Applying Situational Theory of Publics to Tailor Agricultural Messages for Rural Communities
DOI:
https://doi.org/10.5032/jae.v66i3.3171Keywords:
food system, audience segmentation, rural developmentAbstract
Rural communities across the United States often face barriers to accessing healthy food, leading to elevated food insecurity and obesity-related health issues. Geographic and environmental challenges, high food costs, limited availability of healthy options, and low health literacy hinder informed nutritional decision-making. This study examined socio-demographic characteristics and rural residents' perceptions of barriers and enablers to healthy food access in Georgia, a state exhibiting high rates of rural obesity and diet-related diseases. Data were collected from 780 rural residents via an online survey using non-probability opt-in sampling. The results identified significant disparities in perceived barriers and enablers based on socio-demographic attributes. Black respondents reported more frequent barriers compared to White respondents. Full-time and part-time workers perceived greater barriers and enablers than retired or unemployed individuals. SNAP participants perceived greater barriers and enablers than non-SNAP participants. The findings imply a need for tailored agricultural communication strategies to address the unique challenges of marginalized populations, including Black residents and SNAP beneficiaries. Recognizing employment status’ impact on food access perceptions further supports the necessity of customized messaging. Future research should assess the effectiveness of tailored agricultural communication approaches for specific rural segments, investigate actual food consumption patterns, and explore community-level dynamics. Advocacy for policy reforms focused on developing sustainable, health-focused rural food systems could assist in mitigating structural barriers. This study underscored the importance of targeted communication strategies in addressing rural food access disparities and promoting healthier communities.
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