Recent research indicates that the majority of respondents in nineteen of thirty-four countries feel their food is less safe than 10 years ago. Concerns over food safety may result in elevated levels of perceived risk, particularly when fuelled by intense media coverage. The purpose of this study was to assess OhioansÕ perceptions of various food safety risks and to identify factors influencing risk judgments. Mail survey data are reported for 4014 respondents with a total response rate of 56%. Findings reveal moderate perceived levels of risk for the food safety items assessed. Pesticide residues in food and contamination of drinking water generated the highest levels of perceived risk, while mad cow disease and genetically modified foods generated the lowest levels of perceived risk. Regression results indicate that attitude toward biotechnology was the strongest predictor of perceived risk, followed by perceptions of media system dependency. Findings from this research can assist food safety specialists in developing more effective education and risk communication programmes for target audiences.

Data were collected from 902 rural and urban residents of Ohio during the winter of 2003 to assess attitudes toward the production of genetically modified (GM) plants and animals. Attitudes were assessed using Likert-type attitude statements. The theoretical perspective used in the investigation was developed from diffusion and risk perception theories. Regression modeling demonstrated that the theoretical model was very good for predicting variability in attitudes toward GM plants and animals. Approximately 61% of the variance in the dependent variable was explained by the statistical model. The findings are discussed in the context of the social acceptability of GM food and fiber products among Ohio residents.

From its beginnings in the early 1800s, the profession of agricultural communications was born out of the practical need to share important farm and home information with isolated rural audiences. Some 200 years later, agricultural communications has evolved into a diverse industry responsible for developing and disseminating news and marketing information related to food, agricultural, and environmental systems. Professional preparation for such careers is often provided through academic programs that are housed in departments of agricultural education. This administrative arrangement provides both benefits and challenges to the future development of agricultural communications programs, which need to strike important balances in teaching, outreach, and research programs and in collaborative relationships within and outside of the academy. The potential for success is greatly enhanced if agricultural communications development strategies are coordinated with agricultural education to build synergies between the programs while maintaining unique strengths. This philosophical paper uses elements of the sociology of education to address some of the benefits and challenges posed by agricultural communications' close relationships with private industry and other academic departments, including agricultural education. The paper concludes with a list of implications and courses of action recommended for discussion by academicians in the two disciplines.

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.