Perceptions of Selected Oklahoma Farm Bureau Young Farmers and Ranchers Leaders Toward the Oklahoma Country Magazine

Abstract

Using the uses and gratifications theory as a guide, the researcher conducted a census study to determine the self-reported readership behaviors and perceptions of selected Oklahoma Farm Bureau (OFB) Young Farmers and Ranchers (YF&R) leaders. The population included OFB YF&R leaders who attended two OFB YF&R summer leadership events (N = 49). A total of 42 individuals completed the instrument for a response rate of 85.7%. The researcher used a mixed method explanatory design with a quantitative priority to collect and analyze readers� perceptions regarding content, design, utility, and overall perception of the magazine. Data was collected using a printed instrument in July 2015. The typical respondent was a married 32-year-old male who receives the Oklahoma Country magazine and was highly active in OFB through state conventions and county meetings. Most respondents had a bachelor�s degree, lived on a farm, and were involved with cattle, wheat, and hay commodities. They agreed the magazine has an excellent quality of writing, easily understood information, and a good variety of topics. Respondents also considered the quality of graphics, designs for the presentation of stories and general appearance to be excellent. They read the magazine to learn more about agricultural-related topics, to learn more about current legislation regarding agriculture and rural Oklahoma, and to keep up-to-date with OFB activities. Respondents considered the information provided in the magazine to be useful and the magazine to be a credible information source. They did not want the magazine to be offered only via the Internet. Respondents indicated they were impressed overall with the Oklahoma Country magazine. Additional research should be conducted to assess the perceptions of the entire magazine audience and to evaluate the reasons behind their perceptions.