This is the fourth publication in the Encouraging Landscape Water Conservation Behaviors series, ... more This is the fourth publication in the Encouraging Landscape Water Conservation Behaviors series, which focuses on improving and encouraging water conservation among Florida residents who use irrigation in their home landscape. This 4-page fact sheet examines the impact of differently framed messages on Florida residents’ attitudes toward good irrigation practices and their perceived ability to implement those practices. Written by Joy Rumble, Laura A. Warner, Courtney Owens, Alexa Lamm, and Randall Cantrell, and published by the Department of Agricultural Education and Communication, June 2016.
Agriculturalists can use social media as a powerful tool for marketing their products and establi... more Agriculturalists can use social media as a powerful tool for marketing their products and establishing a brand identity. This 3-page EDIS publication, which focuses on defining social media for agriculturalist and identifying the multiple platforms agriculturalist can use, is the first in the Getting the Most out of Social Media series. The goal of this series is to help agriculturalists understand how social media can work for them. The series also discusses the various social media platforms and how to use social media strategically and wisely. Written by Jessica C. Fernandez and Joy N. Rumble, and published by the UF Department of Agricultural Education and Communication, August 2015. (Photo credit: tanuha2001/iStock/Thinkstock.com) AEC558/WC220: Getting the Most out of Social Media: What Is Social Media? (ufl.edu)
How can we encourage Florida residents who irrigate their home landscapes to adopt environmentall... more How can we encourage Florida residents who irrigate their home landscapes to adopt environmentally responsible irrigation practices? Provide them information they are interested in and deliver it through their preferred information channels. This 5-page fact sheet discusses the topics of interest to this audience and how they prefer to receive information about water-conservation practices related to their home landscaping, and makes recommendations for reaching this audience. Written by Courtney Owens, Laura Warner, Joy Rumble, Alexa Lamm, Emmett Martin, Randall Cantrell, and published by the UF Department of Agricultural Education and Communication, April 2015. (UF/IFAS Photo by Thomas Wright)
The purpose of this study was to address how being a public organization affected the public’s pe... more The purpose of this study was to address how being a public organization affected the public’s perceptions of the Florida Forest Service’s brand. Focus groups were conducted at different sites across the state with rural and urban residents. The major findings were that the public expected the brand of a public organization to be financially responsible (e.g., justify the purpose of the organization, avoid duplication between public organizations, communicating with the public without wasting money, and generating revenue), provide something valuable to individuals or the public at large (e.g., protecting forests, control through regulations, and aid, such as providing information), and to operate with integrity (e.g., being financially responsibly, communicating clearly with the public, and the organization being fair in balancing public and private interests). This research addresses a gap in research regarding the branding of public organizations. Because the study is limited by ...
This EDIS publication focusing on Florida consumers’ purchasing preferences for local food is the... more This EDIS publication focusing on Florida consumers’ purchasing preferences for local food is the fourth of the Talking Local series, a six-part EDIS publication series about Florida consumers and their perceptions of local food. This series focuses on ways Extension agents can assist Florida farmers and ranchers in the labeling, sale, and promotion of locally produced products. This series provides information about Florida consumers’ perceptions of local food to Extension faculty who are interested in local food programming or who work with local food clientele. This 5-page publication focuses on Florida consumers’ purchasing preferences for local food when presented information about where commodities are grown in Florida and the seasonality of Florida-grown products. It was written by Caroline G. Roper and Joy N. Rumble, and published by the UF Department of Agricultural Education and Communication, September 2014. AEC514/WC179: Talking Local: Florida Consumers’ Food Buying Deci...
Extension agents are finding themselves engaged in problem-solving roles as public needs adjust t... more Extension agents are finding themselves engaged in problem-solving roles as public needs adjust to a climate where issues facing the agricultural and natural resource industry are more often contentious than benign. As connectors between the Land-grant university system and the public, Extension agents need to know how to effectively communicate about contentious issues with clientele. This study used an online survey design to determine Extension agents’ attitudes toward contentious issues, challenges that they face, and effective means of communication. The findings revealed Extension agents’ attitudes toward communicating about contentious issues were more positive than negative. Additionally, they found the availability of misinformation and the complexity of contentious issues to be most challenging when communicating with clientele. One-on-one in-person, workshops, phone calls, and group meetings were identified as the most effective methods of communicating about content...
