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Agricultural Extension Content for Non-Commercial Radio

This study examines effective methods of creating and delivering agricultural extension content to non-commercial radio broadcasters, including public radio, community radio, and low-power FM. It provides guidelines for extension agents and explores programming decision makers' preferences and attitudes towards agricultural content.

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Agricultural Extension Content for Non-Commercial Radio

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  1. AGRICULTURAL EXTENSION CONTENT CREATION AND DELIVERY TO NON-COMMERCIAL RADIO BROADCASTERSbyJames Edward Blackwood AED 615 Investigations and Studies In Applied Research December 2006

  2. Personal Background • Received Bachelor of Science in Agriculture in 1997 • 19 Years of Non-Commercial Radio Broadcasting Experience • Experience includes News Production, Public Relations, and Public Service Administration, etc. • Farm Property Owner • Strong interest in Agriculture Extension and its relationship with the media especially in urban markets.

  3. AGRICULTURAL EXTENSION CONTENT CREATION AND DELIVERY TO NON-COMMERCIAL RADIO BROADCASTERS CHAPTER I Introduction

  4. Introduction This study will help develop a guideline that can be used as a reference for agriculture extension agents to help get their message out to the public through non-commercial radio broadcasters. It will also provide information that will be useful in the commercial radio market as well.

  5. Purpose Statement The purpose of this study is to determine the most effective methods of creation and delivery of agricultural extension content and information to non-commercial radio broadcasters including public radio, community radio, and low-power FM (LPFM). An examination of effective methods of creation and delivery will include content creation, formatting, and submission options. The amount of agriculture extension content carried by non-commercial broadcasters will also be determined in this study. The content examined will include; news stories, interviews, original long-form programs, and mini-programs. Additional factors will be studied that relate to extension content inclusion by programming decision makers (non-commercial program directors and general managers) specifically including the perceptions of the importance of the content itself and of the relationship with the local agriculture extension office.

  6. Objectives • To develop recommended guidelines for agriculture extension agents to use regarding the creation, and delivery of content for non-commercial radio. • To examine the gatekeeping strategies (filtering of content) of programming decision makers in non-commercial radio by determining their existing preferences and attitudes towards agriculture extension content.

  7. Limitations • Implications of this study may only be applicable to agriculture extension offices with a non-commercial broadcaster in their market. • Response rate from members of the population (non-commercial broadcasters) in urban markets may be lower due to a less than robust relationship with the agriculture extension office.

  8. Assumptions • Agriculture extension agents are interested in developing and creating content for non-commercial radio broadcasters. • Non-commercial radio broadcasters provide the greatest potential opportunity for agriculture extension content broadcasts. • The study will provide new and valuable information to agriculture extension agents in both rural and urban settings.

  9. Definition of Terms • Community Radio - Type of radio service that caters to the interests of a certain area, broadcasting material that is popular to a local audience but is overlooked by more powerful broadcast groups. • Gatekeeping – Media term used to describe the filtering of coverage. A message has to pass through many gates (filters) before it reaches its audience. • Low-power Radio (LPFM) - Concept of broadcasting at very low power and low cost, to a small community area. These stations tend to serve small towns, if not completely rural areas in the United States, largely because they cannot fit into large cities already crowded by full-power stations. • Public Radio - The dominant form of broadcasting around the world, where radio, television, and potentially other electronic media outlets receive funding from the public. These funds can come directly from individuals through donations or fees, or indirectly as state subsidies that originated in taxes or other national funding sources. • Public Service Announcements (PSA) – Announcement on television or radio serving the public interest and run by the media at no charge.

  10. AGRICULTURAL EXTENSION CONTENT CREATION AND DELIVERY TO NON-COMMERCIAL RADIO BROADCASTERS CHAPTER II Review of Literature

  11. Literature Review Extension Information – Creation and Delivery • Astroth (1990) identified that we need to adopt technologies that will enhance our delivery system and bring us gracefully into the next century as a critical and valued partner with other information providers. • Extension agents must be able to deliver more information through more types of media to more diverse audiences but with less money (Boldt, 1987).

  12. Literature Review Extension and Non-Commercial Radio • Radio has been a relatively untapped teaching resource in the United States, however, in developing countries radio has been used extensively as a vehicle for health, nutrition, and agricultural education (Romero-Gwynn, 1990). • Non-commercial radio (Public Radio and Low Power FM) hold considerable promise for successful use by extension and its clientele and some in extension are already planning to use Low Power FM technology in their educational programs (DeYoung, 1992).

  13. Literature Review Extension Content Gatekeeping by Broadcasters • Most agricultural organizations serve a traditional clientele that prefer conventional media as a source of news and information which may result in many agricultural communicators overlooking the information needs of the media, which in turn could be a reason for the media to neglect agricultural news (Ruth, 2005). • Cartmell (2001) noted that a qualitative study should be conducted that delineates how attitudes and experience impact the decision-making process of journalists and additional studies should be undertaken to determine the influence of editors’ and other journalists’ attitudes on gatekeeping strategies.

  14. Significance • This study will determine the most effective methods of creation and delivery of agricultural extension content and information to non-commercial radio broadcasters including public radio, community radio, and low power FM (LPFM). • This will benefit Agriculture Education (and Extension) by providing the tools to affect change in the communication of extension information to non-commercial radio broadcasters • This will increase the amount of extension information delivered to the public.

