Mark Tucker

Preferred sources and channels of soil and water conservation information among farmers in three midwestern US watersheds

Abstract This research examines farmers’ use of various sources and channels of conservation information in three midwestern US watersheds. A primary objective was to determine perceptual and farm structure factors influencing the use of particular information sources for farm-level decision-making. Data were collected from 1011 farm operators, the Maquoketa River watershed in east-central Iowa, the Lower Minnesota River watershed in southeast Minnesota, and the Darby Creek watershed in central Ohio. Respondents were asked to indicate frequency of use for 22 sources of conservation information identified from the literature and to rank the perceived importance of 11 of the most common communication channels for accessing agricultural information. Factor analysis was used to reduce the number of information sources to a smaller set of variables that explained much of the variance of the original data set. Selected elements of diffusion, risk communication, and farm structure theories were used to interpret the factor loadings and to identify predictors of information use. Regression analysis was used to test the communication source models developed for the overall data set and for each state. Descriptive findings revealed that farmers use multiple sources and channels when accessing soil and water conservation information. Substantial differences in information-use patterns were noted among the study watersheds. The results of the factor analysis showed that the 22 information sources could be categorized into six overarching groups based on their intercorrelation. The regression models were shown to vary widely in their predictive capacity, explaining from 1 to 29% of the total variance in source use. The variability noted among farmers’ information-use patterns and perceptions across the three study areas casts doubt on the value of broad-based or “shotgun” approaches for delivering agricultural information. The use of factor analysis has promise in future studies as a valuable tool for developing empirical measures of information use and improving measurement of key theoretical constructs in agricultural communication.

The social, economic and institutional factors affecting adoption of soil conservation practices: the Asian experience

Abstract The purpose of this paper is to discuss social, economic and institutional factors affecting adoption and continued use of soil conservation practices at the farm level in Asia. Macrosocial factors discussed are population pressure on land resources, poverty, land tenure and national development policies. Microsocial factors selected for examination are awareness of conservation practices, access to information systems, profitability of soil conservation practices, and value orientations of land operators. It is concluded that programs designed to facilitate adoption of soil conservation practices at the farm level in Asia must address macrosocial factors as well as microsocial factors or they will probably not be successful. Specific recommendations for the development of intervention strategies are presented.

Determinants of perceived agricultural chemical risk in three watersheds in the Midwestern United States

Abstract Recent epidemiologic research on the relationship between agricultural chemical use and human health has focused on possible risks to both farmers and nonfarm publics through such avenues as airborne chemical drift and contamination of drinking water. While agricultural chemical use has been defined as a public health issue, decisions about applying chemicals are made primarily by individual farmers who consider not only highly publicized health and environmental risks but also potentially severe economic risks of not using chemicals for production of food and fiber. The critical decision-making role played by farmers relative to agricultural chemical use creates a need for accurate information on their perceptions of various chemical-related hazards and the factors that may influence such judgments. Understanding farmers’ perceptions toward agricultural chemical risk is essential to formulate effective risk-mitigation programs and policies and to target educational and technical assistance programs that encourage sound chemical practices at the farm level. This paper reports findings from a study of 1011 farm operators in three Midwestern watersheds in Ohio, Iowa, and Minnesota to assess their perceptions of risk associated with use of agricultural chemicals. A theoretical model developed from components of social learning, risk perception, and farm structure theories is used to identify predictors of agricultural chemical risk. Findings show that farmers in the three watersheds do not view agricultural chemical use as a serious health or environmental hazard. Regression findings provide partial support for the theoretical model. The statistical models explained from 30 to 37% of the variance in farmers’ risk perceptions in the three study watersheds. Findings are discussed in the context of developing future education/information programs in the three watersheds.

