Expanding cooperative extension's audience: Establishing a relationship with cowboy church members

Abstract

The study reported here provided a descriptive report on cowboy churches, while identifying the potential for Extension-cowboy church collaborations and examining the direct implications to Extension. The diffusion of innovations conceptualized the qualitative study. Semi-structured, face-toface and phone interviews were conducted with 10 adults from cowboy churches. Findings revealed relative advantages for Extension-cowboy church collaborations, areas of compatibility, and ample opportunities for trialibility. Disseminating nutrition, animal science, and youth development information to cowboy church members may establish a relationship between the two groups. Extension could gain positive advocates in local communities through educating and establishing relationships with cowboy church members. © 2013 Extension Journal Inc.