Title page for ETD etd-11182013-105931


Type of Document Dissertation
Author Attaway, Ava Denise
Author's Email Address acoolm1@tigers.lsu.edu, adattaway@yahoo.com
URN etd-11182013-105931
Title Utilizing Community Media to Facilitate Cross-Cultural Communication between LSU AgCenter Field and State Agents and Louisiana Agricultural Producers
Degree Doctor of Philosophy (Ph.D.)
Department Human Resource Education Workforce Development
Advisory Committee
Advisor Name Title
Machtmes, Krisanna Committee Chair
Fox, Janet Committee Member
Johnson, Earl Committee Member
Cheek, Earl Dean's Representative
Keywords
  • community media
  • agriculture
  • cross-cultural communication
  • communication
Date of Defense 2013-10-31
Availability unrestricted
Abstract
The primary purpose of this study was to determine how Louisiana agricultural producers get information related to their crops. Specifically, this study examined how Louisiana agricultural producers used the Louisiana State University AgCenter’s website and other media sources so that it could be determined which form of community media could be used to facilitate cross-cultural communication between LSU AgCenter field and state agents and Louisiana agricultural producers.

Data for this study were obtained from 187 usable surveys completed by Louisiana agricultural produceragricultural producers. The data were analyzed to determine if producers utilized the LSU AgCenter website, the frequency they utilized it, detect the trust Louisiana producers had in information provided by the LSU AgCenter on its website, ascertain what additional information Louisiana producers would like to see provided on the LSU AgCenter’s website, determine if social media was an acceptable means of communicating with producers, and identify factors related to how and when information provided by the LSU AgCenter was used in Community media vehicles.

The study’s findings indicated The Delta Farm Press was the source producers used to get agriculture-related information. Ag consultants were the second most used source that Louisiana agricultural producers used to receive information. LSU AgCenter agents/offices were the third highest source and the Louisiana Farm Bureau Federation was listed as the fourth highest source for agriculture-related information.

It was also found that the largest number of producers who accessed the LSU AgCenter’s website did so on a monthly basis and that they trusted material provided by the LSU AgCenter. In addition, the study found Louisiana producers wanted a mobile weather application, as well as more information about markets, more interactive material, and information available in Spanish. In addition, several of the producers indicated they were not aware of all of the services offered on the LSU AgCenter’s website. For instance, weather information is one of the services producers indicated they would like to see on the website. Weather information is available on the website, but it may not be structured so that it is easily found by visitors to the website.

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