43 36 36 32 31 31 26 29 26 19 15 (%) Change 8 16 34 30 12 22 18 41 39 38 38 32 32 24 (%) Change

test

- (0.53)

71) M(SD) Post test - (0.53) 3.50 (0.93) 3.50 (0.53) 3.50 (0.53) 4.50 (0.64) 4.13 (0.71) 4.25 (0.92) 3.63 (0.76) 4.00 (0.89) 4.25 (0.46) 4.25 (0.71) 4.25 (0.53) 4.50 4.00 (0.83) 3.88 M(SD) 78 (0.97) Post Journal of Applied Communications, Volume 97, No. 3 • 13 (0.87) 3.67 (0.88) 3.56 (1.89) 3.78 (1.00) 4.00 (1.41) 3.56 (1.01) 3.44 (1.01) 3.56 (0.97) 3.78 (1.41) 3.44 (0.67) 4.22 3. (1.09) 4.22 (0.87) 3.67 (1. 3.56

test - M(SD) Pre .00 (1.31) .00 (0.76) 1.50 (0.84) 1.88 2 (1.25) 2.88 (1.06) 2.63 (1.00) 2.88 (1.06) 2.63 (1.04) 2.75 (0.84) 3.13 (1.07) 3.00 (0.83) 3.13 (0.92) 3.63 (0.52) 3.38 (0.74) 3.63 test - M(SD) Pre (1.13) 2.56 (0.97) 3.22 (0.67) 2.78 (0.60) 3.11 (0.60) 3.00 (1.12) 3.67 (1.36) 2.11 (0.78) 2.11 (1.30) 2.22 (1.41) 2.33 (1.10) 2.78 (0.87) 2.33 (1.05) 2.89 (1.17) 2.89

Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

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multimedia technologies multimedia Technical Writing Interviewing Skills Awarenessof AgEd Research Presentations Public Feature Story Writing Story Feature Photography Production Video and Development Poster Design Editing Photo PressRelease Writing Methods Research Storyboar Design Graphic Multimedia Project Development Table 2 from pre to post-test course evaluations: Year 2 (n=9) Change in students’ competencies Competency

Photography Editing Photo Ag Awarenessof Ed Research Presentations Public Interviewing Skills Technical Writing Video Production Video Multimedia Development Project Design and Development Poster Writing Story Feature Methods Research PressRelease Wri Table 1 Table Year 1 (n=8) evaluations: to post-test course from pre in students’ competencies Change Competency Storyboarding Design Graphic : Likert Scale 1=No Knowledge, 2=Little Knowledge, 3=Moderate Knowledge, Note: Likert Scale 1=No Knowledge, 4=Knowledgeable, 5=Very Knowledgeable - proj multimedia and +38%), principles design graphic (+1.45, +38%), storyboarding(+1.34, +39%), (+1.10, in public presentations Lowest were in mean scores changes +34%). (+1.44, ect development 2). +12%) (Table and technical writing (+.48, +25%), interviewing skills (+1.0, +24%), of the use and application of perceptions assess agricultural education students’ To Objective 2: Research Published by New Prairie Press, 2017 Research 14 Journal of Applied Communications, Volume 97, No. 3 • 14 y is taking and it is important for us to be prepared to use y is taking and it is important for us to be prepared ormation to showcase and this a good way to reach larger larger reach to way and this a good to showcase ormation mes more technologically advanced, this is a good way to way this is a good technologicallymes more advanced, l-rounded professionals and help us communicate agriculture to the agriculture and help us communicate professionals l-rounded Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal wing age of technology, it is important to stay current with new it is important technology current to stay of technology, wing age s say we want to communicate agriculture better and we have to be technology have and we better agriculture want to communicate we s say savvy

It is thought that many of today’s students are familiar with using modern online multimedia multimedia using modernwith familiar online are students of today’s many that is thought It & (Cotton content and user-generated college students embrace the value of multimedia Many it,” audiences,” “Because beco as agriculture understand and learn about those advancements.” students reported that they to learned how process, the digital exhibit development Throughout “There agricultural is a lot of inf “It is the future,” alway “We “In an ever gro programs,” wel make us more “To general public in various ways,” “This that technolog direction is the audiences,” people and bigger more It enables us to reach this. to accomplish The posttest contained nine additional open-ended questions specifically questions open-ended use and to the additional nine related contained posttest The

Conclusions, Implications, and Recommendations Implications, Conclusions, not all students in agricultural the opportunity education have to However, tools for use. personal quality experimentsoftware development professional with multimedia directlythat incorporates the students not only designed to teach about Course assignments were these tools into coursework. inte- educational module through touch-screen them to develop their own but allowed technologies, technical students learned to improve skills of this course, As a result of these technologies. gration to integrate technologiesand how work. that can communications used to showcase be • • use the technology (user-driven) in a non-linear of organizing content about the process tools and and well-organized in a professional the touch-screens on Students their work presented setting. of integrating As a result permanent for on display the public. and their exhibits remain manner, while also gain- knowledge, communications students increased assignments with a capstone project, program. multimedia the application experience of skills to a specific through ing realistic • • • • application of multimedia technologies for the capstone project. Questions included training needs, Questions included training needs, technologies forapplication the capstone of multimedia project. - com user challenges, technological skills, required applications of the system, difficulties, program the importanceof technology, strategies, communication patible external software programs, and file software restrictions, sizing photos, were encountered Difficulties recommendations. and future convergence software multimedia problems, applying principles, design graphic formatconversions, templates. of web and limitation materialsand media database, uploading program the to media, of iPhoto, iMovie, Students with unfamiliar software learned such work to as Photoshop, programs Windows Works, Microsoft Microsoft Paint, a Scrapbook program, PowerPoint, Google Picassa, Specific skills learned included editing, photo to develop competencies. and Audacity Movie Maker, summarizing creation, graphics design principles, recording, audio video production, interviewing, in- wayscommunicate to creative and conversions, file storyboarding, and organizing information, of students about The following the perceptions post-evaluation quotes in the revealed formation. the importance technologies in agriculture. of multimedia •

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As reported in the posttest open-ended questions, students understand the value of learningof value the understand students new reportedquestions, As open-ended posttest the in so students canIntegrated course assignments should be made use new technologies and soft- part has become of a permanent work public, digital exhibit available to the general The students’ Jelenewicz, 2006), but the visual appeal and public access of Studio of access public and visual appeal the but in has escalated 1080 interest 2006), Jelenewicz, inter-disciplinary course has initiated This using new educational technologies classroom. within the of technology role of the significant discussions and sparked projects education in higher classrooms. The typenot only of assignment students the opportunitygives in a work contribute to their own also enables educators but include to key of an integrated elements environment, high-tech creative students college Although many 2001). & Mannion, into courses (Cairncross learning environment allows the studio and Flickr, YouTube like websites through to sharing their work accustomed are like much into richer and animations presentations, images non-linear text, video, them to combine center. or science those found in a museum specifically Alston These findings reflect careers. for future technologies want to be prepared and instruction of the importance web-enhanced and tech- of using more (2007) research Warren’s and to an integrated approach Using agriculturalnology future leaders. to better prepare assignments skills and then having students applyteach specific these can as seen in learning enhance outcomes during scores in mean knowledge changes most significant The in knowledge. changes the positive design prin and graphic - development, project multimedia seen in storyboarding, were both years competencies. which indicates education communication in these that students need more ciples, including use of storyboarding topics could teach Many organizer as a graphic forpurposes, planning Graphic and instructional design. development, web educational proposals, campaign development, design principles e-learning of many development and theories also be taught to complement may of the most widely some used e-tools software, and video recording podcasts, such as blogs, tools, - mean knowl in changes percentage The lowest and Moss (2008). Davis, Thomas, as reported by most that students were revealing each year competencies same three seen in the were scores edge these Specifically, public presentations. and giving technical writing, interviewing, in knowledgeable evidence provide being effectively that agricultural that theyresults are education students perceive Findings also attitudes important and development. in multimedia skills, with knowledge, prepared and application integration in technology on focus should be placed that more revealed development, Instructors should continually survey rather students in than interpersonal skill building. this course, needs. and student assignments, material, of teaching to determine the emphasis order Students systems. development experiment as as well multimedia with innovative programs, ware that encour- but to do it in a way content, not only educational research-based learned to produce Students learned to structure. program critical non-linear thinking due to the aged and creative incorporate various agricultural module that communicated media into a non-linear information to students to capitalize also allowed and This project their strengths on the public in an enticing way. learning atmosphere. tools within an exciting in using multimedia interests perma Because- the students' exhibits are thus contributing mission. to the university's outreach capstone than a traditional reach has more their work nently located center, in a public multimedia visiting high school students during been viewed by have State the The projects FFA course project. delegations; and international groups Chamber of Commerce by and 4-H Congress; Convention Studio can incorporate technology into the classroom. too, faculty they, as an example of how and by of the orientation an integral component has become digital content 1080 and its student-produced beyond goes the students' work In this regard, students. and campusprogram tours for prospective mission. their classroom outreach a community learning and helps to fulfill Research Published by New Prairie Press, 2017 Research 16 Journal of Applied Communications, Volume 97, No. 3 • 16 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

This study revealed one way that educational technologies can be integrated into courses, but but educational that technologies way canone study revealed This integrated be courses, into smallthe Although size sample campuses many that and study to the not do a limitation was - journalism or the intro eliminate the inverted pyramid structure from presentations Non-linear

supports the continual need for research on the adoption and use of new and technologies the adoption in the class on supports need for research the continual - this technology Although to all studio is available instructors the on 2008). al., et (Rhoades room currently courses the using onlyof agriculturalthe one three is course communications campus, for is due to the lack this of confidence reason possible one stated, (2002) Kotrlik As et al. resource. - this confi improve To and experience with integrating technologies have that teachers teaching. into Integration Technology the four of the Kotrlik-Redmann phases through move teachers must dence, and them in teaching, adopt utilize them, seek to learn technologies, about first They must Model. on emphasis more Therefore, continually pursue new educational technologies such Studio as 1080. of faculty development of educational the use technologies on professional can to move them help effectively. 2002) more © (Kotrlik these stages through & Redmann, software development to a multimedia high-tech package and access facilityhave such as Studio can the idea of integrating course projects new educational technologies into comprehensive 1080, (2000). significantly Roschelle enhance student learning as seen in this study and reported et al. by While of using a state-of-the-art the advantage museum-style had students software package and - pre non-linear and development the skills learned and applied—multimedia facility, presentation Multimedia skills can be practiced in any — cansentation translate learning environment. to any of much to still and/or video cameras access students have classroom and editing software, where likely are and most agricultural offering programs level communications some online, which is free skill and is another set that will multimedia complements presentation Non-linear of this training. particularly the increasingly dependent on becomes as mass communication be valuable to students, - is a Power presentation example of a linear common The most digital platforms. other and Web A start finish. to from deviation, little with delivered, and creator its by presented show slide point his or her to direct a user—rather allows than the creator— conversely, presentation,” “non-linear kiosks, touch-screen as are site with hyperlinks example, is a great Web A individual experience. platform the but creates The communicator applications. mobile phone exhibits and many museum different practice a must the communicator the story how over thus, less control has is experienced; which includes storyboarding site organization. and skill set, might experienceA user story a by duction-body-conclusionstory in control. is now user the flow; suchuser the Giving followor traila newa to story. information, of pieces skip startingend, its at learned to in this environment and students working can be a challenge forfreedom the developer, start of information rather to from be followed than a path to “chunks” as discrete work consider has application development in everything presentation The skill of non-linear exhibit from finish. often now media are experienced format, in an online “traditional” Even design. Web to development an eye. the blink of asset in or media sidebar hyperlinks where story, another to can a reader take to a Studio access do not have 1080-styleAlthough most institutions software- package and pre can students and non-linear development still learn and practice both multimedia facility, sentation sites with internal and external links (with Web They basic can create in several ways. presentation the traditional they can beyond particular go site organization and user experience); on emphasis and they can of free an array access hyperlinks feature; and use the tool’s slide show Powerpoint application that allows viewers to zoom in on Web-based a highly visual software tools such as Prezi, SpeakFlow, graphic posters; interactive which users to create allows Glogster, order; a topic in any similar to the site tool a Flash-drivenWeb Wix, or suite of tools; presentation another non-linear

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ham, MA: Sloan Consortium. MA: ham, 1-10. Journal of Agricultural Education 48(4): assessment of student perceptions. An ments: Harcourt College Publishers. Brace TX: 10.1080/14703290110035428. 185-193 21, American Journal of Evaluation, Bank Institute. World the 25. 53(4), and Development, Research Technology Educationalintegration? http://www.pewinternet.org/PPF/r/71/report_display. Retrieved from technology. with today’s asp. http://www.uic.edu/htbin/ Retrieved from 14(10). First Monday, use of the internet. students’ cgiwrap/bin/ojs/index.php/fm/article/view/2649/2301. cies: A national Delphi study. Journal of Southern Agricultural Education, 51(1). Journal of Southern Agricultural Education, study. Delphi A national cies: Educators must utilizeEducatorsmust modern technological applications techniques teaching and innovative Allen, I. E. & Seaman, J. (2008). Online nation: Five years of Growth in Online Learning. Need- Learning. in Online Five of Growth years Online nation: (2008). J. & Seaman, E. I. Allen, enhanced agricultural education learning environ- Technology (2007). C. Warren, & A.J. Alston, Worth, Fort in education. to research Introduction (2002). Razavieh. & A. Jacobs, L.C. D., Ary, and learning: multimedia Interactive (2001). M. & Mannion, S. Cairncross, doi: 156-164. 38(2), International, Teaching in Education Innovations and Realizing the benefits. caseThe of training evaluation Situational at enhancement of design validity: (2000). A. W. Eckert, in our quest for technology frontier The final pedagogical beliefs: Teacher (2005). A. P. Ertmer, 56-61. 1(4), leadership, Principal ranks. Breaking (2000). P. George, living in the future students are How to college: The internet goes (2002). M. & Madden, S. Jones, college U.S. online: Everyday life, (2009). F. & Perez, S., Millermaier, C., Johnson-Yale, S., Jones, References High school agricultural competen- communications (2001). J. & Lockaby, P., Vaughn, C, Akers, Studio 1080 MMaPS software. Even on-line photo books now allow the creator to share a digital a digital share to creator the allow now books photo on-line Even Studio software. MMaPS 1080 experience their own who can as they view then create it. with others, version software many that can programs are assist with the There forthat allow the application skills. of of educationalintegration technologies whichcan significantly learning as evidenced improve in this comfortable gains will already with which the media using students improve they are Teaching study. student demand for is an increasing There subject matter. in the interest in learning and stimulate to this call and seek respond educators must therefore, teachers to utilize these new technologies; original ways of teaching the material into courses. and incorporating multimedia student-produced Research Published by New Prairie Press, 2017 Research 18 Journal of Applied Communications, Volume 97, No. 3 • 18 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

Baton Rouge, LA: Louisiana State University. LA: Rouge, Baton 78-90. Journal of Agricultural Education 44(3): in the teaching/learningteachers process. Pearson. NJ: River, 401. 34(4), Systems, Technology learning? Journal of Educational 32-38. 52(4): Journal, NACTA in the classroom. http://net.educause.edu/ir/library/ Retrieved from Report 6). (ECAR information technology. pdf/ers0706/rs/ERS0706w.pdf. http://www.nmc.org/pdf/2007_Horizon_Report.pdf. 9-19. 92(1&2), Communications, Journal of Applied http://www.ed.gov/about/offices/list/ Retrieved from ysis and review learning studies. of online opepd/ppss/reports.html#edtech.

Kotrlik, J. W., & Redmann, D. H. (2002). The Kotrlik/Redmann technology integration model. The Kotrlik/Redmann technology model. integration (2002). H. D. Redmann, & W., J. Kotrlik, agriscience by integration Technology (2003). B. B. & Douglas, H., Redmann,D. J.W., Kotrlik, Upper Saddle 9th Ed. Planning and design, research: Practical (2010). J. P and Ormond, Leedy, using technology we Are for (2006). C. P. and Abrami, F., R. Schmid, J., Sclater, G., Lowerison, Student’s feelings new on technology 2.0: Classroom (2008). T. Irani, and C., Friedel, E., Rhoades, learn in school children and what with computer-based Changing how (2000). Roschelle et al. 76-101. 10(2), of Children, The Future technologies. students and study of undergraduate The ECAR (2007). M. and Nelson, J., Caruso, G., Salaway, Retrieved from The Horizon Report 2007 Edition. (2007). The Chronicle of Higher Education. A case study. Efficacyblended e-learning of tools: (2008). M. and Moss, G., Davis, J., Thomas, A meta-anal- learning: in online Evidence-based practices (2009). Department of Education. U.S.

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DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 19 Journal of Applied Communications, Volume 97, No. 3 • 19 Quisto Settle, Ricky Telg, Hannah Carter, and Tracy Irani Tracy and Hannah Carter, Telg, Ricky Quisto Settle, Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

- “commit Schein a (2010) considered important are to organizations. Internal communications of organiza a key- component informationThis ability is considered and share to communicate that effectiveness communication of perception is it casethe In internalof communications, can internalparticu be communications - organization, the on impacts broader these with Along This manuscript is based on a paper presented at the 2012 Association of Leadership Conference. presented Educators This manuscript on a paper is based Introduction & Literature Review & Literature Introduction in Organizations Effects of Internal Communications learningof organi- centrala 369) component (p. fullto ment communication” task-relevant open and Organization with each other effectively to be able to communicate in order members have zations. 2010). Schein, 2008; for the organization operate to effectively and efficiently (Bolman & Deal, and Chalfonte (1990) stated that Root, Fish, Kraut, 2008). Smith, 2004; success (Cliftontional et al., Members of an organiza- necessary are informal communications in organizations. for coordination effectively uncertainty to communicate and reduce in order language and need to use a common tion 2010). (Schein, its goals toward which helps the organization work anxiety within the organization, more were of internal communications perceptions that employee (1984) suggested Taylor matters. of open is not an environment If there quality. of communication important measures than objective adversely affecting the orga- sharing critical might resist individuals information, communications, 2008). nization (Bolman & Deal, Keywords employees public organizations, morale, Internal communication, Abstract The organization. public naturala of resources employees of perceptions examined research This of the organization and the importance perceptions - of internal positive communica had employees and internal of issues in the organization, awareness high for not morale, but evaluations were tions, - con the between correlations positive were There and consistency. effectiveness communications It was recommended to morale. and the constructsstructs to internal related communications related It was that an organizational be promoted. structure internal that fosters communications positive organizational between units to improve informal relationships that promoting also recommended internal between link the that communications recommended was it research, For communications. and organizational the constructs. between climate the relationship to be studied to unravel continue and organizationsInterventions should occur. groups of intact internal communications to improve being a public organization how affects the ability also address should to fosterResearch positive and organizational climate.internal communications Internal Communication and Morale in a in Morale and Communication Internal Organization Public Resources Natural Research Published by New Prairie Press, 2017 Research 20 Journal of Applied Communications, Volume 97, No. 3 • 20 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

Another aspect of internal communications that is important of internal aspect communications Another - is the ef to organizational leaders and Kochinda Boyle within organizations. not static of course, are, Internal communications ensure of organizations: internal communications to improve suggestions made (1999) Wood organiza- (1999), Wood by such as those made actions, for specific recommendations Beyond and implicit the hurtor through canstructureThe in place is that improve communications within organizations informal is supported communications to increase by This recommendation

larly important for the effective leadership of organizations. Pichault (1993; as cited in Bolman & in Bolman as cited Pichault(1993; larly important of organizations. for leadership the effective structure is necessary internal communication of an organization’s stated understanding 2008) Deal, necessaryit consider (2008) Deal and Bolman internalthe understand to organization. the of politics politically to be effective for leaders within organizations. within an organiza- actions own Leaders’ to other employees. communicating fects of what they are behaviors are Communication 1995). (Moore, for expectations employees their communicate tion 2010). (Schein, transmit embed and organizational leaders culture of how component a significant their strong “communicate to leaders for also offer organizations’ an avenue Internal communications morale. improve 362) to p. 2008, (Bolman & Deal, belief in people” of Organizations Communications Affecting Internal (2004) found that an intervention was able to improve collaborative communication toward targeted skills also reporting im- that their leadership with the leaders skills of leaders, the communication time period an 8-month out over spread The intervention lasted 23.5 hours, at the same time. proved in 2- to 4-hour sessions. the clar address - when practical, communication use face-to-face two-way, are that communications a climate and create of trust 148), (p. listen” “understand employees your how ity of communications, so information freely. can be shared It is important to understand 1985). structure cantional (McPhee, affect internal communications the effects of written because of organizational internal structure the advent on communications 1985). further reach and the effects (McPhee, of structure allowed has to last longer communications achievement can structure versus on focusedinternal of affect organizations How impact the are in communications (2008) found that increasing and Pandey Marlowe, Garnett, communications. - com increasing On the other hand, performance. organizations focused achievement increased on performance. organizations in structure focusedmunications did not improve on they (McPhee, other each with interact how and do individuals what on made limitations explicit (2006) stated that formal to and Robson in place and informal mechanisms were Tourish 1985). Leadership- in organizations cre organizations. (CUC) within limit critical communications upward or deferring well going that things are such as justification CUC is not occurring, why ate reasons CUC justify not providing in turn, Non-leaders, 2006). & Robson, (Tourish blame to non-leaders do not really stating leaders want the feedback and not want to be punished forby CUC (Tourish in CUC because also not engage may they want to please leaders Non-leaders 2006). & Robson, between informal communications increasing recommended and Robson Tourish 1985). (McPhee, CUC. levels of the organizationmembers of different to improve a type of informal communication, and Stern Krackhardt (1988) stated friendships, other research. friendships but these between-unit can a have do not naturally organizational occur between units, units different organizations that depend on For in the event of organizational crises. benefit positive Hinds Similarly, organization. the units benefit the between friendshipsthat cross together, to work

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DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 21 Journal of Applied Communications, Volume 97, No. 3 • 21 Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

