Electronic Theses and Dissertations
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Browsing Electronic Theses and Dissertations by Department "Agricultural Education Communications"
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Item A case study analysis of organizational climate and food safety in a federally inspected beef packing plant in Veracruz, Mexico(2013-12) Newsome, Shawna; Brashears, Michael Todd; Meyers, Courtney; Ulmer, Jonathan; Baker, MattFood borne illnesses have increasingly become a growing human health and economic problem and have become more prevalent since 2001. In 2004, the World Health Organization reported 2.9 million deaths of children age 0-14 caused by diarrheal disease, which results primarily from contaminated food and water sources. Workforce training for those individuals in the food industry is imperative for increasing food safety awareness and ultimately reducing food borne illness. Because organizational climate has been directly linked to behavior change, and it is a direct reflection of leadership, it is imperative to understand how organizational climate and food safety relate in order evoke effective change in proactive workforce food safety-related behaviors. This case study sought to analyze organizational climate, workforce training and food safety as measured by Salmonella prevalence in a federally-inspected packing plant in Mexico. This research indicated that not only is climate related to behavior, but in turn, is related to the quality of the final product. The improvements in organizational climate scores and reduction of Salmonella during processing mirrored similar improvements in the food safety of the final product as demonstrated by measurable decreases in the number of Salmonella contaminated carcasses detected at the conclusion of processing. Additionally, the interview with the food safety managers was supportive of the findings from the climate survey. Results will be used at the plant to improve food quality through continued training.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: Student perceptions of a high-impact agricultural learning experience(2019-05) Smith, Kelsey; Akers, Cindy; Kennedy, Lindsay West; Fraze, Steven; Burris, ScottThe College of Agricultural Sciences and Natural Resources at Texas Tech University established a leadership and professional development program for undergraduate students in 2017. The Matador Institute of Leadership Engagement (MILE) is a three-semester program that utilizes high-impact, authentic, and experiential learning to engage undergraduate agricultural students and develop their leadership and professional skills. Each semester encompassed a different aspect of leadership including individual leadership, service leadership, and community leadership, as well as different segments of the agricultural industry including livestock, commodities, and conservation. Students engaged in classroom-based instruction as well as field-based instruction. Classroom-based instruction was delivered through coursework, self-assessments, workshops, seminars, and guest speakers, while field-based instruction was delivered through agricultural tours, legislative trips, service projects, and internships. The purpose of this qualitative case study was to examine students’ perceptions of instructional methods, as well as their perceived leadership and professional development that resulted from the program. A conceptual framework guided this study through the incorporation of concepts including high-impact learning, authentic learning, and experiential learning. Data was collected through semi-structured interviews and written reflections. Data analysis was guided by a coding process and thematic analysis. Themes emerged regarding students’ perceptions of instructional methods, including active engagement, preference for field-based learning, and learning from industry leaders and professionals. The themes that emerged regarding students’ perceived leadership and professional development that resulted from the program included understanding of self and others, knowledge of the agricultural industry, networking, and concept of leadership. Overall, students preferred field-based instructional methods that were hands-on and involved interaction with industry professionals, while their perceived leadership and professional development included their increased understanding of themselves as well as others, their ability to network, a more comprehensive understanding of the agricultural industry, and a more developed concept of leadership. The findings of this study could offer valuable insight to future research and leadership programs looking to implement effective practices.