A Little Learning Is Dangerous: The Influence of Agricultural Literacy and Experience on Young People's Perceptions of Agricultural Imagery

Abstract

Agricultural knowledge gaps are forming between American agricultural producers and the consumers they feed and clothe. These divides in agricultural literacy and firsthand experience in the food and fiber industry may affect how consumers perceive images of modern production practices presented in the news media and, subsequently, the industry itself. In a quantitative study, researchers surveyed students at a large public university about their agricultural literacy-knowledge and awareness of and familiarity with agriculture-related issues-and agricultural experience, their firsthand interactions with agricultural production. The students also responded to images taken from a television news broadcast about antibiotic use in livestock production. Using these three variables, an analysis of variance was conducted that revealed significant differences between students experienced in agricultural production and those somewhat inexperienced, indicating that those with minimal exposure to agriculture may have done so in a context related to traditional, rather than modern, production. A regression analysis also revealed agricultural literacy was a significant predictor of reaction score. The researchers suggest, given the ability of agricultural literacy to influence perceptions, agricultural literacy initiatives should be promoted, while experiences with agriculture may be enhanced by hands-on learning at agritourism sites and agricultural fairs and expositions.

Public Knowledge and Trust of Agricultural and Natural Resources Organizations

“…Even though agricultural knowledge is assumed as necessary to make informed decisions (Frick et al, 1995;Kovar & Ball, 2013;Meischen & Trexler, 2003;Powell & Agnew, 2011;Specht et al, 2014), knowledge does not appear to have a strong link to trust of the organizations that are communicating about agricultural and natural resources issues based on the results of this study. Ideally, members of the public would be knowledgeable about all agricultural and natural resources issues affecting their lives, but pragmatically individuals will continue to depend on sources of information they trust to help shape their opinions and decisions (Brossard & Nisbet, 2007;Kahan, 2012), even when the individuals are not knowledgeable about the organizations.…”

“…Past experience also has the ability to prevent negative reaction in agriculture and natural resources issues. Specht et al (2014) found that respondents with less agricultural knowledge and experience reacted more negatively to media portrayals of production agriculture than respondents with more knowledge and experience.…”

“…A logical solution to solving the problem of low public knowledge of agricultural issues is increased media coverage, but this solution is problematic because the news coverage that occurs is often negative and reactive to adverse events (Graves, 2005;Specht, McKim, & Rutherford, 2014;Specht & Rutherford, 2013). This leads to negative and inaccurate public perceptions of agriculture (Duncan & Broyles, 2006;Goodwin, Chiarelli, & Irani, 2011;Specht & Rutherford, 2013).…”

Development and Validation of a Children’s Agricultural Literacy Instrument for Local Food

“…There have been some exceptions to the emphasis on knowledge among AL assessments. For instance, studies have assessed college students beyond knowledge in terms of perceptions of agricultural issues (Birkenholz et al, 1994) and awareness and familiarity with agricultural issues (Specht et al, 2014). Knobloch and Martin (2000) also assessed teachers' perceptions about the agricultural industry and the need for agricultural awareness.…”

Journal of Applied Communications, 2017, vol. 101, no. 2 Full Issue

“…This research should be replicated in other areas of the United States and with other morally contentious issues in science and agriculture to better understand how to communicate with the public about these topics. (Graves, 2005;Specht, McKim, & Rutherford, 2014;Specht & Rutherford, 2013). This leads to negative and inaccurate public perceptions of agriculture (Duncan & Broyles, 2006;Goodwin, Chiarelli, & Irani, 2011;Specht & Rutherford, 2013).…”