Awareness and Concern about Large-Scale Livestock and Poultry: Results from a Statewide Survey of Ohioans*

The development of large-scale livestock facilities has become a controversial issue in many regions of the U.S in recent years. In this research, rural-urban differences in familiarity and concern about large-scale livestock facilities among Ohioans is examined as well as the relationship of social distance from agriculture and trust in risk managers to concern about large-scale livestock facilities. Findings from a survey of Ohio residents reveal few differences between rural and urban Ohioans, although country, nonfarm residents were more likely than others to be aware of the issues. Greater trust of farmers was found to be related to lower levels of livestock concern. Environmental concern was strongly related to overall concern about large-scale livestock development, while perceptions of economic benefits of livestock production were associated with lower overall concern. In general, the findings contribute to improved understanding of the increasingly complex relationship between farming and the social setting within which it occurs.

The Influence of Perceived Food Risk and Source Trust on Media System Dependency

Consumers regularly identify food safety as an issue of great concern. They also consistently rank mass media as a primary source of food safety information. The purpose of this study was to investigate Ohioans’ levels of media system dependency and to assess the role of source trust and perceived food risk factors in influencing this dependency. Mail survey techniques were used to collect data from a sample of 7,976 Ohio residents. Data are reported for 4,014 respondents, for a 56 percent response rate. Traditional media, such as newspapers and television news, were perceived by respondents to be the most helpful among the media formats assessed. Moderate levels of perceived risk were found for the food safety items assessed. Pesticide residues in food and contamination of drinking water generated the highest levels of perceived risk. Relative to perceived source trust, physicians and scientists were evaluated most favorably, ahead of farmers and growers, the U.S. Department of Agriculture, and Extension. Regression findings indicate that perceived trust in government and expert sources were the two best predictors of media dependency, followed by perceived food safety risk. Findings have implications for food safety communicators and journalists communicating with at-risk audiences about the safety of their food supply. This research is available in Journal of Applied Communications: https://newprairiepress.org/jac/vol88/iss1/1

Level of Preparedness for Managing Crisis Communication on Land-Grant Campuses

Crisis situations can occur in any organization. Because they attract media attention and public scrutiny, crises demand effective intervention and response. Despite their importance, there has never been an inventory of crisis communication readiness at land-grant universities. This study used mail survey techniques to query communication administrators at 1862 and 1890 U.S. land-grant colleges of agriculture as to the level of preparedness that exists for handling crisis situations at their institutions. A major finding was that only about 60 percent of land-grant universities have a central crisis communication plan. Nearly one third of the respondents were unaware of a crisis communication plan at their university. Official crisis plans were most often found at the university level, followed by extension. Experiment station crisis plans were reported by fewer than one fourth of respondents, an alarming finding since research programs and facilities are considerably more susceptible to public outcry or threats from fringe groups. It was determined that faculty and staff are often not aware of crisis plans in place at their institutions and that communication professionals have limited involvement in the development of such plans. Findings highlight the need for communication professionals to be more proactive in assuring that crisis communication plans are in place and that they are involved in their development. Creative Commons License This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License. This research is available in Journal of Applied Communications: http://newprairiepress.org/jac/vol88/iss3/1 Journal of Applied Communications, Vol. 88, No. 3, 2004 / 7 Research JAC, Vol. 88, No. 3, 2004, 7-20, ©ACE Level of Preparedness for Managing Crisis Communication on Land-Grant Campuses Larry R. Whiting, Mark Tucker, and Sherrie R. Whaley

Enhancing Professionalism in Academic Agricultural Communications Programs: The Role of Accreditation.

