Characterizing Viewpoints of Scholars in Agricultural Communications as they Relate to Research Themes in the Journal of Applied Communications: A Q Methodological Study

Research in agricultural communications is not guided by a national research agenda. Therefore, the substantial body of produced from scholars working discipline represents scattered efforts. We conducted content analysis journal articles published Journal Applied Communications between 2000 and 2019 to identify themes that establish discipline’s scholarly base. Through an examination n = 259 articles, we identified N 27 themes, most prevalent which included agriculture media relations/practices (f 30; % 11.58), public perceptions/understanding natural resources 25; 9.65), academic programs curricula 21; 8.11). Then, used Q methodology viewpoints (e.g., faculty, graduate students; 45) as they relate perceptions about importance research. four dominant communications: Message Framing Influencers, Extension-Focused Scholars Practitioners, Discipline-Conscious Researchers, Tech-Savvy Scholars. Together, these explained 59.43% study variance. Although participants who represented each groups had unique perspectives, generally agreed crisis were important themes. Likewise, role professional organizations, efforts during historical events, agritourism