Happy Labor Day. You certainly are not expected to read or comment on this on the holiday. However, I thought I would go ahead and post in case some of you wanted to use your day off to post.
You may have noticed that I did not respond to your posts in week 2. I may pop in and comment to make clarifications in discussions, but I will predominantly let the discussion happen among you from here on out.
Today, I want to talk about why you should care about agricultural communication research. You clearly care at least a little about agricultural communication research and theory or you wouldn’t be in this class. I know this week’s readings may not have been page turners, but chapters two and three of your text provide some important foundation information for how we will investigate theory in agricultural communication.
As we discuss the importance of agricultural communication research, it is difficult to separate the values we associate with agricultural communication research. It is important for researchers to strive for a lack of biases in their research. A lack of biases make research and theory more valuable. However, as we have discussed agricultural communication is an applied discipline. We conduct research and build theory in order to solve problems in agricultural communication. Based on chapter two of your text and my discussion here, what axiological view does agricultural communication research take? Is this a positive or negative thing?
In agricultural communication, we often seek to address research questions or objectives through an epistemological lens. We try to understand how people know or don’t know about agriculture and its value in our society. We often research methods for exposing people to agricultural knowledge and understanding in explicit and tacit ways. As we try to understand how people respond to agriculture and policy related to agriculture and natural resources, we regularly investigate phenomenons and human decisions related to those. Critical theories seek to change the world, which is something we often try to do in agricultural communication, I believe figure 2.4 in your text describes this process well and will help you understand theories as we discuss them.
The terms in chapter 3 are important for understanding and interpreting research. I don’t intend to repeat all of the terms here, but know they are an important foundation as we continue to explore theory. Let me pose a few more questions for our class discussion. How might someone develop a campaign to improve agriculture’s public image from a scientific/objective paradigm approach? How would this campaign look if designed according to a humanistic/subjective approach? How would you operationalize the concept of agriculture’s public image in order to conduct a quantitative survey?