Course Description
Communication theories and strategies will be applied to agricultural and environmental issues using a case study approach. Using a seminar format, the course will review current mass and social media news stories along with relevant communication products to drive class discussion, a group project, and additional assignments.
Athena Title
AES Communication Theory
Semester Course Offered
Offered fall
Grading System
A - F (Traditional)
Course Objectives
Following the completion of this course, students will be able to: 1. In detail, describe the history and evolution of agricultural communications as a professional discipline; 2. Critically analyze agricultural communication issues within the context of communication theory and research; and 3. Develop a strategic approach to communication specifically related to agricultural communications media, audiences, and organizational systems.
Topical Outline
Theoretical foundations Agricultural and science communications as a discipline The nature and value of theory How we develop and apply theories of communication to agriculture and environmental sciences Major communication models Human communication processes and the environment The case study method Case studies in agricultural and environmental science communication Interpersonal communication Theories on self and identity Social cognition and schema theory Understanding consumers Physio-psychological response Hedonic processing Hedonic and utilitarian response Self-assessment manikin scales Human communication processes Source credibility Self-efficacy and observational learning Mass communication Consumer acceptance of food biotechnology Cultivation theory Media uses and gratifications perspective Relative constancy Communication research methods Agenda setting and the media The issue attention cycle and public opinion Information processing and information relevance Knowledge gap hypothesis Diffusion and dissonance Communication method and strategy The green movement: modeling/marketing sustainable practices Community-based social marketing Social norms Elaboration likelihood model and other theories of persuasion Information processing models Cognition Individual and social processing Understanding attitudes and behavior Expectancy-value theories Theory of reasoned action Theory of planned behavior and other models Public constituents and stakeholders Public relations theory and strategies Issues management strategies Communication management Crisis and risk
Syllabus