Date of Graduation

Spring 2014

Degree

Master of Natural and Applied Science in Agriculture

Department

College of Agriculture

Committee Chair

Arbindra Rimal

Abstract

How are agriculture leaders and other farm bureau members in Missouri communicating? Are they willing to utilize the internet and other communication technologies to communicate? Studies like this are rare and can provide important information for agriculture leaders and managers. With the assistance of the Missouri Farm Bureau Organization, a survey instrument was developed to be distributed to Missouri Farm Bureau leaders and members throughout the state of Missouri focusing on their communication habits. It included questions to determine if they are utilizing communication technologies (i.e. social media, webinars and email) in their daily communication efforts. Since the internet has emerged into a major communications tool, it was important to determine how those in the agricultural industry were using it and/or if they were willing to use it as a future communication tool. Results of this study indicated that Missouri Farm Bureau members and leaders were willing to adopt communication technologies as a way to communicate. In addition, results indicated that factors such as gender, age, education level, residence and leadership position affected communication technology usage. Data collected in this study provided answers as to why some choose not to use internet as a means of communications, as well as determined that advocating efforts were not taking place using communication technologies. Even though respondents were willing to adapt to communication technologies, results indicated that these technologies were not being fully utilized which provides evidence that some improvements in communication methods are needed.

Keywords

agricultural communications, agriculture, technology acceptance, internet, social media, farm bureau

Subject Categories

Agriculture

Copyright

© Alison Lynn Bos

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