Browsing by Author "Irlbeck, Erica"
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Item A case study and framing analysis of the 2008 salmonella outbreak(Texas Tech University, 2009-08) Irlbeck, Erica; Akers, Cindy; Baker, Matt; Brashears, Mindy M.; Burris, Scott; Duemer, Lee S.In April 2008, the United States Food and Drug Administration began investigating a potential Salmonella outbreak in Texas in New Mexico. Initially, tomatoes were the suspected carrier of the pathogen; however, after three months of investigation, the FDA determined jalapenos grown in Mexico were the culprit. Tomato growers across the United States reported losses of $250 million. The purpose of this study was to examine television news coverage of the Salmonella outbreak through a case study using framing theory in order to gain an understanding of how reporters’ ideologies, attitudes, and corporate pressures influenced the frames that were reported on the ABC, CBS, and NBC news networks. A qualitative case study using interviews with reporters and content analysis was used to investigate the research questions. The reporters revealed they supported the farmers, they wanted change within the FDA, and they had confidence in the U.S. food supply. The frames presented in the television news coverage were health risk, financial impact, devastation of tomato growers, and frustration with the FDA. The frames that were built by reporters’ inputs were devastation of the tomato grower and frustration with the FDA. This dissertation concluded that in some instances, television news frames are influenced by the reporters’ attitudes and ideologies, and in other instances, they are not.Item A case study of the COVID-19 experiences of communication directors for Texas agricultural organizations(2020-12) Spradley, Katelin Rose; Meyers, Courtney; Irlbeck, EricaThe COVID-19 pandemic, especially during the months of February through May 2020, impacted all facets of Texas agriculture in unprecedented ways. As a result, Texas livestock, commodity, and advocacy groups were called upon to play an active role in managing this crisis. Communication is an integral part of crisis management which meant communication directors for Texas agricultural organizations played an important role in managing the COVID-19 crisis on behalf of their organizations. This qualitative case study sought to explore the experiences of communication directors for Texas livestock, commodity, and agricultural advocacy organizations during the beginning of the COVID-19 pandemic, spanning the months of February to May 2020, and describe the communication directors’ perceived effectiveness of their communication efforts during that time. Semi-structured interviews were conducted with seven communication directors from Texas agricultural organizations that represented agricultural producers across the supply chain. Inductive coding methods were used to analyze the data. Analysis revealed participants used basic crisis communication strategies to communicate on behalf of their agricultural producer members during COVID-19 and mitigate future crises. Communication directors struggled to define their roles and felt overwhelmed by the sudden change in their responsibilities, which suggests communication directors in agricultural organizations should have a role in the strategic planning of an organization outside of a crisis. This study is especially significant to practitioners as it provides a record of actions taken by communication directors during a major crisis they were not prepared for.Item A case study of the risk and crisis communications used in the 2008 Salmonella outbreak(2010-12) Palmer, Ashley; Irlbeck, Erica; Meyers, Courtney; Chambers, ToddThe Salmonella outbreak of 2008 was one of the largest ever foodborne illness outbreaks to impact the produce industry. Tomatoes were initially pinpointed as the source of the outbreak. Eventually, the FDA was able to trace the outbreak to imported jalapeño peppers, but the find came too late to recover the $100 million losses for the tomato industry. The purpose of this study was to examine the risk and crisis communication efforts taken by public relations practitioners in the produce industry during the 2008 Salmonella outbreak to determine which efforts were successful and which were ineffective. This qualitative case study used the interviews of nine public relations practitioners in the tomato industry to collect the information needed to fully explore the research objectives of the study. The study found that all of the public relations practitioners attempted to communicate effectively with their audiences despite the negative nature of the 2008 Salmonella crisis. Additionally, the practitioners revealed their thoughts and perceptions about the outbreak, the media, and the communications used during the outbreak, which provided valuable insight into the communication efforts of an organization during a crisis. The study concluded with a list of effective and ineffective communication efforts gathered from the responses of the interviewed practitioners that will serve as the basis for a risk and crisis model to be developed and used in the future.Item A case study of the risk and crisis communications used in the 2009 salmonella outbreak in peanut products(2012-05) Fry, Jessica; Irlbeck, Erica; Meyers, Courtney; Chambers, ToddCrisis management is a tool designed to fight a crisis; minimize the inflicted damage; and protect