Consumers' Perceptions About Agriculture Before and After Watching the Film Food, Inc.

Abstract

The scope of this study was Oklahoma State University students, faculty and staff, citizens of Stillwater, Okla., and surrounding areas, and anyone interested in viewing the film Food, Inc. during its showing at the Oklahoma State University, Stillwater campus, on Nov. 20, 2009. The attendees were asked to voluntarily complete a pretest survey regarding their perceptions of the agricultural industry before watching the film Food, Inc. The attendees were then asked to complete a posttest survey after watching the film and participating in the follow-up discussion. The responses from the pretest and posttest surveys were compared using means, frequencies and standard deviations to determine any change in the respondents' perceptions of the agricultural industry. The study used the framework of the agenda setting theory and the media-system dependency theory to examine if the film Food, Inc. had an influence on individuals' perceptions of the agricultural industry. The study used a pretest and posttest survey with questions aimed at determining the individuals' perceptions of the agricultural industry. The findings revealed that the film Food, Inc. did impact individuals' perceptions of the agricultural industry, based on their previously held perceptions. If the individuals previously held negative perceptions of the agricultural industry then the film solidified those negative perceptions, and the same was found true for individuals who had positive perceptions of the agricultural industry prior to the film Food, Inc. The theoretical framework supported these findings that the media can impact individuals' perceptions of issues, events, and in turn, the agricultural industry.