Enhancing professionalism in agricultural and applied communications has been an important topic of discussion among ACE members in recent years. Developing strategies to increase prestige and recognition of this specialized field are of particular interest to ACE members involved in administering academic programs in agricultural communications and agricultural journalism. One of the measures under consideration to bolster recognition is the development of accreditation standards and procedures that would allow for “certification” of academic programs. Among the often-cited advantages of accreditation are increased uniformity of curricula and the development of formal qualitycontrol mechanisms. However, if accreditation standards and procedures are to be implemented successfully, more information is needed on the overall accreditation process, how it has been used in other disciplines, and what factors should be considered in applying it to agricultural communications. This paper attempts to fill this void by providing an overview of the accreditation process and a review of the accreditation literature to identify important issues in developing and implementing such programs. In addition, results from an electronic mail survey of academic agricultural communications program faculty are provided to document their perceptions of the need and role of accreditation in this field. The authors argue that development of a structured accreditation process is not in the best interest of agricultural communications at this time. The paper concludes with a set of discussion items and recommendations for agricultural communications faculty to consider in weighing for themselves the merits of national accreditation standards. Authors Mark Tucker, Sherrie R. Whaley, Larry Whiting, and Robert Agunga This research is available in Journal of Applied Communications: https://newprairiepress.org/jac/vol86/iss1/1 28 / Journal of Applied Communications, Vol. 86, No.1, 2002 Enhancing Professionalism in Academic Agricultural Communications Programs: The Role of Accreditation Mark Tucker Sherrie R. Whaley Larry Whiting Robert Agunga This paper was presented at the 2002 annual meeting of the Agricultural Communicators in Education in Savannah, Georgia. The authors acknowledge the assistance of Research Associate Reyna Layton in helping prepare this manuscript. Abstract Enhancing professionalism in agricultural and applied communications has been an important topic of discussion among ACE members in recent years. Developing strategies to increase prestige and recognition of this specialized field are of particular interest to ACE members involved in administering academic programs in agricultural communications and agricultural journalism. One of the measures under consideration to bolster recognition is the development of accreditation standards and procedures that would allow for “certification” of academic programs. Among the often-cited advantages of accreditation are increased uniformity of curricula and the development of formal qualitycontrol mechanisms. However, if accreditation standards and procedures are to be implemented successfully, more information is needed on the overall accreditation process, how it has been used in other disciplines, and what (continued) Sherrie WhaleyEnhancing professionalism in agricultural and applied communications has been an important topic of discussion among ACE members in recent years. Developing strategies to increase prestige and recognition of this specialized field are of particular interest to ACE members involved in administering academic programs in agricultural communications and agricultural journalism. One of the measures under consideration to bolster recognition is the development of accreditation standards and procedures that would allow for “certification” of academic programs. Among the often-cited advantages of accreditation are increased uniformity of curricula and the development of formal qualitycontrol mechanisms. However, if accreditation standards and procedures are to be implemented successfully, more information is needed on the overall accreditation process, how it has been used in other disciplines, and what (continued) Sherrie Whaley Robert Agunga Research 1 Tucker et al.: Enhancing Professionalism in Academic Agricultural Communications Published by New Prairie Press, 2017 Journal of Applied Communications, Vol. 86, No.1, 2002/ 29 factors should be considered in applying it to agricultural communications. This paper attempts to fill this void by providing an overview of the accreditation process and a review of the accreditation literature to identify important issues in developing and implementing such programs. In addition, results from an electronic mail survey of academic agricultural communications program faculty are provided to document their perceptions of the need and role of accreditation in this field. The authors argue that development of a structured accreditation process is not in the best interest of agricultural communications at this time. The paper concludes with a set of discussion items and recommendations for agricultural communications faculty to consider in weighing for themselves the merits of national accreditation standards. Introduction Since the early 1900s, when agricultural communications first emerged as an occupational area in higher education, its practitioners have struggled for recognition as professionals both within and outside the academy. While significant progress has been made, many agricultural communicators continue to believe that the field has not achieved the professional recognition it deserves. Discussions about enhancing the discipline’s professional recognition have been especially prevalent among ACE members responsible for administering academic programs in agricultural communications. These agricultural communicators often must navigate between two worlds–the academic world in which quality of research and teaching are the major criteria governing promotion and tenure, and the practitioner world in which applied communications skills are valued most highly (Boone et al., 2000). Striking a proper balance between academic and applied communications tasks is a challenge for both individual Research 2 Journal of Applied Communications, Vol. 86, Iss. 1 [2002], Art. 1 https://newprairiepress.org/jac/vol86/iss1/1 DOI: 10.4148/1051-0834.2166 30 / Journal of Applied Communications, Vol. 86, No.1, 2002 faculty members and the teaching programs and curricula they administer. Agricultural communications curriculum development is particularly complex because of the widely different world views held by various stakeholders. For instance, employers and students tend to place the highest value on applied skills needed in the work place, while academicians place a higher premium on graduate-level course work and research. Meanwhile, university administrators often tend to rely on agricultural communications as a general education training ground for such skills as public speaking or writing. At many universities, general education courses have relatively large enrollments and may require a majority of an agricultural communications faculty member’s time. One of the results of competing stakeholder influences on agricultural communications academic programs is that the programs vary widely in scope and description (Reisner, 1990; Doerfert & Cepica, 1991). Such diversity in programs had led to calls by some for curriculum reform and quality control of academic programs. In 1993, a national summit in Kansas City for faculty and professionals involved with agricultural communications and journalism addressed the problems of the field. A committee was charged to develop a mission-vision statement with the idea that it would provide more direction and consistency for individual academic programs (C.E. Paulson, personal communication, February 28, 1994). That document was approved in 1994 by those who attended the conference. It had 15 “value” statements that embraced such goals as increased diversity in the programs, development of critical thinking skills in students, an improved understanding of the differences between journalism and public relations, and the necessity for expanded research in agricultural communications. Unfortunately, this document has largely been forgotten. More recent calls have been made for the possible development of an accreditation process for agricultural communications to help define and ensure quality of individual programs. Research conducted by Weckman et al. (2000) revealed that more than half of 22 agricultural communications programs favored the development of a national accreditation program. Research 3 Tucker et al.: Enhancing Professionalism in Academic Agricultural Communications Published by New Prairie Press, 2017 Journal of Applied Communications, Vol. 86, No.1, 2002/ 31 The argument for accreditation is that it could help enhance recognition and prestige of programs not only among industry professionals, but also among other faculty and administrators at home institutions, which could help justify additional resources and faculty. While accreditation does represent one possible avenue for enhancing professionalism of academic agricultural communications programs, very little attention has been focused on the feasibility or challenges of implementing such a process. This paper seeks to fill that void in the literature by providing an overview of the purpose of accreditation, followed by implications that should be considered in the unique case of agricultural communications. Findings from a national e-mail survey of agricultural communications faculty also are provided to help encourage further discussion on accreditation and related issues.

