Journal of Applied Communications

Volume 97 | Issue 3 Article 7

Narrowing the Farm-to-Plate Knowledge Gap through Semiotics and the Study of Consumer Responses Regarding Livestock Images Joy N. Rumble

Emily B. Buck

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Recommended Citation Rumble, Joy N. and Buck, Emily B. (2013) "Narrowing the Farm-to-Plate Knowledge Gap through Semiotics and the Study of Consumer Responses Regarding Livestock Images," Journal of Applied Communications: Vol. 97: Iss. 3. https://doi.org/10.4148/ 1051-0834.1117

This Research is brought to you for free and open access by New Prairie Press. It has been accepted for inclusion in Journal of Applied Communications by an authorized administrator of New Prairie Press. For more information, please contact [email protected]. Narrowing the Farm-to-Plate Knowledge Gap through Semiotics and the Study of Consumer Responses Regarding Livestock Images

Abstract It has been suggested that a farm-to-plate knowledge gap exists between farmers and consumers. In addition, previous studies have concluded that U.S. citizens do not have accurate knowledge or perceptions about agriculture. It is thought that this absence of knowledge and existing misconceptions may be due to the images consumers see regularly through the media. In this research study, researchers used a directly administered questionnaire to evaluate consumers’ responses regarding the comparison of two livestock images. The tudys was conducted at the 2009 Ohio State Fair. Through voluntary participation, research participants answered questions regarding their perceptions of traditional and conventional livestock housing methods by viewing two images. In addition, participants were asked to justify each of their responses through oral reasoning. Questionnaires were completed by 508 participants, of which 502 were deemed usable. Results indicate participants are somewhat knowledgeable about livestock housing methods, but the perceptions and justifications of the respondents are not always accurate. The er sults also indicate agricultural images, as well as images regularly seen in the media, may influence such perceptions. In order to narrow the farm-to-plate knowledge gap, it is important for the agriculture industry to effectively improve the knowledge and perceptions of agriculture amongst consumers.

Keywords semiotics, directly administered questionnaire, agricultural knowledge, agricultural perceptions, images, knowledge gap theory

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This research is available in Journal of Applied Communications: http://newprairiepress.org/jac/vol97/iss3/7 Research 1 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. Rumble and Buck: Narrowing the Farm-to-Plate Knowledge Gap through Semiotics and t and Semiotics through Gap Knowledge Farm-to-Plate the Narrowing Buck: and Rumble

“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 2 Journal of Applied Communications, Volume 97, No. 3 • 58 Journal of Applied Communications, Vol. 97 [2013], Iss. 3, Art. 7 Art. Iss. 3, [2013], 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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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 4 Journal of Applied Communications, Volume 97, No. 3 • 60 Journal of Applied Communications, Vol. 97 [2013], Iss. 3, Art. 7 Art. Iss. 3, [2013], 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: 10.4148/1051-0834.1117 http://newprairiepress.org/jac/vol97/iss3/7 Research 5 Journal of Applied Communications, Volume 97, No. 3 • 61 ceptions of conventional and traditional livestockOhio. housing in and traditional of conventional ceptions to livestock housing related and disease as of animal health ceptions and consumer food of safe products wholesome and ceptions Rumble and Buck: Narrowing the Farm-to-Plate Knowledge Gap through Semiotics and t and Semiotics through Gap Knowledge Farm-to-Plate the Narrowing Buck: and Rumble

Evaluate consumers’ per consumers’ Evaluate Evaluate consumers’ per consumers’ Evaluate per 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 methods. friendly to livestock prices housing methods. as related 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 6 Image B Image Journal of Applied Communications, Volume 97, No. 3 • 62 Journal of Applied Communications, Vol. 97 [2013], Iss. 3, Art. 7 Art. Iss. 3, [2013], 97 Vol. Communications, Applied of Journal Image A Image . Image A was shown to participants to represent conventional livestock housing. Image B Image livestockhousing. conventional participantsto shown was A represent Image 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

Figure 1 represented traditional 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 8 %

