23pgs, Media scholarship has commonly regarded newspapers as an essential element of strong democratic societies: a forum that structures public debate, providing engaged citizens with coherent frameworks to identify, interpret and tackle complex issues. Despite general agreement on the merits of this goal, there is little empirical evidence suggesting it approximates the democratic role historically played by newspapers. We examined three decades of newspaper coverage of chicken meat production in the UK to find evidence relevant to the normative expectations of the democratic role of newspapers as forum for public debate, by means of a two-stage framing analysis of 766 relevant articles from seven outlets. We found mutually disconnected episodic coverage of specific issues whose aggregate effect is consistent with the diffusion rather than the structuring of public debate. Newspapers here afforded polemic rather than the systemic contestation expected. The polemic contestation we found, with diffusion of public debate as an emergent political effect, troubles the assumptions subsequent to which it is possible to argue for the democratic role of newspapers.
11 Pages, This paper explores how mediated communication is perceived by farmers and agricultural researchers and extensionists in Rwanda, taking Rwanda Agriculture Board (RAB) as a Case Study. Literature revealed that studies on agricultural communication to farmers have focused on the role of mass media and new technologies in farmers' access to agricultural information. There have not been enough opportunities for farmers to voice how they think agricultural research information can best be communicated to them. In line with interpretive paradigm, qualitative approach, narrative strategy of inquiry and purposive sampling, 50 farmers and 20 RAB staff (researchers and extensionists) participated in the study. While researchers and extensionists at RAB said that they need to increase the use of mass communication media as well as the new technologies in order to effectively communicate to farmers, farmers expressed more reliance on interpersonal, face-to-face exchanges. Farmers said that they need people they can talk to face to face; people who can listen to their questions and grievances and provide adequate answers. They said that very few of them can read and write and have little or no access to technological devices recommended by RAB staff due to their living conditions
13 Pages, This research was conducted to assess socio-economic factors influencing adoption of conservation agriculture in Moroto District of Uganda. The socio-economic factors, the level of conservation agriculture, and the constraints faced by the farmers were assessed. A cross-sectional research design was utilised to collect data from 80 farmers (adopters and non-adopters of conservation agriculture). Purposive random sampling was applied to select seven key informants in the two sub-counties of Katikekile and Nadunget, and four villages of Nakodet, Nakwanga, Napudes and Komare. Data were collected through personal observation, interviews, focus group discussions, and structured questionnaires. The Statistical Package for Social Sciences (SPSS) was used to generate descriptive and inferential statistics for quantitative data analysis. The binary probit model was used to determine the socio-economic factors influencing adoption of conservation agriculture. The findings indicate that there was a significant influence for gender (p<0.01), but a statistically significant influence for credit and extension services (p<0.05). Finally, the adoption rate of conservation agriculture is still low given the size of land dedicated to it by most farmers. Therefore, this study recommends that government and other institutions should strengthen the agricultural extension system, provide financial support and incentives, and sensitize farmers on conservation agriculture.
20 pages., Via online journal., Agricultural technology continues to evolve to meet the demands of a growing world, but previous advancements in agricultural technology have been met with resistance. Improved science communication efforts can assist in bridging the gap between expert and lay opinion to improve reception of scientific information. Using the framework of the heuristic model of persuasion, the purpose of this study was to examine the impact of emphasizing elements of source credibility – trustworthiness and expertise – and the gender of the source on perceptions of source credibility. A sample of 122 undergraduate students were exposed to one of the four possible developed message treatments. Data collection took place in a laboratory setting using an online instrument that had a randomly-assigned stimulus research design. The results indicated the treatment conditions had higher mean scores for source credibility than the control. Further inferential analysis, however, showed the differences to be non-significant. One significant finding showed the gender of the source can influence perceptions of credibility. This suggests merit in using female sources when presenting scientific information to the Millennial population. While choosing credible sources to present information is important, more research is needed regarding the effect of emphasizing various credibility components and the role of source gender on perceptions of source credibility.
12pgs, In the UK, the pig industry is leading the way in the adoption of welfare outcome measures as part of their farm assurance scheme. The welfare outcome assessment (WOA), known as Real Welfare, is conducted by the farmers’ own veterinary surgeon. For the first time, this has allowed the pig industry to evaluate welfare by directly assessing the animal itself and to document the welfare of the UK pig industry as a whole. Farmer perspectives of the addition of a welfare outcome assessment to their farm assurance scheme have yet to be explored. Here, we investigate how the introduction of the Real Welfare protocol has been perceived by the farmers involved, what value it has (if any), whether any practical changes on farm have been a direct consequence of Real Welfare and ultimately whether they consider that the welfare of their pigs has been improved by the introduction of the Real Welfare protocol. Semi-structured interviews with 15 English pig farmers were conducted to explore their perceptions and experiences of the Real Welfare process. Our findings fall into three key areas: the lived experience of Real Welfare, on-farm changes resulting from Real Welfare and suggested improvements to the Real Welfare process as it currently stands. In all the three areas, the value farmers placed on the addition of WOA appeared to reflect their veterinary surgeon's attitude towards the Real Welfare protocol. If the vet was engaged in the process and actively included the farmer, for example through discussion of their findings, the farmers interviewed had a greater appreciation of the benefits of Real Welfare themselves. It is recommended that future similar schemes should work with veterinary surgeons to ensure their understanding and engagement with the process, as well as identifying and promoting how the scheme will practically benefit individual farmers rather than assuming that they will be motivated to engage for the good of the industry alone. Retailers should be encouraged to use Real Welfare as a marketing tool for pig products to enhance the perceived commercial value of this protocol to farmers.