Creating shared vision and identity important vision of transformational are shared leadership components Creating orga- different between of informal communications of the benefits with these examples Along climate, that overall work (2003) showed et al. Parker Morale affects organizational success. (2005) Hinds and Mortenson’s Organizational climate related. are and internal communications trust in Quality for an employee’s to be a predictor has been shown of information being shared and Mortenson (2005) found that spontaneous communications, another type another of informal un- and Mortensonand communications, (2005) found spontaneous that caused the conflicts mediated because organizational between members, communication planned conflict reduced Spontaneous communications of geographically distributed organization. units an organizational of identity the different members in context shared because and shared it improved the organization confident can be more identity, a shared have members organization’s If the units. 2001). (de Chernatony, in its actions to higher out- of transformational Bass reported lead outcomes that the leadership 1990). (Bass, important An in consideration they oversee. themselves the leaders and the employees from comes if the leader leaders: will emulate of transformationalthe development employees is that the leaders likely will be more transformational to exhibit the employees exhibits transformational qualities, 1990). transformational organization within the (Bass, leadership to more leading qualities, of informal benefits that organizational members perceive showing is work there nizationalunits, em- between (1994) reported differences and Johnson Atkin, Donohue, Johnson, communications. to formal communication, Compared of formal and informal perceptions communications. ployee formalbut communications useful, and more salient reported more as were informalcommunications Organizational members are and credibility. evaluated highly more in termswere of comprehension (2005) found that Webster and Cameron technologyadopting formality. communication to reduce becauseinstant messaging was being adopted organizational members viewed other communication private Instant messaging was also viewed as more as too formal. such as the telephone, channels, others nearby. by that could be heard to conversations when compared & Morale Internal Communications to individual attitudes is related 1976), Walker, & Ford, (Churchill, which of morale is a component are morale is also evident that employees The importance in the fact of employee and performance. often of organizations with members of the public interacting because the face the ones they are (Schneidersatisfied not & are when employees public canThe perceive 2009). & Moriarty, (Franzen interactions the positive through employees satisfied from The organization benefits 1985). Bowen, 2009). & Moriarty, with members of the public (Franzen have the employees iden- shared increasing through mediated conflict communication that spontaneous showing work the communication (2009) showed Carrière and Bourque tity is an example of this. and context - organizationaland practices satisfac communication between relationship the mediated satisfaction stress, increased exchanges communication negative (2007) showed Gould-Williams Similarly, tion. linked to im- were exchanges positive whereas attrition, employee and increased motivation, reduced activities in work-related engaged were the likelihood that employees attitudes and improved proved to the employees. immediate benefits the organization without providing that benefited - relation stated that the The researchers 2009). & Hartman, Zolin, (Thomas, and leaders coworkers because trustship between was complex trust and communications is necessary for- open communica within the organization, open communications do not perceive and if employees to be possible, tions internal on This effect of the organizational environment it could hurt their trust in the organization. Research Published by New Prairie Press, 2017 Research 22 Journal of Applied Communications, Volume 97, No. 3 • 22 ween perceptions of internal communications and percep- of internal communications perceptions ween of issues within the organi- of awareness perceptions ween of issues within the organi- of awareness perceptions ween ween perceptions of internal communications and percep- of internal communications perceptions ween Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

tions of morale. tions of the organization. zation and perceptions of morale. zation and perceptions H3: A positive relationship exists bet relationship A positive H3: exists bet relationship A positive H4: H1: A positive relationship exists bet relationship A positive H1: exists bet relationship A positive H2: tions of the organization. tions Internal communications are important are forInternal organizational communications success because they help organiza- organizationThe organizationpublic a state was study in this geographically with distributed Public organizations are funded by the public and mandated through government and political government through public and mandated the Public by funded organizations are private than Public organizations difficulties organizations because can more - public organi face

• • • Purpose & Hypotheses and difficulties, and deal with organizations help avoid effectivelyoperate more and efficiently, tions Deal, & (Bolman shared are organizationaland culture expectations how of centrala component are can vary orga- between though, Internal communications, 2010). Schein, 2004; Clifton al., et 2008; the structurenizations of the organization on based organizational and climate & Stern, (Krackhardt of It is importantperceptions understand how to 2006). & Robson, Tourish 1985; McPhee, 1988; of the organization and morale within the organization. with perceptions interact communication in the broader the implicationsThis study seeks to help understand of internal communications of the organization. environment internal of the organization, perceptions The purpose employee of this study was to address units. the Based on morale. and employee of issues within the organization, awareness communications, tested: four were hypotheses literature, • communications is evident in work by Smith (2008), who showed that defensive environments hin- environments defensive that showed who Smith by is evident (2008), in work communications internal communications. improved while supportive environments internal communications, dered Public Organizations which oc- Publicpublic value, legitimized providing organizations are by 1995). (Moore, processes or service with the product is satisfied curs when the public organization the (Hoggett, by provided organizations public Because the political of accountability process, through 1995). Moore, 2006; to be supported they continue public value to ensure & Col- (Butler in creating need to be successful 1995). lins, Because political organizations public depend on complicated. generally more zations are considered every from approval have public organizations is that of these complications must - the first support, 1995). Moore, 2006; immediately not only those who are served the organization (Hoggett, by one, 2008). Wæraas, 2006; and identities (Hoggett, public organizations often roles multiple have Second, Public organizations the multiplicity risk of their roles the losing credibility if they represent do not identity a shared have when members effective more that organizations are Given 2010). (Wæraas, hinder could roles multiple having 2010), Schein, 2005; Mortenson, & Hinds 2001; Chernatony, (de identity. ability shared this to create public organizations’

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The employees had favorable perceptions of the organization (Table 1). In particular, the em- In particular, 1). of the organization (Table perceptions favorable had The employees Survey methodology was used for this study. The target population for was all the study population full-timeThe target Survey methodology for was used this study. - respon to late early compared were respondents error, the potential for non-response address To the purpose of this was used to address and hypotheses questionnaire A researcher-developed were correlations product-moment Pearson calculated forGrand construct. each means were Findings Though still believed the organization was important (M = 4.51). (M = 4.56) and beneficial ployees organizationthe to in regards evaluationorganization of the was lower the employees’ favorable, self-reported The employees’ (M = 4.19). good and (M = 4.09), positive being ethical (M = 3.97), of overall morale in the organization but their perceptions morale neutral was relatively (M = 2.89), were that internal communications perceived The employees 2). Table slightly (M = 2.21; low were neutral but they had evaluations (M of the effectiveness important for the organization = 4.78), (M The 3). (Table internal communications = 3.30) and consistency (M = 3.33) of the organization’s organizational units (M = 3.58) and of issues within their own aware believed they were employees but they did not that their supervisors of state-level organizational issues (M = 3.70), aware were of issues outside of their organizational units (M = 2.61) or that state-level aware believe they were 4). Table of issues within the organizational units (M = 2.56; aware were employees employees of the organization (N = 1175). The director of the organization sent the employees an of the organization employees sent the The director of the organization(N = 1175). employees sample final The sent. also was e-mail reminder A participationtheir soliciting e-mail study. the in Because soliciting the e-mails which not include does responses. incomplete size was 593 (50.4%), contacts it was not possible to ensure organization, of the the director sent from participation were Christianand suc- to send (2009) Smyth, of Dillman, recommendations the to completelyadhered enough to warrant great was no longer the number of new until e-mail waves responses cessive further contacts. Early operationally as partici were defined - respondents 2001). & Briers, Murphy, dents (Lindner, and late respondents e-mail was sent, the reminder before the questionnaire pants who completed was There after sent. was e-mail participants questionnaire the reminder the completed who were indicating not a statistically of early responses between significant difference and late respondents, which included all can sampling frame, the results be generalized the sample to the entire beyond the organization. of full-time employees morale employee of the organization, perceptions employee addressed The questionnaire study. of issues and awareness of the organization, the internal communications within the organization, instrumentThe evalu was - Five-pointfor used all scales four sections. were within the organization. with survey familiar researchers ated by methodologyorganization and individuals within the for Reliability scores alpha. Reliability Cronbach’s was assessed post hoc using validity. and content face of morale was .83, perceptions of the organization was .90, perceptions employee as follows: were of issues within the of awareness and perceptions was .68, of internal communications perceptions - ac but .70 is considered 1999), ideal (Norcini, is more A .80 reliability score organization was .77. 1998). ceptable (Kline, - hy the test to used were correlations These analyzeto used constructs. between relationships the used to were (1971) conventions Davis’s a priori. potheses with statistical significance set at .05, moderate was .10-.29, low negligible was .01-.09, 1998): (as cited in Miller, describe the correlations and 1.0 was perfect. .70-.99 was very high, was .50-.69, substantial was .30-.49, Methods Research Published by New Prairie Press, 2017 Research 24

M 4.19 3.97 4.56 4.51 4.09 4.26 M 2.89 2.21 2.55 3.30 3.33 4.78 3.80

49.7 41.6 70.5 67.5 46.0 5 (%) 2.2

15.8 5 (%) 85.7 17.7 19.1 5 (%)

30.0 29.1 19.7 20.9 28.6 4 (%)

21.9 13.9 9.5 4 (%) 4 (%) 39.1 35.5

6.6 8.1 12.7 18.2 16.7 Journal of Applied Communications, Volume 97, No. 3 • 24 3 (%) Scale

20.3 18.8 3 (%) 2.6 Scale 12.2 15.7 3 (%) Scale

4.7 6.9 1.9 2.5 5.6

2 (%)

2 (%) 20.0 32.6 1.5 2 (%) 17.9 18.6 3.0 4.2 1.2 1.1 3.1

1 (%)

d c 22.0 32.4 1 (%) 0.7 1 (%) Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal 13.1 11.1

e b

b c a

Scale ranged from 1 = Unethical to 5 = Ethical. 1 = Unethical to 5 = Ethical. Scale ranged from 1 = Not Beneficial to 5 = Beneficial. Scale ranged from Scale ranged from 1 = Unimportant to 5 = Important. 1 = Unimportant to 5 = Important. Scale ranged from 5 = Positive. Scale ranged from 1= Negative to Scale ranged from 1 = Bad to 5 = Good. Scale ranged from Coded as 1 = Inconsistent, 2 = Slightly Inconsistent, 3 = Neither Inconsistent nor Consistent, 4 Coded as 1 = Inconsistent, 2 = Slightly Inconsistent, 3 = Neither Coded as 1 = Ineffective, 2 = Slightly Ineffective, 3 = Neither Ineffective nor Effective, 4 = Coded as 1 = Ineffective, 2 = Slightly Ineffective, 3 = Neither Ineffective Unimportant nor Important, Coded as 1 = Unimportant, 2 = Slightly Unimportant, 3 = Neither . Morale coded as 1 = Low, 2 = Slightly Low, 3 = Neutral, 4 = Slightly High, 5 = High. Note. Morale coded as 1 = Low, 2 = Slightly above or below 100%. Due to rounding, totals may be slightly Your morale Overall morale Grand Mean Table 2 perceptions of overall morale. Self-reported employee morale and b c d e Unimportant-Important Not Beneficial-Beneficial Negative-Positive Grand Mean below 100%. totals may be slightly above or Note. Due to rounding, a Bad-Good Unethical-Ethical Table 1 Table the organization. perceptions of Employee = Slightly Consistent, and 5 = Consistent.

a b c 4 = Slightly Important, and 5 = Important. Effectiveness Consistency Importance Grand Mean Note. Due to rounding, totals may be slightly above or below 100%. Table 3 Employee perceptions of the organization’s internal communications. Slightly Effective, and 5 = Effective. Slightly Effective, and 5 = Effective.

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M 3.58 2.61 3.70 2.56 3.11 6.1 9.9 5 (%) .48* .51* 28.6 35.2

Perceptions of Morale 4 (%) 35.9 25.2 30.1 21.6

9.5 Scale 3 (%) 18.9 12.5 13.1

Journal of Applied Communications, Volume 97, No. 3 • 25

2 (%) 17.3 22.7 13.7 26.0 .55* .48*

8.7 8.5 1 (%) 27.1 29.4

n and morale, and between perceptions of awareness of of awareness perceptions and between n and morale, Perceptions of the Organization

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The employees had positive perceptions of the organization, particularly for the organization be- of the organization, perceptions positive had The employees Table 5 shows the correlations between the perceptions of internal communications of internal communications the perceptions between the correlations 5 shows Table . Correlations are based on the grand means calculated in Tables 1, 2, 3, and 4. 1, 2, 3, and 4. Note. Correlations are based on the grand means calculated in Tables *p < .05 organizational perceptions. Perceptions of Internal Communications Perceptions of Awareness of Issues Table 5 and morale and overall The relationship between perceptions of internal communications Grand Mean Aware, Unaware, 3 = Neutral, 4 = Slightly as 1 = Unaware, 2 = Slightly Note. Awareness coded totals may be slightly above or below 100%. and 5 = Aware. Due to rounding, How aware are you of organization How aware are you unit? issues outside your believe your How aware do you supervisor is of state-level organization issues? believe state- How aware do you are of unit issues? level employees are you of organization How aware your unit? issues in Table 4 Table within the organization. awareness of issues perceptions of Employee ing important and beneficial. Despite these positive perceptions of the organization, the participantsthe organization, the of perceptions positive these Despite importanting beneficial. and Of particular was the difference interest slightlyhad neutral below levels of self-reported morale. The of overall morale. morale and their perceptions of their own perceptions the employees’ between actuallyit overallthan self-reportedat morale looking when was lower be to perceived employees Conclusions of the organizatio and perceptions issues within the organization and perceptions of the organization and morale. There were were There of the organization morale. and issues within the organization and perceptions of the and perceptions of internal communications perceptions between substantial correlations of issues within the organization of awareness organization perceptions (r = .55) and between of perceptions between moderate correlations were There of morale (r = .51). and perceptions of issues of awareness of morale (r = .48) and perceptions and perceptions internal communications were All of the correlations organization of the (r = .48). within the organization and perceptions positive are This indicates there rejected. all null were hypotheses therefore statistically significant, of the organization and perceptions of internal communications perceptions between relationships of awareness perceptions between relationships positive are and it indicates there and morale, organization of the and morale. within the organization and perceptions Research Published by New Prairie Press, 2017 Research 26 Journal of Applied Communications, Volume 97, No. 3 • 26 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

- Internal com quality should be promoted. internal promoting communications environment An be a would (1999) recommendations Wood’s for organizations to take, actions As for specific The employees believed internal communications were important, but theyview did not cur- the important, were believedinternal communications The employees While believed they the employees of organizational issues also led to discrepancies. Awareness of perceptions between relationships positive were indicatedalso study the of there results The While the study. the of nature correlational is the first The study. the to limitations are There

Recommendations of this study and and the results an important of organizational success, are component munications which is linked to organizational climate, indicate are prior that internal communications research skills Kochinda, & (Boyle leadership and an importantalso of organizational success, component Schein, 2002; Ricketts & Rudd, 1990; Kraut et al., 2004; Clifton et al., 2008; Bolman & Deal, 2004; 2008). Smith, 2010; when fea- communications use face-to-face ensuring communication, two-way startinggood point: and create 148), (p. listen” “understand employees your how clarity address of communications, sible, the following should be assessed: broadly, More a climateof trust so information freely. canbe shared The example set by and informal communications. organizational climate, organizational structure, and KochindaBoyle (2004) of utilizing an intervention skills the leadership of organiza- to improve - ability (Park successful to be morale lackThis be hurting could of positive the organization’s morale. interactions morale the lack could spillof positive into employees’ over In particular, 2003). er et al., & Mori- (Franzen poor interactions harmingorganization the through of the public, with members 1985). Schneider & Bowen, 2009; arty, These poor evaluations of the organization or consistent. as effective internal communications rent could be detrimentalof internal of inter- to the organization communication because perceptions important evaluations be more could of internal than objective communication nal communication the lack of importance to organizational success, internal communication’s Given 1984). (Taylor, 2008; could be hurting the organization perceptions & Deal, (Bolman and its effectiveness positive 2010). Schein, 1990; Kraut et al., 2004; Clifton al., et of is- aware they believe did not theywere organizational of issues within their units, aware were were They also did not believe state-level that employees sues outside of their organizational unit. theybut believedid supervisorstheir that state-levelof issues. aware were unit-levelof issues, aware lack a could be causedissues of informal of - This lackby awareness communica between-unit of benefits the positive given could harm it the organization, If this is the case, units. between tions identityof shared and context mitigating problems on have informalbetween-unit communications aiding during as as well organizational crises (Hinds & for geographically distributed organizations, 1988). & Stern, Krackhardt 2005; Mortenson, - relation as positive as well the organization of and morale, and perceptions internal communications of the organization and morale. of issues and perceptions of awareness perceptions ships between to overall linking internal organiza communications - in line with past research are These results 2009; Carriére & Bourque, 2004; & Kochinda, Boyle 1990; climatetional skills (Bass, and leadership 2009). et al., Thomas 2008; Smith, 2002; Ricketts & Rudd, 2005; Hinds & Mortenson, of the relationships the direction the constructs, between is a relationship indicate there correlations of at employees looked is that this study limitation The second cannot be determined this study. in not be applicable may Because to other organizations. of this results state public organization. one

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Organizational structure affects internal communications by impacting how employees interact employees Organizational how impacting structure by affects internal communications of organizational climate but morale is a component This study specifically morale, addressed For aid organizations. to that should be considered is another area Informal communications and organizational climate internal the links between communications should researchers, For - internal for com organizations help improve to to implement be advantageous could leaders tional and morale in organizations. munications and organizationalstructure can effects lasting to the ability due have of current other, with each organizational structure has the In particular, 1985). (McPhee, be stored means to communication possibility to explicitly critical or implicitly to share limit the ability information with of employees it is public organizations, For 2006). & Robson, Tourish 1985; (McPhee, organizational leaders internal commu- increasing that showed (2008) of Garnett et al. important the results to remember or detrimentalnications whether or not the organization be positive could focused on depending on important, considered were Though internal communications achievement maintaining structure. or - internal commu Increasing study. in the current not positively employees evaluatedthey by were focused maintain- on organization but it might not be if the is more a solution, nications be may Considering the importance for of open communications achievement. ing structure it is on than a structure that fosters task-relevant 2010), Schein, 2008; organizational success (Bolman & Deal, be promoted. should communications effects orga- on for the organizational climate’s be present should Awareness 1976). al., et (Churchill present be also should Awareness 2003). al., et Parker 2005; nizational& Mortenson, (Hinds success for the effects organizational climate each other (Carriére on have and internal communications al., et Thomas 2008; Smith, 2005; & Mortenson, Hinds 2007; Gould-Williams, 2009; & Bourque, be- it is necessary relationship could be a reciprocal mindful that there to be specifically, More 2009). While internal communications positive organizational and climate. internaltween communications organizational a poor 2009), et al., Thomas 2007; could aid organizational climate (Gould-Williams, - employ organizations that have For 2008). climate can (Smith, open internal limit communications If the organizational climate especially becomes important. ees who interact directly public, with the with the public, spill could to interactions over dissatisfaction employees’ not satisfied, are employees 1985) Schneider, 2009; & Moriarty, adversely affecting the organization (Franzen which can hurt iden- in developing shared it is geographically distributed, organization, the current informal Increasing communications 2005). (Hinds & Mortenson, tity for and context employees could mitigate the detrimental effects of being a geographically distributed organization (Hinds & organi- of issues between this study was a lack issue indicated of awareness An by 2005). Mortenson, increases cooperation, between-unit If the success of the organization on is dependent zational units. 1988). & Stern, (Krackhardt units could be advantageous between in the informal communications While clear it is and organizational climate that internal communications to be studied. continue Hinds & 2007; Gould-Williams, 2009; & Borque, (Carriére is complex that relationship related, are It is also clear related that both constructs are 2009). et al., Thomas 2008; Smith, 2005; Mortenson, et Parker 1990; Kraut et al., 2004; Clifton et al., 2008; to organizational success (Bolman & Deal, constructs the two between the complexity and Given of the relationship 2010). Schein, 2003; al., to be conducted should continue research the importance of the constructs to organizational success, With the ability to of leaders the constructs how to unravel within organizations. can be improved organizational how should address research internalaffect communications, organizations through can and organizationalleaders climate internal foster communications positive both (Bolman & 2010). Schein, 1995; Moore, 2008; Deal, Research Published by New Prairie Press, 2017 Research 28 Journal of Applied Communications, Volume 97, No. 3 • 28 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

A specific line of research that should be pursued relates to the positive outcomes in the Boyle Boyle in the outcomes positive to the relates be pursued that should of research line A specific given implications for public organizations, to address area in this should also continue Research doi:10.1016/0090-2616(90)90061-S 19-31. 18(3), Organizational Dynamics, Jossey-Bass. CA: Francisco, 60-70. 34(2), Administration, Journal of Nursing care units. intensive in two cian leadership http://journals.lww.com/jonajournal/pages/default.aspx Retrieved from http://www.marketing- Retrieved from 83-96. 11(1-3), Management, Journal of Marketing power.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20 Marketing%20Research/JournalofMarketingResearch.aspx 85-103. 21, in Human Behavior, Computers Instant Messaging in the workplace. technologies: doi:10.1016/j.chb.2003.12.001 Career in a land ambulance servicetion satisfaction. of communication and the mediating role doi:10.1108/13620430910933565 29-49. 14(1), International, Development http:// Retrieved from 323-332. 13(4), Research, Journal of Marketing in the salesforce. faction www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/ Journal%20of%20Marketing%20Research/JournalofMarketingResearch.aspx

and Kochinda (2004) study. Research should be conducted in other organizational contexts to better to better in other organizational contexts should be conducted Research and Kochinda study. (2004) organizations and considering groups of intact internal communications and improve understand the implications an intervention- of lead organizationaland the improvement success on have could skills. ers’ than private complex organizations (Hoggett, more that public organizationscan be considered could be hurt the multiplicity of roles - from The complication 2008). Wæraas, 1995; Moore, 2006; in public organizations (de Chernatony, ing the ability employees among identities to foster shared complexity added is that public organiza Another - 2010). Schein, 2005; Hinds & Mortenson, 2001; than organizations with conflicts which can to more lead often are tions geographically distributed, these understood how It needs to be 2005). same locationmembers in the (Hinds & Mortenson, affect the abilitycomplexities and organizational climates internal to foster communications positive in public organizations. References Learning the vision. to transformational to share transactional leadership: From (1990). M. B. Bass, San and leadership. choice, Artistry, Reframing organizations: (2008). E. T. & Deal, G., L. Bolman, of nurse and physi- Enhancing collaborative communication (2004). C. & Kochinda, K., D. Boyle, public sector services: and characteristics. Marketing Concepts (2005). N. & Collins, P., Butler, of emerging communication Unintended consequences (2005). J. Webster, & F., A. Cameron, job satisfac- on The effects of organizational communication (2009). C. & Bourque, J., Carrière, Organizational climate and job satis- (1976). Jr. C., O. Walker, & M., N. Ford, Jr., A., G. Churchill,

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tion in organizations. Journal of Management Studies, 43(4), 711-730. doi: 10.1111/j.1467- doi: 711-730. 43(4), Studies, Journal of Management in organizations. tion 6486.2006.00608.x doi:10.1177/1470593108093325 205-221. 8(2), Theory, doi:10.1177/0095399710377435 526-549. 42(5), & Society, Administration tions. doi:10.1080/1360080990210202 135-149. 21(2), and Management, cation Policy Tourish, D., & Robson, P. (2006). Sensemaking distortion and the of criticalcommunica- upward (2006). P. & Robson, D., Tourish, corporatepublic sector organizations Can be coherent brands? Marketing (2008). A. Wæraas, institu- statements in regulative value use of core The identity: Communicating (2010). A. Wæraas, Journal Higher Edu- of channels that work. internal Establishing communication (1999). J. Wood, Research Published by New Prairie Press, 2017 Research 32 Journal of Applied Communications, Volume 97, No. 3 • 32 Kathryn Wilson, Carly Barnes and Dr. Tracy Irani Tracy Barnes and Dr. Carly Wilson, Kathryn Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

Agriculture can be a difficult market for American growers and producers. Given appreciating appreciating Given producers. and for American market canAgriculture be a difficult growers important many considerations. are there When an agricultural considering marketing product,

Abstract Introduction and strictindustry the need to harvest- regula at the peak of ripeness, high input costs, land values, and industry- Policymakers representa 1996). farmers can easily (Adelaja, losses incur financial tions, economically to remain viable and producers constantly for to help growers looking a way are tives states have many In response, 1996). sector (Govindasamybusinesses in the agriculture & Nayga, many example, For campaigns marketing forturned their agricultural to state-specific products. supportedor state- of development the sponsored Department have agencies Agriculture of state’s - State-specific agriculturalpromot products recognition. brandssales and consumer to boost specific as as well and aquaculture, produce, dairy, the United Statesed throughout commonly include meat, such as horticultural goods non-consumable products. as economic defined Commodities, primarilyAgricultural are products as commodities. marketed horticulIn - such brand. a as differentiation, lackgeneral a but demand a qualitative of have goods, brandingthe agriculturalof horticulturaland However, ratheris rare. brandingthe products of ture, especially value added offers if it the buyer product, to identify a specific enables consumers products loyalty could be expanded with the and price consumer in the form premiums of a quality guarantee; Keywords plant characteristics branding, Florida consumers, plant/garden Florida gardening, When planning and developing a state-specific agricultural product brand and marketing campaign, When agricultural campaign, brand planning and developing and marketing a state-specific product and attitudes messages, of terminology, perceptions it is important consumers’ potential to consider Florida study explores industryThis qualitative of green perceptions consumer the product. toward characterisplant as well as - “homelandscape” and “landscape,” “garden,” “plant,” such as terminology, in all the Florida-based six of Participants utilized focus groups tics important purchase. to consumer in of the the findings Given in this study did not feela brand that was important to plant purchase. include an agricultural for of this nature marketing using the word product recommendations study, achieving plant characteristics the most important deemed to be the to plant “garden;” over “plant” and emphasizing me feel good’) with the product; “makes and quality, (healthy-looking, purchases these characteristics campaign. marketing in a well-targeted An Exploration of Consumer Perceptions Perceptions Consumer of Exploration An Characteristics: Plant and of Plants Plant Study of Florida A Qualitative Consumers and Garden

