Instructional Communication as a Primary Function of Communities of Practice during Crises

Biosecurity failures result in the spread of plant and animal diseases, threatening public health, economic stability, and food security worldwide. Thus, teaching effective biosecurity strategies to stakeholders throughout the food supply chain is imperative. African Swine Fever virus (ASFv) is a highly contagious disease that is testing the world\u27s biosecurity standards. This study examined the instructional communication efforts in the United States\u27 swine industry to promote biosecurity practices in response to ASFv. Fourteen research, veterinary, and extension specialists were interviewed to assess the swine industry\u27s capacity to function as a Community of Practice charged with engaging in instructional communication to stop the spread of ASFv. Strategies were coded under the three major functions of Communities of Practice: shared repertoire, mutual engagement, and joint negotiation. Respondents indicated that a consistent instructional message is needed, but that message must be tailored to fit the size and available resources at a wide range of facilities. Although the goal of biosecurity remains the same, maintaining a line of separation between infected areas and uninfected areas, the means for achieving this goal may differ among locations and the instructional messages should reflect this variability. Implications for agricultural and crisis communication educators are also provided