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Cotton is the most significant natural fiber in the world and an important part of the global economy. Yet, the cotton industry faces several challenges in securing its place in the global fiber market share, reaching new consumers, and maintaining relationships with current consumers. Furthermore, the cotton industry has a unique opportunity to share evidence-based information with followers through its product marketing on social media. The study described herein used content analysis to explore Instagram content on the @discovercotton profile. Content included categories of promoted products (i.e. women, men, children, or home); comments, posts, and caption stimuli; and most frequently used word, hashtag, and retail partner stimuli. We analyzed 434 Instagram stimuli (244 single photos, 142 carousels, and 48 videos) from March 2, 2021, to March 2, 2023. Across all stimuli, there were 110,143 likes and 5,799 comments with total response (engagement: likes and comments) reaching 115,942. We found that women's products were promoted most often followed by men, home, and children--only 8.48% of stimuli depicted cotton, a cotton plant, or the seal of cotton. We identified six major themes in caption stimuli on @discovercotton: qualities of cotton, style, sustainability, check the label, women, and cotton production. Cotton was the most frequently used word stimuli in captions, and cotton as a fabric was the most promoted theme. [ABSTRACT FROM AUTHOR]

Preparing students for career success is a common goal across higher education. Yet, despite this longstanding goal, many recent graduates, including graduates from agricultural communications and journalism degree programs, are ill-prepared for career success. Thus, we surveyed agricultural communications and journalism employers (n = 45) to identify what skills and characteristics presented on students' résumés are most influential when employers make hiring decisions for entry-level agricultural communications positions. We found that students pursuing a career in agricultural communications and journalism should prioritize experiences (e.g., courses, paid positions, extracurricular experiences, professional development activities) that directly impact their ability to develop strong communication skills (specifically developing skills in critical listening and creating accurate and concise content), make decisions based on evidence, and solve complex problems facing the communication profession. Additionally, to increase potential earnings, students should ensure that their communication and decision making/problem solving skills are above average and that they emphasize learning how to communicate accurately and concisely. [ABSTRACT FROM AUTHOR]