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Given that there is such a low proportion of the American of proportion is such a low in agriculture there that public directly engaged Given state commodity a large and Landscape (FNGLA), Association Growers The Florida Nursery, and Oklahoma, Mississippi, Louisiana, Kentucky, including Georgia, Several Southern states, - and satisfac While recognition consumer conducted have plant branding state programs some as plant pur- as well of plants and gardening, perceptions potential consumers’ Understanding for program agricultural in state-funded marketing New Jersey products implemented the first implementation of successfully marketed brands (Koelemeijer, Luetscher, & Stoeken, 1993). Once a Once 1993). Stoeken, & Luetscher, of successfullyimplementation brands(Koelemeijer, marketed the added that increases it has the ability product a differentiated to provide brand established, is well 1996). (Bagnara, value for the producer cru are - consumers the tendency as as well of agricultural not easilyproducts to branding, lending phrases, of words, perceptions consumers’ potential Testing campaign. marketing cial to a successful that campaign materials marketing a in engaging ensure helps before communication and designs, favorably a clear will and have respond consumers understanding of the product. The plant brand in 2009. a state-specific began developing plants to market member organization, and proven” Florida“superior Select Garden the use of to encourage designed brand program is a Florida plants ideal being as Select promoted Garden are plants 2011). Florida(FNGLA, plants outside Florida marketed plants are of the selected Many and into most for most Florida gardens. zone is emphasized A hardiness feature to locate to each growing plants specific Southern States. 2011). zone (FNGLA, of identifying with the goals - spe programs promotion plant implemented state-specific have Texas, marketing a state-wide promotional plants through of these plants and generating awareness cific Though there 2001). & Knight, Turner, (Steglin, price premiums campaign sales through to increase - and market governance, funding, to creation, similarities in regard many the programs between are very has been and there little formal monitoring and/ differences, also many are there ing strategies, 2001). evaluate to or oversight actually if the programs (Stegelin achieve their goals et al., material not utilized most have prior testing or communication surveys message tion after the fact, A&M Texas Floriculture Chair in International Ellison at Charlie Hall, to launching the brand (Dr. prior conducted to launching a cam- This study, 11/15/2010). communication, personal University, implications in state branding for and marketing organizations great interested could have paign, campaigns. can industry assist green effectively their products. in more marketing companies chase patterns, utiliz- the purpose the significance of a plant brand by this study is to explore of the above, Based on Objectives included comprised ing focus of Florida groups products. and garden of home consumers and phrases associated with plants and gardening terms, of words, exploring perceptions consumer to purchase. decisions and determining the plant characteristics most important to consumers’ programs State plant promotional of awareness consumer generate to designed was program This campaign. Jerseyits with 1984 Fresh food among retailers products Jersey Fresh as to promote well as agricultural in New Jersey, products randomlyof Jersey New in consumers percent selected 77.5 study, 2003 a In 2003). (Govindasamy, York of randomly in New as 50 percent as well selected consumers logo, recognized the Jersey Fresh has utilized Jersey Fresh Over campaign period, its 26-year (2003). in Pennsylvania and 30 percent indicates Research that for everyseveral taglines and a variety dol- of advertising (2003). mediums agricultural fruit revenues and vegetable 2000, through program lar contributed to the Jersey Fresh Research Published by New Prairie Press, 2017 Research 34 Journal of Applied Communications, Volume 97, No. 3 • 34 program in relation to consumer be- consumer to relation in program Superstar Texas Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal Fresh fromFresh Florida Seafoodcampaign (Florida Department and Agriculture of ™ plant branding program is an example of a long-term plant brand™ plant branding that program Superstar Texas

- These theoreti The theories guiding this study include to branding those relevant a commodity. , through from through Florida Fresh Florida a statewide also implements agricultural campaign, , marketing In addition to statewide agricultural marketing campaigns, some states have implemented state- have states some to statewide agriculturalIn addition campaigns, marketing programs an evaluation of state plant promotion and Knight (2001) conducted Turner, Steglin, Texas’s Despite the significant investments in research and marketing, no message testing or consumer testing or consumer no message and marketing, in research Despite the significant investments

Theoretical Framework Theoretical the Model of Causality in SocialTheory Learning¸ of the calTheory, frameworks include Schema Likelihood Model. and the Elaboration Planned Behavior, increased by $31.54. The Jersey Fresh program is estimated to contributeto is estimated state to the $63.2 million program Jersey The Fresh $31.54. by increased (2003). economy - identifica “an is described as The FAPC its Florida Campaign (FAPC). Agricultural Promotional Florida of image the boost to designed program and promotional sales tion and increase agriculture (Florida easily helping consumers Department Florida identify by of Agricul- agricultural products” industry agriculture can the FAPC join Florida’s Members of 2004). Services, and Consumer ture Agricultural Product the state’s from be listed on to the Fresh campaign access have and Florida logos, fromFresh The (2004). of membership and other benefits graphic assistance, receive Search website, and is included- communica on Florida the department’s divisions, and campaign logo is used across and campaign The logo extended to commodity has also been materials (2004). tions and websites such the as groups, Consumer Services Division of Marketing, 2004). 2004). ServicesConsumer of Marketing, Division Florida is not the only to the plant and horticulture campaigns industry. wide marketing specific horticulture product introduced have states Many program. promotion plant implement a to state to known or at least to the area, varieties or beneficial that feature brands either native programs to associate consumers branding Stateallowed has also regional and climate. thrivespecific the in 2005). to a particular (Lillywhiteornamental products geographical region et al., in Southern program, a brand states that indicates for a plant promotion states employ that most The devel- Mississippi Medallion™. Winner Medal Georgia Gold ™ and Mississippi’s such as Georgia’s committees plant selection included of these state programs opment university sponsorship, program the industry. with and coordination for promotion, goals and criteria, is meeting its objectives of increasing producer profits, but has only recently been evaluated for cus- profits, producer of increasing is meeting its objectives This brandwas initially locally a by and regionally promoted willingness and to pay. awareness tomer A&M University en- Texas horticulturistpopular Extension before in the San area known Antonio Chair Ellison Charlie Hall, (Dr. participants couraged program to develop statewide a promotional 11/15/2010). communication, personal A&M University, Texas Floriculturein International at & Hall, Palma, (Collart, program Texas prior was conducted to launching the research awareness A recently evaluation published of the 2010). the level of satisfaction of the brand is low, awareness that though the consumer havior demonstrated who frequently shopped for Consumers plants or 2010). is high (Collart consumers among et al., were the products plant; Superstar previously likely a Texas more knew to purchase of the brand were was found to Superstar a price and the willingness for to pay a Texas successful at creating premium 2010). higher than an unbranded plant (Collartbe 10 percent et al.,

Research

DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 35 Journal of Applied Communications, Volume 97, No. 3 • 35 Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

Schema theory taking in the totality symbols between linkages explains the by and meaning of assigning categories involves or other to objects of pattern recognition (1976) concept Neisser’s human behavior, between The Model of Causality the relationships in social learning explores Theory of Planned the Behavior or behavior, in attitude changes consumer desired Regarding theory is a general Likelihood Model (ELM) The Elaboration attitude that posits that there of Schema TheorySchema the they are “Becauseanticipations, schemata are 2009). life experiences (Reichel, an individual’s determines what will be acquired information already which affects the past future; the by medium “building Rumelhart to schematablocks as the refers - of cogni 74). p. 1976, (Neisser, picked up next” used in interpreting linguistic and nonlinguistic both that schemata 33) and argues are p. (1980, tion” sensory data. schema can theory by and processing be explained levels and the higher of comprehension stimuli Rumelhart which elements upon all“the fundamental (1980) describes schemata as 2009). (Reichel, schema theory can be utilized to understand the Therefore, 33). (p. depends” information processing buyingproduct a toward attitude lifepast experiencespurchaser’s the to importancea purchaser’s of an information on based ascribed cognitive The stimuli or objects to purchase. to decision their and schein terms past experiences of the individual’s decisions influence purchasing could individual’s asked participants were in this study, example, For or message. brand, mata associated with a product, or and utilizedvarious schemas, to rate what was most important when making plant purchases, decisions. most essential to purchase what plant characteristics to identify were shortcuts, cognitive Model of Causality in Social Learning concept favored The 1985). (Bandura, the external and environment and internal activities, cognitive inter- and cognitive whichin behavior, learningsocial in theory interaction of triadicis reciprocality, viewedinterdependent as are influences and external environmental factors, or personal activities nal and In terms of marketing 1985). determinants other bidrectionally that influence each (Bandura, the Model of Causality in Social Learningbranding can horticultural be utilized products, to un- the on of the product and perceptions knowledge previous influence of the purchaser’s derstand the the on of the external as the influence as well environment to buy a product, decision purchaser’s buying a toward thoughts or attitude or the purchaser’s and internal activities, cognitive purchaser’s particular product. Theory of Planned Behavior and sense of efficacy behavioral control, perceived influences, normative behavior intent, addresses human behavior is guided by In this theory, 1991). as the primary behavior (Ajzen, influences upon - is to encourage consum If the objective 2002). beliefs and subjective (Ajzen, normative, behavioral, know to support the intention should have the brand, consumers a state plant brand, ers to purchase is available, that the product know other people who think it is important product, and/or a good economy or help their community or state’s them personally, will and think that the purchase benefit way. in a significant Model Likelihood Elaboration carefully through and the central route, basically audience: are a target to persuading routes two or the peripheral route, thoughtfully assessing the merits arguments and information, of contrived Research Published by New Prairie Press, 2017 Research 36 Journal of Applied Communications, Volume 97, No. 3 • 36 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

Focus group research has been used extensively in marketing studies, as this kind of qualitative of qualitative as this kind studies, has been used extensively in marketing research group Focus a particularon a guided discussion topic with a facilitating is based on research group Focus for a deeper un- the phenomena “probing and with process more This kind of study is concerned members of the target comprised focus of representative groups This study used a set of three The purpose of this study was to better understand Florida consumers’ perceptions of plant perceptions The purpose was to better understand Florida of this study consumers’ of perceptions consumers’ explore 1) to: were research the guide to used were that objectives The

Methods interviewinggroup and perceptions to gain valuable insight into public opinion enables researchers Focus attitudes. and informationobtain in-depth possible to It is about perceptions 1997). (Morgan, clarifying ask to able moderators are to questions discussion; and interaction group encourage groups 1998). surveys possible in traditional not feature seek a deeper understanding – a (Merriam, - The re and opinions. of individuals in an effort their perceptions group to listen and learn from organizes the logistics of the focus to guide discussion, and questions develops the protocol searcher 1998). and later analyzes the data for themes and patterns (Morgan, groups, Because FNGLA 2010). methods (McMillan & Schumacher, research than qualitative derstanding” and website, logo, of a brand campaign name, in an outreach with the creation invested already had deemed most it was to test, existing messages specific and because were there select print materials, to utilize methodologyappropriate of individual in-depth explorations a research more that allowed interviews often are found to messages, outreach to test In order and knowledge. attitudes, response, thoroughly more messages and concepts because effective participants explore to able more be are 1994). (Kruger, held in three were focus A set of two groups (six in total). consumers audience of plant product These focus groups geographically and demographically of Florida regions different 2010. in March Purpose and Objectives Purpose and and communication test messages to In order for to plants selected purchase. brands in relation partnered FNGLA a Florida-specific“Florida plant brand, materials developed for Select,” Garden for Center (UF/IFAS) with the University of Florida/Institute and Agricultural Sciences’ of Food (PIEPublic Resources Issues Education focus in Agriculture and Natural groups Center) to conduct the state. around with potential consumers and to 2) determine what types and of messages and landscaping, gardening, to plants, terms related plants. to purchasing to in relation best respond plant characteristics consumers’ which entails some kind of cognitive or behavioral or - infers cue that of cognitive kind which com the without argument the some entails 1986). & Cacioppo, (Petty source” “attractive of an which more is of information, plex processing activity information processing preferred least the be to known is central route complex more The factors and situational individual on but this is dependent exertion and attention, more as it requires to which the information salient is the degree Also, 1997). & Shepherd, Hedderley, Howard, (Frewer, If it individual determinesto the or relevant they whether will use the centralor peripheral routes. likely will the individual more be to spend the time and energy to deter- required is highly personal, is thought the information if source salient and the is relatively mine the merits of the information; the case In of 1997). et al., (Frewer adequate be deemed may the peripheral route be credible, to likely and trusted will be more messages to be retained if they plant brand, a state-specific marketing a trusted source. from and they come consumers to potential to seem relevant made are

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Participants of six FloridaParticipants asked to articulate what they were thought of when focus groups - Inter Telephone Assisted used Computer and in Gainesville was hired firm research A market reliability and validity in quantitative than different addressing much is studies, In qualitative parties claritydrafted guide was multiple to ensure through vetted and The moderator’s and asked for participants what were plants, of and usage awareness consumer to explore In order by which sponsored was part study, The data used in this study was derived of a larger from Results - Occupa very the participants were diverse. Demographically, or terms. certainthey heard words students, stay-at-home-parents, managers, relations/sales public teachers, retired ranged from tions or home All in gardening participants an interest had professionals. and even marketing builders, “garden”; and “plant” asked what came the word to mind when they heard and were improvement, were; what they meaning of these words thought the actual they most oftenwhere hear these words; (in three sessions total in the FNGLA six groups were There them feel. made the words and how in at least the basis of themes and patterns reported that emerged on are results locations); different were held in Jacksonville, Orlando, and Miami; all sessions were conducted by graduate students and and students graduate by conducted were all sessions and Miami; Orlando, Jacksonville, held in were Universitystaff at the Florida. of Florida PIE in Gainesville, Center participants. to qualify potential sampling (RDD) random digit dialing telephone viewing (CATI) home or plants, Criteriagardening, in interest general a participants potential select to used were frame sampling generated using a predetermined samples were Probability projects. improvement variables demographic based on for all participant groups. consistency (reliability) ensure To 2003). (Golafshani, redefinition a kind of and requires studies, be taken when interacting with must the highest care and accuracy (validity) study, of a qualitative during and consistent all open, it is necessary to be clear, When focus utilizing groups, participants. the guide and prompts, moderator’s the same same moderator be used, should of the sessions—the For and even if possible. the same note-takers devices, the same recording same technological tools, consistency. taken to ensure all were of these steps this study, guide served as an assistant the moderator’s authored who The researcher relevance of questions. unaided/aided technique was utilized An duringses- moderator and note-taker during the sessions. participants them to and encourage to prompt in order that followed questions directive with sions, topic. each specific each other to explore with interact deter- To plant). replacement as a beauty, gifts, garden, purposethey usually(e.g. plants purchased an interactive of plant characteristics opinions most important purchases, to plant mine participants’ On a scale be- and 5 of 1-5 (1 being low and scales with visuals was utilized. exercise Point” “Turning to the question, Responding asked to rate participants a series of plant characteristics. were ing high), the following prompts: given participants were will purchase?” select what plants you “How do you use, Fertilizer Hearty, Affordable, to the area, Native Attractive/pretty, looking, Healthy Quality, me Makes to be invasive, known Not Recognizable or familiar, Low maintenance, use, Pesticides Colorful (leaves friendly, Environmentally Seasonal planting selection, Fits the landscape, feel good, and landscape terms also asked about garden commonly were Participants and Brand. or flowers), shortcuts and cognitive industrywith associated used in the green perceptions explore to in order the terms. the Florida and funded by FNGLA Department Services of Agriculture and Consumer (FDACS). - web logo, of a Florida-specific testing The focus study was message of the larger plant brand name, materials. and communication site, Research Published by New Prairie Press, 2017 Research 38 Journal of Applied Communications, Volume 97, No. 3 • 38 k, resources or hobbies of the word “garden,” such as, such as, “garden,” or hobbies of the word resources k, Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal Members of all groups mentioned wor mentioned Members of all groups

“It’s almost like looking at a page. You can look at someone’s garden, and you can see the and you garden, can at someone’s look You at a page. looking almost like “It’s is per- the yard know, you in a certain put flowers way, That somebody’s planning involved. this is a perfect gee, ‘Hey, and say, at it, look and you level, great the lawn is perfect, fect, there spots and here spots call I there’s but yard a it Rathermy yard, at looking than garden.’ in progress.” just a work It’s even call it a garden. and I wouldn’t One participant articu- or home. space personal mentioned of the six groups in five Participants look come ‘Oh say, to my house and you come You space. “I as my personal think of garden So is the garden I like to be. where a place it’s of me, an extension so it’s And at my garden.’ very important to me.” most often while shopping or in advertise- “garden” hear of the six groups in five Participants scale. large that was depicted something felt all the word six groups “landscape,” Of the word and all the mulch It’s not just cutting grassanymore. It’s a lot of planning for“It’s landscape. pretty stuff that theyput in the yards.” or very organized such designed, manicured, thought of something in all six groups Participants When asked about the word “plant,” all six of the groups responded that it conjured images of of images that it conjured responded all six of the groups “plant,” When word asked about the to got you’ve I mean she said ways. “[The could be taken a couple of different plant] word It could know. you harvest, Or there’s the table. or the plants on of vegetables plant the field ways.” be interpreted a couple of different vegetables, participants of food, thought of all groups “garden,” When with the word presented It’s them. they on always something grow most of the plants I see, “I think that plants, would solid.” It’s edible. are in my yard I have ones Most of the a lot of fruits and vegetables. cool,

“something that’s taken care of and paid a lot of attention to.” Members of all six groups also brought also brought Members of all six groups to.” a lot of attention of and paid taken care that’s “something One said: pride. or tranquility, up beauty, saying: lated this by television. most on “garden” hear in four groups Participants ments. One participant said: - or re the work mentioned of four groups Participants maintenance.” and constant “expensive as thought of food or vegetables. and four of six groups involved, sources four or more of the six groups. six groups. of the four or more soil, outside, being mentioned fourin groups six the of Participants “growing.” or “living” something most “plant” that they also stated the word hear four in groups of the six Participants or the earth. the meaning of that responded groups Most often (such outlets Lowes as at retail Depot). Home or One said: thing). place, noun, and use (verb, the context depends on “plant” the word One said: and flowers.

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DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 39 Journal of Applied Communications, Volume 97, No. 3 • 39 oups thought of cost, resources or the work involved and men- involved or the work resources cost, oups thought of Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

Participants of five of the six gr of five Participants

Members in all six groups indicatedMembers in all six groups that they most often plants for beauty purchase or decora- and asked “clicker” an electronic participants given are exercise, Point” “Turning In an interactive as a very important “healthy looking” being selected a plant 72 percent Of the total participants, When plant characteristics asked what most important are when selecting plants for purchase, “They’re to South Certain not native Florida plants just take over everywhere. and they’re plants.” and kill the native participantsthe of Many indicated brandthe that importantnot was plant a of (Sixty-five per- brand.” God’s more it’s and plants, with clothing, “When more it’s I think of brands, with Of those who identified the idea of a plant having a brand. by confused others were Many When presented with the term “home landscape,” members of all six groups brought up aesthetic up aesthetic brought all of members six groups “homeWhen landscape,” the term with presented to see something going It seems like you’re “Home landscaping scale. bit larger seems a little you’ll see every plants; next to air see orchids - You’ll everything. it’s my garden, that’s…in has actually more someone think that made you landscaping, see home But when you thing. structure.” tioned residence or personal space, like “personal care of your property.” Participants of four groups of four groups Participants property.” of your care “personal like space, or personal residence tioned the Internet. on or while shopping, most often advertisements, on “home landscape” heard purposeor function - purchas when mind in specific a had groups six of the five of Participants tion. four of of six groups Participants plants for food for such or hedges privacy. as vegetable ing plants, plants for up that they gifts purchase brought or sentimental purposes. importanthow about to make individual decisions certain to deciding whether plant attributes were rateto asked dif- 17 participants were session, this In particulara purchase theynot or plant. would important to how plant characteristics these characteristicsferent plant purchases to in regard are rated each characteristicLikert-type a Participants on scale the following with 1 below). Table (see and somewhat neither important unimportant; very nor unimportant; important; choices: important; not important. - “mak A plant plant was very important. “quality” of participants 65 percent thought a characteristic; of participants 52 percent was very important of the participants, to 57 percent ing me feel good” or “attractive an selected percent and 50 very was important, “durable” indicatedbeing plant that the characteristics as very importantpretty” to plant purchases. discussed the importance groups of plants being and many came up often, plants being non-invasive One participant exercise. Point Turning In the This was also reflected friendly.” “environmentally said: of participants percent Twenty-five important.” “not that it was cent of the participants responded “important participant One that it was neither nor unimportant”). summed up this pat- responded saying: tern by Depot), or Home outlet (such as Lowe’s for them to name a retail it was common a plant brand, plant brand. of the actual instead appeal or beauty, and said that planning, design, and/or organization was needed; home landscape home is and/or organization needed; was design, and said that planning, beauty, appeal or saying: up by summed this One of the home.” appeal “curb the Research Published by New Prairie Press, 2017 Research 40

0% 0% 7% 0% 0% 5% 0% 5% 5% 7% 7% Not 10% 12% 15% 15% 45% 65% important

5% 2% 0% 2% 5% 5% 2% 5% 0% 2% 5% 5% 10% 10% 12% 10% 12% Somewhat Somewhat unimportant

2% 2% 5% nor nor 22% 20% 25% 22% 30% 25% 12% 15% 25% 25% 12% 22% 12% 17% Neither important unimportant

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7% 7% 22% 22% 12% 27% 22% 30% 20% 27% 40% 12% 22% 25% 22% 17% 27% Important

5% 2% 37% 35% 32% 25% 72% 65% 57% 52% 50% 47% 45% 45% 42% 42% 42% Very Important

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focus group participants for this study tended to have a more diverse perception of “plant” “plant” of perception participants diverse focus group a more for this study tended to have Regarding objective one, “exploring consumers’ perceptions of plants, gardening, and land- gardening, of plants, perceptions consumers’ “exploring one, objective Regarding invasive landscape -

Note: Percentages are based on total participants from all six focus groups participants from all six focus groups Note: Percentages are based on total

the use of the the purposes a plant brand that includes of marketing varieties many of plants, For it is important that schema theory and the Model of brands, state-specific those marketing For