the organization, stakeholders, and industry from harm. Crisis management processes include preventative measures, crisis management plans, and post-crisis evaluations (Coombs, 2010a, 2007b). The 2009 Salmonella outbreak in peanut products was the second outbreak caused by contaminated peanut butter and created a period of negative publicity for the food and peanut industry. It was one of many large food outbreaks that the United States has seen in the past six years, all of which negatively impacted the food industries and agriculture. The public assumed that tainted peanuts might have entered into peanut butter and other food items (Smith, 2009). It is important for the various channels of distribution and public relations practitioners in the food and agriculture industry to be able to work together to uphold the strong reputation of the organization and agriculture in the midst of a crisis. Public relations practitioners worked to communicate with consumers to increase their confidence in the peanut industry. Organizational crisis communication messages play a vital role in crisis situations; they provide information for those affected by the crisis and assist in reducing the damage and impact of the crisis on the organization (Coombs, 2010b; Fediuk, Coombs, & Botero, 2010).Item A case study of the Texas Alliance for Water Conservation's communication efforts(2016-12-07) Godwin, Cassie; Meyers, Courtney; Irlbeck, Erica; Ritz, RudyAgriculture production in the Texas High Plains is reliant on irrigation from the Ogallala aquifer, but this dependency and West Texas’ climate has caused the aquifer to decline steadily. Conservation organizations like the Texas Alliance for Water Conservation (TAWC) are focused on addressing the decline of the Ogallala aquifer, to ensure the longevity and productivity of agriculture on the Texas High Plains. The TAWC conducts progressive, full-scale plot research and then communicates its findings to West Texas agricultural producers. With effective communication, TAWC can reach its appropriate audiences, educate them on the most advanced and efficient water conservation techniques, and ultimately initiate a behavioral change. To explore TAWC’s communication efforts this study drew from the theoretical framework of the diffusion of innovations and the conceptual framework of social marketing. This case study was guided by three research questions and used semi-structured interviews, group observations, and TAWC documents to gather data. Data from these three sources was analyzed using the constant comparative method. Findings, for research question one, indicate West Texas agricultural producers viewed the TAWC as a valuable resource, outreach activities have increased in popularity, and research activities have grown. Research question two determined that TAWC uses a variety of communication methods, such as interpersonal, online, and traditional media channels to reach stakeholder groups. Research question three determined that young or new producers’ lack awareness of TAWC, having a personal contact within TAWC is key to awareness, producers want to conserve water, and using a variety of communication methods is necessary to reach stakeholder groups. This study found that TAWC is doing several things very well. From this study’s findings it was recommended that TAWC continue to provide West Texas agricultural producers in-person events and using a variety of communication methods to reach its targeted audiences. It was also recommended that future research quantify West Texas agricultural producers’ level of awareness regarding TAWC.Item A Case Study on Reauthorizing the Supplemental Nutrition Assistance Program in the 2018 Farm Bill(2020-05-12) Rey, Yasmin; Irlbeck, Erica; Doerfert, David; Kennedy, Lindsay; Meyers, CourtneyReaurthorizing SNAP in the 2018 Farm BillItem A case study on the hybrid learning experience in the Agricultural Communications Block(2022-05) Davidson, Dylan Sloan; Irlbeck, Erica; Fischer, Laura; Meyers, CourtneyThis case study explored the perspectives of a hybrid learning experience in the 2021 Texas Tech University agricultural communications Block capstone experience. This study utilized a qualitative, intrinsic case study design featuring a student questionnaire as well as student, teaching assistant and faculty interviews. Both the questionnaire and interviews focused on the participant’s perspectives of the hybrid learning experience used in the 2021 Block and questions for each were created using the Five R’s and capstone elements in Andreasen’s (2004) Model for the Integration of Experiential Learning into Capstone Courses (MIELCC). Results indicate participants achieved several components of the Andreasen’s Five R’s and Capstone Elements of the MIELCC with the hybrid learning experience but that some elements, such as communication and teamwork, need improvement. This study also shows that the instruction method, face-to-face, hybrid, or online, impacts a student’s ability to apply the capstone elements and incorporate the Five R’s and affects the student’s success of a capstone course. This study recommends modifications be made to the MIELCC to represent common instruction methods and how one, or a mix, can be applied in capstone courses to apply the capstone elements. This study also recommends that the Block return to a face-to-face structure with hybrid lessons and assignments that provide students a chance to build digital and