Investigating the Cultivation Effects of Television Advertisements and Agricultural Knowledge Gaps on College Students’ Perceptions of Modern Dairy Husbandry Practices
Year: 2010
Type: article
Abstract: The unrealistic images of American agricultural practices generated by commodity television advertising, coupled with a dearth of agricultural knowledge in modern society, may promote misunderstandings of modern agriculture based on cultivation and knowledge-gap theory.This study investigated the possible effects of the "Happy Cows Come from California" television campaign on college students' perceptions of dairy husbandry practices, compared affective responses to those advertisements to fact-based video content, and correlated these responses with agricultural awareness and television consumption habits.No significant relationship between perceptions of dairy farm practices, awareness, and TV consumption was found, but participants reported a more positive response to the informational videos.The researchers recommend a movement away from purely entertaining advertising content for agricultural products in favor of more realistic, fact-based promotions.iii Dedication This work is dedicated to a proud farm family.
Author: Annie R. Specht
Institution: The Ohio State University
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
SDG: Zero hunger
Open Access status: green
OpenAlex ID: W2285534204