Investigating the Cultivation Effects of Television Advertisements and Agricultural Knowledge Gaps on College Students’ Perceptions of Modern Dairy Husbandry Practices

Bibliographic Details
Main Author:	Specht, Annie R.
Language:	English
Published:	The Ohio State University / OhioLINK 2010
Subjects:	Agricultural Education Communication cultivation theory knowledge gap agriculture advertising dairy industry visual imagery
Online Access:	http://rave.ohiolink.edu/etdc/view?acc_num=osu1280251557

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spelling	ndltd-OhioLink-oai-etd.ohiolink.edu-osu12802515572021-08-03T06:00:16Z Investigating the Cultivation Effects of Television Advertisements and Agricultural Knowledge Gaps on College Students’ Perceptions of Modern Dairy Husbandry Practices Specht, Annie R. Agricultural Education Communication cultivation theory knowledge gap agriculture advertising dairy industry visual imagery The unrealistic images of American agricultural practices generated by commodity television advertising, coupled with a dearth of agricultural knowledge in modern society, may promote misunderstandings of modern agriculture based on cultivation and knowledge-gap theory. This study investigated the possible effects of the “Happy Cows Come from California” television campaign on college students’ perceptions of dairy husbandry practices, compared affective responses to those advertisements to fact-based video content, and correlated these responses with agricultural awareness and television consumption habits. No significant relationship between perceptions of dairy farm practices, awareness, and TV consumption was found, but participants reported a more positive response to the informational videos. The researchers recommend a movement away from purely entertaining advertising content for agricultural products in favor of more realistic, fact-based promotions. 2010-09-27 English text The Ohio State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=osu1280251557 http://rave.ohiolink.edu/etdc/view?acc_num=osu1280251557 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.
collection	NDLTD
language	English
sources	NDLTD
topic	Agricultural Education Communication cultivation theory knowledge gap agriculture advertising dairy industry visual imagery
spellingShingle	Agricultural Education Communication cultivation theory knowledge gap agriculture advertising dairy industry visual imagery Specht, Annie R. Investigating the Cultivation Effects of Television Advertisements and Agricultural Knowledge Gaps on College Students’ Perceptions of Modern Dairy Husbandry Practices
author	Specht, Annie R.
author_facet	Specht, Annie R.
author_sort	Specht, Annie R.
title	Investigating the Cultivation Effects of Television Advertisements and Agricultural Knowledge Gaps on College Students’ Perceptions of Modern Dairy Husbandry Practices
title_short	Investigating the Cultivation Effects of Television Advertisements and Agricultural Knowledge Gaps on College Students’ Perceptions of Modern Dairy Husbandry Practices
title_full	Investigating the Cultivation Effects of Television Advertisements and Agricultural Knowledge Gaps on College Students’ Perceptions of Modern Dairy Husbandry Practices
title_fullStr	Investigating the Cultivation Effects of Television Advertisements and Agricultural Knowledge Gaps on College Students’ Perceptions of Modern Dairy Husbandry Practices
title_full_unstemmed	Investigating the Cultivation Effects of Television Advertisements and Agricultural Knowledge Gaps on College Students’ Perceptions of Modern Dairy Husbandry Practices
title_sort	investigating the cultivation effects of television advertisements and agricultural knowledge gaps on college students’ perceptions of modern dairy husbandry practices
publisher	The Ohio State University / OhioLINK
publishDate	2010
url	http://rave.ohiolink.edu/etdc/view?acc_num=osu1280251557
work_keys_str_mv	AT spechtannier investigatingthecultivationeffectsoftelevisionadvertisementsandagriculturalknowledgegapsoncollegestudentsperceptionsofmoderndairyhusbandrypractices
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Investigating the Cultivation Effects of Television Advertisements and Agricultural Knowledge Gaps on College Students’ Perceptions of Modern Dairy Husbandry Practices

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