remote skills to reflect a hybrid or remote workforce. Future research should be conducted to evaluate the hybrid learning experience in other capstone courses, particularly in agriculture communications or education. Future research should evaluate student camaraderie and its impact on capstone courses.Item A Comparative Content Analysis of News Stories and Press Releases during the 2015 Blue Bell Ice Cream Recall(2017-07-28) Brooks, Brandyl Julia; Meyers, Courtney; Irlbeck, Erica; Gibson, CourtneyFood safety is an issue that impacts all consumers and the event of a food recall can have significant implications for a food company and the broader agriculture industry. In 2015, Blue Bell Creameries had its first recall in the company’s history. Blue Bell issued a voluntary recall of all of its ice cream products after Listeria was detected and was linked to 10 illnesses that resulted in three deaths. The purpose of this study was to explore how the 2015 Blue Bell ice cream recall was presented in company press releases and news media coverage to determine what crisis communication strategies Blue Bell was implementing and how the media presented that information. This study was a content analysis of 23 press releases from Blue Bell and 68 articles from newspapers. Coders analyzed the articles to answer the research questions. The theoretical framework was based on framing and Situational Crisis Communication Theory. The four crisis response strategies, or postures, used as frames were deny, diminish, rebuild, and bolster. This study also examined sources identified in the articles and the topic areas they discussed. The results indicated Blue Bell’s communication efforts were properly and effectively disseminated through the news media to the public. Blue Bell used accommodative crisis communication postures to restore its reputation. Blue Bell was also actively found as a source in the news stories, which benefitted the company when communicating about the recall to the public. Also, Blue Bell’s positive prior reputation helped the company when restoring its reputation and brand loyalty. Recommendations for research and practice are provided.Item A content analysis of California Proposition 37 videos on YouTube(2014-05) Krause, Amber; Meyers, Courtney; Irlbeck, Erica; Chambers, ToddCalifornia’s Proposition 37 was a ballet initiative to mandatory label products containing genetically modified organisms (GMOs). Although it eventually failed, it generated immense media exposure regarding GMOs and their possible regulatory, health and economic impacts. The purpose of this study was to describe the presence of videos related to Proposition 37 on the social media platform, YouTube. The research addressed how Proposition 37 videos are framed, the message appeals used to convey information about labeling GM products, and the message sensation value of each video. Collected in mid-November 2013, the researcher utilized an auto-generated channel, established by YouTube, making the population of the study 287 videos. A purposive sample was taken from the population, which resulted in 174 videos. It was determined that majority of the videos in the sample wanted the proposition to pass. Right to know and human health were the most prominent frames in the sample, present in majority of the videos. Emotional appeals were more frequently used in the sample than logical appeals. Overall, videos in the sample had a low message sensation value. Relationships and differences between variables were determined.Item A content analysis of news coverage about plant-based milk(2020-12) Regusci, Elise; Meyers, Courtney; Meyers, Courtney; Meyers, Courtney; Li, Nan; Irlbeck, EricaPlant-based milk has provided more options to consumers who are looking for an alternative to dairy milk. The rise in sales of plant-based milk has grown over recent years while dairy milk has continued to decline. To gather more insight into what is being discussed in news coverage about plant-based milk, a quantitative content analysis was conducted on 250 articles published from 2011 to 2020. These articles were coded for word count, location of publication, frame, and article type. The seven frames used to describe plant-based milk were Environment, Animal Welfare, Health, Economics, Labeling, Taste, and Trend. There was an increasing trend line for article numbers with the most articles published in 2019. Most articles were 500 – 999 words and were either Feature or News articles. This could indicate that readers are gaining more information and perspectives about plant-based milk from longer format articles. Another important finding from the study is the use of Trend frame (29.6% of the articles) followed by Taste (19.6%) then Health (16.4%). The Trend frame is related to the growing popularity of plant-based milk. Many Taste articles were written in the form of recipes, which gives inspiration to the reader to use plant-based milk while cooking or baking. The use of the Health frame focused on nutritional information and support of using plant-based milk as an alternative for lactose intolerance or milk allergy. Overall, this study indicated that a majority of plant-based milk news coverage focuses on discussing popularity, consumption, and innovation about plant-based milk through medium length articles.Item A content analysis of news regarding genetic modification in agriculture(2022-05) Essary, Ch’Ree; Irlbeck, Erica; Fischer, Laura M.; Peaslee, Robert