10 pages, How to increase conservation practices on farmland is a never-ending discussion topic for those working in the area of agriculture. Targeting of potential clients through conservation marketing is a key principle. Yet, prior research has identified that women and people of color are largely “invisible” in agriculture, to federal agricultural and conservation agencies. In this content analysis, we conduct an analysis of the U.S. Department of Agriculture (USDA) agency websites and social media to determine the inclusiveness of marketing by USDA. Our analysis of gender and race focuses on three primary categories: (1) numbers; (2) focus; and (3) roles. Our findings reveal that the USDA is perpetuating a normative position of agriculture as a man’s world with its dominant focus on the white male. The findings highlight how women (especially those of color) are marginalized in agricultural imagery by federal agricultural agencies that provide conservation programs.
Chu, Kyounghee (author), Lee, Doo-Hee (author), and Kim, Ji Yoon (author)
Format:
Book chapter
Publication Date:
2017
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08836
Notes:
Pages 106-134 in Yoon, Sukki and Oh, Sangdo (eds.), Social and environmental issues in advertising. United Kingdom: Routledge, Taylor and Francis Group, London. 169 pages.
First published May 7, 2019. In press., We analyzed comedy series for food and beverage references, with particular attention to their type of presentation, along with the characteristics of actors associated with the references. Because the generally positive tone of comedy series can exert affective influence over audiences, the result that clearly unhealthy products appeared more often (food: 51.6%; beverage: 40.5%) than clearly healthy ones (food: 11.2%; beverage: 19.6%) could be especially problematic. Moreover, women (56.5%; men: 47.4%) and African American characters (62.7%; Caucasians: 51.5%; Other: 44.7%) were significantly more often associated with unhealthy foods, which could prompt stereotypes of such individuals.
10 pages, Decentralization of water management in Namibia follows a community-based co-management approach, emphasizing the inclusion of women in local leadership. Building on a random sample of 32 water point chairpersons, 17 female and 15 male, and 384 villagers in rural northern Namibia, we document that women are equally represented as chairpersons and that they are significantly more educated and younger than their male counterparts. However, most of the female leaders come from the family of the traditional leader. We then show that opinions about the role of a leader (such as the belief that ‘men make better leaders’ or ‘it is sometimes acceptable to take a bribe’) do not differ between male and female leaders. However, their opinions differ significantly from those of the average villager. Thus, our assessment reveals that although men and women are equally represented in numbers, it has not necessarily led to the adoption of new ideas about and conceptions of leadership and gender roles in practice so far. We discuss how some aspects of the democratic blueprint are accepted while others are rejected, adapted, or transformed to fit local specificities.