Colorful Familiar/recognizable Brand Friendly Environmentally Affordable area to Native Pesticideuse Fertilizeruse Seasonal Non Fits Low maintenance Quality Makes me good feel Durable Attractive/pretty characteristics Plant looking Healthy Table 1 Purchase Consumer to Important Characteristics Plant Conclusion, Discussion, and Recommendations Discussion, Conclusion, scaping,” were “homelandscape” and “landscape” The terms was clear. as the context so long “garden,” than or inclusive than a garden propertycare. “larger participantsunderstood by scale” to denote a - “gar as participantsof tended to think “garden,” the word than effective be more may “plant” word of other kinds as non-indicative was perceived and the word only, and/or flowers as vegetables den” Because it Florida the Select a wide variety Garden market brand would sold. of plants of plants, termsthe that recommended not is It brand. the in “plant” utilizeto effective more be word the may participantsas everyin group case, this in used be for marketing “homelandscape” or “landscape” These terms did not elicit the same or required. involved or resources of the work reminded were did. “garden” or “plant” cheerful qualities as participants’ focus and Causality group selection to language be understood and utilized in regard - pre purchaser’s the potential as “home landscape,” and “landscape,” “garden,” “plant,” of perceptions and influence of the external and associated product, of the language perceptions vious knowledge, do not understand If consumers to buy the product. the decision on impact has a large environment

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Regarding objective two, “determining what types of messages consumers’ best respond to in respond best what types consumers’ messages of “determining two, objective Regarding for willingness to pay plants decreases found (2009) that consumers’ and Anderson Hurley, Yue, important” “not Because of the participants so many alluded to the brand of a plant as being Theory of PlannedThe applicabilityBehavior has great of a state-specific for the marketing to a state-specific relevant addition to be a Likelihood Model canThe Elaboration also prove the organization for campaign plant brand marketing in order to be successful, In conclusion, - success be not brandFlorida the may Select Garden variety wide a means plants, of “garden” by that shortcut cognitive or can the perception ful unless be altered. the majority participants of that the brand did not think of a plant plants,” to purchasing relation and quality, chose healthy-looking, consumers potential of audience target The importantwas all. at - consum Potential most important as the characteristicsplants. for purchasing me feel good” “makes was friendly” “environmentally and non-invasive, attractive, ers also felt a plant being durable, that important. Since a plant’s native. as labeled are plants when and increases as invasive labeled are the plants when up addressed be issue this that recommended is it finding, significant a was “non-invasive” being criteria using specific been selected have that the selected plants demonstrating that include by front qualities. their thoroughly studied lack of invasive the brand to showcase it will to successful marketing be essential when selecting plants for purchase, Participants ways than merely putting a sticker the pot of the plant. or tag on unconventional in more they where thought only many and of the store name of a brand the of a plant, rarely remembered purchased. were Floridathe about knowledgeable are consumers potential If Select Garden branded brand. plant is that it know specificallybeing tested plant supportto motivated and are state it, for home their and available, are the products where know social norm (to supporta desired local/state products), they likely will be more to purchase them or their community, willthink that their purchase benefit a Florida Select Garden branded plant. agricultural other (or any commodityFNGLA If the organization campaign. brandplant marketing and communications messages brand) that marketing can a state specific ensure aiming to market importance the emphasizing perhaps by clearmake product, the brandof the relevance the upon important more to and thus become salient, be more it may of supporting locally products, grown peripheral route “shortcut” likely will consumers be more to utilize the Also, potential consumers. so the credibility of the organization the information a trusted if it cameof processing source, from though par- Credibility is most often time, built over and its members should also be accentuated. horticulturalists, landscape professionals, the University of Florida, ticipants in this study regarded be indicative of an existing high level so that may of trust “veryand commodity as groups credible,” in the industry. me “makes and quality, the plant characteristicsshould consider (healthy-looking, above mentioned and feel and 1) strive good’”) to achieve marketing, these characteristics they are the products with it of this study, the results From 2) emphasize these plant characteristics campaign. in a marketing not easily of poten- (plants) may brand in the eyes lend itself to a marketable seems that the product campaign marketing the that special the focus on recommended is it reason, this For consumers. tial and potential brand loyalty due to a quality satisfaction consumer attributes of the plants that ensure product. Research Published by New Prairie Press, 2017 Research 42 Journal of Applied Communications, Volume 97, No. 3 • 42 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

6/12/2011 from http://www.unix.oit.umass.edu/~ajzen. 6/12/2011 from 179-211. 50, Process, and Agricultural Policy, Center for Food International paper, Working sumer Perception. University of Minnesota. Economics., Department of Agronomy Springer NY: York, New (25-44). and psychotherapy Cognition Martin (Eds.), and D. Devito, Publishing Company. Horticultural Science, Texas. Superstar™ and EarthKind™ brands in Texas sociated with the 126-1231. 45(8), http://www. from 2011 Retrieved June 12, on Campaign (FAPC). Agricultural Promotional florida-agriculture.com/marketing/fapc_membership.htm http://www.fl-seafood.com 2011 from Retrieved June 6, on Seafood and Aquaculture. http://www.fngla.org/community-programs/florida-garden-select/ from 2011, June 2, 759-770. 17(6), Risk Analysis, Risks. about Food Model and Communication 597-606. 8(4), Report, tive 436-445. Fresh Promotional Program- An Econometric Analysis of the Effects of Promotion Expendi- Analysis Econometric An of the Effects of Promotion Program- Promotional Fresh Report of Mar- to the Division submitted Agricultural on Jersey. New Cash Receipts in tures Jersey. New Trenton, Jerseykets New Department of Agriculture,

Ajzen, I. (2002). Behavioral Interventions based on theory of planned behavior. Retrieved Behavioral Interventions theory based on of planned behavior. (2002). I. Ajzen, Organizational Decision Behavior and Human Theory of PlannedThe Behavior. (1991). I. Ajzen, Analysis of Con- in Horticultural Products: Value and Added Brand Name (1996). G. Bagnara, P. Mahoney, M. Freeman, In A. Model of CausalityTheory. in Social Learning (2004). A. Bandura, As- Willingness and to Pay Branding Awareness (2010). C.R. & Hall, M.A. Palma, J., A, Collart, Florida Florida. From Fresh Florida (2004). Department Services. and Consumer of Agriculture Florida Florida (2004). Department Services and Consumer of Agriculture of Marketing. Division Retrieved Florida Select. Garden (2011). Association. and Growers Landscape, Florida Nursery, Likelihood The Elaboration (1997). R. & Shepherd, D., Hedderley, C., Howard, L.J, Frewer, The Qualita- Understanding reliability and validity research. in qualitative (2003). N. Golafshani, 12 (4), Social Problems, analysis. method of qualitative comparative The constant (1965). B. Glaser, Adelaja, A.O., Nayga, R.M. Jr., & Schilling, B. (1994). New Brunswick, NJ. Returns Jersey to the NJ. New Brunswick, (1994). B. & Schilling, Jr., R.M. Nayga, A.O., Adelaja, References

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per provided by Rutgers University, Department of Agricultural, Food and Resource Econom- and Resource Food Department of Agricultural, Rutgers University, by per provided http://ideas.repec.org/p/ags/rutdps/36728.html#provider 2011 from: Retrieved 15, June ics. Distribution Re- Journal of Food Program. of the Jersey Fresh Evaluation An ing Programs: 7-15. 29 (3), search, at the 1996 North presented Paper Them. who Frequent of the Customers Jersey and a Profile Saratoga Springs, February 22-24, Conference, Marketing New Direct American Farmers' New York. California. Thousand Oaks, 325-332. 340, Horticulturae, Acta Plants. Pot to Application Coopera- Economics, and Home of Agriculture College Force. Task Mexico Chile New place. 21. Agricultural Experiment Station Service, Extension Reporttive No. New Jersey: Pearson. Upper Saddle River, ed). California. San Francisco, Bass: tions. http://www.state.nj.us/agriculture/divisions/md/prog/jerseyfresh.html Freeman. W.H. Francisco: 123-162. 19, Experimental Social Psychology, University Press. Govindasamy, R. (2003). The Economic Impact of the Jersey Fresh State Marketing Program. Pa- StateProgram. Marketing Jersey of the Fresh Impact The Economic (2003). R. Govindasamy, Market- of State-sponsored Awareness Consumer (1998). D. Thatch, & J. Italia, R., Govindasamy, Characteristics Stand of Roadside in New Operations (1996). R. & Nayga, R., Govindasamy, Sage Publications: Guide for Research. A Practical Applied Groups: Focus (1994). R.A. Kruger, An Branding of Horticultural Products: (1993). J.J.G. & Stroeken, K.J. Leutscher, K., Koelemeijer, Branding in a Global Market- Regional (2005). A.G. & Rodriguez, M.C. Allison, J. Lillywhite, Inquiry Evidence-Based in Education: Research (7th (2010). S. & Schumacher, J.H. McMillan, Jossey Qualitative and Case Study Research in Education. Applications (1998). S.B. Merriam, Sage Publica- CA: Thousand Oaks, research. as qualitative Groups Focus (1997). D.L. Morgan, 2011 from Retrieved February 10, Jersey Fresh. (2006). New Jersey Department of Agriculture. San and reality: principles Cognition psychology. and implications of cognitive (1976). U. Neisser, in Advances Likelihood Model of Persuasion. The Elaboration (1986). J.T. & Cacioppo, R.E. Petty, Vienna at university. literature Reading critical practice: principles, Cognitive (2009). S. Reichel, Research Published by New Prairie Press, 2017 Research 44 Journal of Applied Communications, Volume 97, No. 3 • 44 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

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Research

DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 45 Journal of Applied Communications, Volume 97, No. 3 • 45 Jessica Holt and Dr. Dwayne Cartmell Dwayne Dr. Jessica Holt and Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

With technology the increased including entertain and availability- of various types of media, of the agricultural that media coverage (2000) revealed Eyck industry tend to focus on Ten ment and social media, consumers have nearly unlimited access to information (Brandtzaeg, Heim, Heim, nearly have consumers to information (Brandtzaeg, unlimited access ment and social media, media relying on are more consumers to media, access increased with Along 2011). & Karahasanovic, and and in turn form perceptions 2005), to help inform them about agricultural issues (Verbeke, Food One agricultural issue of importanceis food safety. to consumers issues. about those opinions is a consumption “food 2005) because safety is of primary for (Verbeke, concern consumers most Verbeke, & (Vermeir let into his or her body” and will not, will, about what a person negotiation their food, With and those who produce the consumer distance between the growing 170). p. 2006, 2005). the media to inform rely on consumers them about food safety (Verbeke, When only exposed to the agricultural are consumers industrystories as involving crisis situations. can become and producer consumer between the relationship of a crisis event, a result or negative is only If the consumer informed about the agricultural industry when a crisisstrained. is happening, Keywords and entertainment media, Inc., Food, agricultural documentaries, U.S. perceptions, consumer entertainment documentaries Introduction Abstract consumers agricultural in the and producers industry consumers As the divide between increases, Without about the knowledge first-hand with the food they less connected purchase. becoming are the media to inform relying their food on about how them are more consumers agricultural industry, form is entertainment of media available to consumers A growing media, and processed. is produced the ability focuses on of entertainmentThis research media to impact including documentary films. The Inc. film the documentary using Food, film about the agricultural industry, perceptions consumer - gov includinganimal husbandry practices, Inc. highlights aspects of the agricultural industry, Food, - This re plants. in food processing conditions and working of food production, ernmental regulation agriculturalthe about industry perceptions respondents’ compare to posttest and a pretest uses search about altered were perceptions Findings indicate that consumers’ and afterbefore watching the film. that future it is recommended this research Based on the agricultural industry watching the film. by in the agricultural and professionals industryresearchers to positively influence and educate work about the agriculturalconsumers industry entertainment through media. CONSUMER PERCEPTIONS OF THE THE OF PERCEPTIONS CONSUMER BEFORE INDUSTRY AGRICULTURE U.S. THE AND FILM AFTER WATCHING . INC FOOD, Research Published by New Prairie Press, 2017 Research 46 Journal of Applied Communications, Volume 97, No. 3 • 46 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

Television offers viewers many different types of entertainment to choose from, including talk types offers different viewers many of entertainment to choose from, Television of se- impacts depicting the catastrophic in 2004, released is a film Tomorrow AfterThe Day As the ever-widening gap between consumers and producers of agriculture continues to expand, to expand, continues of agriculture and producers As the ever-widening consumers gap between the food system not always with are hold regarding in agreement consumers The perceptions informto media the rely on agriculturalin the happenings the them about Consumers industry

Entertainment Mediums and the U.S. Agricultural IndustryAgricultural Entertainment Mediums and the U.S. to the agrarian less attached become of life As consumers way and more and reality television. shows it is of the utmost importance informed the media to stay about agriculturaldependent on issues, about the the formation perceptions of consumer on impact to understand entertainment media’s (2007) et al. Lundy, 2007). & Park, Ruth, Lundy, 2005; & Park, Lundy, agricultural industry (Ruth, featuring a view into an agricultural life - a study to determine if a realityconducted television show, “agreed found their participants et al. Lundy, of agriculture. perceptions alter viewers’ would style, various and even regarding their behaviors influence perceptions and opinions media shape their that knowledge first-hand any individuals who do not have some also revealed The study 72). (p. issues,” the media to form on their or entirely, or experience about an agricultural rely in part, issue may perceptions. Leiserowitz found that after 2004). climate of global warming (Leiserowitz, vere as a result change Literature Review Literature Ten Eyck posited that consumers will view tend to consumers that posited Eyck the industry manner. a negative in Ten 1996). (Thomson significant Kelvin, & more will become groups two the in linking role media’s the on food the grown with the land, not as connected are today of consumers Unlike prior generations, the shift with Consequently, 2000). Eyck, daily a or the foodthe land on they consume (Ten basis uninformedor are consumers within the agricultural industry, understanding production from away Most importantly, with the food systemmisinformed (Thomsonrelationship about their & Kelvin). of perceptions “howimportant is agriculture covers media the because canit consumers’ influence 22). p. 2010, & Abrams, (Meyers or processed” handled, foodhow is produced, expect food to Consumers 1991). (Shank, in the field scientists and researchers by as shown reality, know scientists and others in the field However, food.” “safe when their foodbe risk-free is touted as the least amount of risk food but expect have to to public safe food is unattainable, that 100 percent safety crisesmore led to individuals being have Food 1992). health as possible (Shank & Carson, - If consum 2005). in learning about the safetyconcerned and interested of the food supply (Verbeke, likely information educate to formore to search more they are in an issue, interested ers become concerned enough about are Consumers 1996). themselves about the topic (Thomson & Kelvin, be- and their willingness buy products to their food safety buying foods, questionable to abstain from will ultimately consumers form In the end, 2007). & Rojas, (Brewer has increased “safer” lieved to be (Verbeke). factors the food about supply and environmental situational their perceptions based on Mey- 2007; & Park, Ruth, including entertainmentmedia (Lundy, a variety through of mediums, National The American for AgriculturalAssociation Education’s 2011). & Fletcher, Irlbeck, ers, to technology related research be a priority to and practices considers usage Agenda Research in the practice, and in in research professionals, for It is imperative communication 2011). (Doerfert, field of the agricultural industry perceptions consumer the media impacts to understand how to enhance and offset inaccurate in- any agricultural in the education and programs marketing industry, future & Fletcher). Irlbeck, (Meyers, to consumers formationpresented

Research

DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 47 Journal of Applied Communications, Volume 97, No. 3 • 47 Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

was produced by Kenner and Pearlstein in 2007 and 2008 and was released released and was and 2008 in 2007 Pearlstein and Kenner by produced was Inc. Food, The film relationship The theory of media dependency in the understanding that an individual’s rooted is and DeFleurBall-Rokeach in the ways a transition in which (1976) foretold rely individuals idea canor a concept about formed be opinions and in several different perceptions Personal the media system- can through the percep impact delivered are the messages persuasive How watching the film, viewers perceived climate viewers perceived to risks its associated and change threat as a potential watchingthe film, global warm to - viewers of the related intentions the impacted perception This change in their lives. “in and Leiserowitz concluded films anxietying and their climate with the idea of associated change, 34). (p. can and behaviors,” public attitudes influence culture popular food “lifts The film our nation’s on the veil 2008). (Kenner & Pearlstein, in 2008. to select theaters highlythe exposing mechanized American underbelly the - con from hidden been that’s industry, - & Pearl (Kenner and FDA” USDA regulatory of our government’s sumer with the consent agencies, conditions working to food safety, related and regulations discusses laws The film 2). p. 2008, stein, animal husbandry other agricultural practices and industry plants, in processing (Kenner & topics of the will change their perceptions to understand if consumers the film This study uses Pearlstein). Inc. agricultural industry after watching Food, a variety the media through information from the individual receives wherein with the media system, informa and (c) disseminate - (b) process, and gather, “(a) create allows the individual to of channels, the dependency between of correlation is a direct there In turn, 487). p. 1985, (Ball-Rokeach, tion” and the significance that and needs, his or her goals the media to fulfill on reliance the individual’s use Individuals and consumers 2004). the media system on (Whaleyindividual places Tucker, & people rely on and DeFleur As Ball-Rokeach (1976) described, ways. the media system in multiple - connect and from information gathering to shopping, from of their lives; facets media for multiple 6). (p. daily for fantasy-escape problems” from “need edness to the world to the As technologywaysthe and expands in which individuals can progresses system. and use the media this new and then disseminate information information, the gathered digest gather information, monitoring individuals can and will serve as a fourth estate, various of technology, through realms Tucker Whaley and DeFleur). & (Ball-Rokeach government of the informationthe actions and (2004) found trust the primary to be dependency the media system. on indicator of an individual’s importance it is of utmost the high- uphold to that the media continues With this understanding, with the relationship a strong continue to information conveying when to the public, est standards the disseminated information. and to gain their trust upon and reliance public, primary three identified Hoffman et al. 2007). Thomson, & Sietman, Huge, Glynn, ways (Hoffman, formed are as (1) understand and opinions public perceptions of understanding how components of the general pub- to the pressure (2) adapt or opinion, individuals constructhow their perceptions overarching- the mass media’s Understanding of the media. the messages by impacted and (3) are lic, consciously or the media, suggested Hoffman et al. in disseminating information to the public, role of and knowledge exposure of information can that implement filters public’s alter the unconsciously, of the topic. perception created an individual’s potentially, term, and in the long an issue, When forming attitudes, 1986). & Cacioppo, the attitudes of individuals (Petty ultimately, and, tions the individual thoughtfully- pro method, In the first individuals generally methods. of two use one method is derived from The second of merit. it to be worthy cesses the information and perceives usuallyis that message persuasive a superioritysocial with associated an to appeal to intended and & Cacioppo). of social acceptability rather than rationality perception (Petty individual’s Research Published by New Prairie Press, 2017 Research 48 Journal of Applied Communications, Volume 97, No. 3 • 48 ns of the agricultural industry differ after Food, watching the film perceptions of the agricultural industry perceptions prior Food, to viewing the film of the agricultural industry perceptions after Food, viewing the film Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal was offered as a free show through the University Cineculture organization. organization. Universitythe Cineculture through show free a as offered was Inc. Food,

The film film The a given The participants were The survey event. to all attendees of the film was administered Inc.? What the attendees’ are Inc.? perceptio Do the attendees’ prior to watch- to their perceptions as compared of the film, Inc. and the follow-up discussion ing the film? What the attendees’ are Festinger (1954), in his theory of social comparison processes, evaluated assessed individuals how theory in his processes, comparison of social (1954), Festinger of the agricultural indus- perceptions entertainmentUnderstanding how effect media consumers’ the on had Inc. aThe purpose Food, was to assess the immediate effect of this study the film

Methods and staff, faculty, including students, campus, the university’s The organization recruited people from posted throughout were Advertisements and local of the university. citizens areas in the surrounding local and in the newspapersfilm. people to attend the to encourage of the university, the public areas was used. sample of the attendees of the film a convenient this study, For the riskThis method was selected because reduce of participants it would survey. self-administered and for the scope interviews, which with personal is a concern answering in a socially desirable way, prior a pretest given were Participants 2009). & Christian, Smyth, and size of the study (Dillman, discussion. after and a posttest to complete of the post-film the completion to beginning of the film, Upon Both surveys anonymity. to the participants given code to ensure with a pre-determined were asked to participate discussion, in a group were all attendees of the film the conclusion of the film, 2. 3. the appropriateness of their opinions to that of their peers. Perceptions and opinions are subjected to subjected to are opinions and Perceptions of their peers. to that their opinions of the appropriateness approved and opinions with holding values concerned formsmany are and individuals of judgment can individuals will and unity, to conform In an attempt to group 1950). of others (Festinger, by motivated to are that individuals Understanding 1950). attitudes (Festinger, and opinions alter their society about issues within and opinions when attempting to is imperative hold similar perceptions It is important to understand current and interpreted. perceived are messages media understand how of the agricultural industry perceptions consumer because will of base their purchases consumers and will 2005) support Verbeke, 2007; & Rojas, (Brewer perceptions their agricultural on products 2003). with their beliefs and guidelines that coincide legislation (Burstein, Purpose - form As consumers percep try professionals. and communication for research is a vital component and professionals about the industrytions the media, to be reality from what they perceive based on for the methods and practices understand educating must the public about the trueresearchers hap- media and entertainment. the and not those derived from penings within the agricultural industry, the about entertainment perceptions consumer film impacts how understand to needed is Research agricultural industry. of the agricultural industryperceptions the of the movie on in attendance at the showing those by guided this study: questions The following research campus university. southwestern of a large 1.

