Entertainment and Agriculture: An Examination of the Impact of Entertainment Media on Perceptions of Agriculture

Lundy, Lisa; Ruth, Amanda M.; Park, Travis D.

doi:10.4148/1051-0834.1257

Cited by 9 publications

(17 citation statements)

References 14 publications

(8 reference statements)

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“…Consumers rely on the media to inform them about the happenings in the agricultural industry through a variety of mediums, including entertainment media (Lundy, Ruth, & Park, 2007;Meyers, Irlbeck, & Fletcher, 2011). The American Association for Agricultural Education's National Research Agenda considers research related to technology usage and practices to be a priority in the field (Doerfert, 2011).…”

Section: Researchmentioning

confidence: 99%

“…As consumers become less attached to the agrarian way of life and more dependent on the media to stay informed about agricultural issues, it is of the utmost importance to understand entertainment media's impact on the formation of consumer perceptions about the agricultural industry (Ruth, Lundy, & Park, 2005;Lundy, Ruth, & Park, 2007). Lundy, et al (2007) conducted a study to determine if a reality television show, featuring a view into an agricultural lifestyle, would alter viewers' perceptions of agriculture. Lundy, et al found their participants "agreed that media shape their opinions and perceptions and even influence their behaviors regarding various issues," (p. 72).…”

Section: Literature Review Entertainment Mediums and The Us Agriculmentioning

confidence: 99%

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Consumer Perceptions of the U.S. Agriculture Industry Before and After Watching the Film Food, Inc.

Holt¹,

Cartmell²

2013

Journal of Applied Communications

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As the divide between consumers and producers in the agricultural industry increases, consumers are becoming less connected with the food they purchase. Without first-hand knowledge about the agricultural industry, consumers are relying more on the media to inform them about how their food is produced and processed. A growing form of media available to consumers is entertainment media, including documentary films. This research focuses on the ability of entertainment media to impact consumer perceptions about the agricultural industry, using the documentary film Food, Inc. The film Food, Inc. highlights aspects of the agricultural industry, including animal husbandry practices, governmental regulation of food production, and working conditions in food processing plants. This research uses a pretest and posttest to compare respondents' perceptions about the agricultural industry before and after watching the film. Findings indicate that consumers' perceptions were altered about the agricultural industry by watching the film. Based on this research it is recommended that future researchers and professionals in the agricultural industry work to positively influence and educate consumers about the agricultural industry through entertainment media. AbstractAs the divide between consumers and producers in the agricultural industry increases, consumers are becoming less connected with the food they purchase. Without first-hand knowledge about the agricultural industry, consumers are relying more on the media to inform them about how their food is produced and processed. A growing form of media available to consumers is entertainment media, including documentary films. This research focuses on the ability of entertainment media to impact consumer perceptions about the agricultural industry, using the documentary film Food, Inc. The film Food, Inc. highlights aspects of the agricultural industry, including animal husbandry practices, governmental regulation of food production, and working conditions in food processing plants. This research uses a pretest and posttest to compare respondents' perceptions about the agricultural industry before and after watching the film. Findings indicate that consumers' perceptions were altered about the agricultural industry by watching the film. Based on this research it is recommended that future researchers and professionals in the agricultural industry work to positively influence and educate consumers about the agricultural industry through entertainment media.

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Section: Researchmentioning

confidence: 99%

Section: Literature Review Entertainment Mediums and The Us Agriculmentioning

confidence: 99%

Consumer Perceptions of the U.S. Agriculture Industry Before and After Watching the Film Food, Inc.

Holt¹,

Cartmell²

2013

Journal of Applied Communications

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“…For example, community gardeners were seen as immigrants, financially poor, and inexperienced (Birky and Strom, 2013), irrespective of the benefits of community gardens (Poulsen et al, 2014). Similarly, farmers were described as males, rugged, wearing denim or overalls, and having a country accent (Lundy et al, 2008). Further, middle school students portrayed a farmer as an old man, dressed in overalls, smelling dirty, and chewing on a straw (Holz‐Clause and Jost, 1995).…”

Section: Literature Reviewmentioning

confidence: 99%

Students’ Perceptions of Agriculture and Natural Resources Majors: Understanding STEM Choice