M.Genetically modified organisms (GMOs), specifically if and how they are regulated, serves as one of the most controversial science topics globally. As the public relies on news media to gain an understanding of topics such as genetic modification (GM), this study sought to identify and analyze the beats of journalists, attention cycle and news frames of news stories pertaining to GM. This study examined articles from the New York Times, Associated Press, and USA Today and used hierarchical cluster analysis to identify frames in news coverage from 2015-2020. The predominant frames found were Policy Change Conflicts, Research and Defining the Issue, and Public Opinion is Negative. Those frames regarding This study found that journalists, no matter their beat, need conflict to attach their story to, and when there is no clear conflict frequency of coverage tends to drop or cease altogether. This study posits that PR professionals should leverage conflict when pitching stories to journalists and news editors. However, it also recommends that news editors should ignore the hierarchy of journalist beats which political journalists tend to sit at the top of and science and agriculture journalists tend to sit at the bottom of.Item A Cut Above: A Qualitative Analysis of the Development and Implementation of the “More to Meat” Campaign in Australia(2023-12) Ryder, D'arcy A.; Meyers, Courtney; Fischer, Laura; Irlbeck, Erica; Gibson, CourtneyThis study explored the motivations and effectiveness of the “More to Meat” campaign, an agricultural campaign focused on the red meat processing industry in Australia, from the perspective of different stakeholder groups. Utilizing qualitative methods, semi-structured interviews were conducted with several participants. Participants were sought through purposive and snowball sampling. Four stakeholder groups were able to be interviewed. Participants were asked questions about their understanding of why the campaign was created, what their perspectives were on the campaign, and how successful the campaign had been in achieving its goals. Results showed that the campaign was deemed successful by each stakeholder group, with emphasis placed on ensuring the continuity of the campaign into the future. Participants expressed their opinions on the success of the campaign through sharing stories of those working within the industry and how this creates transparency and trust for the industry with consumers and the public. Support for the campaign was positive, with areas for improvement highlighted by each group. Ensuring transparent efforts by the industry to tell their story was highlighted as a method to increase knowledge and awareness of the Australian red meat industry. The researcher recommends a content analysis, or framing analysis, of the campaign to assess messaging and provide more consumer research to inform the campaign moving forward. Future research should include other stakeholders that were involved in the campaign, including the public that live in regional areas in Australia that have a red meat processor, to ensure that all perspectives are included.Item A global view of agricultural communications(2016-05) Neaves, Danielle N.; Irlbeck, Erica; Lawver, David; Oviedo, Marilda J.; Zaier, AmaniAgriculture is a global industry and instructors and employers are recognizing the need to improve communication about agriculture worldwide. This can only be done after learning and understanding what is currently being communicated and how it is being communicated to producers and consumers. The purpose of this study was to find what does agricultural communications look like on a global scale, and how is it used? The research questions of what methods of communication about agriculture are used in specific countries to producers and to consumers; how are the channels of communications similar by geographic region; what is the perceived importance of agricultural communications locally within a region and globally; what impact does agricultural communications have for the national and international agricultural industry were used for the research. Through diffusion of innovations theory and the concept of globalization, a closer view of agricultural communications was achieved through qualitative interviews of international students in the College of Agricultural Sciences and Natural Resources of Texas Tech University. In the findings, there is not a standard agricultural communications sector in the countries represented through the participants. However agricultural communication campaigns have been used in the past. It is recommended for there to be continued efforts and increased communication about agricultural information to consumers and producers would greatly benefit the communities to help understand agriculture products and the global impact of the industry.Item A growing stereotype: Prince Farming's reality of agriculture(2015-05) Roberts, Jaclyn; Irlbeck, Erica; Gibson, Courtney; Ortiz, RebeccaReality television has seen an influx in success over the past ten years, exploding into a popular culture phenomenon (Miller, 2013). As reality television appears to present unmediated portrayals of events, audiences believe they are receiving an unfiltered glimpse into the real lives of program participants (Hall, 2005). Thus, creating a believable “reality” to audiences despite the carefully constructed content. With multiple agricultural reality television programming