State FFA Association Use of Instagram to Promote Membership Diversity

Abstract

While it presents many opportunities, the National FFA Organization faces a variety of obstacles toward achieving a more diverse membership. Research has recognized the role of social identity, or the way a person perceives belongingness to a larger group, in how individuals select groups for hopeful inclusion. Photos indicate who is part of a group and can elicit attitudes and emotions toward an organization. Recent statistics show teenager use of Instagram, a mobile photo sharing application, has increased while other social media applications have declined. This qualitative study analyzed the frequency and themes presented by state FFA associations through their Instagram accounts to promote a diverse membership through an ethnographic approach. A total of 434 Instagram posts featuring diversity were identified throughout the 52 state FFA associations. Of those, state FFA associations with a minimum of 25% overall diversity posts were further analyzed to determine themes. The most common theme within the diversity posts was “participation,” which included student involvement in contests, conventions, or conferences. This study illustrates variability in the diversity efforts of state FFA associations in their Instagram accounts, and the need to highlight and promote a diverse membership on a consistent and intentional basis.