Understanding public perspectives on environmental issues is crucial in agriculture. Agricultural Best Management Practices (BMPs) play a vital role in environmental conservation, yet many people remain unaware of the strides made by the industry to safeguard our natural resources. Past research has shed light on disparities between agricultural opinion leaders and the general public regarding environmental concerns, but little attention has been paid to variations within the public based on urban, suburban, or rural backgrounds. This study aimed to examine differences amongst such audiences.
Key Findings:
Significant differences were observed in respondents' perspectives based on their urban, suburban, or rural backgrounds.
Urban residents generally held a more positive outlook on agriculture's environmental impact compared to suburban and rural counterparts.
Suburban residents displayed a more positive perspective than rural residents, highlighting varying degrees of positivity across different locales.
Negative perspectives on agriculture's environmental impact were more pronounced, particularly among urban and suburban residents, indicating the influence of negative framing on public perception.
Implications for Agricultural Educators:
Tailored outreach efforts are essential to effectively communicate with diverse audiences.
Extension educators should develop targeted messaging that resonates with urban, suburban, and rural populations.
Framing techniques, such as storytelling, may be effective in eliciting emotional responses and prompting positive changes in public attitudes toward agriculture.
This study highlights the need for tailored communication strategies to address varying perspectives on agriculture's environmental impact among urban, suburban, and rural populations. By employing framing techniques like storytelling, extension educators can better bridge the gap between public perception and agricultural reality. Ultimately, fostering a deeper understanding of agriculture's role in environmental conservation is crucial for a sustainable future. Please be sure to share your thoughts and comments below!
Gibson, K. E., Lamm, A. J., Lamm, K. W., & Warner, L. A. (2020). Communicating with diverse audiences about sustainable farming: Does rurality matter? Journal of Agricultural Education, 61(4), 156-174. https://doi.org/10.5032/jae.2020.04156
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