on a variety of networks, it is important to understand how the industry is being portrayed to audiences. This study investigated the portrayal of agricultural stereotypes in Season 19 of The Bachelor and Season 10 of The Bachelorette, which featured Chris Soules, a corn farmer from Iowa. A qualitative textual content analysis was conducted to investigate the research questions. Four themes were identified to represent the portrayal of agriculture in Season 19 of The Bachelor and Season 10 of The Bachelorette: the romanticized farmer, the pastoral fantasy, a limited understanding of agriculture, and traditional values. The pastoral fantasy, limited understanding of agriculture, and traditional values were found to reinforce previous stereotypes in agriculture, while the romanticized farmer broke previous stereotypes of the industry. Further, emerging stereotypes focusing on rural style, technology, social culture, gender roles and the farmer mold developed.Item A mixed methods study of checkoff programs and their utilization of influencers on Instagram(2022-05) Powell, Emmy Elizabeth; Irlbeck, Erica; Boren-Alpizar, Amy E.; Doerfert, DavidThis mixed methods study explored how various USDA checkoff programs use influencer marketing on Instagram. The study utilized a quantitative content analysis and semi-structured qualitative interviews. The quantitative content analysis focused on Instagram influencer’s posts, all of which were sponsored, paid partnership posts with a USDA checkoff program. The content analysis focused on describing the demographics of the influencer and post and the engagement metrics of each post. Qualitative interviews were also conducted with professionals who have experience with influencer marketing within a checkoff program. Results indicated that most influencers, used within checkoff programs in influencer marketing campaigns, are mid-impact influencers, and posted with the highest engagement were gallery posts. Participants put emphasis on focusing on more than just the number of followers an influencer has when seeking out partnerships and making sure they are active. Additionally, the study revealed that each checkoff uses what they believe is best for their organization. The research recommends this become part of a future guide for future influencer marketing campaigns. Future research should be conducted on other commodity organizations, as well as on other areas in agriculture.Item A multi-faceted needs assessment of the Belizean agriculture industry(2013-05) Porter, Haley; Brashears, Michael Todd; Irlbeck, Erica; Meyers, CourtneyAgriculture is vital to the economy of Belize as it provides approximately 71% of the country's total foreign exchange earnings and represents 29% of the total labor force (U.S. Department of State, 2011). Until now, there has been a lack of knowledge pertaining to the educational needs of those involved in the agricultural industry of Belize. The purpose for this qualitative study was to conduct a needs assessment to determine the areas of research that should be focused on so that future educational programming and collaborative work in the form of workshops, internships, and grant proposals can be created. Case study methodology was used to address the following objectives: 1) determine what barriers prevent the agricultural industry of Belize from being more successful, 2) determine what the agricultural industry of Belize, as a whole, needs in order to be more successful, and 3) determine what the educational needs are for the agricultural industry of Belize. A variety of needs assessment techniques were used to collect data for this study: individual interviews, group interviews, and observations. A team of eight researchers from Texas Tech University traveled to Belize to meet with representatives from a governmental agency, the citrus industry, the poultry industry, the banana industry, the beef industry, the shrimp industry, and the restaurant/tourism industry. All interviews were digitally recorded and observational notes were taken. Upon return from Belize, the audio and video data were transcribed, then analyzed through the use of NVivo 10 for common themes. The results revealed several major themes that spanned across the entire agricultural industry. For Research Objective 1, the barriers identified for the Belizean agriculture industry were related to government, energy, oil, boat transportation, disease, weather, illiteracy/lack of technology, and unemployment. For Research Objective 2, general agricultural needs were identified for the citrus, beef, poultry, restaurant/tourism/agritourism, banana, and shrimp industries, and also the agricultural health authority for Belize. For Research Objective 3, several agricultural education needs were identified: the need for a link with other universities, the need for more government assistance in terms of education, the need for better collaboration with the Mennonite culture, the need to focus on extension education more, and the need for a better information dissemination system. The researcher identified several recommendations for future research. First, a demographic questionnaire should be distributed so that more rich and in-depth descriptions can be provided about the interview participants. Second, all of the interview participants for this study hold leadership positions within the Belizean agriculture industry; therefore, it would be beneficial to examine the perceptions of