20.7 48.2 30.5 respondents were asked in what image asked in what image were respondents Journal of Applied Communications, Volume 97, No. 3 • 64 f 104 242 153 Journal of Applied Communications, Vol. 97 [2013], Iss. 3, Art. 7 Art. Iss. 3, [2013], 97 Vol. Communications, Applied of Journal 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 10 Journal of Applied Communications, Volume 97, No. 3 • 66 Journal of Applied Communications, Vol. 97 [2013], Iss. 3, Art. 7 Art. Iss. 3, [2013], 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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DOI: 10.4148/1051-0834.1117 http://newprairiepress.org/jac/vol97/iss3/7 Research 11 Journal of Applied Communications, Volume 97, No. 3 • 67 Rumble and Buck: Narrowing the Farm-to-Plate Knowledge Gap through Semiotics and t and Semiotics through Gap Knowledge Farm-to-Plate the Narrowing Buck: and Rumble

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 12

ess/ http://www.avma.org/pr

Journal of Applied Communications, Volume 97, No. 3 • 68 Journal of Applied Communications, Vol. 97 [2013], Iss. 3, Art. 7 Art. Iss. 3, [2013], 97 Vol. Communications, Applied of Journal . R. Baldwin, S. D. Perry & M. A. Moffitt (Eds.), Communication theories for Communication (Eds.), Moffitt A. & M. Perry D. S. Baldwin, R. . nfining farm animals. News. Retrieved from Retrieved from News. farm animals. nfining .fb.org/index.php?fuseaction=newsroom.newsfocus&year=2007&file=nr0107 . Retrieved from Retrieved from .

everyday life (pp.259-274). Boston, MA: Pearson Education, Inc. Inc. Education, Pearson MA: Boston, everyday life (pp.259-274). perspectives. In J perspectives. standards for co standards Agriculture http://www g.html with urban Americans. The Voice of Agriculture. Retrieved from http://www.fb.org/index. Retrieved from of Agriculture. Voice The with urban Americans. php?fuseaction=newsroom.newsfocus&year=2001&file=nr1106.html releases/080826_avma_statement_california_proposition2.pdf Wadsworth. Thomson Canada: (7th ed.). Agricultural advertising effective caminformationshould use this to produce communicators - those who participated not generalizable are beyond of this study this study and in The results

merican Veterinaty Medical Association, (2008, August). AVMA statement on proposition 2 proposition statement on AVMA August). (2008, Medical Association, mericanVeterinaty A

References out and communicate reach must Agriculture November). (2001, Bureau. American Farm of Voice The attack animal agriculture. Activists January). (2007, Bureau. American Farm in education to research Introduction (2006). C. & Sorensen, A., Razavieh, C., L. Jacobs, D., Ary, values and Critical theories media shape culture, of how (2004). S. A. Wolfe, & R. J. Blaney, of those respondents who answered image B did so not because they thought it was cheaper, but because so not B did image they it was cheaper, thought who answered respondents of those housing situation. a traditional from extra willingbecause for to pay products they were specifically as to effectivelywell as educate about agriculture, consumers paigns for agriculture, that show The findings gap. the farm-to-plate knowledge to narrow in order livestock production, and justifications but the perceptions about agriculture, somewhat knowledgeable were respondents This is somewhat surprising as the participants an demonstrated not always were accurate. provided agricultural the walking through and choosing building at the state fair to by in agriculture interest indicated that has - con research aligns with previous this finding However, participate in the study. - & Macht Birkenholz, often are of agriculture inaccurate (Frick, and perceptions knowledge sumers’ provides it In addition, 1988). Council, Research National 2006; Duncan 1995; & Broyles, mes, agricultural interpreting through images. are valuable information what consumers about have may study in this used location the incentive and Additionally, useable responses. provided those who do not support and discouraged of animal-based the consumption biased this research of the nature the volunteer influenced by been have may Participants participating. from products or the exhibits other participants, the survey administrators, individuals in the building, participants, analysis evaluateto data this on demographics the if conducted be should Further building. the in venue different at a This study should be replicated to their responses. of the participants related are replication Further of the population. selection a wider to get sampling in order random and through analysis A chi-square of these should also include in a rural sampling as an urban as well venue venue. - relation to the in regard valuable results provide would responses geographical samples and image thus indicating if of agriculture, and perceptions and knowledge geographicalship between region gap is widespread. the farm-to-plate knowledge

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DOI: 10.4148/1051-0834.1117 http://newprairiepress.org/jac/vol97/iss3/7 Research 13 Kenney

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DOI: 10.4148/1051-0834.1117 http://newprairiepress.org/jac/vol97/iss3/7