An Investigation into the Elements Influencing Cattle Producers' Preference for Specific Information Sources

Cow/calf producers in Oklahoma, like their counterparts in other agricultural sectors, depend on a variety of information sources to navigate the complexities of their operations effectively. However, research on the specific reasons producers prefer some sources over others remains sparse. The purpose of this study was to investigate the elements influencing cow/calf producers' preferences for information sources and to identify the motivations underlying these preferences. By applying the Uses and Gratifications Theory, this research aimed to provide practical insights into how producers meet their informational needs and how communication channels can better serve this audience. This study employed a qualitative approach, using a semi-structured interview approach to collect data from 14 cow/calf producers in Oklahoma. Participants of this study were recruited using homogeneous sampling, identified through collaboration with county Extension educators and specialists. Participants were purposefully selected based on differing levels internet accessibility and geographic diversity. Data collection continued until saturation was reached. Findings indicate producers determine the importance of a source based on consistency, ease of access, experience, relevance, and transparency. Producers also indicated a desire for production and financial improvement from sources with a proven track record of success. Furthermore, research and data serve as a foundation for decision-making, but producers validate this information through peer discussions to assess its practical application. Future research could explore how Extension and other information channels can better integrate the expertise of producers in the field, positioning them as subject matter experts.