Cognitive and affective responses by Lubbock Chamber of Commerce affiliates to agricultural news: a comparison of four presentation media



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Texas Tech University


One of the greatest challenges in agriculture today is helping the total U.S. population develop a basic understanding of the food, agricultural, and natural resource systems. Several of the most critical topics that confront our society include agriculture (Terry, 1993). The need for agricultural literacy is growing, specifically in the area of agricultural policy, but many individuals lack a basic understanding of how agricultural policy affects the global food, fiber, and natural resource industry (Goeker, 1992).

This thesis is a replication study based on Davis' (2003a) study which looked into the affects of agricultural news presented to the Hispanic/Latino population of West Texas. Davis (2003a) recommended a Caucasian population be studied for cross-cultural comparisons; therefore, this study explored the cognitive and affective responses of Lubbock Chamber of Commerce affiliates when presented agricultural policy news in differing presentation mediums.

This study used an experimental posttest-only control-group design to compare four presentation media: newspaper print, electronic text, video news release, and radio news release. Participants were members of multiple committees of the Lubbock Chamber of Commerce (n=60). The participants were assigned to one of four treatment groups and a control group. The dependent measure included aided recall, unaided recall, and issue salience.

Results indicate a significant difference in aided recall between newspaper print and electronic text. Results indicated a moderate correlation between aided and recall and issue salience. No significant difference existed between agricultural issue salience and media channel. The author suggests replication in other Caucasian populations, as well as other specific ethnic groups.



Agriculture in mass media, Lubbock Chamber of Commerce, Lubbock (Tex.), Mass media -- Influence