The demand for local food has risen dramatically over the last decade, and many states have creat... more The demand for local food has risen dramatically over the last decade, and many states have created brands to promote products grown within that state. However, the effect of state brands on consumer perceptions remains unknown. Extension agents serve as change agents and a bridge between science and the public to purvey information for adoption decisions. This study sought to determine if differences existed between consumers’ perceptions of food labeled local and food labeled Fresh from Florida to inform Extension programming. Florida residents (N = 530) were surveyed utilizing a between-subjects experimental design. Respondents were asked questions about their attitudes, trust and transparency, and information preferences toward food labeled Fresh from Florida or local food, depending on the experimental treatment they received. Results of this study indicated that consumers shared similar perceptions of local and Fresh from Florida food, except for the belief that Fresh from Flo...
Individuals interpret agricultural images differently according to the direct or cultural meaning... more Individuals interpret agricultural images differently according to the direct or cultural meanings they associate with the image, as well as the perspective through which they view the image. In addition, perceptions of agricultural images are commonly influenced by stereotypes. As agricultural communicators, it is important to understand the perceptions consumers have about agricultural images. Understanding these perceptions can allow communicators to use images in their communication that will promote favorable perceptions of the industry. To better understand consumers’ perceptions of agricultural images, this study asked consumers about their perceptions using focus group methodology. Four focus groups were completed with a total of 36 participants. The results indicated that elements of semiotics and perception theory were evident in the participants’ discussion. Thus, these theories combined with the results provide valuable information in regard to selecting images for commu...
This EDIS publication is written for Florida agriculturalists, Extension agents, agricultural org... more This EDIS publication is written for Florida agriculturalists, Extension agents, agricultural organizations and other individuals interested in successfully using social media to connect with their stakeholders, potential customers or other individuals. This 3-page publication focuses on describing successful ways in which an organization can use social media and getting the most out of their social media usage. Minor revision by Lauri Baker, Caroline Warwick, Jessica Fernandez, and Joy Rumble.
This EDIS publication is designed for Florida professionals, agriculturalists, organizations, and... more This EDIS publication is designed for Florida professionals, agriculturalists, organizations, and producers looking to develop a better understanding of social media platforms and get the most out of their social media usage. This publication specifically focuses on 15 practices for strategic social media use. Minor revision by Caroline R. Warwick, Lauri M. Baker, Jessica C. Fernandez, and Joy N. Rumble; published by the UF/IFAS Department of Agricultural Education and Communication; 3 pp.
To address science literacy issues, university faculty have to engage in effective science commun... more To address science literacy issues, university faculty have to engage in effective science communication. However, social pressures from peers, administration, or the public may silence their efforts. The purpose of this study was to understand the effect of the spiral of silence on faculty's engagement with science communication. A survey was distributed to a census of tenure-track faculty at the University of Florida [UF], and the findings did not support the spiral of silence was occurring. However, follow-up interviews revealed faculty did not perceive their peers to value science communication and were more concerned about how the public felt about their research and communication.
Consumer acceptance of gene-editing technologies is a major hurdle to technology use, and opposit... more Consumer acceptance of gene-editing technologies is a major hurdle to technology use, and opposition to gene-editing technologies may accompany a lack of knowledge by consumers. The purpose of this mixed-method study was to describe which method of instruction, behaviorism or constructivism, consumers preferred when learning about gene-editing and determine which method resulted in the highest amount of knowledge gained. Data were collected from eight focus groups across the country through a multiple-choice knowledge scale and open-ended questions. The qualitative results indicated that the participants preferred the behaviorism style over constructivist style due to the clarity of materials, the efficiency of time, and individual work. A large portion of participants felt the exposure to both teaching methods gave them more knowledge, that the information was interesting, and that they wanted more information. The quantitative results indicated that the behaviorist teaching method...
