Abstract
In increasingly visual digital environments, image design plays a strategic role in agricultural communication. This study examined how image style (photograph, AI-generated illustration, or AI-generated cartoon) affects U.S. consumer perceptions of a farmer’s credibility, guided by source credibility theory. A quasi-experimental design (N = 492) randomly assigned participants to view one of three image types depicting the same farmer in a crop field. Respondents rated the farmer’s credibility using an 18-item semantic differential scale and then selected their preferred image type to represent a farmer. Results from an ANOVA revealed no statistically significant differences in credibility ratings across image types, although all were rated slightly positive. Despite similar credibility scores, the photograph was overwhelmingly preferred (n = 410), followed by the AI-generated illustration (n = 43) and AI-generated cartoon (n = 39). Open-ended responses highlighted distinct rationales for each image choice: photographs were viewed as realistic, relatable, and high quality; illustrations were seen as a creative yet grounded compromise; cartoons were valued for their demographic ambiguity and inclusivity. Findings suggest while image style may not drastically alter perceived credibility, audience preferences strongly favor realism. However, stylized visuals may serve specific roles in youth outreach, inclusive messaging, or aesthetic engagement. This study underscores the importance of matching visual style to communication goals and audiences. Future research should explore emerging formats, including AI-generated imagery and short-form video, and consider how demographic factors moderate responses to visual style. Understanding how imagery shapes trust in agriculture remains critical for effective communication.
Recommended Citation
Ramsey, Maria A.; Gonsalves, Giavanna; Holt, Jessica; and Borron, Abigail () "Real, Illustrated, or Cartooned? How Image Style Shapes Perceptions of Farmers’ Source Credibility," Journal of Applied Communications: Vol. 110: Iss. 1.
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