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PERCEPTIONS OF THE PORK INDUSTRY AND AGRICULTURE PRACTICES RELATED TO AGRICULTURAL CRISIS COMMUNICATION AND MEDIA USE

Weing, Stacie

Abstract Details

2011, Master of Science, Ohio State University, Agricultural and Extension Education.
Food related crises continue to be prevalent both on and off the U.S. farm scene, therefore, it is important for agricultural communicators to be able to communicate with stakeholders about the economic and social value of agriculture. In addition, as media groups and outside informative 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 and education efforts. This study sought to examine the agricultural knowledge of consumers in a predominantly urban market as well as to gain an understanding of consumers’ specific knowledge of pork products and the pork industry. This study was unique in that it also assessed crisis communication and risk situations in an agricultural context. Theories used to guide this study included social marketing, exchange theory, participatory theory, protection motivation theory, situational crisis communication theory, attribution theory, cognitive dissonance and media use. To complete this study, 106 questionnaires were collected from voluntary participants at two public events in Columbus, OH. Basic descriptive quantitative statistics were completed on the data. In addition, open coding was used to analyze the qualitative portions of the study. Results from the study showed that participants possessed some knowledge of agriculture, but often did not know much about pork products or the pork industry. Most survey participants held a high regard for how animals were cared for but were uninformed concerning general agricultural and livestock specific practices. Additionally, media portrayal and lack of exposure to agricultural news outlets and educational entities tend to limit or influence respondents perceptions and qualitative responses.
Emily Rhoades (Advisor)
Robert Birkeholz (Committee Member)
103 p.

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Citations

  • Weing, S. (2011). PERCEPTIONS OF THE PORK INDUSTRY AND AGRICULTURE PRACTICES RELATED TO AGRICULTURAL CRISIS COMMUNICATION AND MEDIA USE [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1298482572

    APA Style (7th edition)

  • Weing, Stacie. PERCEPTIONS OF THE PORK INDUSTRY AND AGRICULTURE PRACTICES RELATED TO AGRICULTURAL CRISIS COMMUNICATION AND MEDIA USE. 2011. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1298482572.

    MLA Style (8th edition)

  • Weing, Stacie. "PERCEPTIONS OF THE PORK INDUSTRY AND AGRICULTURE PRACTICES RELATED TO AGRICULTURAL CRISIS COMMUNICATION AND MEDIA USE." Master's thesis, Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1298482572

    Chicago Manual of Style (17th edition)