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AEE 840

AEE 840. Agricultural Communication Theory. Course Objectives/Purpose.

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AEE 840

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  1. AEE 840 Agricultural Communication Theory

  2. Course Objectives/Purpose • This introductory graduate communication course aims at familiarizing students with the field of agricultural communication and mass communication theory. Given the enormity of communication theories, focus is on mainly those deemed relevant to agricultural communication. An effort is make to link theory to practice • At the end of the course a student will be able to: • Identify and use social scientific communication theories to guide their work. • Understand the role of communication in society.

  3. Course Expectations • Theory Wiki • Conceptual Paper • Theory Matrix • Final Exam • Attendance

  4. Course Expectations • Readings done before class • Handouts • Cell Phones • Late Policy • Misconduct and Disabilities

  5. Let’s get to know one another

  6. What is Communication • The process by which information is exchanged between individuals through a common system of symbols, and/or behaviors • Interpersonal • Group • Organizational • Mass • Receiver Perspective • Sender Perspective

  7. Communication • Dialectical Process • Each influences the other in constant tension • Communication and the Social Structure • Strategic vs. Consequential Communication • Examples?

  8. What is Theory • Lay Theory • Description of concepts and specification of the relationships between or among concepts • Organize, Describe, Explain, Predict • Relationships • Temporal • Correlation • Causal • Inductive and Deductive formations

  9. Theory • Social Scientific • Based on and guide empirical research • Ex Television and aggression link • Normative • How ideal media ought to operate within a specific system of values • Press role in a democracy • Operational • Normative but with a practical bend, involves not only how they should operate, but how they can to meet specific ends • Advertising and consumer behavior • Everyday • Our own idea and knowledge

  10. What makes a theory good? • Utility • Ex. Magic Bullet Theory • Scope • Its focus • Parsimony • In simplest form • Heurism • Stimulate new thinking • Ex Spiral of science- can’t test • Falsifiability

  11. Models • Graphic representations that can be used to depict a conceptual or theoretical framework • Shannon Weaver Communication Model • Emphasizes points the creator feels is relevant to the communication process • No one model can do it all

  12. What makes Ag & Nat Res. Different? • Less than 2% are farmers • Stereotypes of “family farm” and “farmer” • Complex issues that are socially unresolved and hard to communicate via mass media • Ag comm. lies btwn mass com and technical comm. • messages are of interest to mass audiences • concerned with the end use of the communications and action of receiver not just the dissemination of the message

  13. Issues related to Ag & NR • What issues do we need to address?

  14. Issues Related to Ag & NR • International trade and globalization • Advances in technology and dissemination • Link between ag and natural resources • Rural-urban interface • Labor issues • Commodity market and ag business issues • Popular perceptions • Knowledge Management

  15. Perspectives in Ag Comm • The National Agenda

  16. Rest of Quarter • Interpersonal Communications • Human Communication Process • Media Effects • Strategic Communications • Visual Communications/ Rhetoric

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