Trends In Agricultural Communication Research

Trends in Agricultural Trends in Agricultural Communication Research:Communication Research:

2000-20082000-2008

Eric Abbott, Jennifer Scharpe, Eric Abbott, Jennifer Scharpe, Sheng Ly, Iowa State University;Sheng Ly, Iowa State University;

Jim Evans, University of IllinoisJim Evans, University of Illinois

Presented at ACE/NETC International Meeting, Des Moines, June 9 2009

PurposePurpose

To provide a database to assist agricultural To provide a database to assist agricultural communications researchers in finding communications researchers in finding scattered research in the field, and scattered research in the field, and networking with others.networking with others.

http://secure.jlmc.iastate.edu/app/agresearchhttp://secure.jlmc.iastate.edu/app/agresearch

Relevance to Research PrioritiesRelevance to Research Priorities

International Framework and Agenda for International Framework and Agenda for Agricultural Communications Research Agricultural Communications Research

Priority 3: “Build Competitive Societal Priority 3: “Build Competitive Societal Knowledge and Intellectual Capabilities.” Knowledge and Intellectual Capabilities.” 1. How can we gather and make available the 1. How can we gather and make available the

widely scattered literature about agricultural widely scattered literature about agricultural communication?communication?

2. How do we use communication networks, 2. How do we use communication networks, linkages, and approaches more effectively in linkages, and approaches more effectively in agricultural knowledge management?agricultural knowledge management?

Unique Aspects of DatabaseUnique Aspects of Database

Wider scope than previous studies. Uses Wider scope than previous studies. Uses Communication Abstracts, Communication Abstracts, Agricultural Agricultural Communications Documentation Center at Communications Documentation Center at the University of Illinois, and the University of Illinois, and Dissertation Dissertation Abstracts. Abstracts. Total of 391 research journal Total of 391 research journal articles or books.articles or books.

Coding categories for both agricultural Coding categories for both agricultural topic and information mediumtopic and information medium

Unique Aspects of DatabaseUnique Aspects of Database

Ability for users to sort it by author, Ability for users to sort it by author, university, subject matter, or any university, subject matter, or any combination of these termscombination of these terms

Limit: Used ONLY the title, keywords, and Limit: Used ONLY the title, keywords, and abstract. No analysis of the entire article abstract. No analysis of the entire article itselfitself

Previous StudiesPrevious Studies

Williams & Woods (2002) study of Williams & Woods (2002) study of JAC JAC articles 1992-2001.articles 1992-2001.

Miller, Stewart & West (2006) study of 56 Miller, Stewart & West (2006) study of 56 JAC JAC articles 2000-2004.articles 2000-2004.

Edgar, Rutherford and Briers (2008) study Edgar, Rutherford and Briers (2008) study of 91 of 91 JAC articles 1997-2006.JAC articles 1997-2006.

Zumalt (2007) introduction to ACDC Zumalt (2007) introduction to ACDC database articlesdatabase articles

Key Terms SearchedKey Terms Searched

AG: AG: agriculture, animal, biotechnology, crop, agriculture, animal, biotechnology, crop, environment, extension, farm, fish, food, horse, environment, extension, farm, fish, food, horse, horticulture, livestock, meat, plant, poultry, rural, horticulture, livestock, meat, plant, poultry, rural, science and/or risk.science and/or risk.

COMM: COMM: advertising, communication, mass advertising, communication, mass communication, education, information communication, education, information technology, internet, interpersonal, magazine, technology, internet, interpersonal, magazine, newspaper, public relations radio, reporting, newspaper, public relations radio, reporting, television/film, visual communication.television/film, visual communication.

Articles FoundArticles Found

Communication Abstracts: Communication Abstracts: 90 90 articles/books.articles/books.

ACDC Database: ACDC Database: 203 additional 203 additional articles/books.articles/books.

Dissertation Abstracts: Dissertation Abstracts: 79 dissertations 79 dissertations and 19 theses.and 19 theses.

