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May 31, 2011
How new mobile media are fitting into schedules and activities. Results of a recent diary-based study help reveal how U.S. adults are using their mobile communications devices. Among the findings reported:
Authors encouraged research involving audiences living in urban and rural areas.
What? Buy advertising to announce Extension programming? Tight budgets make that idea sound unworkable. However, a team of extension educators in Idaho tested the approach and found that paid advertising can be a good value for increasing a return to their invested time and effort. Among the findings of their research, using comparison pairs:
"A particularly striking contrast was a program on osteoporosis, which was canceled for lack of enrollment without paid advertising, but drew 64 attendees when it was advertised in the newspaper." More.
India tackles language challenges in using the Internet. Access to the Internet often falls far short of serving rural residents. A recent research report, "Role of ICTs in India rural communities," emphasized that most people in developing countries cannot read and understand most of the English-centric Internet content. Author Siriginidi Subba Rao reported that the adult literacy rate in India is about 59 percent, with the female literacy rate at about 47 percent. India officially recognizes 18 languages, each having a different character set. About two-thirds of India residents speak Hindi and less than 5 percent understand English. Lack of standardization of software code for major Indian languages creates interoperability problems between programs involving distinct codes.
You can read about challenges and current efforts to address them in this 2009 report.
Signs of "general confusion" about functional foods. In a survey reported recently, young adults in southern Italy revealed what researchers described as general confusion about the term "functional food." One-third of the sampled young consumers said they had never heard the term used. After researchers explained what functional food was, 12 percent of the respondents with science backgrounds were enthusiastic about the capabilities of such foods, 78 percent were trusting and 10 percent mistrustful. Among those with humanities backgrounds, 2 percent were enthusiastic, 38 percent were trusting, 46 percent mistrustful and 10 percent incredulous.
Findings also revealed how the channels through which these young consumers learned about functional foods appeared to influence willingness to accept them.
Two routes - two outcomes - in constructing rural identity. Two case studies in rural Queensland, Australia, examined efforts to use rural mythologies ("The Outback," in this case) for economic or social benefit.
Check with us at firstname.lastname@example.org if you are interested in gaining access to this conference paper.
Why consumers hesitate to buy meat and poultry at farmers markets. Researchers Lauren Gwin and Larry Lev used Rapid Market Assessment "dot" surveys among more than 1,100 consumers in Oregon to address this matter. They found that 49 percent of all respondents had never purchased any meat or poultry at any farmers market. Responses identified seven main reasons, topped by "price" (28 percent), "don't eat it" (19 percent) and "inconvenient" (17 percent). They also revealed the price premium those shoppers would pay for meat and poultry at the market versus "non-local" meat and poultry at the supermarket. Authors of the report suggested four ways to encourage more meat and poultry sales at farmers markets.
Communicator activities approaching
Always a close call. We end this issue of ACDC News with a Spanish proverb that came to our attention recently. It helps express the mission of communicators in agriculture:
"Civilization and anarchy are only seven meals apart."
Best regards and good searching.
Please pass along your reactions, suggestions and ideas. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 510 LIAC, 1101 S. Goodwin Avenue, Urbana, IL 61801) or in electronic format sent to email@example.com.