ERIC Number: EJ1215525
Record Type: Journal
Publication Date: 2019
Abstractor: As Provided
Communicating with 4-H Stakeholders: Examining Social Media Use in Rural and Urban Programs
Beattie, Peyton N.; Lamm, Alexa J.; Bunch, J. C.; Lundy, Lisa K.
Journal of Agricultural Education, v60 n1 p202-223 2019
Traditionally, 4-H agents have been communicating with stakeholders through newsletters; either in print or online. 4-H agents have used social media as an additional tool to communicate with their stakeholders since its introduction. Social media communication can help maintain or increase stakeholder involvement in the 4-H program because a large percentage of the population is active on social media. Using Uses and Gratifications Theory and Diffusion of Innovations Theory as frameworks, this study sought to determine how Florida 4-H agents engaged with their stakeholder audiences using social media, and vice versa. The uses and gratifications motivations for engaging in media were used to understand what motivations were used to engage their audience and what type of posts (according to motivation) stakeholders were engaged in most. The diffusion of innovations innovation-decision process helped to understand the audiences' decision to engage in posts dependent upon the motivation used. The results of this study concluded the selected 4-H programs differed in the content that they posted but the 4-H stakeholders did not differ in how they engaged in their respective programs posts.
Descriptors: Youth Programs, Social Media, Communication Strategies, Extension Agents, Motivation, Innovation, Social Theories, Social Change, Rural Areas, Urban Areas
American Association for Agricultural Education. P.O. Box 7607, Department of Agricultural and Extension Education, Raleigh, NC 27695. Web site: http://www.aaaeonline.org
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Florida