Agricultural journalism and agricultural communication have been researched in
depth, identifying job skills, job satisfaction, educational backgrounds, and curriculum
issues. However, a study examining the spheres (subjective, institutional, contextual, and
societal) that influence how agricultural journalists and communicators do their jobs—as
indicated by Esser’s (as cited in Frölich & Holtz–Bacha, 2003) model of spheres of
influence on journalists—could not be found. This study utilized Esser’s model to
identify those factors and determine whether their influences differ demographically. A
total of 256 members of the International Federation of Agricultural Journalists,
American Agricultural Editors’ Association, North American Agricultural Journalists,
and Association for Communication Excellence in Agriculture, Natural Resources, and
Life and Human Sciences responded to a researcher-designed instrument and a thirdparty
Web-based survey tool. The respondents demographically resembled populations
in similar studies. Data were analyzed using statistical tools and quantitative content
analysis. This study found a relationship between the jobs that agricultural journalists and
communicators do and the societal sphere (p=.04), which includes personal values,
desire for self-realization, professional values, and conception of a journalist’s role. The
spheres of influence of international organization (IFAJ, AAEA, and NAAJ) members
and domestic organization (ACE) members were compared. The difference in the
societal sphere was of medium effect size (d = .39), indicating that organizational
membership influences members’ perceptions about themselves and their roles.
Respondents indicated the most important skills for new agricultural journalists
were personal attributes and skills, such as curiosity and adaptability; writing; and
communication. The most important skills for new agricultural communicators were
communication, personal attributes and skills, and journalistic skills. The most important
future issue for agricultural journalists and communicators was agricultural technology
and development.
The findings indicate that agricultural journalists and communicators are
influenced by their personal and professional values, perception of their professional
roles, and desire for self-realization. Future agricultural journalists and communicators
should seek training in personal attributes and skills, writing, communication, and
journalistic skills. This study contributes to research in agricultural journalism and
communication because it encompasses a global perspective by including respondents
outside North America.
| Identifer | oai:union.ndltd.org:tamu.edu/oai:repository.tamu.edu:1969.1/ETD-TAMU-2862 |
| Date | 15 May 2009 |
| Creators | Chenault, Edith Anne |
| Contributors | Rutherford, Tracy A. |
| Source Sets | Texas A and M University |
| Language | en_US |
| Detected Language | English |
| Type | Book, Thesis, Electronic Dissertation, text |
| Format | electronic, application/pdf, born digital |
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