Communicating with 4-H Stakeholders: Examining Social Media Use in Rural and Urban Programs

Autor/inn/en	Beattie, Peyton N.; Lamm, Alexa J.; Bunch, J. C.; Lundy, Lisa K.
Titel	Communicating with 4-H Stakeholders: Examining Social Media Use in Rural and Urban Programs
Quelle	In: Journal of Agricultural Education, 60 (2019) 1, S.202-223 (22 Seiten) PDF als Volltext (1); PDF als Volltext kostenfreie Datei (2) Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1042-0541
Schlagwörter	Youth Programs; Social Media; Communication Strategies; Extension Agents; Motivation; Innovation; Social Theories; Social Change; Rural Areas; Urban Areas; Florida + Suchen Sie Ihr Suchwort? Jugendsofortprogramm; Soziale Medien; Kommunikationsstrategie; psychologische; Motivation (psychologisch); Gesellschaftstheorie; Sozialer Wandel; Rural area; Ländlicher Raum; Urban area; Stadtregion
Abstract	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. (As Provided).
Anmerkungen	American Association for Agricultural Education. P.O. Box 7607, Department of Agricultural and Extension Education, Raleigh, NC 27695. Web site: http://www.aaaeonline.org
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2021/2/06