Broadcasting Proficiencies in Agricultural Communications: Frequency of Use and Role in Curriculum

Abstract

The primary purpose of this study was to define what disciplines and proficiencies should be included in a model curriculum for agricultural communications, as well as to determine how those proficiencies should be incorporated into the curriculum. Participants in the census study were agricultural broadcasters who were voting members of the National Association of Farm Broadcasters (NAFB) having e-mail addresses. The group of 138 is representative of agricultural broadcasters throughout the United States. The results of the electronic, web-based surveys were used to determine the proficiencies perceived as important and how often the proficiencies should be taught and in what format. Due to the fact a census of the total population was studied, descriptive statistics were used. Situations within the study were not altered or changed during the research, and cause and effect relationships did not occur. The findings of this study affirmed that the proficiencies from the Terry et al. (1994) study are still vital and relevant for the modern agricultural broadcaster. This study complimented the list of proficiencies by establishing a frequency of use and teaching method for the proficiencies. Data collected from this study should be incorporated into agricultural communications curriculum using the frequency of use and teaching method for each of the proficiencies listed in the instrument. This study, as well as previous research provides the basis for establishing a national core curriculum for agricultural communications.