Total: 391 articlesTotal: 391 articles

JAC articles 1992-2001Williams and Woods

JAC articles 2000-2004Miller, Stewart & West

JAC articles 1997-2006Edgar, Rutherford & Briers

Current Study: Communication Abstracts, ACDC Illinois Database, and Dissertation Abstracts, 2000-2008

Research Themes Research Themes Primary Research Themes

Ag Topical Themes Media Area Themes

Theme % Theme % Theme % Theme % Theme %

Information Tech 14.9 Comm Management

19.6

Info Sources & Technology

18.7

Biotechnology 14.6 Communication (general)

30.7

Electronic Media 13.2 Information Tech 10.7

Comm Management

14.3

Agriculture 12.0 Reporting 10.0

Comm Management 12.4 Media Relations 8.9

Communications of Scholarship

9.9

Farm 12.0 Education 9.2

Media Relations 10.7 Distance Ed 8.9

Biotechnology Communications

6.6

Food 11.8 Newspaper 9.0

Prof. Development 7.4 Prof. Development 8.9

Media Relations 6.6

Science/Risk 11.3 Internet 8.7

Distance Ed 6.6 Publications 8.9

Distance Ed 5.5

Environment 10.5 Info Technology 7.9

Publications 5.8 Accountability 7.1

Comm Technology 4.4

Rural 10.5 Mass Comm. 5.4

Research Methods 5.8 Biotechnology Communication

5.4

Accountability 3.3

Extension 8.4 TV/Film 4.6

International 5.0 Electronic Media 5.4

Consumer/Audience response/analysis

3.3

Livestock 6.4 Magazine 2.8

Writing 4.1 Research 3.6

Curriculum & Program Devel.

3.3

Animal 5.1 Public Relations 2.0

Accountability 3.3 International 3.6

Electronic Media 3.3

Crop 4.3 Advertising 1.8

Writing 3.6

Food, Ag, Nat. Rsrce, Health, Fam.

3.3

Horticulture 4.1 Interpersonal 1.5

Academic Programs

3.6

Inst. Org. & Institutionalization

3.3

Meat 2.0 Visual Communication

1.5

Graphic Design 1.8

Critical Thinking 2.2

Telecomm 1.5 Radio 1.0

Framing 2.2

Fish 1.3

Prof. Development 2.2

Plant .5

Risk/Crisis Comm. 2.2

Horse .3

Ag literacy 1.1

Poultry .3

Total Articles 56 Total Articles 91 Total articles 391 Total articles 391

Table 1: Comparison of Agricultural Communication Research Themes

Table 2: Research Methods UsedJAC articles 1997-2006; Edgar, Rutherford & Briers Current Study: Communication Abstracts, ACDC Illinois Database,

and Dissertation Abstracts, 2000-2008

Research Method % Research Method %

Survey 47.3 Survey 22.6

Content analysis 15.4 Historical 20.8

Case study 9.9 Content Analysis 19.8

Interviews 6.6 Analysis (general critical analysis w/o statistics)

10.4

Evaluation 4.4 Experimental 9.4

Historical 4.4 Interviews 8.5

Experimental 3.3 Secondary data analysis 3.8

Correlation 2.2 Case Study 2.8

Open-ended Questions/Reflections

2.2 Focus Groups 1.9

Surveys and Interviews 2.2

Ex Post Facto 1.1

Survey and Focus Group 1.1

Total articles 91 Based on 106 of 391 articles that indicated method in the title or abstract

Number of Articles

University or Institutional Affiliation of First Authors

17 University of Florida

16 The Ohio State University

16 Oklahoma State University

15 Iowa State University

14 Michigan State University

14 Texas A&M University

10 Cornell University

9 Kansas State University

9 University of Missouri

9 University of Wisconsin

8 University of Illinois

7 Louisiana State University

7 North Dakota State University

6 Oregon State University

6 Penn State University

6 Texas Tech University

5 College of Charleston

5 Purdue University

4 Colorado State University

4 University of Arizona

4 University of Arkansas

4 University of North Carolina

4 Virginia Tech University

3 Kansas University

3 Ohio University

205 This is 57.3% of the 358 articles for which there was a first author’s affiliation given

Table 3: University/Institutional Affiliations of First Authors

Number of Distinct Authors University or Institution

32 Iowa State University

25 The Ohio State University

19 University of Florida

18 University of Illinois

17 Michigan State University

15 University of Wisconsin

14 Kansas State University

14 Oklahoma State University

13 Penn State University

13 Texas A&M University

11 Cornell University

10 University of Missouri

9 Auburn University

9 Oregon State University

9 University of Idaho

9 Virginia Tech University

8 Texas Tech University

8 University of Georgia

7 Kansas University

7 Rutgers University

7 University of Arizona

6 Colorado State University

6 Louisiana State University

6 North Dakota State University

6 University of Nebraska

298 =55.3% of all 539 authors.