Research

DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 49 Journal of Applied Communications, Volume 97, No. 3 • 49 To answer this research question, the participants were asked a asked the participantswere question, this research answer To Inc. Food, Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

The demographic questions on the survey on (n = 59) questions The demographic of the respondents that 62.1 percent revealed agriculturalthe of industry perceptions determineto was attendees’ question research first The - “Transporta 1) with the statement, Table that participants most (see showed agreed The pretest Upon the conclusion of the discussion, 110 pretest and posttest surveys and posttest pretest 110 the by returned were conclusion the Upon of the discussion, agricultural about the U.S. perceptions The instrument the participants’ to measure was designed of agriculThe survey- to perceptions related and questions of demographic questions consisted - “strong the surveys The data from representing with one was coded using a 5-point Likert scale; - The pre and posttest. for the pretest post-data collection, A reliability analysis was calculated, to the post- The data was then analyzed the pretest from in perceptions to determine change any Results (n = 17) were of the respondents while 17.9 percent old, of 18 and 25 years the ages between were (n = 34) the respondents of 20 percent The remaining of age. of 26 and 35 years the ages between or older. of age 36 years were prior to viewing the film and pur- processing, including the production, to the agriculturalseries related industry, of questions chasing of agricultural products. the partici- In the pretest, (M = 4.10). affects and storage the supplytion of agricultural products” led by a panel of experts. The panel of expertsof organizapanel The Universitythe - Cineculture chosen was by experts. of panel a by led animal the poultryThe experts represented industry, University and the tion of Education. College and sociology. welfare, from removed were and found incomplete be to were 15 surveys110 the Of returned, participants. leaving 95 usable surveys. the data set, severalThe instrument existing instru from adapted was - Inc. industry Food, to the film relation in and Robertson, 2004; & Leising, Pense 1995; & Machtmes, Birkenholz, including Frick, ments, determineto (1995) agricultural literacyand al. et surveyThe Frick, from questions used 2009. measur- instrument, (2004) Leising’s and The survey Pense from also used questions perceptions. These instruments system. food to the literacy and fiber in relation of agriculture ing an individual’s The instrument was to the agriculturalreliability industry. in relation used due to their proven were It is importantthe research to note panel of experts a validity. also reviewed by and content forface is part body of study. presented of a larger the same for both construction remained The question and purchases. processing, tural production, was not identical of the questions to help mitigate the the order however, and posttest; the pretest internal and enhance the validity of design. the previous test, likelihood of learning from respondents’ and to the film reactions the posttest survey included to determine the participants’ questions Also, the follow-up discussion. and “agree,” four representing “unsure,” representing three “disagree,” representing two ly disagree,” Seven of the survey coded to accurately reversed were questions agree.” “strongly representing five implied the participants questions Those reverse-coded did portray of the participants. the opinions implied of the questions while the remainder agricultural with current industrynot agree practices, industrythe participants with current agreed practices. and the posttest survey a was found to have of 0.722, coefficient alpha test survey a Cronbach’s had of 0.779. coefficient alpha Cronbach’s Windows deviation and frequency using SPSS 16.0 for standard (2007). test using mean, Research Published by New Prairie Press, 2017 Research 50 SD SD SD 0.623 1.036 1.068 1.158 1.028 0.912 1.161 1.003 0.985 1.066 1.037 0.967 M M M 3.08 2.54 1.104 2.52 2.50 2.48 2.30 2.15 2.04 4.10 4.03 3.90 3.84 0.859 3.77 1.106 3.37 3.31 0.900 3.20 1.199 3.17 Journal of Applied Communications, Volume 97, No. 3 • 50 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

In the pretest, the participants expressed the most uncertainty (see Table 1) about the statement, 1) about the statement, Table the participants the most uncertainty expressed (see In the pretest, the agricultural of in- perceptions sought to determine attendees’ question research The second the participants agreed the posttest survey, Inc. and completing After Food, watching the film Table the participants the most uncertainty expressed (see When the posttest survey, completing the participants (see most disagreed the posttest survey, and completing Inc. After watching Food,

There are more farmers in the U.S. than there were 10 years ago than there were 10 years ago There are more farmers in the U.S. outlet for food purchases. *Farmer’s markets are a needed Confinement is an acceptable practice when raising livestock. when raising livestock. Confinement is an acceptable practice for the environment. *Production of organic foods is better of food products. *Food processing increases the cost of processed foods. Food additives improve the nutrition I think super centers (Wal-mart, etc.) provide a necessary outlet for food I think super centers (Wal-mart, purchases. the safety of agricultural processing. New technology has helped ensure than other modified products. *Organic products require less processing With Statements Participants Disagreed a safe and clean working Agricultural processing plants maintain environment. Knowledge of a brand/company’s production practices influences my food brand/company’s production practices Knowledge of a purchasing decisions. Were Unsure About Statements Participants food. factor I consider when purchasing *Organic is a primary (EPA) regulated fertilizers, The Environmental Protection Agency producers. pesticides and herbicides used by Transportation and storage affects the supply of agriculture products. agriculture products. storage affects the supply of Transportation and home, regularly. I cook meals, at in the U.S. labeling should be mandatory Country of origin to the agricultural distribution system is essential An efficient food industry. Table 1 Food, Inc. the Film prior to Viewing Level with Statements Agreement Respondents Agreed With Statements Participants “Organic is a primary factor I consider when purchasing food” (M = 3.37). It is important to note (M = 3.37). “Organic is a primary food” when purchasing I consider factor did not The question response. coded to better interpret the participants’ was reverse this question the survey. on as other questions follow a similar pattern in wording the given attendees were perceptions, determine the participants’ To Inc. dustry after watching Food, the posttest survey on of the questions The order was randomly same survey survey. as the pretest survey. the pretest from changed “Country of origin labeling should be mandatory in the U.S.” 2) with the statement, Table most (see (M = 4.20). a necessary etc.) provide outlet for pur- “I think super centers (Wal-mart, 2) about the statement, Inc. (M = 3.29) after watching Food, chases” products” than other modified less processing require “Organic products 2) with the statement, Table It is important coded to better interpret the participants’ was reverse this question to note (M = 2.56). pants most disagreed (see Table 1) with the statement, “Agricultural processing plants maintain a safe a maintain plants processing “Agricultural the statement, 1) with Table (see most disagreed pants = 2.54). (M and clean environment” working

Research

DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 51 SD SD SD 1.101 1.036 1.148 1.031 1.179 0.952 1.088 0.774 0.624 0.977 1.135 0.981 0.886 0.870 1.032 1.055 0.899 1.151 0.996 1.406 1.122 1.092 1.138 1.333 1.037 1.367 1.107 M M M 3.02 3.01 2.99 2.96 2.93 2.56 2.55 2.42 2.33 2.73 2.32 2.24 2.17 2.14 2.00 4.20 4.04 3.95 3.88 3.87 3.77 3.73 3.66 3.61 3.55 3.29 3.09 4.19 = 4.19 –

Journal of Applied Communications, Volume 97, No. 3 • 51 1.79 = Strongly Disagree = Strongly 1.79 –

2.59 = Disagree; and 1 and = Disagree; 2.59 – Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg: 3.39 = Unsure; 1.80 1.80 = Unsure; 3.39 –

* Indicates a question that was reverse scored. was scored. reverse that a question * Indicates Classification of statements based on scale: M = 4.20 or higher = Strongly Agree; 3.40 3.40 Agree; = Strongly M higher or = 4.20 on scale: based statements of Classification

The final research question sought to determine if the attendees’ perceptions of the agricultural perceptions sought to determine if the attendees’ question research The final Note.

Food additives improve the nutrition of processed foods. Confinement is an acceptable practice when raising livestock. *Production of organic foods is better for the environment. There are more farmers in the U.S. than there were 10 years ago Note. 2.60 Agree; *Organic products require less processing than other modified products. *Organic products require less processing the food processing industry. Food safety is a major concern of a safe and clean working environment. Agricultural processing plants maintain food products. *If available, I prefer to buy organic a realistic alternative to using pesticides. *Organic production methods are Local laws and regulations have little effect on farmers. The United States Department of Agriculture (USDA) regulates food handling, The United States Department of preparation and storage. when purchasing food. *Organic is a primary factor I consider to farmers/producers. Animal health and nutrition are important With Statements Participants Disagreed The Environmental Protection Agency (EPA) regulated fertilizers, pesticides The Environmental Protection Agency and herbicides used by producers. of their income on food than in other U.S. citizens spend a higher percentage countries. name. I purchase food based on a brand Livestock/animal tracking systems should be mandatory in the U.S. tracking systems should be mandatory Livestock/animal food. factor I consider when purchasing Price is a primary plants increased the pest resistance of Biotechnology has about Statements Participants were Unsure etc.) provide a necessary outlet for food I think super centers (Wal-mart, purchases. I cook meals, at home, regularly. I cook meals, at influences my food brand/company’s production practices Knowledge of a purchasing decisions. to the agricultural industry. distribution system is essential An efficient food has increased the yield of crops. The use of pesticides Table 2 Table film Inc. after the the showing Food, respondents of Statements Agreed With Participants Statements: U.S. in the should be mandatory of origin labeling **Country products. of agriculture affects the supply and storage Transportation decisions about what type of influence farmer/producer Consumer preferences and how it is processed. product to grow response. The question did not follow a similar pattern in wording as other questions on the survey. on as other questions did not follow a similar patternThe question in wording response. participatingand Inc. film, the of follow-upthe in discussion industryafter differed watching Food, and posttest the pretest The data from prior to watching film. the to their perceptions as compared was analyzed in the significant change was any deviation to determine for if there mean and standard Also, 3). agricultural industryTable after (see watching the film of the U.S. perceptions participants’ in the participants’ difference was a significant to further and determine if there this question answer t-test was performed a paired-samples the mean of on agricultural industry, of the U.S. perceptions Research Published by New Prairie Press, 2017 Research 52

p .246 .252 .485 .590 .776 .908 .000 .000 .000 .000 .000 .000 .000 .000 .000 .000 .001 .001 .000 .000 .000 .000 .000 .003 .019 .022 .052 .109 .521 99 % CL

M 2.65 3.66 2.24 3.61 3.01 1.80 2.55 2.96 2.33 4.20 3.73 2.14 2.93 2.17 2.00 2.32 3.55 4.04 3.77 2.56 2.42 3.87 3.29 3.02 3.09 2.99 2.77 2.33 3.95 Posttest

1.79 = Strongly = Strongly 1.79 –

M 2.48 3.50 2.30 3.77 3.56 2.76 2.04 3.20 3.00 3.37 2.93 3.31 3.44 3.17 2.73 2.71 3.90 3.64 3.72 2.50 3.45 2.52 2.15 2.60 3.54 3.84 3.08 4.10 2.54 Pretest

sagree; and 1 sagree;

Journal of Applied Communications, Volume 97, No. 3 • 52

ses. 2.59 = Di2.59

–

effecton farmers.

3.39 = Unsure; 1.80 1.80 = Unsure; 3.39 – mart, etc.) provide a necessary outlet for provide for a necessary outlet etc.) mart,

- trition are important to farmers/producers. Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

* Indicates a question that was reverse scored was reverse that a question * Indicates Classification of statements based on scale: M = 4.20 or higher = Strongly Agree; 3.40 3.40 Agree; = Strongly M higher or = 4.20 on scale: based statements of Classification

4.19 = Agree; 2.60 2.60 = Agree; 4.19

Disagree Note. Note. –

The use of pesticides has increased the yield of crops. of yield the increased has pesticides of The use Consumer farmer/producer influence preferences decisions about processed. is grow how and to it product of what type products. food of cost the increases *Food processing U.S. the in mandatory be should systems tracking Livestock/animal foods. processed of nutrition the improve Food additives *Organic production methods are a realistic alternative to using using to alternative realistic a are methods production *Organic pesticides. products. food buy organic to prefer I available, *If U.S. the in mandatory be should labeling origin of Country The Environmental Protection Agency (EPA) regulated fertilizers, fertilizers, Agency (EPA) regulated Protection The Environmental by producers. used herbicides and pesticides food (USDA) regulates Agriculture of Department States The United storage. and preparation handling, agricultural of safety the ensure helped New has technology processing. *Farmer’s markets are a needed outlet for food purcha food for outlet needed a are markets *Farmer’s think I super centers (Wal industry. processing food the of concern major a is Food safety food. when purchasing consider I factor primary a is *Organic than incomeon food their of percentage higher a spend U.S. citizens in other countries. Agricultural processing plants maintain a safe and clean working working clean and safe a maintain plants processing Agricultural environment. my influences productionpractices Knowledge brand/company’s a of decisions. purchasing food food. when purchasing consider I factor primary a is Price name. brand a on based food purchase I Biotechnology of plants resistance has pest the increased agricultural the to essential is system distribution food An efficient industry. modified other than processing less require products *Organic products. products. agriculture of supply the affects storage and Transportation purchases. food *Production of organic foods is better for the environment. the for better is foods organic of *Production nu and Animal health Confinement when livestock. an practice acceptable is raising were ago 10 years there than U.S. the moreThere are in farmers Local laws and regulations have little Comparison of means of responses from the pretest and posttest the pretest and responses from of means of Comparison with t-test significance surveys Statement Table 3 Table

Research

DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 53 has the Inc. has Food, Journal of Applied Communications, Volume 97, No. 3 • 53 Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

did impact the perceptions of some individuals about the agricultural of some in- the perceptions Inc. did impact Food, The film such Inc. primarilyfood been linked to crisis, that have of agriculture areas focused on Food, of the agricultural- indus regulation of the governmental knowledge perceived The respondents’ with the two after the film, indicated in perception, a significant change the respondents Also, Conclusions/Discussion participants’ on impact the greatest had The film this research. from the results by as shown dustry, confinement and welfare, and health animal with concern farmers’ viewsfood organic of production, believed food organic was safer than traditionally produced participants’ After the film, practices. as the participants thought prior welfare with animal not as concerned that farmers to the are food, after light negative and participants practices of livestock a more in the viewed confinement film, of the participants in this study were the perceptions (2004) findings, Similar to Leiserowtiz’s film. in the agricultural industry and researchers Professionals should un- watching a film. by impacted industry, about the perceptions consumer derstand that entertainment on an impact media does have and could ultimately their buying impact behaviors. (2000) presented, Eyck Ten As as food-borne to food consumption. illnesses diseases related and this will strain the relationship when the agricultural industry the media, is portrayed negatively by related in responses change the participants’ by This was shown and producers. consumers between likely products more to purchase were Attendees to the agricultural industry after watching the film. to de- should be conducted research Future which to their own. companies held similar values from their to ethics and values similar hold whichand decide companies research consumers terminehow own. the posttest on the responses demonstrated by as Inc., try Food, of the film as a result was impacted Whether- understand the ac the respondents survey questions. agricultural to the related regulation - regula in creating or their role light, or negative in a positive agencies of the governmental tual role agriculturalthe with associated importantis for perception in anyone change This unknown. is tions industry because of entertainment it illustrates of the power media to influence viewer perception a fourth becoming are consumers and DeFleur As Ball-Rokeach (1976) predicted, the government. Burn- of the agricultural monitoring to the government and regulating industry. with regards estate, the film, If 29). (p. policy,” public influences opinion “public stated (2003) also stein that public policy it only will stands to reason also be influenced to influence public opinion, power as well. - livestock to the care of (“Ani and the concern of farmers related to animal welfare related questions is an acceptable “Confinement and importantmal health and nutrition are to farmers/ producers” could be attributed to the respondents’ This change in perception practice when raising livestock”). - re are respondents the turn, In experienceand/or lackfarmers with knowledge of producers. and and KelvinThomson (1996) As Inc. for their information in this area. lying Food, the film upon This rate. exponential an at increasing is producer and consumer the between divide the mentioned and the agrarian the consumer between of life can way of be detrimentalfissure to the relationship damaging this divide is How of the survey. the responses as illustrated by and producer, the consumer sums from the pretest and posttest data. The analysis revealed a 95 percent confidence level in the The analysis confidence a 95 percent revealed data. posttest and pretest the from sums The analysis a gave posttest surveys. and the pretest the data on from the mean of sums of correlation sum in the difference the 0.001 revealed that is less than a significance Having of 0.000. significance for D treatment the Cohen’s the Also, is statistically and posttest of the pretest of means significant. indicating a small medium effect to size. was 0.378, Research Published by New Prairie Press, 2017 Research 54 Journal of Applied Communications, Volume 97, No. 3 • 54 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal h has shown that entertainment media, at least in the form of a documentary entertainment that h has shown media, This researc

munication Research, 3(1), 3-21. doi: 10.1177/009365027600300101 doi: 3-21. 3(1), Research, munication 69, Studies, Journal International of Human-Computer typology of internet users in Europe. 10.1016/j.ijhcs.2010.11.004 doi: 123-138. framework. Communication Research, 12(4), 485-510. doi: 10.1177/009365085012004003 doi: 485-510. 12(4), Research, Communication framework.

As Meyers, Irlbeck, and Fletcher (2011) stated, researchers and professionals in the agriculturalthe in professionals and researchers Fletcherand stated, (2011) Irlbeck, Meyers, As enough with the agricultural and concerned interested industry are Consumers to voluntarily sample, convenient a used study This generalizability. and scope its in limited is research This

Ball-Rokeach, S. J., & DeFleur, M. L. (1976). A dependency model of mass-media effects. Com- A dependency model of mass-media effects. (1976). L. M. & DeFleur, J., S. Ball-Rokeach, Understanding the new digital divide-A (2011). A. & Karahasanovic, J., Heim, B., P. Brandtzaeg, Journal of issues in food safety. attitudes toward Consumer (2007). M. & Rojas, S., M. Brewer, References References The origins of individual media-system dependency a sociological (1985). J. S. Ball-Rokeach, film, can impact the immediate perceptions of consumers. Future research should seek to determine research Future of consumers. can the immediate perceptions impact film, of perceptions effects long-term of documentaryany entertainment and consumers’ films media on consumers to be a tool in this research, Entertainment media has shown, the agricultural industry. the agricul should focus how - on Research about the agriculturaluse to form industry. perceptions tural industry can use this type the agricultural of media to positively industry. promote between the two groups should be explored in future research. Researchers and professionals should should professionals and Researchers research. future in explored be should groups the two between buying- consump and because effect consumers’ of its on this relationship understand seek to better behavior. tion industry to offsetpotential methods entertainment impacts should explore the negative can media efforts Marketing - information pre misleading should focus counteracting on the industry. on have further the solidify research this from Results entertainment through media. to consumers sented behavior and perceptions. consumer to better understand area in this need for research in-depth the documentary to understand if how should aim research the agricultural future presents idea Also, of the documentary perception and using imagery the consumers’ in and sound effects playsrole a the agricultural industry. and Kelvin Thomson consumers (1996) noted that to agriculture. related a film of attend a showing Under- with an issue when it is of importance engaged their lives. to them and will more become for is empowering their food from comes where in knowing interested are standing that consumers engaging with information about the being disseminated are Consumers agricultural professionals. edu- marketing in advantage their to this use should agriculture in professionals industry;therefore, awareness. aimed at consumer cational programs the Also, cannot be generalized public. this research to the entire from the findings and therefore Due to the number “unsure.” instrument participants used to collect data gave of selecting the option term to measure using a different studies should consider future “unsure” of participants who selected these participants the areas were did shed light on selection “unsure” The perceptions. participants’ or negative held a positive if the participants’ to know is difficult it however, most unfamiliar with; of the issue. perception

Research

DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 55 Journal of Applied Communications, Volume 97, No. 3 • 55 Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

Food Safety. 28, 1-22. doi: 10.1111/j.1745-4565.2007.00091.x doi: 1-22. 28, Safety. Food 29-40. 56(1), litical Quarterly, Research Inc. Wiley New Jersey: John & Sons, Hoboken, design method. The tailored De- University, Tech Texas TX: Lubbock, priority research for 2011-2015. areas Education’s partmentof Agricultural Education Communications. and 10.1037/h0056932 10.1177/001872675400700202 10.5032/jae.1995.04001 doi: 44-53. 36(2), Journal of Agricultural Education, of agriculture. of intrapersonal, Understanding the impacts processes: the public opinion in communication 289-312. 19(3), Journal International Public of Research, Opinion and social filters. media, doi:10.1093/ijpor/edm014 Entertainment. Road & River Media, Participant Pictures, Magnolia United States: 22-37. 46(9), Environment, tion. Com- Journal of Applied of agriculture. of entertainmentof the impact perceptions media on 65-73. 91(1 & 2), munications, Retrieved 22-36. 94(3 &4), Communications, Journal of Applied food news media coverage. http://journalofappliedcommunications.org/images/stories/issues/2010/JAC_v94_n3_n4_ from article2.pdf Meyers, C. A., Irlbeck, E., & Fletcher, K. (2011, June). Postsecondary students’ reaction to agricul- reaction students’ Postsecondary June). (2011, K. & Fletcher, E., Irlbeck, A., C. Meyers, Burnstein, P. (2003). The impact of public opinion on public policy: A review and an agenda. Po- policy: public on opinion of public A review impact The and an agenda. (2003). P. Burnstein, surveys: and mixed-mode mail, Internet, (2009). M. L. & Christian, D., J. Smyth, A., D. Dillman, American of Agricultural Association agenda: research National (2011). (Ed.). L. D. Doerfert, doi: 271-282. 57(5), Review, Psychological Informal social communication. (1950). L. Festinger, doi: 117-140. 7, Human Relations, A theory processes. of social comparison (1954). L. Festinger, Rural and perceptions and urban knowledge (1995). K. Machtmes, & J., R. Birkenholz, J., M. Frick, of The role (2007). T. Thomson, & B, R. Sietman, E., M. Huge, J., C. Glynn, H., L. Hoffman, picture]. [Motion Inc. Food, (2008). (Producer). E. & Pearlstein, & Director), (Producer R. Kenner, study of climate risk change percep- A U.S. and after Before tomorrow: (2004). A. A. Leiserowitz, examination An Entertainment and agriculture: (2007). D. T. & Park, M., A. Ruth, K., L. Lundy, framing analysis A qualitative of organic the debate: Feeding (2010). K. & Abrams, C. Meyers, Research Published by New Prairie Press, 2017 Research 56 Journal of Applied Communications, Volume 97, No. 3 • 56 hools. Journal of Agricultural Education, 45(3), 86-96. 45(3), Journal of Agricultural Education, hools. Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

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Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In L. In L. persuasion. likelihood model of The elaboration (1986). T. J. & Cacioppo, E., R. Petty, Media dependency during a potential agricultural the terrorist attack on (2009). T. J. Robertson, of agricul- Portrayal and the farm: glamour, Glitz, (2005). D. T. & Park, K., L. Lundy, M., A. Ruth, 10.1021/bk- doi: 297-307. American Chemical Society, Evolving food safety. (1991). R. F. Shank, doi: 2-34. American Chemical Society, What is safe food?. (1992). L. K. & Carson, R., F. Shank, to approach interpretative An The marginalization of food safety issues: (2000). A. T. Eyck, Ten challengeThe about agriculture: perceptions Surburbanites’ (1996). E. R. & Kelvin, S., J. Thomson, Review European of Agriculture and the food industry information in the age. (2005). W. Verbeke, “atti- Exploring the consumer Sustainable food consumption: (2006). W. Verbeke, & I., Vermeir, food trust risk media and source The influence of perceived on (2004). M. Tucker, & R., S. Whaley,

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Research

DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 57 Journal of Applied Communications, Volume 97, No. 3 • 57 Dr. Joy N. Rumble and Dr. Emily B. Buck Emily B. Rumble and Dr. N. Joy Dr. Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

“Just because you live in a rural area with a small town close by, don’t assume the people on Main assume the people on don’t “Just in a rural live with a small close because town area you by, than half of the to more compared less than a fourth a farm, on lives of the population Today Street in that small town know what’s happening out there in the fields,” said Orion Samuelson a in the fields,” happening out there what’s Street know in that small town farmers between The disconnect 2). para. 2001, Bureau, farm (Americanveteran broadcaster Farm “…an enormous (1974) who said and Mayer was furtherand non-farmers Mayer emphasized by totally basic to are of knowledge ignorant of an area well-educated even among Americans, majority, is a need There 84). (p. and indeed their survival” to their family economics, their daily style of life, 1991). (Higgins, agricultural the gap between and producers to explore consumers drivthe is - Technology 2005). & Conklin, early the in Effland, population century20th (Dimitri, semiotics, directly administered questionnaire, agricultural knowledge, agricultural perceptions, agricultural perceptions, agricultural knowledge, questionnaire, directly administered semiotics, gap theory knowledge images, Introduction Keywords Abstract farmers gap exists between and consumers. that a farm-to-plate knowledge It has been suggested or citizens knowledge accurate have not do concluded have studies previous U.S. that addition, In - and existing misconcep that this absence of knowledge It is thought about agriculture. perceptions study, this research In regularly see consumers images be due to the the media. may tions through regarding responses to evaluate consumers’ questionnaire used a directly administered researchers State 2009 Ohio the at Fair. conducted was study The livestock two of comparison the images. - their percep regarding questions participants answered research voluntaryThrough participation, addition, In viewing images. two livestock by methods housing conventional and traditional of tions Questionnaires were oral reasoning. through asked to justify each of their responses participants were Results indicate participants are deemed usable. of which 502 were 508 participants, by completed justifications and but the perceptions about livestock housing methods, somewhat knowledgeable as as well also indicateThe results agricultural images, not always are accurate. of the respondents the farm-to- to narrow In order such influence perceptions. may regularlyimages the media, seen in important it is for industry the agriculture the knowledge to effectively improve gap, plate knowledge consumers. amongst of agriculture and perceptions Narrowing the Farm-to-Plate Knowledge Knowledge the Farm-to-Plate Narrowing of Study and the Semiotics through Gap Regarding Responses Consumer Images Livestock Research Published by New Prairie Press, 2017 Research 58 Journal of Applied Communications, Volume 97, No. 3 • 58 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

Agriculture literacy is a term given to address the knowledge and perceptions of agriculture held of agriculture and perceptions the knowledge literacyAgriculture to address a term is given Agricultural 2010). to 74,900 farms Statistics was home (National Ohio Service, During 2009, the swine and poultry industries seen a dramatic increase have United States, In the Midwestern

Literature Review Review Literature Literacy Agriculture Council (1988) Research The National 1994). & Birkenholz, Stewart, the general public (Wright, by indicates that being agriculturally literate means an individual understands the history of agriculture studies research many However, impact. and environmental social, economic, as its current as well agriculture of perceptions and knowledge accurate possess not does public general the shown have 1988). Council, Research National 2006; Duncan 1995; & Broyles, & Machtmes, Birkenholz, (Frick, survival since their of agriculture It is important knowledge some for to have individuals depends on that been suggested it has suburbanized, more becomes population As the U.S. 1995). et al., it (Frick - Addi 2006). about agriculture (Duncan less knowledgeable becoming individuals are & Broyles, variousin involvement and acquaintances, 2008), Irani, & (Rhoades media of influences the tionally, specifically younger those in individuals, and perceptions the knowledge impacting organizations are 2006). (Duncan about agriculture have & Broyles, generations, housing in Ohio Livestock 938 dairy 271, 293,757 beef cattle; approximately are there livestock raised in Ohio, Of the common Agricultural (National broilers 49.6 million and 27 million laying hens; 1.8 million hogs; cattle; the purpose of For The majority raised conventionally. of these animals are 2009). Statistics Service, number of a large operation where as any livestock housing was defined conventional this research, to them food is brought where and raised in a localized confined (indoors or out), animals are area as in this research, was defined, housing Traditional 2010). Agency, Protection Environmental (U.S. the ability and have to graze not confined livestock food. are and obtain their own housing where indicates - livestockbest the envi housing Medical (AVMA) Association Veterinary AmericanThe disease, from protection of normal behaviors; expression of movement; “freedom include: ronments - Nei 2). para. 2008, (AVMA, handling” proper and food water; and adequate predators; and injury, all livestock of these requirements. housing adequately nor traditional address ther conventional A gap 2002). & Irwin, Roe, farms (Sharp, the last several over years in the number of conventional number of animals raised and the precise both a clear of, providing exists in the literature definition animals many how Although it is not precisely known methods. production using conventional estimates cannumbers be drawn based on state of Ohio, housing in the raised in conventional are the Additionally, 492 hogs. hog farm has approximately average Ohio’s several sources. by provided ing force behind these shrinking numbers. Advanced technology has increased U.S. farm output, farm output, technology Advanced U.S. increased has shrinking these behind force ing numbers. Smart, 2005; the farm for individuals to leave (Dimitri an alternate occupation more allowing et al., the farm(American from Farm removed The majority generations now are of consumers 2009). no of agriculture perception the publics’ As a result, 2007). Bureau, American Farm 2001; Bureau, Smart Rob from 2007). Bureau, (American of agriculture the realities with Farm corresponds longer knowledge “farm-to-plate and has titled it the has recognized this occurrence Post the Huffington evaluate this study sought to the gap, this farm-to-plate knowledge to explore In order (2009). gap” of citizens a sample of livestock housing methods held by attending the and knowledge perceptions StateOhio Fair.

