A Little Learning Is Dangerous: The Influence of Agricultural Literacy and Experience on Young People's Perceptions of Agricultural Imagery

Abstract

Agricultural knowledge gaps are forming between American agricultural producers and the consumers they feed and clothe. These divides in agricultural literacy and firsthand experience in the food and fiber industry may affect how consumers perceive images of modern production practices presented in the news media and, subsequently, the industry itself. In a quantitative study, researchers surveyed students at a large public university about their agricultural literacy -- knowledge and awareness of and familiarity with agriculture-related issues -- and agricultural experience, their firsthand interactions with agricultural production. The students also responded to images taken from a television news broadcast about antibiotic use in livestock production. Using these three variables, an analysis of variance was conducted that revealed signif icant differences between students experienced in agricultural production and those somewhat inexperienced, indicating that those with minimal exposure to agriculture may have done so in a context related to traditional, rather than modern, production. A regression analysis also revealed agricultural literacy was a signif icant predictor of reaction score. The researchers suggest, given the ability of agricultural literacy to influence perceptions, agricultural literacy initiatives should be promoted, while experiences with agriculture may be enhanced by hands-on learning at agritourism sites and agricultural fairs and expositions. [ABSTRACT FROM AUTHOR] Copyright of Journal of Applied Communications is the property of Association for Communication Excellence and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)