Research Library

Cooperative Extension services play a valuable role in empowering communities through Extension programming. Extension must adapt to evolving societal needs by understanding and addressing its diverse audiences. Audience segmentation is a fundamental aspect of marketing efforts in Extension communication. Previous work has identified that Extension programs are “the best kept secret,” limited in marketing by […]

Artificial intelligence (AI) offers potential solutions to optimize agricultural production and sustainability. This study examined American perceptions and attitudes toward AI applications in the food and agriculture systems, assessing both public optimism and concerns. Using a mixed-methods approach grounded in online ethnography and survey analysis, we identified five primary themes influencing public support for AI […]

Haemaphysalis longicornis (Asian longhorned tick) presents a growing threat to cattle health in the United States, causing anemia, weight loss, and even death. Despite the expanding distribution of this tick and the need for prevention, there is limited research on how to effectively communicate tick-borne disease risks to agricultural communities, particularly cattle producers. Social media […]

When new science and innovations become available, Extension acts as a liaison for making technology understandable and accessible so their stakeholders can reap the benefits. With rapidly expanding technological advancements such as artificial intelligence (AI), it is crucial for social scientists in Extension and agriculture and natural resources (ANR) to understand their role in the […]

Highly Pathogenic Avian Influenza (HPAI), also known as Bird Flu, is a type A virus that primarily affects wild birds worldwide and can impact poultry, cattle, and other mammals. While there have been periods of low HPAI exposure reports, there is an ongoing U.S. outbreak as of March 2024 with the first case detected in […]

Cooperative Extension systems play a vital role in communicating science advancements to communities; however, success in this area relies on communities’ awareness and trust of the services provided. This study aimed to understand the brand of a state Extension system through a deep exploration of the perceptions of internal and external stakeholders. To gain insights […]

This document is AEC501, one of a series of the Department of Agricultural Education and Communication, UF/IFAS Extension. Original publication date June 2014. Revised September 2017 and March 2025. Visit the EDIS website at https://edis.ifas.ufl.edu for the currently supported version of this publication.

Artificial intelligence (AI) offers potential solutions to optimize agricultural production and sustainability. This study examined American perceptions and attitudes toward AI applications in the food and agriculture systems, assessing both public optimism and concerns. Using a mixed-methods approach grounded in online ethnography and survey analysis, we identified five primary themes influencing public support for AI […]

The United States saw a rise in Avian Influenza cases between 2023 and 2024, with 70 human cases, including one death (CDC, 2025). This has received media attention due to its potential impact on public health (Shapiro et al., 2021). Perceptions of risk associated with zoonotic diseases are influenced by engagement with and reliance on […]

This publication provides a biosecurity plan template for livestock exhibitions. Due to the presence of large crowds in proximity to animals, these exhibitions can increase the risk of infectious disease outbreaks. This template is a framework specific to exhibitions, designed to assist exhibition organizers in creating a biosecurity plan for their event. Implementing the suggestions […]

This study investigated consumer attitudes and intentions toward adopting artificial intelligence (AI) in food traceability systems, an emerging technology aimed at enhancing food safety and transparency. Data collected from an online survey of 1013 United States consumers, the study applies structural equation modeling (SEM) to examine the factors influencing consumer acceptance. Results showed that attitudes […]

Bird flu is caused by the H5N1 subtype of influenza A virus. This publication aims to help consumers better understand bird flu and ways bird flu may impact consumable products, such as eggs or milk. Written by A. McLeod-Morin, B. D. Anderson, G. Morris, C. Sanders, C. Larson, R. Telg, and A. Henson, and published […]

Bird flu is caused by the H5N1 subtype of influenza A virus. Among migratory birds and poultry, this virus can be highly contagious and cause severe disease and death. Biosecurity and proper hygiene significantly reduce this risk. This publication aims to help owners of backyard flocks protect their birds and identify possible signs of influenza […]

This glossary provides clear, unified definitions for terms and is intended to help aid communication with nutrient management professionals across the state, especially when sharing new site-specific nutrient management recommendations. This glossary should help lessen confusion on how the listed terms are defined and interpreted, thereby helping to improve communica­tion within and across disciplines. Written […]

Rapid urbanization and land use changes have resulted in extensive road coverage, making roadsides increasingly important as critical landscapes that can support biodiversity. Pollinator-friendly roadsides offer ecological benefits, but public support is essential for their successful implementation. Despite this, adequate audience analyses to inform impactful public initiatives benefiting pollinators have not been conducted. This research […]