Lauri M. Baker

Productive Pinning: A Quantitative Content Analysis Determining the Use of Pinterest by Agricultural Businesses and Organizations

In recent years social media sites have experienced rapid growth among users, specifically the image-based site Pinterest. The purpose of this study was to investigate how agricultural producers and businesses were using Pinterest. A sample of 428 Pinterest users were evaluated using a quantitative content analysis to determine basic information about how Pinterest was used and the presence of four possession rituals: personalizing, claiming, sharing, and storing and hoarding. The research objectives of this study included (1) determining the number of businesses and organizations using Pinterest, (2) identifying what possession rituals are most prominently utilized by agribusinesses and agricultural organizations on Pinterest, and (3) determining what segment of the agricultural industry is represented on Pinterest the most. The results indicated agricultural producers and businesses are utilizing Pinterest but progress is still warranted. More specif ically, the results revealed agriculture’s use of Pinterest is highly personalized, with the most room for improvement being in the area of sharing content agriculturists generate themselves.

Totally Transparent: A Qualitative Study About the Impact of Farm Tours on Bloggers

Producers and agricultural organizations often struggle to effectively and efficiently communicate agricultural practices and values across the green divide. Additionally, producers and agricultural communication professionals must compete with inflammatory or misleading statements communicated to uninformed consumers via the blogosphere and rapidly disseminated on social media. Many organizations are beginning to implement agritourism events as a way of educating the consumer and influential bloggers. This study utilized semi-structured interviews to explore the perceptions, attitudes, and experiences of four bloggers who were invited to a three-day agritourism event. Results showed participants identified personal exposure to transparent farmers yielded an increase in knowledge and appreciation of farming practices that positively impacted their trust in the American farmer and food system. This study expands upon current research being conducted on agritourism events, transparency, and expectancy violations theory and suggests organizations structure agritourism events in such a way as to demonstrate transparency and positively violate the expectations bloggers may have regarding agricultural producers.

Ask the Audience: Determining Organizational Identity of a State Extension Agency

This study explored organizational identity of one state extension agency to determine strategies for building future messaging in external branding materials. Thirty-nine focus groups were conducted to assess how internal audiences (employees and board members) perceive, feel, and think about the organization. Two of the 15 major themes found were 1) Extension is a link between the university and the people and 2) Extension provides research-based, credible information. Participants identified strongly with the vision statement and official slogan communicated by leaders prior to the study. The organization should build upon this identity when solidifying a brand image. Previous research indicates Extension should also proceed with caution regarding the themes of providing valuable services and information for low or no cost and not selling anything.

Managing Extension’s Internal Brand: Employees’ Perceptions of the Functions and Descriptors of Extension

Employees of UF/IFAS Extension were surveyed to determine their perceptions of the brand’s core identity. More specifically, they evaluated the importance of various functions the organization provides and the effectiveness of various terms for describing Extension work. Respondents included county faculty, county non-faculty, state faculty, and state non-faculty to gain perspectives of groups representing Extension’s brand in Florida. Results indicated employees perceived the core functions were providing research-based information, helping solve problems, providing training for clientele, and providing expertise. Education, training, and providing solutions were perceived to be the most effective terms for describing Extension work to the public. Given that these terms are viewed as most effective internally, these terms should also be used in external communications to provide consistency. “Extension” as a term was not viewed as particularly effective for representing to the public what Extension does. When comparing groups of Extension personnel, there were statistically significant differences, indicating Extension lacks a shared identity across the organization, which could be harmful. State-level faculty, in particular, had less positive viewpoints compared to other respondent groups. It was recommended that interactions be increased between state-level and county-level employees to help mitigate potential issues that would arise because of the organization being geographically distributed in the state and to help build shared identity. Future research was recommended to address the public’s views of functions and descriptors of Extension,

The Impact of New Media on Policy Affecting Agriculture

New media have changed the way people communicate and transfer information, but their effects on agendasetting and the transfer of salience of objects and attributes have not been explored empirically. This study utilized a quantitative content analysis to determine how the blogosphere affects the agricultural policy agenda by analyzing a specific piece of policy that has the potential to effect agriculture. Results indicate a significant predictive relationship of the blogosphere agenda, media agenda, interest group agenda, and public agenda to the policy agenda. This adds new information on agenda-setting in an online environment by concluding agenda-setting occurs in new media environments similarly to traditional media environments. Future studies should consider the influence of the blogosphere on the political agenda.

Managing Media Relations: Determining the Reputation of Land Grant Institutions from the Perspective of Media Professionals

In recent years, the land grant university has struggled with public awareness outside of its traditional audiences, indicating a potential disconnect between the general public and the media. The purpose of this study was to assess the perceptions and awareness of media with regard to the image and reputation of the University of Florida’s Institute of Food and Agricultural Sciences (UF/IFAS). A sample of 150 state and local media professionals was surveyed to assess perceptions and awareness of UF/IFAS. The results indicated that the media’s perceptions of UF/IFAS image and reputation were positive, but their awareness of the institution’s range of program areas was low. Media professionals consider the information provided by UF/ IFAS to be credible, useable, and newsworthy. Respondents said the environment, followed by disaster preparation and recovery were the most important topics to their target audience, while the least important topics to their target audience were 4-H youth development and agriculture. Media professionals were more likely to use UF/IFAS as a source for agriculture and natural resource topics than other topics. Other universities should consider conducting similar research to develop a body of knowledge on media relations at land grant institutions.