+ AEE 840 Agricultural Communication Theory
+ Course Objectives/Purpose This introductory graduate communication course aims atfamiliarizing students with the field of agriculturalcommunication and mass communication theory. Given theenormity of communication theories, focus is on mainly thosedeemed relevant to agricultural communication. An effort ismake to link theory to practice At the end of the course a student will be able to: Identify and use social scientific communication theories to guidetheir work. Understand the role of communication in society.
+ Course Expectations Theory Wiki Conceptual Paper Theory Matrix Final Exam Attendance
+ Course Expectations Readings done before class Handouts Cell Phones Late Policy Misconduct and Disabilities
+ Let’s get to know one another
+ What is Communication The process by which information is exchanged between individuals through a common system of symbols, and/or behaviors Interpersonal Group Organizational Mass Receiver Perspective Sender Perspective
+ Communication Dialectical Process Each influences the other in constant tension Communication and the Social Structure Strategic vs. Consequential Communication Examples?
+ What is Theory Lay Theory Description of concepts and specification of the relationships between or among concepts Organize, Describe, Explain, Predict Relationships Temporal Correlation Causal Inductive and Deductive formations
+ Theory Social Scientific Based on and guide empirical research Ex Television and aggression link Normative How ideal media ought to operate within a specific system of values Press role in a democracy Operational Normative but with a practical bend, involves not only how they should operate, but how they can to meet specific ends Advertising and consumer behavior Everyday Our own idea and knowledge
+ What makes a theory good? Utility Ex. Magic Bullet Theory Scope Its focus Parsimony In simplest form Heurism Stimulate new thinking Ex Spiral of science- can’t test Falsifiability
+ Models Graphic representations that can be used to depict a conceptual or theoretical framework Shannon Weaver Communication Model Emphasizes points the creator feels is relevant to the communication process No one model can do it all
+ What makes Ag & Nat Res. Different? Less than 2% are farmers Stereotypes of “family farm” and “farmer” Complex issues that are socially unresolved and hard to communicate via mass media Ag comm. lies btwn mass com and technical comm. messages are of interest to mass audiences concerned with the end use of the communications and action of receiver not just the dissemination of the message
+ Issues related to Ag & NR What issues do we need to address?
+ Issues Related to Ag & NR International trade and globalization Advances in technology and dissemination Link between ag and natural resources Rural-urban interface Labor issues Commodity market and ag business issues Popular perceptions Knowledge Management
+ Perspectives in Ag Comm The National Agenda SourceMessageChannel Receiver EvaluationBroadcast Risk comm. Readership analysis Sci. comm. Char. Of messages Ratings Industry study Circulation study Audience/consumer Diffusion study Media effects U&G Agenda setting Critical analysis
+ Rest of Quarter Interpersonal Communications Human Communication Process Media Effects Strategic Communications Visual Communications/ Rhetoric