This 3-page publication on how to create a social media plan is part of the Getting the Most out ... more This 3-page publication on how to create a social media plan is part of the Getting the Most out of Social Media series, created for Florida professionals, business owners and individuals interested in understanding how to strategically use social media. The following sections will outline how to develop a plan to successfully adopt and maintain social media platforms for agriculturalists and Extension personnel. Minor revision by Lauri Baker, Caroline Warwick, Jessica Fernandez, and Joy Rumble.
Journal of International Agricultural and Extension Education, 2015
Data collected using survey methodology is readily used to provide insight into improving interna... more Data collected using survey methodology is readily used to provide insight into improving international agricultural and extension education programs. The evolution of survey technology has allowed educators access to a growing number of audiences; however, the escalating quantity of surveys contributes to greater survey fatigue. Utilizing multiple forms of response, such as Likert-type scales and visual analog scales, may relieve some symptoms of survey fatigue. The use of visual analog scales may allow respondents the ability to respond more freely to questions where fractional differences can hold a wealth of information. This study examined the possible advantages of utilizing visual analog scales rather than Likert-type scales in surveys. A Web-based survey was conducted with respondents randomly assigned to one of two treatments: comparison constructs in traditional Likert-type scale presentation form using radio buttons or comparison constructs with a Visual Analog Scale pres...
Lower socioeconomic groups may not learn as quickly or retain as much knowledge as higher socioec... more Lower socioeconomic groups may not learn as quickly or retain as much knowledge as higher socioeconomic groups because higher socioeconomic groups often have easier access to the relevant resources. With many health benefits associated with blueberry consumption, this study examined consumers’ knowledge level of blueberry benefits, and investigated whether a knowledge gap existed among high and low socioeconomic groups and among different demographic groups. An online survey using non-probability sampling was distributed to grocery shoppers from 31 states in the United States. Post-stratification weighting of data was used to adjust the bias resulted from non-probability sampling. The respondents answered on average more than half of the questions correctly about blueberry benefits. A knowledge gap exists between those with some college education or a college degree and those with a high school degree or lower education. While respondents demonstrated acceptable knowledge of blueber...
This is the fourth publication in the Encouraging Landscape Water Conservation Behaviors series, ... more This is the fourth publication in the Encouraging Landscape Water Conservation Behaviors series, which focuses on improving and encouraging water conservation among Florida residents who use irrigation in their home landscape. This 4-page fact sheet examines the impact of differently framed messages on Florida residents’ attitudes toward good irrigation practices and their perceived ability to implement those practices. Written by Joy Rumble, Laura A. Warner, Courtney Owens, Alexa Lamm, and Randall Cantrell, and published by the Department of Agricultural Education and Communication, June 2016.
Agriculturalists can use social media as a powerful tool for marketing their products and establi... more Agriculturalists can use social media as a powerful tool for marketing their products and establishing a brand identity. This 3-page EDIS publication, which focuses on defining social media for agriculturalist and identifying the multiple platforms agriculturalist can use, is the first in the Getting the Most out of Social Media series. The goal of this series is to help agriculturalists understand how social media can work for them. The series also discusses the various social media platforms and how to use social media strategically and wisely. Written by Jessica C. Fernandez and Joy N. Rumble, and published by the UF Department of Agricultural Education and Communication, August 2015. (Photo credit: tanuha2001/iStock/Thinkstock.com) AEC558/WC220: Getting the Most out of Social Media: What Is Social Media? (ufl.edu)
How can we encourage Florida residents who irrigate their home landscapes to adopt environmentall... more How can we encourage Florida residents who irrigate their home landscapes to adopt environmentally responsible irrigation practices? Provide them information they are interested in and deliver it through their preferred information channels. This 5-page fact sheet discusses the topics of interest to this audience and how they prefer to receive information about water-conservation practices related to their home landscaping, and makes recommendations for reaching this audience. Written by Courtney Owens, Laura Warner, Joy Rumble, Alexa Lamm, Emmett Martin, Randall Cantrell, and published by the UF Department of Agricultural Education and Communication, April 2015. (UF/IFAS Photo by Thomas Wright)
The purpose of this study was to address how being a public organization affected the public’s pe... more The purpose of this study was to address how being a public organization affected the public’s perceptions of the Florida Forest Service’s brand. Focus groups were conducted at different sites across the state with rural and urban residents. The major findings were that the public expected the brand of a public organization to be financially responsible (e.g., justify the purpose of the organization, avoid duplication between public organizations, communicating with the public without wasting money, and generating revenue), provide something valuable to individuals or the public at large (e.g., protecting forests, control through regulations, and aid, such as providing information), and to operate with integrity (e.g., being financially responsibly, communicating clearly with the public, and the organization being fair in balancing public and private interests). This research addresses a gap in research regarding the branding of public organizations. Because the study is limited by ...
