University of Arkansas, Fayetteville Division of Agriculture
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Keywords

Agricultural Communications, Communicating Agricultural Messages, Infographics, Communications Techniques, Perceptions of Agriculture Subjects

Abstract

The purpose of this study was to determine how communicating authentic agricultural information using an infographic affects Millennial and Generation Z students’ perceptions of genetically modified organisms (GMO) and to determine the perceptions of college students regarding the infographic used to convey agricultural messages. This study used survey research methods with open- and closed-ended questions administered through Qualtrics. The questionnaire was designed with five sections including a pre-questionnaire, content presentation, post-questionnaire, infographic perception questionnaire, and demographics section. All questions in the pre- and post- questionnaire were focused on the content found in the researcher developed infographic. Overall, participants increased accuracy of their responses and reported more positive perceptions of GMOs after reviewing the infographic. The majority of participants also found the infographic appealing and preferred the infographic to a research paper or paragraphs to present the same information. The recommendations based on this research are to utilize infographics to present GMO messages to Millennials and Generations Z students at the University of Arkansas, further test the accuracy of responses and perceptions of other agricultural topics presented using infographics with this audience, and use well organized, aesthetically pleasing infographics that have sources cited.

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