January 2002 – Page 2 – Funk Library

ACDC News – Issue 02-14

Posted on January 22, 2002 by Hailley Shaw

Report of the petrified pony.

Humor has long been a tradition in rural journalism. It was evident, for example, in a 1896 article about a petrified pony. According to this report, which appeared in Farm and Field, Denver, two cowboys on a cattle roundup in the Texas panhandle noticed that “their tired ponies neighed and whinnied as if they were aware of the presence of another animal.” Indeed, nearby they discovered a broncho standing tethered to a bush at the summit of a little knoll. “The pony was petrified, not a hair or hoof amiss.”

Reference: We didn’t enter this report into the ACDC collection, but can direct you to it. See Agricultural History 31(4) : 33 (October 1957). Please feel free to pass along other examples of rural humor, especially as it involves communicating.

What producers can gain in $$ from using weather information.

Research by the International Research Institute for Climate Prediction suggests that farmers’ use of climate forecasts related to the El Niño-Southern Oscillation (ENSO) offers financial value. At a recent outlook conference, James Hansen of the Institute reported these results of retrospective decision analyses:

Use of ENSO information on small-to-medium-sized field crop farms in southern Georgia offered a potential value of $4-6 per hectare.
The potential value of such information when used for corn and wheat management on such farms was about $5-15 per hectare.
In south Florida, producers who based planting decisions for winter-grown tomatoes on ENSO phases could increase average income by about $800 per hectare.

“Results of these and other similar studies are still quite tentative,” Hansen said. “.Nevertheless, our analytical studies and interactions with agricultural decision makers have convinced us that viable options do exist for using climate forecasts to improve farm decision making.” Such findings add to the ACDC collection of more than 150 documents about the economic value of agricultural information.

Reference: Use a title search (“Use of climate forecasts”) or author search (Hansen) for the full citation. The report was posted on: www.usda.gov/oce/waob/oc2002/speeches/Hansen.pdf

“Agriculture needs honest comment.”

Anthony Rosen of Britain suggested in a recent issue of IFAJ News (International Federation of Agricultural Journalists) that agricultural journalists face three major “uncertainties – or perhaps, challenges:”

Contraction of agricultural publications and the subsequent limitation on advertising revenues.
“.interference by proprietorial influences, usually politically inspired, which may oblige journalists to follow a specific line whatever their own beliefs.”
“.the sad demise of the journalistic commentator who is, all too frequently, being replaced by the simple reporter.” Rosen argued that “The agricultural industry is entitled to expect its journalists to do more than simply report, even if word perfectly, the statements of the politicians and farm leaders.”

Reference: Use a title search (“Introspect”) or author search (Rosen) for the full citation. The commentary was posted on: www.ifaj.org/newsletter/IFAJMay02.pdf

Three philosophies of rural communicating.

In his book, Go to the people, James Mayfield discussed three approaches to communicating with the rural poor:

One-way system of communication. “It is quite common in a bureaucratic environment for communication to be based upon a one-way system in which orders are given, plans presented, requirements announced, procedures established, and goals defined with little or no feedback from those receiving them.”
Two-way system of communication. “Administrative systems seeking to improve their communication networks often adopt a two-way method that requires the receiving elements to acknowledge their understanding and awareness of the orders, plans, or procedures in order to give the sender of the directive some confirmation that the message has been understood.”
Shared awareness system of communication. “.a more profound level of communication” that “requires extensive staff training in team building, interpersonal skill development, conflict resolution, problem identification, and role negotiation skills.”

He cited experiences in various countries suggesting that “rural development facilitators can have their effectiveness greatly increased both in terms of working together and in terms of working with farmers.”

Reference: Use a title search (above) or author search (Mayfield) for the full citation.

Fitting digital technology into development is the focus of Communication, technology and the development of people, a book that we added recently to the ACDC collection.

Drawing upon experience with the World Bank, author Bernard Woods sketched the inadequacies of approaches that treat people largely as means to development (rather than the focus of it) and define it in terms of economic growth. He discussed neglect of the communication sector in conventional approaches to development, outlined and encouraged the development of digital development systems for public use, and suggested a new framework (decentralized, cross-sectoral, interactive) for thinking about the human dimension of development.

Reference: Use a title search (above) or author search (Woods) for the full citation.

Shift from hardware to human beings.

Woods’ emphasis on people-centered paradigms for development echoes a conclusion by Usha Vyasulu Reddi in Rethinking development communication. Reddi concluded, “Unless the focus on the use of communication technologies shifts from the hardware to human beings and the society it is meant to improve, we shall not be able to deal with basic issues.” Otherwise, according to Reddi, these technologies will result in widened economic and knowledge gaps between the haves and have-nots, centralized control of technology and information in traditional world centers, cultural imperialism and other problems.

Reference: Use a title search (“New communication technologies”) or author search (Reddi) for the full citation.

