Gifford, Claude W. (author / Director, Office of Communication, U.S. Department of Agriculture)
Format:
Speech
Publication Date:
1973-06-25
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 49 Document Number: D10722
Notes:
Claude W. Gifford Collection. Beyond his materials in the ACDC collection, the Claude W. Gifford Papers, 1919-2004, are deposited in the University of Illinois Archives. Serial Number 8/3/81. Locate finding aid at https://archives.library.illinois.edu/archon/, Speech presented at the 1973 American Farm Bureau Federation Information Conference, Rochester, New York. 17 pages., Author describes six concerns about where farmers are going to get their information during the years ahead. Also, he notes that he "can't imagine anything, including religion and politics, that is so fraught with misunderstanding, danger and distrust as farmers' public relations." Suggests two points that might gain general acceptance: (1) farm organizations aren't going to get together in the name of public relations or anything else and (2) public relations is extremely hard, difficult work. Offers suggestions.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 70 Document Number: D10763
Notes:
Claude W. Gifford Collection. Beyond his materials in the ACDC collection, the Claude W. Gifford Papers, 1919-2004, are deposited in the University of Illinois Archives. Serial Number 8/3/81. Locate finding aid at https://archives.library.illinois.edu/archon/, Claude W. Gifford Collection. 22 pages., A Farm Journal document that briefly summarizes findings from 18 surveys conducted by universities, advertising firms, farm periodicals, and a trade association between 1957 and 1963.
Commentary on "self-financed, self-serving 'science'" used by agricultural interests involving a variety of food, agriculture, and environmental issues.
August 1 issue via online. 2 pages., Article describes sale of Cygnus Business Media's agriculture group to American Farm Bureau Federation, "the largest trade association in the U.S. agriculture industry."
Online from https://doaj.org, Authors examined extension professionals, county agricultural commissioners, and members of farm bureaus and producer groups regarding their behavior and attitudes about use of information and communication technologies (ITCs). Results indicated that extension professionals experienced challenges in using ICTs more than the other sustainable agriculture stakeholders, "creating a technology gap between extension professionals and their clientele." Authors suggested use of an ICT community of practice and clear organizational guidelines for measuring and reporting performance related to ICT.
Online via keyword search of UI e-catalog., Authors exmined the "forgotten history" of a scientific literature involving relationship between the media and farmers from the 1960s to date. "Farmers were once greatly valued in the media. There was a tacit agreement between members of the farming, government, and journalistic elite on the portrayal of the modern farmer figure. And yet this unity began to dissolve in the 1980s. Farmers were challenged in the public eye: awareness was raised about union struggles, doubt was cast on the cost of agricultural activities financed by society, new environmental concerns arose, promoted by journalists, and a series of health-related crises flourished in the 1990s."
