The Exploration of Social Media as a Media Relations Tool For Agricultural Organizations
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The Ohio State University / OhioLINK
2015
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| Online Access: | http://rave.ohiolink.edu/etdc/view?acc_num=osu1424880649 |
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ndltd-OhioLink-oai-etd.ohiolink.edu-osu14248806492021-08-03T06:29:18Z The Exploration of Social Media as a Media Relations Tool For Agricultural Organizations Morrison, Leigha C. Agricultural Education Communication agricultural communications social media media relations agriculture Social media has become widely adopted among individuals, businesses, and organizations as a means of communication and has changed the manner in which information is sent and received. As one of the nation’s most important industries, the agricultural industry has also adopted social media to communicate with consumers and the public. Even though there is a shift from traditional media to digital media, the traditional news media remains important to the agricultural industry because most individuals receive information about the agricultural industry from sources such as newspapers and television. As Ohio’s largest industry, the agricultural industry needs to be able to effectively and positively impact the media to communicate truthful and accurate information to consumers and the public. Previous studies have examined why social media is being adopted and how it is being used, but there is little literature about if social media is being used as a media relations tool. A study exploring this topic could benefit agricultural organizations and future research by guiding the development of effective social media practices to communicate with and impact media coverage of the agricultural industry. The purpose of this study is to examine how agricultural organizations in Ohio communicate via social media and how the messages communicated are impacting central Ohio media sources. The study is grounded in the agenda-setting theory, uses and gratifications theory, and previous social media studies. The data was collected from seven Ohio agricultural organizations Facebook pages and four central Ohio news sources and used open coding analysis to determine emerging themes. It was found that Ohio agricultural commodity organizations are using social media, but not to communicate with the news media. It was also found that the agricultural industry is receiving limited news coverage and it was unable to be determined if the Facebook content had an impact on the news media coverage. By communicating the results of this study with agricultural organizations and researchers, effective social media strategies can be developed to guide the future of social media as a media relations tool. 2015-05-21 English text The Ohio State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=osu1424880649 http://rave.ohiolink.edu/etdc/view?acc_num=osu1424880649 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 agricultural communications social media media relations agriculture |
| spellingShingle |
Agricultural Education Communication agricultural communications social media media relations agriculture Morrison, Leigha C. The Exploration of Social Media as a Media Relations Tool For Agricultural Organizations |
| author |
Morrison, Leigha C. |
| author_facet |
Morrison, Leigha C. |
| author_sort |
Morrison, Leigha C. |
| title |
The Exploration of Social Media as a Media Relations Tool For Agricultural Organizations |
| title_short |
The Exploration of Social Media as a Media Relations Tool For Agricultural Organizations |
| title_full |
The Exploration of Social Media as a Media Relations Tool For Agricultural Organizations |
| title_fullStr |
The Exploration of Social Media as a Media Relations Tool For Agricultural Organizations |
| title_full_unstemmed |
The Exploration of Social Media as a Media Relations Tool For Agricultural Organizations |
| title_sort |
exploration of social media as a media relations tool for agricultural organizations |
| publisher |
The Ohio State University / OhioLINK |
| publishDate |
2015 |
| url |
http://rave.ohiolink.edu/etdc/view?acc_num=osu1424880649 |
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AT morrisonleighac theexplorationofsocialmediaasamediarelationstoolforagriculturalorganizations AT morrisonleighac explorationofsocialmediaasamediarelationstoolforagriculturalorganizations |
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