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 comparison of first and fifth year Texas agriculture teachers on personal teaching efficacy, general teaching efficacy, and content efficacy(2007-12) McLaughlin, Erin K.; Burris, Scott; Fraze, Steven; Brashears, Michael ToddThe purpose of this study was to compare first and fifth year agriculture teachers’ on general teaching efficacy, personal teaching efficacy, and content efficacy. Teacher efficacy has been defined as a two dimensional construct composed of personal teaching and general teaching efficacy. Personal teaching efficacy involves a teachers’ evaluation of their own capability to bring about student learning. General teaching efficacy reflects the degree which a teacher believes other educators can control the learning environment despite influences such as family background, IQ and school conditions (Gibson & Dembo, 1984). Content efficacy is the level of confidence an agriculture teacher possesses in agribusiness and economics, plant and soil science, animal science, agricultural mechanics and technology, and natural resources and environmental science. The sample consisted of first and fifth year agriculture teachers in Texas during the 2006-07 school year. The sample frame of 129 first year teachers and 68 fifth year teachers yielded a 71% response rate. Personal teaching and general teaching efficacy were measured by the short form of the teacher efficacy scale (Hoy & Woolfolk, 1993). A researcher developed instrument was used to measure content efficacy. An independent t-test was conducted to compare the means between first and fifth year teacher efficacies.Item A comparison of the knowledge of and attitudes toward sustainable agriculture of high school students in Texas and Nicaragua(2019-05) Oliver, Emily Raines; Boren-Alpizar, Amy E.; Lawver, David; Baker, MattWith the world population on the immediate rise, agricultural producers are struggling to find ways to feed massive amounts of inhabitants. Although there is not one specific definition for sustainable agriculture, the practice can be described as a way for people to satisfy dietary needs while causing no detriment to the environment or the farmer producing the goods (Velten, Leventon, Jager, &Newig, 2015). The objective of this research study is to observe high school student’s knowledge of and attitudes towards sustainable agriculture in curriculum. It is intended to compare students in the Texas and students in Nicaragua. For this quantitative study, the population (N=366) consisted of high school students from Bexar and Lubbock county in Texas and high school students participating in 4S programs in Nicaragua. There was a significant difference between Texas and Nicaragua high school students when asked about their perceived level of importance of sustainable agriculture practices and their perceived benefits of sustainable agriculture practices. When analyzed using a Witkin Needs Assessment Matrix, Texas high school students identified rotational grazing, the use of green manure, and the use of cover crops to prevent soil erosion as critical needs. Using the same matrix, Nicaragua high school students identified integrated pest management and the reduced use of herbicides and pesticides as critical needs. It is recommended that rotational grazing, the use of green manure, and the use of cover crops to prevent soil erosion be heavily integrated into Texas high school curriculum, and integrated pest management and the reduced use of herbicides and pesticides be heavily integrated into Nicaragua high school curriculum.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 Gluten-Free Diet Coverage in Major U.S. Newspapers(2017-11-21) Meyer, Diane Catherine; Meyers, Courtney; Li, Nan; Gibson, CourtneyAmerican consumers believe the gluten-free diet (GFD) is healthy, and 25% prefer gluten-free foods. Media coverage may influence attitudes and behaviors about the GFD. A content analysis evaluated frames and article types used to communicate the GFD in 262 articles published in The New York Times, The Washington Post, and USA Today from January 2003 through August 2017. Nine frames were identified that described the GFD: Advice, medical, entrepreneurial, social controversy, pop culture, diet fad, institutional policies, market and retail sales, and research. The advice frame was used most in 65 (24.8%) articles, and medical in 43 (16.4%). Feature and opinion type each accounted for 94 (72%) articles. The variety of frames shows the GFD is communicated in a complex manner, but the frequency of advice and medical frames may influence consumer perceptions of the GFD’s popularity and healthiness. The use of feature and opinion articles provide biases that may also influence consumer beliefs. Additional research could determine what events may have influenced the prevalence of each frame, as well as potential agenda-setting effects from these frames. A recommendation for practice is for scientists and agricultural communicators should present scientific findings with a human-interest component to appeal to readers.