Before it Hits the Fan: Pre-Crisis Beef Producer Information Source Preferences

Who do you know? Zoonotic disease communication networks of livestock producers, veterinarians, human health professionals, and emergency managers

“…Audience groups regularly rely on veterinarians for information regarding zoonotic-disease outbreaks. This aligns with several previous studies (Ashlock et al, 2009;Israel & Wilson, 2006;Riley et al, 2012). Ashlock et al (2009).…”

“…Another study conducted in Oklahoma identified social networks of beef producers. Producers in this study sought information from their veterinarians and viewed them as the most trusted source for animal disease information (Ashlock et al, 2009). These producers also preferred information to be distributed by the county Extension departments followed by the internet.…”

“…These producers also preferred information to be distributed by the county Extension departments followed by the internet. The internet was seen as a secondary source of information, but not seen as a highly trusted source compared with in-person communication (Ashlock et al, 2009). People use multiple social networks as information sources (Israel & Wilson, 2006).…”

“…Zoonotic diseases pose a major threat to society as these are not commonly seen by producers or veterinarians (Moennig, 2000), which makes diagnoses and control of an outbreak difficult. The most effective way of controlling zoonotic diseases is through communication and education (Ashlock et al, 2009;Zinsstag et al, 2007), but gaps exist in what is known about communication networks and the information shared through these networks. Even when information is available, like on the United States Department of Agriculture (USDA) and the Centers for Disease Control and Prevention (CDC) websites, getting to the information can be difficult (Baker et al, 2020).…”

Journal of Applied Communications 100(1) Full Issue

“…It is addressing new branches of inquiry. The battery of research articles examined indicates attention to heretofore untouched research themes, such as deciphering best practices before, during, and after crisis and risk situations (Veil and Sellnow, 2008;White and Rutherford, 2008;Ashlock, Cartmell & Leising, 2009) particularly when food safety is under threat (Irlbeck, Akers & Palmer, 2011;Barr, Irlbeck & Akers, 2012;, incidences of agroterrorism Leising, 2009 andRiley, Cartmell & Naile, 2012) and plant and animal disease outbreaks (e.g., Cannon and Irani, 2011;Narayana, 2013); the impact of the popular and entertainment media on cognitions and attitudes (e.g., Meyers, Irlbeck & Fletcher, 2011;Holt & Cartmell, 2013;Specht & Rutherford, 2015); people's perceptions of agricultural terminologies, sources, and issues (Goodwin, Chiarelli & Irani, 2011;Barr, Irlbeck, Meyers & Chambers, 2011;Rumble, Holt & Irani, 2014); the role of communication in ag policy formulation (e.g., Goodwin & Rhoades, 2011); the use of emerging and new media to communicate issues (e.g., Wagler & Cannon, 2009;Moore, Meyers, Irlbeck & Burris, 2009;Meyers, Irlbeck, Graybill-Leonard & Doerfert, 2011; and to foment social movements (Graybill-Leonard, Meyers, Doerfert & Irlbeck, 2011); communication strategies to reach audiences with disabilities (Christen & Fetsch, 2008); the role of communication in emerging industries within agriculture (Miller, McCullough, Rainey & Das, 2012); and the impact of organizational brand salience and differentiation (Settle, Goodwin, Telg, Irani, Carter & Wysocki, 2012;Settle, Baker & Irani, 2014), to name a few of the most obvious recent branches of inquiry.…”