22 Pages., Consumers have varying levels of trust in agricultural production practices, which can influence attitudes, shift opinions, and change behaviors. The purpose of this study was to determine what agricultural messages are considered the most trustworthy among consumers and what differences exist among five dimensions of trustworthiness. With a pro-agriculture video as the stimulus, this study used continuous response measurement (CRM) to collect data from 151 post-secondary students who were randomly assigned to evaluate one of five trustworthiness dimensions (trust, honest, sincere, dependable, reliable). Participants used handheld dials to continuously rate their evaluation of the messages in the video then completed a questionnaire to provide additional insights. Overall, participants trusted agricultural messages, although some specific phrases were rated more positively than others. Participants had more trust in messages that portray agriculture as a family endeavor and create connection between producers and consumers. Participants indicated skepticism in messages revolving around farmer/rancher motivation in agriculture. The results support the importance of strategically tailoring and crafting effective messages. Recommendations for future practice and research are discussed.
3 pages., Online from publisher website., Following a training course in technology stewardship, actors in the Caribbean's agri-food sector are implementing ICT approaches to provide agricultural advice and support to their local communities
Summary of changes associated with the 100-year history of the American Agricultural Editors' Association, as well as future challenges and opportunities.
Online from publisher. 2 pages., Describes how agricultural journalists in the Congo are continuing media coverage in all corners of their national territory, even in the midst of the fight against COVID-19.
Online from publisher website., By embracing modern technology and engaging enthusiastic young people, the work of an NGO in Malawi is extending the reach of agricultural extension across the country.
Online via keyword search of UI Library eCatalog. 7 pages., Analysis based on media database maintained by the Canadian Agricultural Safety Association, which stores publicly available news media reports of agricultural injuries and fatalities in Canada. Fjindings suggested that prevention messages were rare (6.3% of 856 relevant articles) in media reporting of farm injuries and were decreasing during 2010-2017.
9 pages, This article represents the first systematic examination of BBC coverage of one of the most controversial rural issues in a generation, namely the culling of badgers (a protected species) to stop the spread of bovine TB in England. While the BBC has certain regulatory responsibilities set out in its guidelines to provide duly impartial coverage it has been regularly criticised for being biased. Little is known about the BBC's performance other than what is suggested by critics, previous research having focused on press coverage. Based on an original content analysis of news, current affairs and factual output this article assesses the BBC's coverage. It shows that while competing voices and perspectives were balanced its coverage was not that distinct from its commercial rivals, with both framing the issue as a conflict over badgers rather than about the spread of a disease affecting livestock and livelihoods, and both focusing on a narrow set of voices involved in the conflict.
14pgs, The World Health Organization (WHO) has used communication methods to promote the international ban of the agricultural pesticides paraquat, glyphosate and chlorpyrifos. This ban has led to misunderstanding among farmers who still use these chemicals, which may be available under different brand names. Communication with the non-scientific community is uncertain leading to miscommunication, especially where scientific language is used. Governments have banned the use of these agricultural chemicals. The scientific arguments are not necessarily understood by famers so they may ignore the prohibition and continue using them or other similar chemicals. This study uses story-telling and qualitative research methods where a questionnaire is combined with the content analytical technique. The quantitative research method was used to collect data in the field where 351 participants took part. Participatory action research is a method where community farmers engaged in self-reflection on the impact of chemicals on their fields, their health and the health of others. Their understanding of the non-chemical usage model and good agricultural practice farmers in the vicinity, especially as they were personally involved in the creation of the media from script preparation, to acting, filming, and evaluating the final docu-dramas. The findings of the docu–drama programmes of 5 GAP farmers are presented to identify the perception of how to avoid using chemicals and their solutions for tangerine farmers through a manual that is the media output from the project and the resulting findings suggesting that the factors related to the effectiveness of scientific communication are divided into pull factors and push factors.