Table 4:

Top 25 Number of Total Distinct Authors by University or Institution

All 539 authors for whom an institution was known

Table 5: Universities With 2 or More Thesis/Dissertations in Agricultural Communication Research: 2000-2008. N=19

UniversityNumber

University of Wisconsin 7

Oklahoma State University 6

Texas A&M University 5

Iowa State University 4

Michigan State University 4

North Dakota State University 4

Purdue University 3

Temple University 3

University of Colorado 3

University of Florida 3

University of Missouri 3

University of Rochester 3

West Virginia University 3

Kansas University 2

University of Arkansas 2

University of California-San Diego 2

University of Oregon 2

University of Tennessee 2

University of North Carolina 2

Total 64

Author Number of Articles

Irani, Tracy 9

Cartmell, Dwayne 7

Lundy, Lisa 6

Tucker, Mark 6

Boone, Kristina 5

Doerfert, David 5

Ruth, Amanda 5

Marks, L.A. 4

Priest, Susanna Hornig 4

VanDerZanden, A. 4

Whaley, Sherrie 4

Akers, Cindy 3

Brossard, D. 3

Chenault, Edith 3

Crawley, C.E. 3

Evans, Jim 3

Fannin, Blair 3

Kalaitzandonakes, N. 3

Maretski, Audrey 3

Meyers, Courtney 3

Rost, Bob 3

Shanahan, James 3

Sinclair, J. 3

Sitton, Shelley 3

Telg, Ricky 3

TenEyck, Toby 3

Zimmerman, D. 3

557 persons had 1 article

Table 6:

Productivity of Authors. Listing of those with 3 or more articles published 2000-2008 in database.

Note: 49 researchers published 2 articles.

557 published 1 article.

ConclusionsConclusions

By any measure, the literature of By any measure, the literature of agricultural communication is agricultural communication is widely widely scatteredscattered, as observed by Doerfert et al. , as observed by Doerfert et al. (2007) and Zumalt (2007). The database (2007) and Zumalt (2007). The database for this study found 613 unique authors, for this study found 613 unique authors, 557 of whom have published only one 557 of whom have published only one article over the past 8 years. Building this article over the past 8 years. Building this database demonstrates the contribution database demonstrates the contribution that the ACDC has made to collecting and that the ACDC has made to collecting and making available the literature in this field. making available the literature in this field.


Although widely scattered, it is not true as Although widely scattered, it is not true as some have suggested that little agricultural some have suggested that little agricultural communications research is going on. The communications research is going on. The 391 articles/books/dissertations collected 391 articles/books/dissertations collected in the current database from 2000 to 2008 in the current database from 2000 to 2008 represents only a portion of the total, yet it represents only a portion of the total, yet it certainly demonstrates a large amount of certainly demonstrates a large amount of research activity in this area. research activity in this area.

ConclusionsConclusions The problem, and thus opportunity, is how to The problem, and thus opportunity, is how to

help network the diverse group of researchers help network the diverse group of researchers from 132 universities/institutions who are active from 132 universities/institutions who are active researchers in agricultural communications. researchers in agricultural communications. Networking can be useful for three majors tasks, Networking can be useful for three majors tasks, all of which are important components of the all of which are important components of the International Framework and Agenda for International Framework and Agenda for Agricultural Communications Research. The Agricultural Communications Research. The three are:three are:

(1) (1) Literature Review DevelopmentLiterature Review Development. . (2) (2) Collaborative ResearchCollaborative Research. . (3) (3) Conceptual Development of the FieldConceptual Development of the Field. .


The previous studies of the published contents The previous studies of the published contents of the of the Journal of Applied Communications Journal of Applied Communications made made an important contribution to our understanding of an important contribution to our understanding of how members of one professional association how members of one professional association have focused their research efforts. However, have focused their research efforts. However, ACE members constituted only about 10% of ACE members constituted only about 10% of those doing agricultural communication research those doing agricultural communication research in the current study. If we wish to engage the in the current study. If we wish to engage the larger field, future studies should be even more larger field, future studies should be even more comprehensive than the database constructed comprehensive than the database constructed for this study. for this study.


The database could be used as one tool to The database could be used as one tool to measure faculty productivity for P&T and measure faculty productivity for P&T and other purposes. Companion studies of this other purposes. Companion studies of this type already exist in the field of type already exist in the field of advertising. advertising.


The current database makes it very clear The current database makes it very clear that land grant universities continue to play that land grant universities continue to play a key role in agricultural communications a key role in agricultural communications research. For this reason, funding for research. For this reason, funding for research on agricultural communications research on agricultural communications will continue to have a great impact on the will continue to have a great impact on the field, even though there are a wide variety field, even though there are a wide variety of other researchers and institutions that of other researchers and institutions that are involved. are involved.


The current database offers some specific The current database offers some specific opportunities for ACE to build up its opportunities for ACE to build up its membership and activities in the area of membership and activities in the area of research. The database identifies by name research. The database identifies by name and institution those who have been active and institution those who have been active over the past 8 years. over the past 8 years.