The Agriculture Taste Regime and College Student Interpretations of Agricultural Production Information

Abstract

The introduction of taste regimes into the agriculture literacy and communications literature is explored and discussed in this study. I analyze how college students interpret taste regime indicators (interpretations, personal view alignment, personal action) influence their perceptions of agriculture food production information. More specifically, I look at how media information effects college students’ interpretations of these taste regime indicators. Data were collected from a convenience sample of undergraduate students at a large research-intensive university who responded to an electronic questionnaire developed specifically for this study. Findings indicate that the college students involved in this study have little to no defined opinion between large-scale and alternative agriculture. This indicates that the agriculture taste regime is not taking the general populations beliefs and preferences into consideration when developing campaigns. Recommendations for large-scale and alternative campaigns are to develop more objective campaigns and for the general population become change agents forcing the agriculture taste regime to take their beliefs and preferences into consideration.