Demystifying the Puzzle of Applied Communications Research

While research capabilities in agricultural and applied communications have increased substantially in recent years, there is still room for improvement. The shortcomings in applied communications research result largely from confusion and misunderstanding about the research process. As an alternative to the technical treatments provided in conventional research methods textbooks, this paper proposes a userfriendly “puzzle” schema to help practitioners understand and address the essential elements in planning applied communications research. The authors provide an overview of the framework and its component parts, followed by a brief discussion of common myths surrounding the research process. A central point is that bypassing or truncating essential research components can jeopardize the validity of findings in applied communications research. The approach advocated here differs from conventional methodology approaches in that it allows for more fluidity in the research planning process. Recommendations for improving the applied communications research base are provided for both individuals and the profession

An Approach to Measuring Impact and Effectiveness of Educational Science Exhibits

Exhibits are among the oldest educational media still in wide use today, and they continue to serve a particularly important role in a range of Extension and nonformal science communication settings. While agricultural and applied communicators have an established tradition of evaluating various information channels and media, there is very little published work in the discipline that describes procedures for measuring the performance or impact of educational exhibits. Evaluation is often complicated by the placement of educational exhibits in unique venues such as fairs and shopping malls that may not lend themselves to conventional research procedures or learning metrics associated with formal education settings. This professional development paper draws from the free-choice learning literature to describe some of the special challenges that can arise in the evaluation of educational exhibits. The authors then introduce an evaluation strategy used successfully in measuring the impact and effectiveness of multiple educational exhibits over a four-year span. Developed largely from the museum-studies literature and replicated through evaluations with several exhibits, the mixed-methods strategy described here can be tailored to meet applied communicators’ specialized evaluation needs and resources. Following a discussion of this approach, the authors draw on their collective experience in sharing 10 practical steps to help frame the essential phases of a successful exhibit evaluation process.

Why We Need the Journal of Applied Communications: A Lesson From The Andy Griffith Show

Editorial: The expression goes that life imitates art.