An analysis of agriculture media and Instagram crisis response to COVID-19 within the dairy industry

This 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.