This EDIS publication focusing on Florida consumers’ purchasing preferences for local food is the... more This EDIS publication focusing on Florida consumers’ purchasing preferences for local food is the fourth of the Talking Local series, a six-part EDIS publication series about Florida consumers and their perceptions of local food. This series focuses on ways Extension agents can assist Florida farmers and ranchers in the labeling, sale, and promotion of locally produced products. This series provides information about Florida consumers’ perceptions of local food to Extension faculty who are interested in local food programming or who work with local food clientele. This 5-page publication focuses on Florida consumers’ purchasing preferences for local food when presented information about where commodities are grown in Florida and the seasonality of Florida-grown products. It was written by Caroline G. Roper and Joy N. Rumble, and published by the UF Department of Agricultural Education and Communication, September 2014. AEC514/WC179: Talking Local: Florida Consumers’ Food Buying Deci...
Extension agents are finding themselves engaged in problem-solving roles as public needs adjust t... more Extension agents are finding themselves engaged in problem-solving roles as public needs adjust to a climate where issues facing the agricultural and natural resource industry are more often contentious than benign. As connectors between the Land-grant university system and the public, Extension agents need to know how to effectively communicate about contentious issues with clientele. This study used an online survey design to determine Extension agents’ attitudes toward contentious issues, challenges that they face, and effective means of communication. The findings revealed Extension agents’ attitudes toward communicating about contentious issues were more positive than negative. Additionally, they found the availability of misinformation and the complexity of contentious issues to be most challenging when communicating with clientele. One-on-one in-person, workshops, phone calls, and group meetings were identified as the most effective methods of communicating about content...
The demand for local food has risen dramatically over the last decade, and many states have creat... more The demand for local food has risen dramatically over the last decade, and many states have created brands to promote products grown within that state. However, the effect of state brands on consumer perceptions remains unknown. Extension agents serve as change agents and a bridge between science and the public to purvey information for adoption decisions. This study sought to determine if differences existed between consumers’ perceptions of food labeled local and food labeled Fresh from Florida to inform Extension programming. Florida residents (N = 530) were surveyed utilizing a between-subjects experimental design. Respondents were asked questions about their attitudes, trust and transparency, and information preferences toward food labeled Fresh from Florida or local food, depending on the experimental treatment they received. Results of this study indicated that consumers shared similar perceptions of local and Fresh from Florida food, except for the belief that Fresh from Flo...
Individuals interpret agricultural images differently according to the direct or cultural meaning... more Individuals interpret agricultural images differently according to the direct or cultural meanings they associate with the image, as well as the perspective through which they view the image. In addition, perceptions of agricultural images are commonly influenced by stereotypes. As agricultural communicators, it is important to understand the perceptions consumers have about agricultural images. Understanding these perceptions can allow communicators to use images in their communication that will promote favorable perceptions of the industry. To better understand consumers’ perceptions of agricultural images, this study asked consumers about their perceptions using focus group methodology. Four focus groups were completed with a total of 36 participants. The results indicated that elements of semiotics and perception theory were evident in the participants’ discussion. Thus, these theories combined with the results provide valuable information in regard to selecting images for commu...
This EDIS publication is written for Florida agriculturalists, Extension agents, agricultural org... more This EDIS publication is written for Florida agriculturalists, Extension agents, agricultural organizations and other individuals interested in successfully using social media to connect with their stakeholders, potential customers or other individuals. This 3-page publication focuses on describing successful ways in which an organization can use social media and getting the most out of their social media usage. Minor revision by Lauri Baker, Caroline Warwick, Jessica Fernandez, and Joy Rumble.
