Investigation into the elements influencing cattle producers' preference for specific information sources

This qualitative study explored why cattle producers choose certain information sources over others, using the Uses and Gratifications Theory as a framework. The study sought to understand producers’ motivations, preferences, and perceived effectiveness of various sources in meeting their informational needs. Data was collected through individual interviews with cow/calf producers across Oklahoma Thematic analysis revealed producers select information sources based on credibility, accessibility, timeliness, and relevance to their specific operations. Participants expressed a strong preference for firsthand knowledge, valuing personal experience and peer recommendations over digital or institutional sources. Barriers to adopting new information channels included skepticism toward sponsored content, time constraints, and challenging interfaces. The findings suggest cattle producers engage with information sources aligning with their practical needs and values, emphasizing credibility and direct applicability. Understanding these preferences can help agricultural communicators, extension educators, and policymakers tailor their outreach strategies to better serve producers. By recognizing the elements influencing cattle producers’ information-seeking behaviors, industry stakeholders can develop more effective communication methods to resonate with this audience.