Early, early radio featured fruit.

Reports about the pioneer days of rural radio broadcasting in the U.S. usually begin with the early 1920s. Actually, a chronology in the book Stay tuned traces it to at least as early as 1904. In that year, United Fruit Company began to “build its network of radio stations in Central America and Caribbean countries to coordinate banana shipping.”

Reference: Use a title search (above) or author search (Sterling) for the full citation.

New report examines rural-urban common ground.

“Urban and agricultural communities: opportunities for common ground” is the title of a new 124-page report from the Council for Agricultural Science and Technology (CAST), Ames, Iowa. A 12-scientist task force pursued two objectives:

“.to move our thinking beyond agriculture’s traditional production and rural roots focus, and.”
“.to identify components of contemporary agriculture that can be a resource for civic leaders and planners who are challenged by issues of sprawl, vacant city lots, public desire for safe local food, and community livability.”

Authors identified possible initiatives in public policy, planning, higher education, research and partnerships/collaboration.

Reference: Use a title search (above) for the full citation. The report was posted at: http://www.cast-science.org/castpubs.htm#urbanagricultural

Professional activities approaching.

September 6-8, 2002
Meeting of North American Agricultural Journalists at St. Paul, Minnesota.
Information: http://naaj.tamu.edu/meetings.htm

September 12-14, 2002
“The Atlantic Odyssey.” Annual meeting of the Canadian Farm Writers’ Federation at Fredericton, New Brunswick.
Information: www.cfwf.ca Back to top

Best regards and good searching.

Please pass along your reactions, questions and ideas for ACDC. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents that we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 69 Mumford Hall, 1301 W. Gregory Drive, Urbana, IL 61801) or electronic form (docctr@library.uiuc.edu)

ACDC News – Issue 02-13

Posted on January 14, 2002 by Hailley Shaw

Needed: more agricultural reporting beyond the political sound bites.

Three major challenges face agricultural journalists today, said Anthony Rosen in a recent issue of the International Federation of Agricultural Journalists (IFAJ) newsletter. They include:

Contraction of agricultural publications caused by “the virtual world-wide economic recession in farming and the subsequent limitation on advertising revenues.”
“Interference by proprietorial influences, usually politically inspired, which may oblige journalists to follow a specific line whatever their own beliefs.”
“Third, and most importantly, is the sad demise of the journalistic commentator who is, all too frequently, being replaced by the simple reporter.”

Reference: Use a title search (“Introspect”) or author search (Rosen) for the full citation. The commentary was posted online at www.ifaj.org/newsletter/IFAJMay02.pdf.

Reporting on the “shabby science that’s swaying public opinion.

“Recently we added to the ACDC collection a news report from Canada about a call for “creation of a special agency to discredit the misleading information purposely being circulated to sway public opinion against the livestock industry.” This call came from an agricultural engineer who recommended creating an advocacy group or a special agency dedicated to making “people in the scientific and journalistic world accountable for the information that they are producing.”

Reference: Use a title search (“Manitoba engineer calls”) for the full citation. The article was posted on: www.foodsafetynetwork.ca

Rural life and people swept toward urbanism by new technologies?

Ronald R. Kline’s recent book, Consumer in the Country, reveals a “surprising persistence of rural culture” in the face of rapid technological and social change in rural America during the past 80 years. His historical analysis traced the introduction of the telephone, radio, automobiles, electricity and other technologies into rural areas. Findings prompted him to question whether “the telephone, the automobile, radio and electricity were autonomous social forces that revolutionized rural life in ways predicted by promoters.”

Farm people use new technology in innovative ways to create their own forms of modernity, Kline observed. Also, he called attention to signs of a continued ruralization of urban America. Recent examples: popularity of country music and pickup trucks

Reference: Use a title search (above) or author search (Kline) for the full citation.

“Metropolitan agriculture may have a promising future –

Providing urban and rural areas can work out their differences and begin to work together.” That vision and communications challenge came recently from Lorna Michael Butler, a speaker at the Agriculture Outlook Forum 2002 in Washington, D.C. She examined the history of rural-urban relationships in the U.S., described changes that are leading to greater rural-urban interdependence and identified five fronts on which agriculture could help bridge the rural-urban gap. Communicators would play a major role in the proposals that she sketched.

Reference: Use a title search (“Rural-urban interdependency”) or author search (Butler) for the full citation. The presentation was posted on: www.usda.gov/oce/waob/oc2002/speeches/Butler.pdf

Why do I care?

That is the driving question in doing farm television in a metro market, according to Dan Wilkinson of WRAL-TV, Raleigh, North Carolina. In the June issue of the National Association of Farm Broadcasters newsletter, NAFB Chats, Wilkinson explained how he presents his story ideas to staff associates. They are looking for hard news with urban interest. The article described how this orientation influences his role and his programming decisions.

