Target audiences and photographs; why it matters.

1. It’s Just a Cow, Right?
Communication, cognition and
mediated messages in Colorado’s cow country
Joanne Littlefield
Colorado State University

2. Colorado State University: An Engaged University
Joanne Littlefield
Director, Outreach & Engagement

3. Scenario One
Mountains in
Northeast Colorado?

4. Scenario Two
A New Engagement Center

5. Scenario Three

6. • Theoretical Framework
Social Judgment Theory

8. • Theoretical Framework
Judgment and Decision Making

10. • Theoretical Framework
Information Processing

12. The photo is on the trade show booth. It has a red
bull, a hereford cow, and 2 or 3 calves grazing an
almost non-existent pasture. There is a headline that
says something about CSU & cattle producers being a
partnership. The cow has either pink eye or the start
of cancer eye. You can see ribs in the photo, which is
hard to get a photo of; I've tried. These cattle are
undernourished and in poor
health. Golden Plains Area
Livestock Extension Agent

13. • Theoretical Framework
Novice to Expert

14. Colorado State University Cumulus photo database

24. One last effort I would like to do is implore you
that the cattle picture on that display be
changed. The Beef Team members have
complained about it each year. That scene is
very close to the type of scenes that the
Colorado Humane Society and various sheriff
departments might investigate for animal
neglect. When that is used as advertising at the
world's largest cattle show, it really makes us
look bad.

25. It’s Just a Cow, Right?
…or is it?
Questions?
Joanne.Littlefield@colostate.edu