those who do not hold leadership positions within the industry. Third, it is recommended that the perceptions of government officials be examined in regard to the country’s agricultural industry. Fourth, a more in-depth examination of the needs of Belize’s Mennonite population should be examined, due to the fact that they represent a significant contribution to the agricultural industry. Fifth, a more extensive amount of time should be spent in Belize in order to thoroughly examine the country’s agricultural industry. The last recommendation is to begin developing workshop content based off the needs determined in this needs assessment.Item A multi-method study of the influence of online and traditional media on public opinion of antibiotic use in livestock(2018-05) Steede, Garrett Michael; Myers, Courtney; Li, Nan; Irlbeck, Erica; Gearhart, ShericeFor millennia, antibiotics have been used to treat infections, although it was not until the last century or so that people discovered that infections were caused by bacteria. From 1945-1955, penicillin, streptomycin, chloramphenicol, and tetracycline ushered in the antibiotic age. However, today, many of these original antibiotics and most of their successors are largely ineffective due to antibiotic resistance. The use and misuse of antibiotics in both human and animal medicine has led to decreased efficacy of many common antibiotics due to bacteria’s ability to develop resistance. Using sentiment analysis software and content analysis, this three-phase study sought to understand how online and traditional media discuss the topic of antibiotic use in livestock. Using a public opinion survey in the last phase, this study additionally sought to understand what effect framing of antibiotic use in livestock and the development of antibiotic resistant bacteria had on public opinion. During phase one, Nuvi, a social media monitoring program, provided sentiment for each tweet and coded 64.8% of the content (n = 129) as negative compared to the 38.2% (n = 76) humans coded as negative. The contrast between human coders and Nuvi indicates there could be discrepancies between how Nuvi codes content and the way a human might interpret the content. No key influencer discussed antibiotic use in livestock positively. Findings suggest agricultural communicators should not rely completely on the output from Nuvi to evaluate how the public discusses issues related to agriculture, particularly controversial issues. During phase two, a quantitative content analysis was conducted on three national U.S. newspapers from 1996 – 2017 and found three primary frames were used when discussing antibiotic use in livestock and antibiotic resistance. The content analysis also indicated that over 40% of the news articles contained no scientific source when communicating about this scientific topic. Based on the frames identified, some readers are being ill-informed about this topic and could be using this information in their decision making without having all of the facts. Science communicators should prioritize the inclusion of scientific sources in their writing as they communicate about complex, controversial topics. In the final phase, a between-subjects experimental survey research design, 297 participants indicated their perceptions of antibiotic use in livestock and the development of antibiotic resistant bacteria before being randomly assigned to one of three conditions. Each condition was a mock Twitter account framed differently based on findings from phase two. After reading their assigned mock Twitter page, respondents indicated their trust of the information contained in the account, their information seeking behavior, demographics, and their support for antibiotic use in livestock. Using an ANCOVA, results indicated the frame influenced trust of information (F = 8.7, p < .05) and information seeking behavior (F = 4.48, p = .01) while support was not significant (F = 2.7, p = .07). Results suggest the blame frame has the greatest influence on shaping public opinion of antibiotic use in livestock and the development of antibiotic resistance. This study allowed for the development of a more robust understanding as to what kinds of information are being communicated to the public regarding the topic. By identifying what messages are being communicated to the public, the researcher was then able to test the effects of these messages on the public. This study indicated the inclusion and omission of specific information can influence public opinion of antibiotic use in livestock and the development of antibiotic resistant bacteria.Item A Phenomenological Study of How Leaders Influenced the Career Choice of Pre-service Agricultural Education Teachers(2023-08) Stone, Cele; Ritz, Rudy; Headrick, Jason; Irlbeck, Erica; Fraze, StevenThis phenomenological study explored the career selection process of 13 agricultural education pre-service teachers from Texas Tech University. These students were purposefully selected to participate in this study based on their major, certification, and future plans to become school based agricultural educators (SBAE). The study used a qualitative research design, adopting a postmodern humanistic paradigm and a phenomenological approach to explore the lived experiences, behaviors, motivations, and the impact of certain leaders which influenced the thirteen students’ choice to become agricultural educators. Agricultural education is a discipline encompassing