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DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 59 Journal of Applied Communications, Volume 97, No. 3 • 59 Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

Semioticstheory gap and knowledge for foundation a theoretical provided guided this study and Visual signs help one 1979). Eco, 2004; Semiotics is a theoryWolfe, of signs and codes (Blaney & ways can the individual many the image engage are there When views an individual an image, the Thus, entity. another anythingas represents that defined are signs semiotics, of study the In object or the the sign and the between is the relationship imperative A subject that becomes In addition, the average number of dairy cattle per farm in Ohio is 74.5. The dairy industry has number of dairy the average cattle is 74.5. farm per in Ohio In addition, Theoretical Framework Theoretical this research. Semiotics and Images means (Moriarty, understand what the message while a code helps an individual interpretmessage, a theoryThis closelyare and codes signs that everyday and suggests language to related - com 2005). a cultural promote and visual images words Thus, 2004). Wolfe, (Blaney & culture of a munication a creating of cultural ideologies, of a combination is composed or word Each visual image ideology. A sign system of signs that imply (Blaney is a group meaning for sign or image & one sign system. several contain elements that contribute visual may to the inter- image one Therefore, 2004). Wolfe, of the image. pretation If an individual to everyday life. can a representation Images produce 2005). (Messaris & Moariarty, with the individual is likely connection an emotional to have to their life, an image is able to relate point of view, has the ability of an image individual’s to manipulate an The composition that image. people learn how seek to address These principles power of image thus influencing their perceptions. 2005). they see (Messaris images the & Moariarty, from 2005). Moriarty, 1991; (Hoopes, a following thought or action meaning of a sign is determined by The signifier 2005). (Moriarty, to as a signifier also be referred a sign may to Saussure, According - cre Peirce as the signified. which is also known that the sign stands for, the content then promotes the concept but he added and the signified, idea of the signifier ated a model similar to Saussure’s is established when a sign or effect of a sign, The interpretant, 2005). of the interpretant (Moriarty, 2005). mind (Moriarty, generates a mental idea in one’s and symbolic relationships. indexical, include These relationships iconic, the signified. and signifier and a like a photograph alike or similar, is when the sign and the object look relationship iconic An examples of or symptom to disease are to fire examples of smoke Peirce’s 2005). portrait (Moriarty, the Lastly, indicators other. of each this is when the sign and object are the indexical relationship; like a flag as a sign and its describessymbolic is a symbol when the sign relationship for the object, average laying hen farm has approximately 5,151 laying hens, while the broiler farms have an average an average farms have the broiler while laying laying 5,151 farm hen average hens, has approximately Due numbers large to the Agricultural chickens 2009). broiler of 62,776 Statistics (National Service, the majority estimated that it has been - con of these farms are farms, these animals on of individual require would setting housing traditional a in animals many this housing since nature, in ventional amount of acreage. an inordinate - How 2002). or partially housing (Sharpconventional conventional more et al., been moving toward that a smaller it is estimated of the dairy compared proportion conventional are farms in Ohio ever, - The beef industry in conven increase has not seen a large in Ohio poultryto the swine and facilities. traditional beef farms of consist that more it is estimated Thus, 2002). housing (Sharptional et al., housing. housing rather than conventional Research Published by New Prairie Press, 2017 Research 60 Journal of Applied Communications, Volume 97, No. 3 • 60 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

It is important for agricultural educators to regularly and communicators assess the knowledge An additional point for analysis between the sign and the object was extended by researchers for point analysis additional researchers An by was extended and the object the sign between Theory those who have efficiently by that information is obtained more suggests Gap Knowledge incomes lower those who have suggesting gap is closelyKnowledge to the digital divide, related

Purpose and Objectives The purpose of this study was to evaluate the about agriculture. individuals have and perceptions a sample of citizens of livestock housing methods held by attending the and knowledge perceptions when of consumers the thought process this study sought to explore In addition, StateOhio Fair. This information should provide analyzingviewing by images agriculture responses. their qualitative educational improve to be used informationThe may forinsight agricultural beneficial professionals. advertisements. image as creative as well mechanisms, and communication corresponding country as the object (Moriarty, 2005). Understanding the relationship between the the between the relationship Understanding 2005). countrycorresponding (Moriarty, as the object analyzeto researchers allows object the and sign likelyis that image mental occur to resulting the viewers. among - Connota Their analyses included and denotation. connotation 2005). Barthes and Hall (Moriarty, - gener the meaning of an object is the object; established by to as the meaning that is is referred tion a sign” from get or literal meaning we specific, “…the direct, as is defined Denotation ally cultural. - and denota the functionality example that demonstrates An of connotation 231). p. 2005, (Moriarty, the deno- the tractor is at of a tractor, a picture A magazine advertisement shows is as follows. tion level of the advertisement tractor with terms might associate the suchThe connotative level. tative especially become denotation and important Connotation when crops. and country, farmer, farm, as 2005). in advertising (Moriarty, of visual images and the influence studying visual communication Knowledge Gap Theory (Tichenor, status socioeconomic a low rather status who have those than socioeconomic a higher socio- different is absorbed rates Mass media infusion across at different 1970). Olien, & Donohue, (Tichenorindividuals ratethe informationof impacting thus by obtained al., et groups, economic that it has been suggested increased, has and Internet access ownership computer As home 1970). and the computers to access despite However, 2000). (Hindman, decreased have gaps knowledge of infor- to exist because to lack gaps continue people continue comprehension knowledge Internet, A lack to cognitively certain of motivation digest 2006). and/or the technologymation (Chadwick, 1997). & Midden, gaps (Weenig information has also been discussed as contributing to knowledge those Alternatively, 2003). (Rainieoutlets media to in rural access less et al., have reside and areas within an urban and residence or suburban location, higher income, with higher levels of education, When gap in discussing the knowledge 2003). generally (Rainie abundant media access et al., have available experience traditionally those who have have with agriculture resources not had agriculture, the agricultural in information present In addition, within media outlets. their knowledge to share Due- to the lack of comprehen 2000). the media often tends to be misguided (Whitaker & Dyer, process to of some lack the motivation of coverage, media inaccurate information, of agriculture sion and the struggles of those in the industryto the public and to communicate information, agriculture agricul and consume - those who produce gap exists between media about agriculture a knowledge tural products.

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DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 61 elated to livestockelated to housing Journal of Applied Communications, Volume 97, No. 3 • 61 e and wholesome food products and consumer and consumer food products e and wholesome nventional and traditional livestock in Ohio. housing traditional and nventional Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

Evaluate consumers’ perceptions of saf perceptions consumers’ Evaluate Evaluate consumers’ perceptions of co perceptions consumers’ Evaluate disease as r health and of animal perceptions consumers’ Evaluate

- a directly admin conducted researchers the purpose to fulfill this study, of and objectives In order using readily sampling involves Convenience sample was used forthis study. A convenience The training administrators prior for to data collection. all questionnaire was required Training 1. 2. 3. Three objectives guided this study: this guided objectives Three friendly to livestock prices housing methods. as related methods. Methods - question Directly administered State the Ohio to individuals attending Fair. questionnaire istered that enables tool and Sorensen(2006) as a research Razavieh, Jacobs, Ary, by referenced are naires place at common gathered who have an array of individuals to gather information from researchers include questionnaires the ability of directly administered to benefits The purpose. for a common 2006). (Ary questions any and answer guide participants the questionnaire et al., through 2006). (Ary sampling procedure thus making it a weak et al., available subjects as the study sample, ele- population the predict to becausestudy this in used was sampling difficult was it Convenience for probability sampling required thus limiting enumeration encounter, ments that the study would 2009 who attended the sample was comprised of volunteers convenience The 2006). al., (Ary et. Horticulture and at a booth in the Agriculture building. occurred Data collection StateOhio Fair. booth that read the research a sign above recruited by for study and were the volunteered Participants Six individuals Ice Cream?” Free want you Do resident? an Ohio you older? Are or 18 years you “Are participant Each for a a coupon was given a periodover of eight days. questionnaires administered Bu- Farm The Ohio Dairy booth at the fair. the Ohio from cone Producers single-dip ice cream free of was collected, A sample of 508 questionnaires funding and support provided forreau this research. dismissed The six questionnaires evaluated. deemed usable and were were which 502 questionnaires 508 to the In addition citizenship. or Ohio unusable due to lack of responses were the research from 57 other individuals declined participation after inquiring participants who participated in the study, about the study. learn to listen how familiar with the questions, to practice and become the administrators allowed bias when talking with par- personal as eliminate as well carefully and pick out important details, to establish asked at the beginning of the questionnaire were questions prescreening Two ticipants. questions questions, to demographic In addition citizens. and Ohio adults that the participants were several contained of smaller One image images asked. were images of two a comparison regarding - several livestock live housing while the other contained of traditional smaller images conventional The selected these images. familiar with livestock production panel of researchers A stock housing. raised in most livestock were how represented asked to determineparticipants which picture were animals most showed the most humane treatment, showed the healthiest animals, showed Ohio, - pro and would food the most safe product, and wholesome produce would disease, from protected justification to provide then asked were Participants duce the most consumer-friendly food prices. A 5-10 minutes to administer. approximately took Each questionnaire for each of their responses. instrument evaluatedstaff ensure to questionnaire the Bureau Farm Ohio and researchers of panel validity.

Research Published by New Prairie Press, 2017 Research 62 Image B Image Journal of Applied Communications, Volume 97, No. 3 • 62 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal Image A Image e A was shown to participants to represent conventional livestock housing. Image B Image livestockhousing. conventional participantsto shown was e A represent to

Researchers collected demographic information on age, ethnicity, gender, and highest level and of gender, ethnicity, collected age, information demographic Researchers on - and tradition conventional of perceptions to evaluatewas objective consumers’ research first The - quantita basic and into SPSS© entered were data data collection, of the completion the Upon

. Imag Figure 1. livestock housing. traditional represented

Results and a mode of 46, with a median of participants age The average 44.35 (SD = 15.89), was education. the Caucasian ethnicity however, the participants; among represented ethnicities were Various of 50. the by but was identified was not asked, Gender with 412 (82.1%) participants. was most abundant of composed was sample the as males, femalesthan participated More research the in researchers. levelThe most abundant the participants of education among was a bachelor’s 315 (62.7%) females. (36.1%) respondents. 181 held by degree, livestock and traditional perceptions of conventional consumers’ evaluate To 1: Objective housing in Ohio. Most abundant housing method. 329 (65.5%) participants indicated Of those responding, (see Figureal livestock housing in Ohio 1). A summary A) was used to raise the majority (Image housing that conventional of livestock Ohio. in 1. Table can be seen in frequencies of the response tive descriptive statistics were calculated. Qualitative information the use of evaluated was through calculated. descriptive were statistics tive within the data. responses of common and identification open-coding

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When the participants were asked why they felt livestock were raised one way versus another, When another, versus raised way they one felt livestock why asked the participants were were livestock housing as most those who selected traditional by that arose themes The common most in- Of the 9% of participants prevalent in the state, who indicated were that both images the Although the majority in the state, A was most abundant thought image of respondents with the their responses humane justified Those who indicated more housing was traditional indicated they humane treatment that did showed who thought that both pictures Participants Both Images Method Livestock Housing of Most Abundant Perceptions Consumers’ Image Selection Image A Image B Table 1 Table - for selecting conven reasons the most common responding, Of those given. were several responses and media influence. technology, feasibility, economic mass production, livestockwere housing tional have “imagewould grandparents my A because how like looks B included: Someresponses notable because all inhumane.” I assume they’re “A, and it,” done participants raised animals seen had small farms, farms large than more are there included: abundant im- seeing participants Many referenced participants and A. farmsnot seen like image had way, this only person one A, Unlike those who chose image B while driving the road. like image down ages It is important some to note that for B. choosing the media as justification image directly referenced “looks like nice,” using words B by of image nature the aesthetic on commented of the respondents ‘happy cows grassy outdoors, happy, “they look said One respondent “happy.” and “free/comfortable,” a hill equals America.” on While “cows another participant said California.’” from come chose some both because of However, equally B were dicated distributed. A and image that image some In addition, housed like B). are cows chickens housed like A, and pigs are (i.e., specie difference of livestock in the housing methods representative was that neither picture suggested respondents used and that the method These participants of methods were indicated a combination that state. depended the season. Most humane housing method. 322 When humane, asked what housing method was more majority did not think it was humane. selected (13.5%) 68 while humane, participants(64.1%) more being as housing traditional selected housing. conventional and better physical to roam/free, room natural setting, caged, less crowded/not themes of: common like setting and not crowded “natural B as a to image One participant referred and mental health. they can stretch, smells, “they can air not each other’s included breathe responses Additional prison.” chose image One respondent health. the livestock’s referenced Some respondents naturally.” and live to the media were notable references Two “like life on support.” B because they A looked are image “when you and ‘happy cows,’” “looks in the commercials like the ones were, These references made. less humane.” in media they are shown are we pack animals together was not indi- humane treatment in both images, “healthy and happy” so because the animals looked - treat “inhumane” showed and neither picture the housing method but rathercated the operator, by way;” own in its better each is inhumane, “nothing included: these responses Somefrom quotes ment. Research Published by New Prairie Press, 2017 Research 64 %

20.7 48.2 30.5 ndents were asked in what image asked in what image ndents were Journal of Applied Communications, Volume 97, No. 3 • 64 f 104 242 153 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal After selecting the image with the healthiest animals, respo After with the healthiest animals, selecting the image

Participants who selected image B justified their selection by saying the animals were happy, out happy, saying the animals were by their selection B justified who selected image Participants chose said they who both images chose both becauseThe respondents the animals in both im- several A, in image Of the 30.5% of individuals who indicated animals were that the healthiest - “environ “health and happiness”, referenced A as the most humane, selected image Those who - pro healthier and more animals are was to determine think if consumers objective The second

that Showed the Healthiest Animals. Consumers’ Perceptions of the Image Image Selection Image A Image B Both Images Table 2 the animals would be most protected from disease. Of those responding, 230 (45.8%) participants Of those responding, disease. from be most protected the animals would summary complete A - re these of participants(44.2%) 222 and B. image selected A, image selected 3. Table cansponses be seen in - re Someof specific examples to roam. room with environment natural in their green open, in the comfortably,” and live to breathe actually“the animals room have included: to this question sponses to and exposure “reading and and pretty,” better green “coloring their freedom,” over control “more healthier.” separated are media says that animals that are and up, heads “comfortable, the animals look included: Some responses specific healthy. looked ages lost feath- ribs, see any “cannot and hair,” or without underweight, sick, looks “nobody perky,” ears are compari- through selecting both images a few justified respondents Additionally, flesh.” or rotten ers, A in image “in disease, likely less B they participant are image one to spread said example, For son. a small number of participants selected both Lastly, controlled.” it’s measures, preventative are there These participants another because over stated that they could not choose image an as- one images. a picture. sessment of health could not be established through - respon Additionally, and sanitary. clean, A was controlled, in image discussed that the environment being animals because A as having the healthiest dents selected image they said the animals were because A chose image they the ani- said respondents some Lastly, closelyfor. and cared monitored “sick.” and very healthy,” “not “look B skinny,” mals in image disease. from Housing method with animals most protected and “in image A people are caring for them, in image B they are out in nature.” out B they are image in “in caringpeople are A image forthem, and that “technology”. Responses of and the presence of the animals, people taking care mental control”, “production other,” each from protected are “animals include these themes the following: represented will produce happy that are animals controlled “environmentally and and research,” science based on more.” to health and disease as related perceptions of animal consumers’ evaluate To 2: Objective methods. housing livestock with the healthiest animals.Housing method 242 (48.2%) partici- responding, Of those another. method versus housing disease in one tected from healthiest the showed image to what A summary regard in responses the of B. image selected pants 2. Table animals can be found in

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Responses from individuals selecting image A fell into four common themes: a controlled en- controlled a fellA themes: image selecting individuals fourinto common from Responses not confined becausedid so many were the animals B, who choseimage respondents Of those on disease depended from so becauseThose who chose did both images they said the protection of safe and wholesome perceptions of this study was to evaluate objective consumers’ The final the ani- themes included: The common several B gave justifications. Those who selected image

to Housing Method. Consumers’ Perceptions of Safe & Wholesome Food According Image Selection Image A Image B Both Images Table 4 Both Images from Disease. Most Protected Animals of what Image Showed Perceptions Consumers’ Image Selection Image A Image B Table 3 Table - of vac the prevalence and clean and sanitary close conditions, monitoring of animals, vironment, controlled “more A included, of image forselection the Some responses notable programs. cination and vaccines antibiotics provided “animals and infect apple could the rest” bad but one environment, with other medicines.” along “like kids in rapidly, more disease A as spreading image referenced respondent One or overcrowded. for selecting as their reasons “freedom” and habitat” “natural referenced Other respondents school.” B. image selecting both justified Other respondents care. such as proper besides housing method, other factors A farmers said in image respondent one example, For making an argument for image. each by images and pastures “rotating B if farmers and in image are out” in shower they shower “very are precautious, worms.” have doing it right the livestock won’t and food products perceptions of safe and wholesome consumers’ evaluate To 3: Objective housing methods. to livestock consumer friendly prices as related Safe and wholesome food products. When par- and consumer-friendlyfood products to livestock prices housing methods. as related 224 food the safest product, and most wholesome produce would asked what image ticipants were A summary canquestion to this foundbe of allresponses the (44.6%) participants B. image selected 4. in Table outside in a natural free- the animals were less disease, have and thus would not confined mals were used while the animals were steroids) antibiotics, fewer chemicals (hormones, range environment, animals have “range A participant said healthier. happier and and the animals were being raised, were hap- and health to relating responses specific some Additionally, chemicalsno them.” into pumped “happy animals make happy and the healthier the food” “the healthier the animal piness included: and studies scientific reading Some participantsthe of referenced B image selected who meals.” Research Published by New Prairie Press, 2017 Research 66 Journal of Applied Communications, Volume 97, No. 3 • 66 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

Although this study is not generalizable and the [State] past those who attended State Fair participants more believed of the study show that the majorityThe results of livestock were Image A was selected by respondents who reasoned that the animals were being taken care of, care of, being taken animals were that the reasoned who respondents selected by A was Image to show appeared that both images justification provided “bothwho chose images” Participants consumer the most produce Whenwould picture what asked participants were the research justified cost and disease, less such costs, overhead less as for B chose reasons image Participants that theyboth. just thought it was reasoned who selected both for this question The respondents

Discussion/Conclusions Much can valuable data for it still agricultural provides communicators. for this study, volunteered - con the livestockabout methods, housing have consumers perceptions the to regard in gained be Due the to media affectin perceptions. those images the how and clusions images, they draw from it is suspected that participants may issues occurring at the time of this study, in Ohio animal welfare not had been if animal welfare have topics than they would familiar with the research been more have not been officially had ballot initiative Board Livestock Care Ohio’s However, issue. been a current to the public at the time of this study. the ballot or released on placed the 24.5% becomes the concern Although this is accurate, livestock housing. raised in conventional Agricultural- com abundant. housing was more (n = 123) of individuals who believed that traditional see driving the road, consumers to the images down municators should take note of the reference The observations support the theory of this research of television. they see on as the images as well indicated that free range was healthier. One participant stated, “the spin media puts on it tells to us on puts spin media “the One participant stated, healthier. was range indicated that free range.” want free clean and appeared good and in nutrition, controlled and receiving environment in a controlled were In addition, respondent. one said monitoringof them and care taking them,” “Someone’s health. and not exposed protected “more concluded A were in image that the animals another respondent to elements.” the safety the safety the pictures, of food could not be determined from and safe animals, healthy and inspected are methods and both the management, on depend of food would and wholesomeness just to do with living conditions, have “doesn’t indicated that it One respondent laws to follow. have cared for.” animals are how Consumer friendly prices. while 102 (20.3%) selected 352 (70.1%) of respondents, A was selected by image friendly food prices, to identify that this housing able frequently A was selected as participants Image were B. image less labor and less and required controlled, was mass production, involved method was cost efficient, “if go we and efficient” more line, “assembly Some included: examples of participant responses land. participant one Additionally, systemback we’ll to a pasture fold.” the price five increase of food by in this system.” less labor intensive the animals are guy can do a lot more; “one stated - ma on to spend money have “it’s don’t natural you statements included, Two values. consumer by another participant stated In addition, for to pay grass.” have don’t “farmers and chines and buildings” while a sick crap because in our food,” have are nation we we for looking healthier foods, are “people worth the price.”to eat animals it’s going “if we’re another reasoned - but prob likely A, “more and answer,” wrong “no is there “toss up,” is a it were Examples of responses ably both.”

