Visualizing Values: A Content Analysis to Conceptualize Value Congruent Video Messages Used in Agricultural Communications

Visual messaging is becoming the new avenue to connect with consumers. The majority of American public not connected agriculture and often questions procedures, practices, tactics within industry. Practitioners researchers have suggested value congruent messages, a type emotional appeal, may increase attention agricultural messages. However, limited research has been conducted define investigate messages in communications. purpose this study was describe presented videos used one advocacy effort, CommonGround’s “Nothing Fear Here” campaign. This content analysis described video’s message use Schwartz Theory Basic Human Values (2012) identify values present each video benevolence, security, self-direction, universalism, hedonism were common displayed Message sensation calculated, it found had moderate levels arousal. primary characters mothers, farmers, children. More should be explore how interact receiver’s level attitude change after viewing message.