a wide range of topics related to agriculture, food production, and natural resources management. The NAAE website states that agricultural education “prepares students for successful careers and a lifetime of informed choices in the global agriculture, food, fiber, and natural resources systems.” Agricultural education teachers play a critical role in preparing the next generation of agricultural leaders and professionals hence the purpose and aim of this study. The study is relevant, as understanding career choice in emerging teachers and the role their experiences played in the decision process is a step on the path of addressing teacher shortages and teacher retention in the field of SBAE. Data for this study were collected using semi-structured interviews and observations. Thematic analysis was used to analyze the data collected allowing for the reduction of the large dataset into smaller, more meaningful themes, increasing the rigor of the study through its transparent structure, which facilitated the coding procedures. An inductive coding method was utilized without a pre-existing codebook or set of themes. All codes were developed based on the data provided in the interview transcripts, rather than relying on pre-existing theories or categories. This inductive coding approach enabled the capture of novel findings that were not initially anticipated, provided flexibility during the coding process by not adhering to a specific theoretical framework, and enhanced the validity and transparency of the study findings by minimizing biases and assumptions. Thematic analysis of respondent interviews resulted in three compelling themes: (1) schooling experience as a catalyst to create teachers; (2) intrinsic motivation and intent to teach; and (3) perceived limitations of the teaching profession. However, an overarching theme emerged upon analysis of the data. All 13 respondents reported the influence of leaders on career choice. Overall, the results of the study support transformational leadership as a catalyst for change.Item Absentee landowners near a military installation in Texas: Use, motivation, and emotional tie to their land(2012-12) Danker, Amber P.; Irlbeck, Erica; Murphrey, Theresa P.; Baker, Matt; Dooley, KimberlyThe purpose of this dissertation was to examine the motivation of absentee landowners located around a military installation in Texas to maintain their land in agriculture. Urban encroachment around military installations has become problematic, primarily as a result of many years of incompatible development due to the transfer of lands from agricultural use to urban use. Maintaining the land in agriculture increases military training capabilities, thus increasing military readiness both stateside and abroad. Absentee landowners are of particular interest, since their detachment from the land could be perceived as a disinterest in what occurs there. The determination of landowner motivations may allow programs to be developed which can appeal to the landowners’ motivations and allow the landowners to maintain their land in agriculture. Four research questions sought to identify landowner motivation. The research questions targeted current land use, the phenomena motivating absentee landowners to maintain their land in agriculture, change in land use over time, and whether a landowner’s emotional tie to the land affects land management decisions. Both the intrinsic motivation of family and the extrinsic motivation of money were identified as general motivating factors, and 15 specific motivating factors were identified within the four overarching themes. Recommendations were made based on applicability of the research to the Army, cooperative extension, legislators and government agencies, financial planners, tax appraisal offices, and estate planners.Item An analysis of agriculture media and Instagram crisis response to COVID-19 within the dairy industry(2021-12) Neves, Makenzie Taylor; Irlbeck, Erica; Doerfert, David; Low, LisaThis mixed-methods study explored the crisis messaging of various agricultural news platforms and Instagram influencers in response to the dairy industry during COVID-19 in three parts. The study utilized quantitative content analysis and qualitative interviews. The quantitative portion consisted of two content analyses: one investigated articles published by agricultural news sources and another on Instagram posts posted by dairy Instagram influencers. Both focused on the framing of articles or social media posts about the dairy industry during COVID-19. Situational Crisis Communication Theory frames and communicative function were analyzed noting there was a statistically significant difference between frames and communicative function used by agricultural journalists and Instagram influencers. Qualitative interviews were also conducted with macro and micro dairy Instagram influencers to understand their motivations and strategies behind posting. Results indicate the need to use both agricultural journalists and Instagram influencers as strategic partners in crisis communication in agriculture. They suggest both are essential tools for crisis communication and should be included in crisis communication plans. The researcher recommends this become part of organizations crisis communication plan and those partnerships are built prior to a crisis. Future research should be conducted on other crises within the industry, as well as on other sectors in agriculture.