Where Do Agricultural Producers Get Safety and Health Information?

Abstract

There is little empirical guidance regarding communication sources and channels used and trusted by agricultural producers. The goal of this study was to characterize frequency of use and levels of trust in agricultural safety and health information sources and channels accessed by agricultural producers. A sample of 195 agricultural producers was surveyed at county fairs in Iowa. Information was collected about the frequency of use and level of trust in 14 information sources and channels. Associations between age, gender, and education level and use and trust of each information source or channel were estimated using logistic regression. The sample consisted of 72% men with a mean age of 50.1 (SD = 15.6) years. Newspaper and magazine articles were the most commonly used agricultural safety and health information source or channel; 77% (n = 140) of respondents reporting using them at least monthly. Among those reporting monthly or more frequent use, 75% reported trusting mostly or completely, compared with 58% using and 49% trusting the Internet. High levels of use and trust of newspaper and magazine articles did not vary significantly by age, gender, or education level. Age in the highest tertile (57-83 years) was marginally associated with lower odds of using, as well as using and trusting, all the information sources and channels studied except for medical clinics (use only: odds ratio [OR], 3.51, 95% confidence interval [CI], 0.79-15.64; use and trust: OR, 5.90, 95% CI, 0.91-38.42). These findings suggest that traditional media may be more effective than digital media for delivering agricultural safety and health information to agricultural producers. Medical clinics may be an untapped venue for communicating with older agricultural producers.

Engaging Dairy Farmers in Safety Messages: Values, Moral Norms, Barriers, and Implications for Communication

“…According to Evans and Heiberger (2015), "Electronic newsletters, websites with blogs and a variety of other social media, and mobile phones and applications serve as examples of the dynamic expansion of information channels used by...commercial agricultural media" (p. 94). Chiu et al (2015) supported the same notion in writing, "traditional media channels remain highly used despite increasing use of digital media" (p. 266). According to Gualtieri (2012), Internet access and social media use has grown in rural areas since the early 2000s.…”

“…There is limited literature available on the topic, but what has been written supports common themes. For farm safety topics, producers typically turn to newspapers and magazines (Chiu, Cheyney, Ramirez, & Gerr, 2015). Evans and Heiberger (2015) further supported this with their research, finding that the studies conducted about where farmers get information always rank agricultural media high, as well as being well-trusted.…”

“…Publications and media are a popular choice among farmers. Chiu et al (2015) noted because of this, even though web-based communication methods are gaining in popularity, traditional media should still be used.…”

Evaluation of farmers' OSH hazard in operationnearby mobile telephone radio base stations

“…In some cases farmers can also operate on agricultural areas contaminated by potential risk situations without their awareness [4][5] as when they are involved in activities both in open-field and within enclosed productive structures in the surrounding areas of radio base stations (RBSs) [6][7]. These RBSs can be placed close to crops that require a lot of activities (i.e.…”

Media, influence, and agriculture

“…Some literature does exist on this topic, due in part to the potential role media may play in changing farming practices (Duram, 1999, Egri, 1999, Hall & Rhoades, 2010Chiu, Cheyney, Ramirez, & Gerr, 2015). For example, Egri (1999) found that significantly fewer organic farmers relied on governmental publications, agricultural extension agents, and industry supplier communication products, than conventional farmers.…”