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The results also show that most participants did not perceive conventional livestock housing to conventional participants that most show also perceive did not The results livestock believed hous- traditional indicated two of objective most respondents that The results when responses gap seemed to be observedThe farm-to-plate knowledge in the participants’ more housing produced The majority correctly understood that conventional of respondents semiotics suggesting that visual images promote a cultural ideology (Blaney & Wolfe, 2004). The The 2004). culturala ideology promote images visual that Wolfe, suggesting semiotics (Blaney & particithe cultural of example by discussed ideologies - is one a hill America” equals on “Cows quote viewingpants when the livestock images. - livestock all housing meets require of the nor conventional traditional Neither humane. be the most on based However, the AVMA. by as suggested livestock-housingments of the best environment - with fac treatment associate humane may it can be concluded responses that consumer’s participants’ be causingmay an indexical relationship Additionally, requirements. other than environmental tors 2005). (Moriarty, livestock inhumane treatment housing with conventional to associate consumers indicating the by for their response justification provided respondents occasion, than one On more cows “Happy the referenced Some these responses of another. vs. image happier in one animals were to advertisement regard in positive a is this Although campaign. commercial California” from come views idealistic creating such are this as evaluateshould communicators commercials if agriculture, reality. ratherabout agriculture than showing housing was but most participants also believed conventional healthiest animals, the ing produced When - participants B as produc discussed image disease. livestock from in protecting adequate more and green. free, happy, ing the healthiest animals they used emotionally terms such laden as natural, It can be concluded par- that many these terms. when using emotions exhibited positive Participants B because with image they familiar with felt connection more an emotional made have ticipants may When determining protect which housing method would 2005). B (Messarisimage & Moariarty, people control, logical terms more participants such as, referenced disease the most, animals from it seems participants been less have may Thus, programs. and vaccination taking care of the animals, theyas did image the to connections developnot did and A emotional same the image with familiar in this study illustrated that they responses the participants’ semiotics, to As related B. with image likely cultural thus they- mean are able to relate regularly livestock housing, of traditional saw images has not regularly consumer average The 2005). level (Moriarty, at the connotative ings to the image thus less associated with this image, livestockcultural housing and meanings are seen conventional using this By 2005). conclude level may (Moariary, was assessed at the denotative one that this image advertising to campaigns the consumer allow could create that would communicators information, livestock housing as well. with conventional cultural connection make a positive selected tra - Most respondents food. the most safe wholesome and asked what method produced that various reasoning with the common housing as being the most safe ditional and wholesome, indicate may that participantsThis finding livestock housing. not used in traditional chemicals were supplemental feeding besides grass and that receive animals may that pasture-raised not aware were illustrated results the Also, consume. animals grassthe in pasture-raised present be may pesticides only used in conventional were and steroids antibiotics, participantsthat some assumed hormones, be used in both or may and steroids antibiotics, hormones, Although in reality, housing methods. to mass media misunderstanding One could attributeapparent this neither of the housing methods. & Midden, Weenig 1970; (Tichenor gain this knowledge influence or a lack of motivation et al., 1997). an important observation that many was these responses from However, consumer-friendly prices. Research Published by New Prairie Press, 2017 Research 68

http://www.avma.org/press/

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DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9 Research 71 Dr. M.R. Narayana M.R. Dr. Journal of Applied Communications, Volume 97, No. 3 • 71 Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

Coffee Leaf Rust (CLR) is an important disease which affects the coffee production, especially Coffee Leaf is an important disease which affects Rust the coffee production, (CLR) Keywords small farmers fungicides, coffee varieties, leaf rust, Coffee Arabica, Introduction Coffee to the Board According than Robusta. Arabica susceptible to CLR coffee is more that berriesand cent per to 50 up foliage loss of cancent 70 per up to severe, is disease when the (2009a), - and productiv production increase is essential to management of CLR management Thus, occur. ityand coffeerun coffeeof cultivation long attain to and sustainability from generation income of refers of CLR Management especially small farmers. of coffee farmers, in livelihood improvement and occurrence of allto coffee directly indirectlyprevention or at farmingaim whichpractices are weeding, intercropping, include practices The management chemical sprays, the disease. of spread This paper focuses uses of fertilizers and nutrients. de-suckering, topping, regulation, shade pruning, Abstract losses production its resultant disease is essential to avoid of coffee leaf rustManagement (CLR) knowledge channels coffee farmers provide with the required Communication of Arabica coffee. - In this con methods and their applications. control disease the recommended for by management a using by channels analysespaper this CLR of for management communication of role the text, is focused Management newly collected level household data of 575 Arabica coffee farmers in India. methods of analyses Two varieties application of resistant and of chemical cultivation on sprays. Binary based on estimations Second, spatially Descriptions based on data. aggregate developed: are key is universal; that prevalence of CLR Descriptions show Logit individual data. Model using chan- and desired television; and workers extension fellow farmers, are channels of communication While individual includenels of communications and training workshops. demonstration on-farm useful institutional considered are associations farmers’ channel, most preferred is communication fellow farmers channels by communication distinguish Estimations channels of communication. - of these com and extent of impact in nature differences significant and show workers and extension These results varieties resistant and chemical by sprays. management CLR channels on munication importanthave information needs implications future and for identifying the current and improving especially for small farmers with of CLR, for management effective and channels of communication of and implications of this paper are the approach However, educationalin India. attainments lower and applicabilitygeneral relevance countries for in Asia and Africa. other coffee growing MANAGEMENT OF COFFEE LEAF LEAF OF COFFEE MANAGEMENT INDIA: IN DISEASE RUST FOR CHANNELS EVIDENCE OF COMMUNICATION Research Published by New Prairie Press, 2017 Research 72 Journal of Applied Communications, Volume 97, No. 3 • 72 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

Analyses of communication channels in the management of CLR by household coffee farmers by Analyses of CLR channels in the management of communication analysisstudy or no exists there above the to answers plausible which provides knowledge, our To analyzeto is paper this of objective main The in channels communication of different of role the

on cultivation of CLR resistant varieties application and resistant of chemical sprays the most as or fungicides of CLR cultivation on for practice Arabicamanagement coffeeimportant because for relevance their of CLR channels of uniformly are practices management that all CLR other presumes This approach communication. all farmers. by followed What are practices. channels because and management questions multiple of raise following research information formanagement required the which farmers receive by channelsthe communication of chan practices? Do these - the management between channels or common the different Are of CLR? What of impact of extent and coffee regions? differnature practices is the by management and nels What in- practices? future management the desired are CLR channels different on communication management Can CLR for of CLR? formation management needs and channels of communications which of the If so, channels of communications? and future the current improve if we be effective be a communication-based Can there management? channels can out for be singled CLR effective If yes, practices? management strategy CLR of recommended of adoption or policy for promotion can such a strategy for small be targeted and less educated farmers? for instance, gap is evident, research This for household coffee questions farmers in India. research in- (2003) and Babu Reddy (2004)]; Arabicain the Indian studies on coffee [Babu Reddy et al., Hillocks and et al (1999) and Phiri et al (2001); (1972), Schieber’s by CLR on studies ternational technology review informationextensive and communication of studies on agricultural based on Ortmann (2000) for Nigeria Siraj for (2011) Pakistan, such as, servicesextension in Asia and Africa, - with an excel who provides is Aker (2011) A notable exception (2004) for India. and Meera et al., training schools, farmer field typeslent review studies by of economic of agricultural(e.g. extension of information communication and the role and and social networks) farmer to farmer, and visit, agriculturaltechnologies for in developing specific non-coffee countries extension of Asia and Africa gap on in the research this paper fills However, of mobile phones. to the role with special reference in India. of CLR for management of channels of communication the role This analysis in two is approached household coffee farmers in India. by of CLR the management using a newlyways by collected household survey data of 575 household coffee farmers in traditional data (or spatially descriptiondata by grouped of aggregated First, of India. regions coffee growing management of CLR adoption between of relationships estimation Second, the coffee regions). as- focused on Descriptions are individual data. on based practices and channels of communication identify- utilizationexisting channels of of communication, and extent of current sessing the nature information needs by assessing future and by typesing plausible channels by of CLR of management and states coffee growing traditional by disaggregated all descriptionsare Throughout, channels. the Binary based on are Estimations variations. districts to highlight the uniqueness of inter-regional Logit to obtain empirical channels of communication Model with different evidence the impact on descriptionsThese estimations and practices. management CLR on channels of communication of intended to draw based policy implications and argue forare a communication for management their generality in India and find for other developing coffee household coffee growers by of CLR countries in Asia and Africa. growing

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- tabular pre This technique focuses descriptions of basic data by on . Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

Descriptive technique

Empirical prac- Whether management technique. of a CLR or not a farmer is an adopter In Due the household on database unavailability to and disaggregate of a nationally representative and simple and allocationThe selection sample household coffee multi-stage farmers is based on Structured is the instrument of primary of collection questionnaire farmers. the sample data from descriptions First, techniques of analyses primary the above developed based on are data. Two sentation and using ratios and percentages. All descriptions are given by traditional coffee growing coffee growing traditional by given All descriptions are ratiosusing and percentages. and sentation data at state and district levels grouped using of aggregation. by regions the familiar can by be quantified This response in the sample survey. response tice is a qualitative variabledummy-endogenous in the framework and modeled of a Binary Logit model as follows. Sample survey of household coffee farmers household coffee of survey Sample a sample survey through a new is created database Arabica farmers of 575 in traditional farmers, coffee growing Traditional 2010. 23 February 31 August 2010 to from regions coffee growing Major coffee growing Nadu. Tamil Kerala and states (all located in Southern Karnataka, India) are - con regions These traditional Hassan and Kodagu. districts in Karnataka State Chikmagalur, are Arabicatotal of cent per 94 or tributed- coffeecoffeetotal of cent per 98 about production produc Karnataka is Further, in 2010-11. estimates as post-blossom estimates as well post-monsoon by tion of production is about 80 per cent in total Its share of Arabica producer coffeethe largest in India. Kodagu: about 40 per cent; Chikmagalur: districts is: of its three share The national Arabica coffee. in- Other Arabica major regions coffee growing about 18 per cent. and Hassan: about 22 per cent; in Kerala. and Nelliampathis Nadu Tamil Shevroys in and Annamalais cludePulneys, In Stage stages. three sample design is distinguished by The multi-stage random sampling method. vari- five by share combined sample is allocated total of the average states in proportion to three I, Production (c) Planted (b) (Arabica) area 2008-09, in Planted(a) (Arabica)area 2007-08, in ables: of coffee (Arabica)Production and (e) in 2008-09 (d) Production of coffee (Arabica)in 2007-08, sample size in Stage I is allocated of the in proportion In Stage II, of coffee (Arabica) in 2009-10. This has size estate distribution under Arabica of farmers by of planted area coffee in each state. sample farmers In Stage III, to the small farmers. representation giving sufficient of the objective a In the absence of randomly of India. Zones allLiaison of the Coffee the are Board drawn from executed is fieldwork entire the however, Zones, the coffeeof listing household farmers complete by services extension in staff and officials the with localand coordination in Coffeethe of coffee Board and location for of sample estates or farmers. identification estate workers interview personal direct by canvassed the questionnaire with the farmers investigators at Trained preva- CLR sought information includingThe questionnaire coffee farming activities, their estates. and future practices and current management of CLR awareness farmers’ methods, lence and control The survey data is the management. forinformation CLR needs and channels of communication descriptions and analysesbasis for the entire in this paper. of analyses Technique empirical Binary based on estimations Logit Second, Model using spatiallybased on data. aggregate individual data. Methods Research Published by New Prairie Press, 2017 Research 74 - ) is the prob as follows. to be positive and to be positive ) and level of educational ji . Equation (2) is computed (2) is computed Equation . hnique of non-linear maxi- hnique of non-linear is the probability (defined by the by is the probability (defined are intercept and slope parameters to intercept are is j-th channel of communication fork-th channel is j-th of communication Journal of Applied Communications, Volume 97, No. 3 • 74 (4) jki and

to be positive. This implies that, other things This implies that, to be positive.

(3) (2) h CLR management practice by channels of communication. If channels of communication. practice by management h CLR

. ) in the following way. ) in the following way. j to be negative. This means that, other things being equal, an increase an increase other things being equal, This means that, j to be negative. i is the logit for application of k-th CLR management practice by chemi- by practice management logit for is the application CLR of k-th

Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal is random disturbance is random term. is the estimated odds-ratio and is equal to

Using the estimated parameters [denoted by asterisk (*)], the probability of application of k-th asterisk the estimated parameters (*)], [denoted by Using Select background characteristics of farmers. Of the total 575 sample farmers, 73 percent (or 73 percent Of the total 575 sample farmers, Select characteristics background of farmers. WhereIn The elasticity for eac is computed The above framework is focused on impact of communication channels on CLR management by by management channels CLR on of communication frameworkThe above is focused impact on Where The model in (1) is inherently non-linear and estimated by the tec by and estimated is inherentlyThe model in (1) non-linear We predict the sign on the sign on predict We

being equal, an increase in communication of information by the j-th channel of k-th management the j-th channel of k-th management of information by in communication an increase being equal, applying odds in favour the on impact by practice management the k-th positive practice will have i-th farmer. i-th farmer is equal to: practice by attainment of i-th farmer (E interpret that a farmer with higher educational attainment would have higher odds in favour of ap- interpret higher odds in favour that a farmer have with higher educational attainment would varieties. of resistant cultivation by management plying the CLR application of a CLR management for i-th farmer; for farmer; management i-th application of a CLR Results results Descriptive all the channels are measured by dummy variables, then the elasticity shows the responsiveness of a then the elasticity the responsiveness shows dummy variables, by all measured the channels are channel 0 to 1. variable of the communication change from practice to a discrete management CLR This framework can be extended to incorporate the importanceof j-th communica chemical sprays. varieties resistant for i-th farmer (R by management channelfor tion CLR cal sprays (e.g application of Bordeaux mixture, Systemic and mixture or both Bordeaux fungicides cal mixture, sprays application of Bordeaux (e.g the base of natural In is logarithms; Systemic fungicides); in communication of information of CLR management by resistant variety resistant the odds in by will management reduce of information of CLR in communication - implies that manage This prediction chemical by sprays. management of CLR of adoption favour varieties resistant and chemical by substitutes when the substitutability sprays are is ment of CLR the sign on predict we addition, In channels of communication. estimable by ability of non-adopting a CLR management practice; C practice; management ability a CLR of non-adopting mum likelihood estimation. We predict the sign on sign on the predict We likelihood estimation. mum separately for each of the channels of communication. Next, the elasticity the j-th of probability by Next, separately for of the channels each of communication. at its sample mean value is computable practice channel of the k-th management be estimated; and be estimated; standard Logisticstandard (1- of applying distribution function) i-th farmer; by k-th practice

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Farmers with estate size of less than 10 hectares or about 25 acres are called small farmers. They called are small farmers. with estate size or about 25 acres than 10 hectares of less Farmers the bases for of analysis in management are of communication of role rates of CLR Prevalence is not new for coffee farmers 50 per cent of total farmers than in India because have CLR more Higher num- variations. levels interesting of education with completed show Household heads been left have the farmers would with illiteracy. however, In the absence of non-formal education, distin- methods are management CLR practices. management by Channels of communication 417 farmers) belong to Karnataka, 18 percent (or 103 farmers) to Tamil Nadu and the rest 9 percent 9 percent rest and the Nadu Tamil 103 farmers) (or to percent 18 to Karnataka, farmers)417 belong districts distribution the by farmers 417 sample Of the Karnataka, within (or 54 farmers) to Kerala. percent). and Hassan (25 (31 percent) Kodagu (44 percent), Chikmagalur is as follow: instance, For and district state levels. farmers of sample at the national, highest share the constitute varies share this Within Karnataka, allat smalllevel. of India farmers percent 90 to is equal share In particu- to 94 per cent in Kodagu. in Hassan and to 94 percent 86 per cent in Chikmagalur from smaller or farmers the smallest with farmers acres with less than 5 by the sample is dominated lar, of smallest (or smaller) farmers share to about is equal instance, For size. of estate less than 10 acres and Nadu Tamil in 64 (or 14) percent in Kerala, 81 (or 7) percent Karnataka, in 43 (or 24) percent of special relevance for these paper are of this the results Thus, all at India level. 51 (or 21) percent coffee exclusivelydepends farmers livelihood whose from income on India’s of vulnerablesections coffee farming. farmers of Educational is useful to identify the particular background - channels of communi CLR. educationalespecially lower their farmersof for by focus the group cationof CLR, for management 1 summarizes the survey rates prevalence of and education on background results Table attainments. coffee regions. farmers by oc- when it did first not even the beginning of their farming remember or may it from identified prevalence rate for is higher is Kerala new where A notable exception growers cur in their estates. in all districts CLR identified since 2001 and 2005 have new growers In the same way, since 2005. coffee farming with the India’s to live has continued CLR Thus, in Karnataka states. and in other past to the present. from school high and higher secondary upper primary, primary, has completed ber of household heads levels educahigher of completed in highest - are graduates Non-professional levelseducation. of and Hassan district in Nadu Tamil highest in with non-formal education heads Household are tion. in educational important farmers attainments of These diversities have implications for Karnataka. especially technical details when it involves and economic practices, management of CLR adoption - and business strategies com at the individual and to be disseminated and translated into production munity levels. of farmers with non-formal education share and primary education (or up to Of the total farmers, Keralain cent per 70) (or 11 20 and for Karnataka, school)in high cent per 59) (or 18 about accounts they for about 18 (or 58) per cent of total farmers account in Overall, Nadu. Tamil (or 48) per cent in for education the focus dissemi- levels constitute group farmers lower These with completed India. because channels, distinct communication by practices management CLR of information on nation less technical details. have they management may capacity to self- learn the CLR varieties resistant and applications of chemical sprays in the form of CLR cultivation of guished by Six important varieties in of Arabica grown coffee are and systemic mixture fungicides. Bordeaux Selection 6, Selection 5A, called Theyare Selection S.795), (or 3 India. of coffee regions traditional all other varieties for Except S.795, Selection 12 (Cauvery/Catimore) and Chandragiri. Selection 9, Research Published by New Prairie Press, 2017 Research 76

2.61 1.57 8.52 9.04 1.04 1.39 Total 56.17 20.00 21.22 16.70 33.22 11.65 16.87 (N=575)

graduate graduate 2.88 - 3.85 0.96 1.92 6.73 Nadu 60.58 14.42 22.12 Tamil 13.46 18.27 13.46 10.58 30.77 (N=104)

0.00 0.00 1.85 1.85 9.26 3.70 12.96 12.96 16.67 44.44 37.04 42.59 16.67 Kerala (N=54)

regions of India of regions

0.48 1.68 1.44 8.15 9.59 0.72 11.03 17.03 18.23 32.37 Total 57.55 23.50 18.23 (N=417)

Journal of Applied Communications, Volume 97, No. 3 • 76 rates Prevalence Percent of farmers Percent 0.78 5.47 1.56 4.69 14.06 17.97 10.94 16.41 28.13 2.34 54.69 26.56 16.41

Kodagu (N=128)

Karnataka 0.00 0.00 0.00 0.00 13.46 16.35 15.38 10.58 13.46 30.77 54.81 26.92 18.27 Hassan (N=104) All figures under each background characteristic are per cent cent per are under each background figures All characteristic

ers. 0.54 0.00 2.16 8.11 7.57 0.00 6.49 22.16 36.22 16.76 61.08 19.46 19.46 (N=185)

Chikmagalur

- Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

university university - tified first graduate in in graduate formal

professional professional - st

Po post or Graduate Primary school school Primary education or Upper primary school High education secondary Higher non in Graduate From the From the beginning Non- education non- education in graduate professional education adult education) adult school middle education or pre education professional education (e.g. (e.g. education holder Diploma 2001 Since 2005 Since knownNot

Identification N is total numberN sample of total is farm of completed completed of

• • • • • • • • • • • • •

revalence rates of CLR and educational background of farmers by coffee by coffee farmers of background CLR of educational and rates revalence to total number of sample growers in the respective State/District. Number of growers with Post nil. is education professional in Note: education education Level CLR was iden Table 1 P are considered CLR-resistant [Coffee Board (2009b)]. The recommended application of chemicalThe recommended (2009b)]. [Coffee Board CLR-resistant considered are and Systemic mixture Bordeaux fungi- by of fungicides combinations and input dosages sprays by Contaf and Bayleton (a) Copper Sulphate (1Kg.) cides (i.e. as follows (2009a)]. [Coffee Board ) are (b) Bayleton@160g/ @ 0.5% for 5 barrel/acre/spray. mixture the Bordeaux to prepare + Lime (1 Kg.) In Systemic of for preparation Contaf@400ml/barrel or forfungicide barrel/acre/spray. 3 barrel of Bor- (i) two-rounds recommended: are 5 spray schedules and 9 fungicide combinations total, of three-rounds (iii) Systemicof (ii) two-rounds Bayleton), or (Contaf fungicides mixture, deaux mixture, of Systemic of Bordeaux two-rounds (iv) and one-round fungicides Systemic fungicides, - recom Further, of Systemic round and one fungicides. mixture of Bordeaux and (v) one-round Bordeaux That is, coffee in India. seasons distinguishable by mended application of fungicides are Systemic fungicides during break (May-June); during pre-monsoon spray is recommended mixture and Systemic mixture of Bordeaux fungicides during and combination post- (August); in monsoon and technical of these scientific details is to and awareness Access (September-October). monsoon

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2.30 0.46 0.92 Total 30.88 49.77 13.82 37.74 (N=575)

0.00 0.00 0.00 2.63 Nadu 36.54 10.53 86.84 Tamil

(N=104)

0.00 0.00 0.00 2.63 70.37 47.37 50.00 Kerala (N=54)

l resistant varieties

3.55 0.71 1.42 Tota 33.81 31.91 39.72 19.86 (N=417)

Journal of Applied Communications, Volume 97, No. 3 • 77

1.75 0.00 0.00 44.53 31.58 43.86 21.05

Kodagu (N=128)

Karnataka 0.00 0.00 34.62 27.78 11.11 30.56 22.22 Hassan (N=104)

Among farmers the who CLR varieties planted resistant

0.00 2.08 4.17 16.67 25.95 35.42 41.67 (N=185) Chikmagalur

Telg: Journal of Applied Communications vol. 97 (3) Full Issue Full 97 (3) vol. Communications Applied of Journal Telg:

Visiting researchers Training workshop Note: N refers to total number total NNote: sample of to refers farmers. Radio Radio worker Extension TV (own) Fellow farmer

of communication communication of • • • • • •

Application of chemical sprays. Table 3 summarizes3 applicationof extent the chemicalof sprays Table chemical of Application sprays. vis- for The major channels application of chemical of communication fellow sprays farmers, are Current channels of communication are identified below by three CLR-management practices: practices: CLR-management three by below identified are channels of communication Current varieties its channels resistant and of planting the CLR Extent varieties. Planting CLR-resistant Management by channels Management channels by

of Channels communication of farmers whoPer cent planted the CLR resistant varieties Table 2 CLR management of by farmers’ household for communication of Channels beneficial to the largest number of farmers by providing information on CLR resistant varieties. varieties. resistant CLR information on providing number of farmers by to the largest beneficial - re are There and Systemic mixture Bordeaux their channels fungicides and of communication. by in Karnataka (or Farmers of chemical variations in the adoption sprays. inter-regional markable and Systemic mixture appliers of both the Bordeaux fungicides. the highest (or lowest) Kerala) are for application of chemical low The main reason farmers spraysin Kerala is due to their highest by districtsthe Of within 2. Table varieties Arabica of resistant in coffee shown as CLR of cultivation number of farmers who apply Hassan has the lowest both the chemical sprays. Karnataka State, as channels TV and visiting researchers Interestingly, TV. and workers extension iting researchers, required for effective management of CLR by all coffee farmers. In the absence of appropriate chanof appropriate In the absence - all coffee farmers. by CLR of for management effective required to all farm the individual - not reach information may required the however, nels of communication, across management asymmetric CLR This creates on impacts informationits differential and ers. coffee farmers. times (pre-mon- three by mixtures (b) application of Bordeaux varieties, resistant (a) Planting CLR and (c) application of systemic and post monsoon) fungi- and pre along post-monsoon alone, soon and and pre along post-monsoon Bayleton/Contaf alone, cides (e.g. times (pre-monsoon three ) by post monsoon). in per cent 70 farmersof per cent 34 About Karnataka, in 2. Table in given are communication of Within Karnataka, varieties. resistant CLR planted the have Nadu Tamil Kerala per cent in and 37 in Ko- per cent 45 and in Hassan per cent 35 in Chikmagalur, cent 26 per variesper cent this from varieties fel- are The important the application channels of CLR-resistant on communication dagu. channels Other are communication in all the states and districts. workers farmerslow and extension It television in Hassan. in Karnataka researchers and visiting such as, to states and districts, specific is important forms of inter-personal are to recognize that both fellow workers farmers and extension TV and is a form channel of communication of impersonal In contrast, channels of communication. Research Published by New Prairie Press, 2017 Research 78 Journal of Applied Communications, Volume 97, No. 3 • 78 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

