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KNOWLEDGE AND PERCEPTIONS OF AGRICULTURE PRACTICES AND LEGISLATION RELATED TO SOCIAL INFLUENCES AS PREDICTORS OF VOTING ON AGRICULTURE POLICY

Goodwin, Joy Noel

Abstract Details

2010, Master of Science, Ohio State University, Agricultural and Extension Education.

Animal protection legislation continues to be prevalent on U.S. political agendas, therefore, it is important for agriculture communicators to be able to communicate with stakeholders about the economic and social value of agriculture. In addition, as animal rights lobbying organizations continue to improve and strengthen their public presence, it is critical that agricultural communicators make the public aware and informed of agricultural issues through increased use of mass media technologies. This study sought to examine the agricultural presence in a technologically advanced social networking medium as well as to gain an understanding of consumers’ knowledge of agriculture. This study was unique in that it assessed this information and then related it to the voting outcomes of two different animal protection legislation bills. Theories used to guide this study included messaging appeals, social cognitive theory, social learning theory, cognitive dissonance theory, semiotics, and knowledge gap.

A content analysis was performed on a census of 111 YouTube videos related to California Proposition 2. In addition, 508 questionnaires were collected from voluntary participants at the 2009 Ohio State Fair. Basic descriptive quantitative statistics were completed on the data. In addition, open coding was used to analyze the qualitative portions of the study.

Results of this study suggest that the YouTube videos related to Proposition 2 mostly supported the issue, while only a small fraction opposed the proposition. In addition, the majority of the videos used emotional messaging appeals while rational appeals were used on a less frequent basis. Findings from the questionnaire indicate that consumers do not differentiate between animal rights and animal welfare. Consumers reported positive regards for the humane treatment of animals and perceived that the majority of farmers raised their animals in a humane manner. Most of the participants knew that the majority of livestock were raised in conventional livestock housing systems, but indicated that traditional housing was more humane. Participants expressed that traditional livestock housing produced the healthiest animals, but conventional housing was most protected from disease. In addition, consumers identified that traditional housing would produce the safer and most wholesome food, while conventional housing would produce more consumer friendly prices. The majority of respondents were unaware of livestock legislation that had passed in six states and were also unable to accurately describe the difference between HSUS and a local humane society. Lastly, the participants favored the idea of an Ohio Livestock Care Standards Board now known as Issue 2.

Suggestions were made for further research. In addition, recommendations were made to agricultural communicators and educators. These recommendations included suggestions for improving agricultural campaigns, further research ideas, and educational suggestions.

Emily Rhoades, PhD (Advisor)
Robert Birkenholz, PhD (Committee Member)
160 p.

Recommended Citations

Citations

  • Goodwin, J. N. (2010). KNOWLEDGE AND PERCEPTIONS OF AGRICULTURE PRACTICES AND LEGISLATION RELATED TO SOCIAL INFLUENCES AS PREDICTORS OF VOTING ON AGRICULTURE POLICY [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1274705418

    APA Style (7th edition)

  • Goodwin, Joy. KNOWLEDGE AND PERCEPTIONS OF AGRICULTURE PRACTICES AND LEGISLATION RELATED TO SOCIAL INFLUENCES AS PREDICTORS OF VOTING ON AGRICULTURE POLICY. 2010. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1274705418.

    MLA Style (8th edition)

  • Goodwin, Joy. "KNOWLEDGE AND PERCEPTIONS OF AGRICULTURE PRACTICES AND LEGISLATION RELATED TO SOCIAL INFLUENCES AS PREDICTORS OF VOTING ON AGRICULTURE POLICY." Master's thesis, Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1274705418

    Chicago Manual of Style (17th edition)