Understanding Nvivo Coding for Agricultural Marketing Communications

In a recent project, researchers from the University of Arkansas aimed to help agricultural marketing communications professionals understand how to use blogs effectively in promoting the positive aspects of agricultural production. Led by Jefferson Miller, Associate Professor and researcher at the Arkansas Agricultural Experiment Station, the team sought to categorize and feature blog coverage on agricultural animal production and protein industry.

The project involved a multidisciplinary approach, with contributions from Jill Rucker, Associate Professor Cassandra Cox, teacher Senior Graduate Assistant, Carly Yarber, and Kylie Hackworth, a former U of A graduate student. Miller emphasized the importance of understanding how food and agriculture blogs are used in improving communication between industry contacts and consumers.

The researchers focused on agricultural animal production and protein industry due to limited existing research on blog usage in this sector. By analyzing blog posts related to agricultural animal production, Miller and his team aimed to provide a framework for other communicators to learn from the industry's blogging practices.

Miller believes that effective use of blogs can be a valuable tool for food and agricultural communicators, enabling them to promote the positive aspects of agricultural production. The project's findings will help improve communication between industry contacts and consumers, ultimately promoting transparency and understanding in the agriculture sector.

For agricultural reporters and communications professionals looking to enhance their blogging skills, this study offers valuable insights into the current state of blog usage in the agricultural animal production and protein industry. By applying Nvivo coding techniques, researchers can analyze and categorize large datasets, providing a comprehensive understanding of blog content and trends.

In conclusion, the project highlights the importance of using blogs effectively in promoting agricultural production and improving communication between industry contacts and consumers. By understanding how food and agriculture blogs are used, communicators can adapt their strategies to better engage with audiences and promote the positive aspects of agricultural production.