Harvesting Hope: Exploring Agricultural Organizations Use of Social Media Platforms to Promote Mental Health Resources

The mental health of agricultural producers has been well-documented in the literature since the 1980s due to the challenges agricultural producers face that are often out of their control, such as unpredictable weather, economic uncertainties, and limited access to mental health resources. Given these challenges, this study aimed to explore how agricultural organizations in Texas use social media to promote mental health resources to agricultural producers. To address this overarching goal, this study was conducted in two distinct yet interrelated phases. The first phase involved a communications audit designed to examine what, where, and how agricultural organizations share mental health resources with agricultural producers. The findings revealed a relatively low number of organizations engaging in the promotion of these resources, along with a limited number of posts. Additionally, there was a noticeable lack of diversity in communication efforts, particularly in terms of gender, ethnicity, and the range of agricultural commodities represented. In the second phase, one-on-one interviews were conducted with communication representatives from agricultural organizations that actively promote mental health resources on social media. These interviews revealed that agricultural organizations are aware of agricultural producers’ susceptibility to mental illness and acknowledge the need for increased communication on the topic. However, several barriers were identified, including the influence of social media algorithms and the persistence of mental health stigma. Further research should be conducted with a larger sample size, to better understand practical approaches to promoting mental health resources on social media. Additionally, future research should also focus on testing messages and visuals to determine what are most effective in reaching and supporting agricultural producers.