This EDIS publication is designed for Florida professionals, agriculturalists, organizations, and... more This EDIS publication is designed for Florida professionals, agriculturalists, organizations, and producers looking to develop a better understanding of social media platforms and get the most out of their social media usage. This publication specifically focuses on 15 practices for strategic social media use. Minor revision by Caroline R. Warwick, Lauri M. Baker, Jessica C. Fernandez, and Joy N. Rumble; published by the UF/IFAS Department of Agricultural Education and Communication; 3 pp.
To address science literacy issues, university faculty have to engage in effective science commun... more To address science literacy issues, university faculty have to engage in effective science communication. However, social pressures from peers, administration, or the public may silence their efforts. The purpose of this study was to understand the effect of the spiral of silence on faculty's engagement with science communication. A survey was distributed to a census of tenure-track faculty at the University of Florida [UF], and the findings did not support the spiral of silence was occurring. However, follow-up interviews revealed faculty did not perceive their peers to value science communication and were more concerned about how the public felt about their research and communication.
Consumer acceptance of gene-editing technologies is a major hurdle to technology use, and opposit... more Consumer acceptance of gene-editing technologies is a major hurdle to technology use, and opposition to gene-editing technologies may accompany a lack of knowledge by consumers. The purpose of this mixed-method study was to describe which method of instruction, behaviorism or constructivism, consumers preferred when learning about gene-editing and determine which method resulted in the highest amount of knowledge gained. Data were collected from eight focus groups across the country through a multiple-choice knowledge scale and open-ended questions. The qualitative results indicated that the participants preferred the behaviorism style over constructivist style due to the clarity of materials, the efficiency of time, and individual work. A large portion of participants felt the exposure to both teaching methods gave them more knowledge, that the information was interesting, and that they wanted more information. The quantitative results indicated that the behaviorist teaching method...
This 3-page publication on how to create a social media plan is part of the Getting the Most out ... more This 3-page publication on how to create a social media plan is part of the Getting the Most out of Social Media series, created for Florida professionals, business owners and individuals interested in understanding how to strategically use social media. The following sections will outline how to develop a plan to successfully adopt and maintain social media platforms for agriculturalists and Extension personnel. Minor revision by Lauri Baker, Caroline Warwick, Jessica Fernandez, and Joy Rumble.
Journal of International Agricultural and Extension Education, 2015
Data collected using survey methodology is readily used to provide insight into improving interna... more Data collected using survey methodology is readily used to provide insight into improving international agricultural and extension education programs. The evolution of survey technology has allowed educators access to a growing number of audiences; however, the escalating quantity of surveys contributes to greater survey fatigue. Utilizing multiple forms of response, such as Likert-type scales and visual analog scales, may relieve some symptoms of survey fatigue. The use of visual analog scales may allow respondents the ability to respond more freely to questions where fractional differences can hold a wealth of information. This study examined the possible advantages of utilizing visual analog scales rather than Likert-type scales in surveys. A Web-based survey was conducted with respondents randomly assigned to one of two treatments: comparison constructs in traditional Likert-type scale presentation form using radio buttons or comparison constructs with a Visual Analog Scale pres...
Lower socioeconomic groups may not learn as quickly or retain as much knowledge as higher socioec... more Lower socioeconomic groups may not learn as quickly or retain as much knowledge as higher socioeconomic groups because higher socioeconomic groups often have easier access to the relevant resources. With many health benefits associated with blueberry consumption, this study examined consumers’ knowledge level of blueberry benefits, and investigated whether a knowledge gap existed among high and low socioeconomic groups and among different demographic groups. An online survey using non-probability sampling was distributed to grocery shoppers from 31 states in the United States. Post-stratification weighting of data was used to adjust the bias resulted from non-probability sampling. The respondents answered on average more than half of the questions correctly about blueberry benefits. A knowledge gap exists between those with some college education or a college degree and those with a high school degree or lower education. While respondents demonstrated acceptable knowledge of blueber...
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