Zahry

Besley

2017

Natural Sciences Education

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Core Ideas Perceptions about college of agriculture as STEM‐related college. Factors that predictors students’ interest in college of agriculture. Descriptive norms, warmth, and competence of agricultural professionals are predictors of students’ appeal of agricultural majors. Concerns about the extent to which science, technology, engineering, and mathematics (STEM) majors attract students and, ultimately, produce STEM workforce suggest the need for concerted efforts to promote STEM educational and careers choices. This study was motivated by U.S. efforts to promote (STEM) education and the National Science Foundation's call to reconsider key messages about STEM fields. The study examines students’ interests in agriculture and natural resources majors as a test case to identify factors that may influence high school and college students’ choice of colleges of agriculture and natural resources. Using an online survey, the study explores students’ interests in four agricultural and natural resources majors by drawing on the theory of planned behavior and research on trust in science communication. A total of 1340 students participated in the study, including 620 high school students and 710 college students. Findings showed that descriptive norms, the perceived warmth and competence of relevant professionals, and the opportunity to make an impact on the world are primary statistical predictors of students’ overall appeal of agriculture and natural resources majors. Implications for communication efforts to portray colleges of agriculture and natural resources and recruiting prospective students on STEM colleges are discussed.

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“…Several studies of agricultural images have been examined for their influence on consumer perception (Glaze, Edgar, Buck, Rutherford, 2013;Lundy, Ruth, & Park, 2007;Specht & Beam, 2017), but no known research has compared the influence on consumer attitude between stereotypical and modern agricultural production images. Specht and Beam (2017) found that agricultural stereotypes portrayed in a popular television show simplified agriculture.…”

Section: Introductionmentioning

confidence: 99%

“…Specht and Beam (2017) found that agricultural stereotypes portrayed in a popular television show simplified agriculture. Similarly, Lundy et al (2007) suggested that images portrayed in media could have short-and long-term effects on agricultural perceptions and possibly reinforce negative agricultural stereotypes. Additionally, Glaze et al (2013) found that students discussed topics of culture, experience, and stereotypes, among others, after viewing images of rural America.…”

Section: Introductionmentioning

confidence: 99%

Should livestock images provide historical reference or modern reality? An examination of the Influence of Livestock Communication on Attitude.

Rumble¹,

Rogers-Randolph²,

Buck³

2019

Journal of Applied Communications

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The livestock industry has repeatedly struggled to effectively communicate livestock care and handling practices in order to promote awareness and acceptance. Many consumers still hold on to the historically picturesque view of production agriculture instead of the modern reality. It is necessary for the industry to identify how much is too much to tell or show consumers. Therefore, this study sought to understand the influence of two communication treatments on attitudes toward livestock care and use. Elaboration Likelihood Model (ELM) served as the theoretical framework for this study. A sample of 1,049 respondents was obtained through non-probability sampling. To fulfill the purpose of this study, the development of an online survey was informed by ELM and measured prior beliefs, personal involvement, and knowledge. An experimental treatment, consistent with persuasive communication within ELM, presented respondents with one of two images of cage-free egg laying housing and accompanying text. One image could be described as "historically picturesque" and the other as "modern reality." Attitude toward livestock care and use was measured after exposure to one of the images. Respondents held favorable prior beliefs, demonstrated neutral involvement, and answered three or less knowledge questions correctly. Respondents exposed to the modern reality treatment displayed slightly lower attitudes than those exposed to the historically picturesque treatment. The results indicated that both prior beliefs and image exposure had a significant impact on attitude, while personal involvement was not found to be significant.

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Entertainment and Agriculture: An Examination of the Impact of Entertainment Media on Perceptions of Agriculture

Cited by 9 publications

References 14 publications

Consumer Perceptions of the U.S. Agriculture Industry Before and After Watching the Film Food, Inc.

Consumer Perceptions of the U.S. Agriculture Industry Before and After Watching the Film Food, Inc.

Students’ Perceptions of Agriculture and Natural Resources Majors: Understanding STEM Choice

Should livestock images provide historical reference or modern reality? An examination of the Influence of Livestock Communication on Attitude.

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