NVivo Coding Software: A Game-Changer for Agricultural Marketing Communications

In an effort to understand how blogs can be effectively used in promoting the positive aspects of animal agriculture production, researchers from the University of Arkansas have embarked on a project that aims to categorize and characterize blog coverage of this topic. Led by Jefferson Miller, a professor of agricultural communications, the project seeks to provide valuable insights for food and agriculture industry communicators.

The research team, which includes Jill Rucker, an associate professor; Casandra Cox, an instructor; Karli Yarber, a senior graduate assistant; and Kylie Hackworth, a former graduate student at the University of Arkansas, has been studying blog posts related to animal agriculture production. Miller, who received his master's degree in agricultural and extension education in 2019, chose to focus on this topic because there is limited research available on blogs about the industry.

'We want to help agricultural marketing communications professionals understand how to use blogs in a way that promotes the positive aspects of agriculture production,' Miller said. 'The project aims to help food and agriculture industry communicators use blogs effectively.'

By understanding how food and agriculture blogs are used, industry communicators can improve their ability to talk to consumers about animal agriculture production. According to Miller, this knowledge is crucial in today's digital age where social media platforms play a significant role in shaping public opinion.

The findings from this project will provide valuable insights for agricultural marketing communications professionals, enabling them to effectively utilize blogs in promoting the positive aspects of animal agriculture production. With NVivo coding software, researchers can efficiently analyze and categorize large amounts of data, providing a comprehensive understanding of blog coverage on this topic.

Nvivo coding software