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 content analysis of social media engagement in communication efforts for major livestock shows(2018-05) Maresca, Shelby R; Akers, Cindy; Li, Nan; Meyers, CourtneyPractitioners and organizations will go where the consumers go when considering message strategy and media planning, and in this case, it is social media (Ashley & Tuten, 2014). Social media are ever-evolving technologies that can be incorporated into communication practices. For agricultural communications to continue to have a successful reach, have open doors and endless opportunities, the use of social media must be ensued (Graybill, 2010). Previous studies have explored social media use in agriculture, but none have looked at the social media communication efforts of junior market livestock show and rodeos. With the Uses & Gratifications Theory, this study identified different characteristics of user-created and organization-created posts during the Denver National Western Stock Show and Fort Worth Stock Show and Rodeo. Through a content analysis of 4,698 Facebook, Instagram, and Twitter posts over two weeks, this study examined how these different post characteristics influenced engagement levels and have the most interest. The study found how Instagram is the most engaging platform and the Junior Market Livestock Show is the most engaging content topic area for organization-created content. The results of this study will benefit future agricultural communications within the major livestock show and rodeo industry.Item A descriptive analysis of collegiate horse judging alumni and perceived career fulfillment in the agricultural industry(2021-12) Petry, Christy; Rayfield, John; Burris, Scott; Headrick, JasonThe purpose of this study is to collect data from former collegiate horse judging participants by describing characteristics and experiences shared while competing at the collegiate level. The attributes under examination include essential skills developed, equine industry experience, current career information, career satisfaction level, demographics, and current job fulfillment in the equine industry. The overall motivation behind the study is to provide greater validation for the support of collegiate horse judging programs and to convey an awareness of its value. In recent years, several collegiate horse judging programs have been cut from universities, which may create future challenges in equine industry employment and experiential learning opportunities for students. It is well recognized that universities often value the opportunity for their students to showcase skills by competing to bring recognition to the college. However, there is a cost associated with these programs that seldom offers direct returns like other activities. This study sampled past collegiate horse judging participants willing to discuss their judging experiences and career status. As a result, the study found a positive reflection in all objectives. Findings reported that 84% of the population have a current career that involves the equine or agriculture industry. Also, it presents that horse judging participant graduates report positive career satisfaction. Collegiate horse judging program participants said they gained workforce readiness skills through participating in the program. Additionally, the results recognized that over 90% developed networking abilities from being a part of the collegiate horse judging program. Moreover, the study acknowledges there is personal achievement resulting from being a champion or reserve champion individual relating to obtaining a career within the equine industry. The overall positive descriptions, existing principles of participating in collegiate horse judging programs, and descriptive attributes on careers resulting from this study could provide greater validation for the support of collegiate horse judging programs. This conveys awareness of its value to universities, educators, coaches, parents, and students. Finally, it provides support that horse judging programs are an indicator of student achievement and future success.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 Look at Behavior-Based Safety Program Effectiveness: A Qualitative Study of Participants’ Perceptions of Safety Program Effectiveness in a Bayer CropScience’s Cottonseed Delinting Plant(2017-11-29) Burrow, Austin Joe; Gibson, Courtney; Baker, Matt; Doerfert, David; Kim, Jeong-HeeThis qualitative study sought to examine the effectiveness of a behavior-based safety program at a Bayer CropScience’s Cottonseed Delinting Plant. The study included multiple qualitative methodologies included case study, focused ethnography, narrative inquiry, and photo-elicitation. The manuscript used the three-paper method. The initial article included a review of behavior-based safety (BBS) and how it has evolved since its conception and what constitutes its applicability with safety performance. The second article showed the methods and results of a photo-elicitation study (PEI) to better understand participants’ perception of safe and at-risk areas in their work environment using both photo-elicitation and narrative inquiry. Moreover, the final article in Chapter 3 was conducted as a focused ethnographical case study that examined the effects of interpersonal communication, trust and care amongst employees in the workplace using BBS, and the social effects of positive reinforcement. This study contributed to the body of knowledge surrounding BBS and its effectiveness at reducing safety related incidents in the workplace. The qualitative methodologies brought forth a different approach other than that of the traditional quantitative methodologies typically used to address BBS performance. However, this approach provided breadth and knowledge surrounding the social constructs that contribute to fostering a strong and effective safety culture in the workplace using a behavior-based safety (BBS) program.