  15. (Amount of) Agricultural Extension Content Carried by Non-Commercial Radio Broadcasters Extension Content Delivery Methods Extension Content Creation Methods Extension/ Broadcaster Relationship Conceptual Framework

  16. AGRICULTURAL EXTENSION CONTENT CREATION AND DELIVERY TO NON-COMMERCIAL RADIO BROADCASTERS CHAPTER III Methodology

  17. Research Questions • Effective methods of creation and delivery that include content creation, formatting, and submission options. • Amount of agriculture extension content (news stories, interviews, original long-form programs, and mini-programs) carried by non-commercial broadcasters. • Programming decision makers (non-commercial program directors and general managers) perceptions of the importance of agriculture extension content and their relationship with the local agriculture extension office.

  18. Selection of Topic Selection Panel of Experts Review of Literature Creation of Research Objectives Development of Instrument IRB Approval Pilot Test Instrument Evaluate Pilot Test Revise Instrument Administer Instrument Collect & Analyze Data Report Results Operational Framework

  19. Research Design • Descriptive survey research design • Implemented through a quantitative web-based survey. • Census study of all non-commercial radio programming decision makers in the southwest (N=30).

  20. Population • A purposive sample of programming decision makers (non-commercial radio program directors and general managers) in the southwestern United States. • Population identified and email addresses were obtained using the Corporation for Public Broadcasting (CPB) member directory and through the Federal Communications Commission website. • Represents non-commercial radio broadcasters serving both urban and rural areas.

  21. Instrument • The survey instrument was designed to address all of the research objectives that were developed during the review of literature. • The survey was designed and made available through the Survey Monkey website. • Multiple choice & Yes/No questions, Likert-type scale questions, Semantic-differential scale questions, ranking-type questions, and closed-ended fixed response questions. • Demographic questions in the instrument related to station type, market type and size, station affiliations, and identification of the programming decision maker’s title.

  22. Reliability & Validity • A panel of experts from KUAT Communications Group and Arizona Cooperative Extension were created to establish content and construct validity of the instrument. • The instrument was pilot tested with a sample of non-commercial radio programming decision makers from Texas and Colorado and reliability assessed by calculating Chronbach’s Alpha.

  23. Data Analysis • Survey Monkey will generate the data and it will be exported and analyzed using the statistical program SPSS 13.0. • Frequency and percentage data will be determined for each question and demographic information will be reported.

  24. References Astroth, K. A. (1990). Information Technology: Extension’s Future. Journal of Extension. [Online]. 28(1). Available at: http://www.joe.org/joe/1990spring/f1.html. Boldt, W. G. (1987). Targeting Audiences and Using Creative Media Approaches. Journal of Extension. [On-line]. 25(1). Available at: http://www.joe.org/joe/1987spring/rb2.html. Cartmell, D. D. (2001). Attitudes of Arkansas Daily Newspaper Editors Toward Agriculture. (pp. 445-458). Proceedings, 28th Annual National Agricultural Education Research Conference. Available at: http://aaae.okstate.edu/proceedings/2001/cartmell.pdf DeYoung, B. (1992). High Potential of Low-Power Radio. Journal of Extension. [Online]. 30(4). Available at: http://www.joe.org/joe/1992winter/iw7.html. Henderson, D. (2005). Media Relations: From a Journalist’s Perspective. Lincoln, NE: Universe, Inc. Iams, D. R. (1991). Reactions To Alternative Delivery Methods. Journal of Extension. [Online]. 29(2). Available at: http://www.joe.org/joe/1991summer/a2.html. Podber, J. J. (1999). The Debut of Broadcasting in Small Town America: A Reflection of Community Radio throughout the World. Global Media Journal. 2(4). Available at: http://lass.calumet.purdue.edu/cca/gmj/OldSiteBackup/SubmittedDocuments/archivedpapers/spring2004/pdf_files/Podber%20-%20Radio%20World.pdf

  25. References Pounds, D. (1985). Putting Extension Information Where People Will Find It. Journal of Extension. [Online]. 23(4). Available at: http://www.joe.org/joe/1985winter/a6.html. Radhakrishna, R., Nelson, L., Franklin, R., & Kessler, G. (2003). Information Sources and Extension Delivery Methods Used by Private Longleaf Pine Landowners. Journal of Extension. [Online]. 41(4). Available at: http://www.joe.org/joe/2003august/rb3.shtml. Romero-Gwynn, E., & Marshall, M. (1990). Radio: Untapped Teaching Tool. Journal of Extension. [Online]. 28(1). Available at: http://www.joe.org/joe/1990spring/a1.html. Ruth, A., Bortree, D., Ford, R., Braun, S., Flowers, K. (2005). Web Site Media Relations: A New Direction For Agricultural Public Relations Professionals. Journal of Applied Communications. [Online]. 89(1). Available at http://www.aceweb.org/JAC/v89n1/891-1.htm. Varea-Hammond, S. (2004, April). Guidebook for marketing Cooperative Extension. Journal of Extension. [On-line].42(2). Available at: http://www.joe.org/joe/2004april/tt5.shtml

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