Download AEE 840 - agcommtheory

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AEE 840
Agricultural Communication Theory
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Course Objectives/Purpose
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This introductory graduate communication course aims at
familiarizing students with the field of agricultural
communication and mass communication theory. Given the
enormity of communication theories, focus is on mainly those
deemed relevant to agricultural communication. An effort is
make to link theory to practice
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At the end of the course a student will be able to:
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Identify and use social scientific communication theories to guide
their work.
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Understand the role of communication in society.
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Course Expectations
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Theory Wiki
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Conceptual Paper
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Theory Matrix
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Final Exam
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Attendance
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Course Expectations
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Readings done before class
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Handouts
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Cell Phones
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Late Policy
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Misconduct and Disabilities
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Let’s get to know one another
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What is Communication
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The process by which information is exchanged between
individuals through a common system of symbols, and/or
behaviors
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Interpersonal
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Group
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Organizational
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Mass
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Receiver Perspective
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Sender Perspective
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Communication
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Dialectical Process
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Each influences the other in constant tension
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Communication and the Social Structure
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Strategic vs. Consequential Communication
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Examples?
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What is Theory
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Lay Theory
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Description of concepts and specification of the relationships
between or among concepts
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Organize, Describe, Explain, Predict
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Relationships
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Temporal
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Correlation
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Causal
Inductive and Deductive formations
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Theory
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Social Scientific
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Normative
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How ideal media ought to operate within a specific system of
values
 Press role in a democracy
Operational
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Based on and guide empirical research
 Ex Television and aggression link
Normative but with a practical bend, involves not only how they
should operate, but how they can to meet specific ends
 Advertising and consumer behavior
Everyday
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Our own idea and knowledge
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What makes a theory good?
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Utility
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Scope
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In simplest form
Heurism
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Its focus
Parsimony
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Ex. Magic Bullet Theory
Stimulate new thinking
Ex Spiral of science- can’t test
Falsifiability
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Models
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Graphic representations that can be used to depict a
conceptual or theoretical framework
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Shannon Weaver Communication Model
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Emphasizes points the creator feels is relevant to the
communication process
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No one model can do it all
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What makes Ag & Nat Res.
Different?
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Less than 2% are farmers
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Stereotypes of “family farm” and “farmer”
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Complex issues that are socially unresolved and hard to
communicate via mass media
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Ag comm. lies btwn mass com and technical comm.
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messages are of interest to mass audiences
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concerned with the end use of the communications and action
of receiver not just the dissemination of the message
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Issues related to Ag & NR
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What issues do we need to address?
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Issues Related to Ag & NR
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International trade and globalization
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Advances in technology and dissemination
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Link between ag and natural resources
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Rural-urban interface
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Labor issues
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Commodity market and ag business issues
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Popular perceptions
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Knowledge Management
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Perspectives in Ag Comm
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The National Agenda
Source
Message
Channel
Receiver
Evaluation
Broadcast
Risk comm.
Readership analysis
Sci. comm.
Char. Of messages
Ratings
Industry study
Circulation
study
Audience/consumer
Diffusion study
Media effects
U&G
Agenda setting
Critical analysis
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Rest of Quarter
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Interpersonal Communications
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Human Communication Process
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Media Effects
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Strategic Communications
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Visual Communications/ Rhetoric