Annie R. Specht’s scientific contributions

Purpose The extension system in Nepal suffers from high transaction costs, limited reach and inadequate funding. The solution lies in the integration of digital extension tools but their adoption by extension agents is very low. This study explored the factors influencing adoption of these tools among extension agents of Bagmati and Gandaki provinces of Nepal. Design/methodology/approach This study employed a quantitative survey to collect data from 128 participants. Firstly, factor and cluster analysis were used to categorize participants into three segments. Secondly, Logit model was used to identify determinants of adoption decisions. Findings Three identified segments were named “Enthusiasts”, Conservatives” and “Pragmatists”. The “Enthusiasts” segment (baseline) exhibited strong interest, the “Conservatives” expressed reservation, whereas the “Pragmatists” showed balanced perceptions towards digital extension tools. Logit regression analysis revealed that higher hierarchical rank, use of mobile apps and being male significantly increased the likelihood of adoption. Conversely, the “Conservatives” segment, experience, receiving office space with Internet and training support significantly decreased the likelihood of adoption. Research limitations/implications From the striking result with training and office support being negative influencers of adoption decisions, we can imply that current resource allocation for training programs and office facilities are ineffective. Policymakers should revisit the resource allocation strategies and explore new approaches that facilitate integration of digital extension tools. Originality/value The methodological approach of participant segmentation complements Rogers’s diffusion of innovation theory by categorizing adopters based on their attitudes, beliefs and preconceptions.

While agricultural communications programs are staples in American higher education, no comparable program exists in any Canadian institution. As North American nations, Canadian and American agriculture face similar challenges such as increasingly skeptical public opinion and decreasing agricultural literacy. This study focuses on the flagship agricultural institution in Canada as a potential base for a new agricultural communications program and highlights the opinions of two key stakeholders, agricultural students at the institution, and agricultural industry professionals in Ontario. Following a curriculum development framework by Wolf (2007), stakeholders detailed suggested program formatting, ideal core curriculum content, traits of the ideal graduate, and desired opportunities and experiences provided by such a program. Results found that stakeholders upheld the program teaching a variety of communication skills, social skills, and providing networking and co-op opportunities. Participants upheld the value of the program, noting that a major and particularly a minor option are ideal to introduce the program to as many students as possible, even those outside of agriculture. This study serves as an important step for future Canadian or North American curriculum development initiatives and seeks to fill the literature gap for agricultural communications curriculum development outside of the United States.

This study explores the potential development of an agricultural communications program at the [Institution]. It aims to understand the current knowledge of and interest in the discipline among Ontarian agriculture students and industry professionals, and the perceived importance and employability of hypothetical program graduates, contributing to the Sustainable Development Goal of quality education. Using a qualitative descriptive case study approach, focus groups with 18 students and six industry professionals were conducted. Data were collected through open-ended questions, analyzed using open coding and thematic analysis, and triangulated with demographic surveys. The findings reveal a general lack of understanding of agricultural communications among Ontarian students, who nonetheless recognize the field's potential to bridge gaps between producers and consumers, particularly through social media and diverse job opportunities. Industry professionals emphasized the growing importance of storytelling, crisis communication, and the need for poly-skilled graduates capable of addressing varied communication needs within the agricultural sector. Both stakeholder groups expressed interest in an agricultural communications academic program. Recommendations include engaging broader industry support for the program, integrating agricultural communications training across existing agricultural disciplines at the [Institution], and continuing research to refine curriculum development.

Agricultural issues are the topics that attract public attention and impact the sector. This study investigated the salient agricultural issues and perceptions on those issues among Ohio residents. The study employed agenda setting theory to understand how media shapes public perceptions of agricultural issues in Ohio. A quantitative method was used, and a survey instrument was developed after an environmental scan of selected sources to identify five issue categories. From the responses of 515 Ohio residents, the findings suggest that environmental issues, particularly water quality, were the most important among participants. Food quality followed, focusing on aspects like safety, quality, and sustainability. Climate change, animal welfare, and government policy ranked third, fourth, and fifth in importance, respectively. Participants presented a moderate level of awareness about climate change, with a greater emphasis on the conservation of public lands and forest management. In terms of government policy, the recognition of the need to balance economic and environmental interests was observed with a desire for farmland preservation. Additionally, participants perceived food as expensive, with moderate in quality and healthiness. While perceptions of climate change issues were moderate, they acknowledged that the role of human behavior in environment management is paramount. Participants' perception of livestock treatment indicated their concerns for animal welfare. The perceptions toward government policies reflect the recognition of the economic importance of the agricultural sector, yet there is apparent dissatisfaction at the same time. These findings served as a foundation for targeted interventions, stakeholder collaborations, and policy enhancements in addressing agricultural issues.

Segmenting extension professionals based on their beliefs, attitudes, and preconceptions is a great way to enhance resource mobilization, improve service delivery, and increase the organization's overall efficiency.

Climate change is a growing concern, and understanding how the public responds to different issues is critical. In Ohio, like elsewhere, attention to climate issues shifts over time. Some problems, like extreme weather, are well-known, while others, such as carbon capture or cattle emissions, receive less attention. This study helps us understand which issues Ohio residents care about the most and which may need more public awareness. Understanding public attention to the issues can help communicators, policymakers, and researchers know where to focus their efforts. If we can keep the public engaged with the most urgent problems, like natural disasters or renewable energy, we can push for faster action and better solutions.

This is the abstract of the poster presented at the Association for Communication Excellence (ACE) Conference 2024 (June 23-25, 2024, Salt Lake City, Utah)