Beall, Gary A. (author), Hayes, James H. (author), and Beall: Division of Agriculture and Natural Resources, University of California, Davis, CA; Hayes: Director, Brock Center for Agricultural Communication, California Polytechnic State University, San Luis Obispo, CA
Format:
Journal article
Publication Date:
1992
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 90 Document Number: C06376
James F. Evans Collection; Paper presented at the July 1991 International ACE Meeting in Rapid City, SD, Newspapers set the campaign agenda for two environmental initiatives appearing on California's November 1990 general election ballot. In doing so, they relied heavily upon unnamed sources (proponents, experts, environmentalists, etc.) and poorly identified advocacy groups. Although the agricultural community perceived both ballot measures to be agricultural issues, the media defined them in a much broader, environmental context. The agricultural industry-sponsored initiative was treated as a non-issue by the newspapers. It received only five percent of the news and editorial space devoted to the two initiatives. However, pro and con coverage of each initiative was generally balanced, reflecting an overall attempt at fairness and willingness to present both sides of the issue. (original)
Brittain, Jere (author), Franklin, Ralph (author), and Department of Agronomy and Soils, College of Agricultural Sciences, Clemson University, Clemson, SC
Format:
Journal article
Publication Date:
1992
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 93 Document Number: C06990
"This research began with the premise that solutions to today's environmental problems will require changes in personal lifestyle as part of the solution. The general conclusion is that today's students are less willing to make personal sacrifices than students of 20 years ago." (p. 25)
Hays, Public perception of agriculture and environmental issues are influenced by mass media reporting. Journalists are concerned about ethics, but typically do not consider the ethical dimensions of their emphases on objectivity and event reporting. These leave the mass media particularly vulnerable to manipulation through staged pseudo events, especially in topic areas such as agriculture and the environment, where reporters are likely to have limited expertise. Objectivity then may be used as a defensive cover. Journalists need to be more wary in reporting staged events designed just for media attention and to recognize the limitations of objectivity in their efforts to present balanced coverage of issues related to agriculture and the environment. (original)