It is important varieties forrecognize to and resistant the major channels that communication of as the most common TV be considered may and workers extension fellow farmers, In particular, their on responses Farmers’ demand for information and channels of communication. Future many are channels to cope with the CLR information needs and communication farmers’ First, services audio and audio-visual) and telecommunication (e.g. mass media (print, Surprisingly, start To estimated. (4) are (1) through from equations the sample surveyUsing data 575 farmers,

of communication are relevant only for Karnataka State. In contrast, fellow farmers extension and In contrast, only relevant for are Karnatakaof communication State. the important channels of are and common as forms communication, of inter-personal workers, in all regions. communication chemical similarities sprays than differences. exhibit more many Further, of India. in all coffee management regions for CLR channels of communication reportednot because zeroare their 3 of values. Table and 2 Table in channelscommunication of demonstra- on-farm radio, newspapers and pamphlets), These channels include printmedia (e.g. and information technol- phones and mobile fixed (e.g. telecommunications and local leader, tions, email and internet resources). ogy (e.g. channels and important communication informational desired particular information needs, future interesting show These responses 4. Table summarized are in of CLR forconstraints management useful to match channels- supply of com insights and are desired of and demand for information by munication. The crucial of chemical information needed include preparation on knowledge and diversified desired most The applicationof time variousof exact and inputs fungicides. control disease sprays, fellow farmer, the visiting researchers, information these are to receive channels of communication to most farmers desire Second, farm and on demonstration. training workshop workers, extension the needed information individually/personallyreceive cent in Karnataka (about 71 per and 100 per in- selects the information by to receive farmers desire In addition, Nadu). Tamil cent in Kerala and and small coffee farmers’) asso- general coffee farmers’ farmers’, (general growers’ such as, stitutions, to take up a new major constraints two technology Third, and partnershipciations government. with new on technology information/ knowledge lack of awareness/ are of CLR for the control improving of newand its applications and impact technology and income. in production increase on of less importance and internet) are the needed information. fortelephones coffee farmers to receive channels is lack of resources of telecommunication for this insignificant role A general presumption especially veryof number the large among utilizeand services, small access to telecommunication the in is not plausible because to telephone access this presumption however, In reality, and poor farmers. higher: per 100 households) is remarkably number of telephones terms of household teledensity (i.e. and land- 86 per cent for mobile 31 per cent for combined landlines; 64 per cent for mobile phones; the teledensity if calculated (1874 persons). for is lower total household population However, line. level national to the as compared Nevertheless, 18 for landlines and 25 for mobile phones. That is, a higher teledensity have for coffee landlines regions for mobile phones. and lower rural teledensity, telecommunication-based of a broader basis for introduction factual a strong This reality provides the experiences given of mobile-based information in India, services of CLR management for future agricultural services extension in Asian countries [Aker (2011)]. Empirical results of Bordeaux (a) Adopter variables dependent (1): of equation for used three estimation we with, Sys (b) Adopter - =0 otherwise], times), or two (one mixture of Bordeaux [=1 if adopter mixture

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total number of sample farmers sample of number total to refers N Note:

TV • (21.21) 17.24 14) (17. 58.75 (24.30) 25.20 (20.37) 32.84 (0.00) 0.00 (0.00) 50.00 (21.40) 33.72

worker Extension • (50.00) 20.69 (44.29) 11.25 (43.93) 15.45 (46.77) 15.50 (100.00) 12.50 (100.00) 50.00 (45.68) 15.33

researchers Visiting • (1.52) 12.07 (10.00) 6.25 (3.74) 4.07 (4.84) 6.27 (0.00) 0.00 (0.00) 0.00 (4.94) 6.51

farmers Fellow • (27.27) 50.00 (28.57) 23.75 (27.10) 54.47 (27.02) 44.07 (0.00) 87.50 (0.00) 0.00 (27.57) 44.06

3.1. Select channels of communication of channels Select 3.1.

Among the farmers who applied pre and post monsoon Bordeaux mixture (or Systemic fungicides) Systemic (or mixture Bordeaux monsoon post and pre applied who farmers the Among

fungicides) Systemic (or

applied pre and post monsoon Bordeaux mixture mixture Bordeaux monsoon post and pre applied

3. Per cent of responses among the farmers who who farmers the among responses of cent Per 3. (51.56) 45.31 (67.31) 75.96 (57.84) 66.49 13) (43. 46.96 (3.85) 7.69 (1.85) 3.70 (58.27) 62.35

TV (16.67) 50.00 (33.33) 69.23 (30.00) 77.78 (24.24) 0.00 (0.00) 0.00 (0.00) 0.00 (25.81) 70.83 Ø

worker Extension (66.67) 0.00 (44.44) 0.00 (30.00) 0.00 (51.52) 1.00 (100.00) 50.00 (0.00) 0.00 (48.39) 0.00 Ø

Journal of Applied Communications, Volume 97, No. 3 • 79

archers rese Visiting (0.00) 0.00 (0.00) 0.00 (10.00) 11.11 3.57(3.03) (0.00) 0.00 (0.00) 0.00 (3.23) 4.17 Ø

farmers Fellow (16.67) 50.00 (22.22) 30.77 (30.00) 11.11 (21.21) 28.57 (0.00) 50.00 (0.00) 0.00 (22.58) 25.00 Ø

2.1. Select channels of communication of channels Select 2.1.

monsoon Bordeaux mixture (or Systemic fungicides) Systemic (or mixture Bordeaux monsoon - post applied who farmers the Among

fungicides) Systemic

monsoon Bordeaux mixture (or (or mixture Bordeaux monsoon - post applied

2. Per cent of responses among the farmers who who farmers the among responses of cent Per 2. (9.38) 1.56 (8.65) 12.50 (5.41) 4.86 (5.74) 4.87 (1.92) 3.85 (0.00) 0.00 (7.43) 5.76

(own) TV 94) (52. 30.00 (26.67) 50.00 (22.22) 55.56 (23.71) 32.00 (0.00) 0.00 (0.00) 0.00 (29.87) 44.44 Ø

zone

Extension worker in coffee Liaison Liaison coffee in worker Extension (29.41) 20.00 (33.33) 16.67 (35.56) 13.89 (43.30) 18.00 (80.00) 13.04 (0.00) 60.00 (33.77) 16.67 Ø

researchers Visiting (6.67) 7 16.6 (0.00) 0.00 (3.90) 1.39 (11.76) 0.00 (5.15) 1.00 (6.67) 0.00 (0.00) 0.00 Ø

farmers Fellow (26.67) 16.67 (42.22) 30.56 (0.00) 40.00 (31.17) 37.50 (5.88) 50.00 (26.80) 49.00 (13.33) 86.96 Ø

1.1. Channels of communication of Channels 1.1.

- pre applied o wh farmers the Among monsoon Bordeaux mixture (or Systemic fungicides) Systemic (or mixture Bordeaux monsoon

Systemic fungicides) Systemic

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monsoon Bordeaux mixture (or (or mixture Bordeaux monsoon - pre applied

1. Per cent of responses among the farmers who who farmers the among responses of cent Per 1. (14.42) 5.77 (24.32) 19.46 (18.47) 17.27 (13.28) 23.44 (16.87) 17.39 (14.42) 22.12 (9.26) 9.26

(N=104) (N=185) (N=417) 28) (N=1

Hassan Chikmagalur Total Kodagu Management by channels of communication of channels by Management

(N=575) (N=104) (N=54)

Karnataka Nadu Tamil Kerala Total

Channels of communication for household farmers’ management of CLR by application of chemical sprays chemical of application by CLR of management farmers’ household for communication of Channels

3 Table Research Published by New Prairie Press, 2017 Research 80

1.74 3.13 1.91 1.39 0.17 3.13 1.04 Total 53.57 62.43 42.96 29.91 66.61 24.70 37.57 69.74 34.43 58.61 40.52 40.35 21.22 78.61 26.09 (N=575)

7.69 0.96 2.88 0.00 8.65 0.00 0.96 0.00 2.88 0.00 0.00 Nadu 31.73 11.54 46.15 48.08 10.58 297.1 78.85 32.69 90.38 Tamil 100.00 100.00 (N=104)

1.85 7.41 1.85 0.00 3.70 7.41 1.85 0.00 5.56 5.56 3.70 0.00 25.93 12.96 59.26 22.22 92.59 72.22 24.07 94.44 100.00 100.00 Kerala (N=54)

3.12 1.44 2.16 3.60 1.20 1.44 0.24 Total 47.72 49.40 25.66 70.50 35.01 61.87 66.43 55.64 36.21 55.64 33.81 22.78 58.27 36.21 46.04 (N=417)

0.78 0.00 3.91 3.13 0.00 0.00 0.00

35.94 59.38 19.53 65.63 32.03 62.50 69.53 63.28 43.75 50.78 39.84 24.22 60.94 39.84 56.25 Journal of Applied Communications, Volume 97, No. 3 • 80 Kodagu (N=128)

by lack of awareness/ information/ knowledge information/ awareness/ of by lack

organizations. governmental - Karnataka 3.85 0.00 1.92 7.69 0.96 1.92 0.00 64.42 39.42 22.12 67.31 28.85 69.23 62.50 48.08 30.77 62.50 30.77 20.19 62.50 32.69 43.27 Hassan CLR (N=104)

4.32 3.24 1.08 1.62 2.16 2.16 0.54 46.49 48.11 31.89 75.68 40.54 57.30 66.49 54.59 34.05 55.14 31.35 23.24 54.05 35.68 40.54 (N=185) Chikmagalur

management of

management of CLR in India CLR in of management

for

its its Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

specific(e.g. small - farm demonstration -

rowers’) association Size g General farmers’ association Individually Partnership with NGOs with Partnership government including Others telephones researchers Visiting Newspapers/pamphlets (Print media) Radio worker Extension On workshop Training media Electronic Internet Telephones Growers’ association Preparation of chemical Preparation sprays inputs Disease control application of Exact time fungicides various of Fellow farmers

channels of communication of channels and new technology applications on new of technology impact increase in production and and production in increase income Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Ø Table 5 presents the estimation results of 6 models by the estimated intercept and slope coef- the estimated intercept of 6 models by results the estimation 5 presents Table Farmers’ needs by information Crucial information needed information Crucial

Note: NNote: number is sample of NGOs farmers. non to refer 4. Major informational constraints for for constraints Major informational 4. Ø Ø 3. Proposed channels of of channels Proposed 3. communication 2. Desirable channels of channels Desirable 2. communication Coffee needs growers’ future 1. Table 4 temic fungicides [=1 if adopter of Systemic fungicides (one or two times), =0 otherwise] and (c) of Systemictemic fungicides [=1 if adopter times), or two fungicides (one and Systemic mixture mixture of both Bordeaux of both Bordeaux fungicides [=1 if adopter Adopter channels of Independent variables three are =0 otherwise]. times), or two (one and Fungicides - communica fellow farmer [=1 if a farmer received for practice: each management communication communication [=1 if a farmer received worker extension =0 otherwise], a fellow farmer, from tion the from communication TV [=1 if a farmer =0 otherwise] received and worker, extension an from Due =0 otherwise]. to high collinearity channels and few communication between adopters, TV, all estimations Hence, using the dependent variable (a) and (b) was not possible. of (1) by estimation chemical using the dependent variable sprays (c) which the recommended obtained by is one are a dummy- by educationof farmer attainment (Ei) is measured In addition, management. for CLR = 0 otherwise). variable (=1 if a farmer is higher educated,

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square statistic is significant at 1 percent level or more. or level percent 1 at significant is statistic square - Chi the that indicates #

ratios. * (or **) indicates (or indicate (or indicates **) (or * ratios. - t are parentheses the in Figures Note: statistic is significant at 1 (or 5 ) percent level or more. more. or level percent ) 5 (or 1 at significant is statistic - t the that )

Education

0.080

varieties Resistant • 0.070 - 0.063 - 0.535 -

fungicides Systemic • 0.543 0.479 0.609 0.573

mixture Bordeaux • 0.186 0.149 0.199 0.197

orker w Extension

varieties Resistant • 0.029 - 0.098 - 0.083 -

fungicides Systemic • 0.710 0.574 0.773 0.735

mixture Bordeaux • 1.114 0.934 1.217 1.169

farmer Fellow

probability of elasticity Estimated Journal of Applied Communications, Volume 97, No. 3 • 81

probability ated Estim 0.626 0.575 0.582 0.566 0.613

observations of Number 575 575 575 575 575 575

square - Chi 568.84# 16.44# 359.74# 310.93# 581.34# 576.07#

likelihood Log 2 - 107.834 384.036 212.385 236.790 101.583 104.219

Education

(2.27)** 0.960

varieties Resistant • (3.91)* 0.872 - (1.66)** 0.863 - (1.49) 0.751 -

fungicides Systemic • (8.84)* 4.772 (12.49)* 3.763 (8.72)* 5.164 (8.76)* 4.955

mixture Bordeaux • (6.46)* 4.772 (8.42)* 3.042 (6.44)* 4.554 (6.47)* 4.584

for communication

of channel a as worker Extension

varieties Resistant •

(1.77)*** 0.411 - 1)* (2.3 1.303 - (2.64)** 1.513 -

Systemic fungicides Systemic

•

(13.12)* 4.336 (9.09)* 6.116 (9.26)* 5.994 (9.12)* 6.301

mixture Bordeaux • (13.70)* 3.994

(9.11)* 5.634 (9.25)* 5.452 (9.07)* 5.752

for communication

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farmer as a channel of of channel a as farmer Fellow

Intercept (9.24)* 2.232 - (4.98)* 0.535 (9.73)* .2.187 - (9.79)* 6.190 - (10.29)* 6.301 - (9.71)* 6.556 -

Independent variables Independent

[=1 if adopter of both Bordeaux mixture and Fungicides (one or two times), =0 otherwise] =0 times), two or (one Fungicides and mixture Bordeaux both of adopter if [=1

variable Dependent Adopter of both Bordeaux mixture and Systemic fungicides Systemic and mixture Bordeaux both of Adopter

1 Model 3 Model 2 Model 5 Model 4 Model 6 Model

Determinants of CLR management practices by household famers in India: Estimates India: in famers household by practices management CLR of Determinants of Binary Logit Model Model Logit Binary of education and communication for channels for

5 Table ficients and their asymptotic t-ratio. Goodness of fit of the estimated models is shown by the Log- the by is shown models estimated of the of fit Goodness asymptotic their and t-ratio. ficients probability estimated of In addition, test. of Chi-square significance test statistic and likelihood Research Published by New Prairie Press, 2017 Research 82 Journal of Applied Communications, Volume 97, No. 3 • 82 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

Using a newlyUsing collected sample survey Arabica of 575 farmers on coffeecoffee in traditional - due to its ex to be relevant continues and its management is universal The prevalence of CLR Channels of communication for Bordeaux mixture and systemic fungicides are distinguished by distinguished by systemic and fungicides are mixture for Bordeaux of communication Channels varieties for are 3 in model resistant channelsof communication of coefficients the Interestingly, Model 5 extends Model 4 include all variables of chemical channels of of communication sprays. chemical of channelscommunications of on consistency the spraysshows 6 Model results of and 6 clearly management implyCLR of that the probability of adoption Table in results Estimation

Discussion/Conclusions describedhas paper this importance the channels for communication of India, of regions growing household coffee farmers and estimated the empirical by between relationship of CLR management The descriptions and analyses lead and channels practices of communication. management CLR to the following major conclusions. important are for coffee Channels of communication farmers production. on impacts pected negative varieties and application resistant of cultivation by of CLR management information on to receive and in the form inter-personal are channels of communications current The major chemical sprays. management CLR across common These channels are of fellow farmers workers. and extension channels on of different the magnitude of impact However, regions. practices in all coffee growing fellow farmers can be singled out channels, the inter-personal Among practices. management CLR Surprisingly, mixture. application of Bordeaux by of CLR management on impact its biggest by radio, print media, such as, channels, farmers other communication do not consider TV, for except of information sources and localremarkable as training leaders workshops farm on demonstration, and channels of communication. adoption of CLR management and elasticity and management given. variables of probability are by of CLR adoption these variables of are the coefficients 2, 1 and Model In Model fellow workers. farmers extension and for fellow farmer coefficient of estimated The magnitude variable is higher and significant. positive of coefficient the magnitude However, variable in both the models. worker than for the extension size implyThese results relative the for mixture. systemic than forthe Bordeaux fungicides is bigger and systemic mixture of both Bordeaux the adoption on of channels of communication of impact household farmers. by CLR of fungicides for management channel for adoption communication of presence the in that, implies This significant. and negative This indi- chemical by sprays is reduced. of CLR probability of management varieties, of resistant in India. varietiescates and chemical that resistant CLR of substitutes for sprays management are including varietiesthe model 4 by as chemical of resistant as well the channels of communication the interpreta- Thus, signs and significant. predicted have all the coefficients In these models, sprays. is qualitatively Model 3. similar as in case of the results tion of Model 1 through of education variables that the estimated coefficient the model shows In addition, varieties. resistant a farmer educa with higher - other things being equal, that, This implies and significant. is positive practices than a farmer management with lower the CLR has a higher probabilitytion of adopting in level of educational of CLR attainment does matter for management Thus, levels of education. India. offer empirical result This bases for mixture. foris highest for Bordeaux channels of communication mixture of Bordeaux of channelsprioritizing of communication and strengthening the improvement in India. of CLR for management effective

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Farmers’ are explicit on their future needs of information in terms of preparation of chemical of of information needs terms in of preparation future their on explicit are Farmers’ small of coffee 50 per cent of coffee and farmers no edu- farmers are than 90 percent have More va- of resistant channel for adoption of communication that the presence This paper has shown Wash- 269, Paper Working for Agricultural in Developing Countries. Extension Technologies for Global Development. Centre (DC): ington 53-57. 32, Journal of Plantation Crops, 106-118 31, Journal of Coffee Research, Karnataka. coffee in Chikmagalur region, Unit. sprays, disease control inputs and exact time of application of various fungicides. The most desired desired most The applicationof time variousof exact and inputs fungicides. control disease sprays, researchers, visiting [i.e. inter-personal these information are to receive channels of communication rather farm than imper- demonstration] on and training workshop workers, extension fellow farmer, farmersmost to opt addition, In services]. telecommunication and media mass channels [i.e. sonal individually/personally] or channels[i.e. personal through the needed information in future receive This and partnership associations with government]. or growers’ farmers’ channels [i.e. institutional - channels of communica the inter-personal and strengthening need for improving implies a strong as in future. as well both at present of CLR, for management tion effective of farmersno formal with The presence education and up to primary high school. cation beyond interper- individual, the needed information through to target education makes them a focus group recommended of policy a for promotion Thus, channels communication. of institutional and sonal educationalthe them smallthe levels farmersprovide and target by may practices management CLR the indi- with them through communicating by practices the management needed information on forrelevant of design are paper this of results The interpersonal channels. institutional and vidual, as as well at all policy India level of aggregation such communication-based for a targeted promotion policy for successful a promotional Other being equal, things state or district level of disaggregation. major of three and improvement for include promotion may measures specific of CLR management use the In addition, and mass media. worker extension fellow farmer, channels of communication: for imple- effective based technologies also be explored may of information and telecommunication policy. of such a promotional mentation whether In this context, chemical by sprays. of CLR rieties the probability of management reduces tolerant varieties of varieties for cultivate resistant CLR substitute the CLR or not a farmer may of these va- cultivation Arabica from term assessment of cost and returns long coffee depends on results, approach, the In addition, This assessment is an important paper. of this extension rieties. conclusions and applicability of relevance and implications of this paper are for other coffee growing countries in Asia and Africa channels for- the information manage needs and communication where establish this generality empiri on - To be generally may with that of India. comparable ment of CLR be replicated in other countries. study may this cal grounds, References A Review of Information and Communication for Agriculture: “A” Dial (2011). C. Jenny Aker, India. Analysis of Arabica coffee of cost of production in Kodagu region, (2004). D.R. Babu Reddy, of Arabica of cost of production Estimation (2003). R. & Naidu, P., Shivprased, D.R., Babu Reddy, and Statistical Intelligence Market India: Bangalore, Coffee. Database on (2011). Coffee Board. Research Published by New Prairie Press, 2017 Research 84 Journal of Applied Communications, Volume 97, No. 3 • 84 Journal of Applied Communications, Vol. 97, Iss. 3 [2013], Art. 9 Art. [2013], Iss. 3 97, Vol. Communications, Applied of Journal

fee Research Station,Chikmagalur, India: Directorate of Research, Central Coffee Research of Research, Directorate India: Station,Chikmagalur, fee Research Institute. 199-206. 18, Protection, Crop for smallholders in Malawi. Net- India. nology analysis from A comparative projects of three in agricultural development: Agricultural Network. and Extension Research New Delhi: No.135, Paper work 26-35. 325-332. 20, Protection, Crop in northernholder plantations Malawi. 491-510. 10, Phytopathology, Asia. CABI-South Rawalpindi: search Station,Chikmagalur, India: Directorate of Research, Central Institute. Coffee Research of Research, Directorate India: Station,Chikmagalur, search

Coffee Board. (2009b). Coffee Varieties from CCRI: Arabica, Extension Folder No.1/2009. Cof- No.1/2009. Folder Extension Arabica, CCRI: from Varieties Coffee (2009b). Coffee Board. Prentice-Hall. York: New Analysis. Econometric (2011). H. W. Green, options Coffee pest and disease management (1999). D. & Overfield, N.A., Phiri, R.J., Hillocks, tech- Information and communication (2004). D.U.M. & Rao, Anita., Jhamtani, Shaik N., Meera, 39, Agrekon, of information technology Use in South African agriculture. (2000). G.F. Ortmann, Incidence and severity of coffee diseases in small- (2001). A. & Jeffries, R.J., Hillocks, N.A., Phiri, Review Annual of of Coffee Leaf Impact Economic in Latin America. (1972). Eugenio. Schieber, A model for ICT based services for agricultural in Pakistan. extension (2011). Muhrukh. Siraj, Coffee Board. (2009a). Diseases of Coffee Leaf Rust, Extension Folder No.17/2009. Coffee Re- No.17/2009. Folder Extension of Coffee Diseases Leaf Rust, (2009a). Coffee Board.

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DOI: 10.4148/1051-0834.1121 https://newprairiepress.org/jac/vol97/iss3/9