Date of Award

4-25-2018

Document Type

Thesis and Dissertation

Degree Name

Master of Arts (MA)

Department

School of Communication

First Advisor

Caleb Carr

Abstract

This project is an examination of how strategies for innovation in fertilizer application are communicated to agricultural communities. Specifically, this project examines the 4R Nutrient Stewardship Program‒a public communication campaign seeking to encourage the use of specific strategies, tools, and best practices in fertilizer application. The campaign is advanced by the Fertilizer Institute, an industry trade association, and targets local agricultural communities within the United States. To understand how this campaign functions to encourage adoption of innovative fertilizer application behaviors, this project draws on the principles of diffusion of innovations theory as well as established concepts within public relations, including issues management (Rogers, 2003).

Comments

Imported from ProQuest SEEGER_ilstu_0092N_11232.pdf

Page Count

131

Included in

Communication Commons

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