A Picture is Worth a Thousand Words: Consumer Perceptions of Agricultural Images
Individuals interpret agricultural images differently according to the direct or cultural meanings they associate with the image, as well as the perspective through which they view the image. In addition, perceptions of agricultural images are commonly influenced by stereotypes. As agricultural comm...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Mississippi State University
2014-06-01
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| Series: | Journal of Human Sciences and Extension |
| Subjects: | |
| Online Access: | https://scholarsjunction.msstate.edu/jhse/vol2/iss2/4/ |
| _version_ | 1811225664216367104 |
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| author | Joy N. Rumble Christy Chiarelli Avery Culbertson Tracy A. Irani |
| author_facet | Joy N. Rumble Christy Chiarelli Avery Culbertson Tracy A. Irani |
| author_sort | Joy N. Rumble |
| collection | DOAJ |
| description | Individuals interpret agricultural images differently according to the direct or cultural meanings they associate with the image, as well as the perspective through which they view the image. In addition, perceptions of agricultural images are commonly influenced by stereotypes. As agricultural communicators, it is important to understand the perceptions consumers have about agricultural images. Understanding these perceptions can allow communicators to use images in their communication that will promote favorable perceptions of the industry. To better understand consumers’ perceptions of agricultural images, this study asked consumers about their perceptions using focus group methodology. Four focus groups were completed with a total of 36 participants. The results indicated that elements of semiotics and perception theory were evident in the participants’ discussion. Thus, these theories combined with the results provide valuable information in regard to selecting images for communication that will create favorable responses among consumers. |
| first_indexed | 2024-04-12T09:11:13Z |
| format | Article |
| id | doaj.art-1f061291af344928b12ce43fbf696d9a |
| institution | Directory Open Access Journal |
| issn | 2325-5226 |
| language | English |
| last_indexed | 2024-04-12T09:11:13Z |
| publishDate | 2014-06-01 |
| publisher | Mississippi State University |
| record_format | Article |
| series | Journal of Human Sciences and Extension |
| spelling | doaj.art-1f061291af344928b12ce43fbf696d9a2022-12-22T03:38:58ZengMississippi State UniversityJournal of Human Sciences and Extension2325-52262014-06-01224764https://doi.org/10.54718/QXYO4650A Picture is Worth a Thousand Words: Consumer Perceptions of Agricultural ImagesJoy N. Rumble0Christy Chiarelli1Avery Culbertson2Tracy A. Irani 3University of Florida University of Florida University of Florida University of Florida Individuals interpret agricultural images differently according to the direct or cultural meanings they associate with the image, as well as the perspective through which they view the image. In addition, perceptions of agricultural images are commonly influenced by stereotypes. As agricultural communicators, it is important to understand the perceptions consumers have about agricultural images. Understanding these perceptions can allow communicators to use images in their communication that will promote favorable perceptions of the industry. To better understand consumers’ perceptions of agricultural images, this study asked consumers about their perceptions using focus group methodology. Four focus groups were completed with a total of 36 participants. The results indicated that elements of semiotics and perception theory were evident in the participants’ discussion. Thus, these theories combined with the results provide valuable information in regard to selecting images for communication that will create favorable responses among consumers.https://scholarsjunction.msstate.edu/jhse/vol2/iss2/4/semioticsperception theoryfocus groupsqualitative researchimages |
| spellingShingle | Joy N. Rumble Christy Chiarelli Avery Culbertson Tracy A. Irani A Picture is Worth a Thousand Words: Consumer Perceptions of Agricultural Images Journal of Human Sciences and Extension semiotics perception theory focus groups qualitative research images |
| title | A Picture is Worth a Thousand Words: Consumer Perceptions of Agricultural Images |
| title_full | A Picture is Worth a Thousand Words: Consumer Perceptions of Agricultural Images |
| title_fullStr | A Picture is Worth a Thousand Words: Consumer Perceptions of Agricultural Images |
| title_full_unstemmed | A Picture is Worth a Thousand Words: Consumer Perceptions of Agricultural Images |
| title_short | A Picture is Worth a Thousand Words: Consumer Perceptions of Agricultural Images |
| title_sort | picture is worth a thousand words consumer perceptions of agricultural images |
| topic | semiotics perception theory focus groups qualitative research images |
| url | https://scholarsjunction.msstate.edu/jhse/vol2/iss2/4/ |
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