Reference: Use a title search (“Television farm news in the urban market”) or author search (Wilkinson) for the full citation. The article was posted online at: www.nafb.com/acrobat/jun02chats.pdf

The spray gun mentality in communicating.

“We have to get away from the spray gun mentality – that communications can be sprayed onto people and they will somehow get the right ideas from it.” This reminder came to our attention recently in a workshop proceedings about communicating with the rural disadvantaged.

Robert Crawford added: “Communication is a way in which you develop community between two persons or groups, regardless of color. It is a mutuality, a respect, a learning from each other. It is not a technique, but a principle. It is hard to do and is done differently in different situations.”

Reference: Use a title search (“Why methods fail”) or author search (Sutherland) for the full citation.

Four lessons about rural development.

Juan Flavier of the International Institute of Rural Reconstruction, Philippines, shared them at a rural development seminar in Ghana 25 years ago. All involve communicating – and all continue to carry an important ring, in any part of the world.

Be sure that “what we do is wanted and needed.”
Encourage participation in the planning and decision-making of projects, not only in their implementation.
Livelihood, health, education and culture, civic responsibility – all must be addressed in an integrated way. “The successful solution of one [problem] depends upon the successful solution of the others.”
Be sensitive to the adequacy and use of language in trying to explain scientific information.

Reference: Use a title search (“Keynote address”) or author search (Flavier) for the full citation of this presentation.

How do you feel needs?

Flavier reported that rural workers often ask how to feel needs. His advice: Go to the field. Observe. Talk. Survey. Read existing records. “Not by one way, but a combination of available ways.”

Advertising agencies – managing tough times in agriculture.

Low commodity prices. Client mergers and buyouts. Reduced advertising budgets. Changing markets and audiences. New media alternatives. Executives of seven advertising agencies that serve agricultural clients explained in the May issue of Agri Marketing magazine how they are dealing with such challenges these days. Other questions they addressed in the article:

Where is the ag industry going?
Have you developed new clients in non-traditional areas of agriculture?
Have the issues or advertising objectives of your clients changed?
Have the services that you offer changed?
Do you see shifts from traditional ag media?

Reference: Use a title search (“Riding the ups and downs”) for the full citation. Posted in May 2002 issue on: www.agrimarketing.com/show_story.php?id=13078

“Optimism for the future is again high.”

Greg Leaf, president of the Agricultural Relations Council expressed this view in a recent issue of ARCLight Newsletter. He observed to fellow professionals in this agricultural public relations organization: “There is a real sense that business-as-usual is back. Companies are again investing in their own futures. Agencies are competing for clients. The business climate is as intense as ever.” He commended members for exploring new opportunities and being innovative in the way they handle their chosen professions.

Reference: Use an author search (Leaf) for the full citation. The newsletter was posted on: www.nama.org/arc/arclight/june02/June2002ARCLight.htm

Professional activities approaching.

September 6-8, 2002
Meeting of North American Agricultural Journalists at St. Paul, Minnesota.
Information: http://naaj.tamu.edu/meetings.htm

September 12-14, 2002
“The Atlantic Odyssey.” Annual meeting of the Canadian Farm Writers’ Federation at Fredericton, New Brunswick.
Information: www.cfwf.ca Back to top

Best regards and good searching.

ACDC News – Issue 02-12

Posted on January 14, 2002 by Hailley Shaw

Now more than 20,000 documents in ACDC.

June 19 was a landmark day in the Agricultural Communications Documentation Center. That was when we passed the 20,000-document mark in our efforts to collect and share information about the communications aspects of agriculture, food, rural development and related topics. When we began this effort in the early 1980s we didn’t know how much of such literature we might find. Five thousand documents? Ten thousand documents? Now we know that we are barely scratching the surface. And we recognize more fully the importance of this special body of literature. We see more clearly how effective communicating is central to all in the food chain, from producers to consumers – and central to the sustainable development and wellbeing of our societies. Thanks to all who have contributed or suggested documents, shared ideas, developed the system, processed materials and offered encouragement along the way. We are now busy working toward the next landmark.

Consult or confront?

A recent commentary in Eco/Log Week posed this question concerning approaches to resolving public policy disputes about genetically modified food. “Many leaders, including some from the biotechnology industry itself, have urged the industry to engage in discussion with the public and with critics,” observed Colin Isaacs. However, he added, “Every indication so far is that the hawks have won and that the industry will fight its critics with television and media campaigns.” He said that the approaching international BIO 2002 conference in Toronto, Canada, will test the “consult versus confront” approach to controversy.

Reference: Use a title search (“Biotechnology conference will test”) or author search (Isaacs) for the full citation. The commentary was posted on: http://www.foodsafetynetwork.ca/

Biotech bias of U.S. newspapers and news magazines.

An analysis by Nick Parker of the Food First organization led to a “real concern that the news media is playing a biased role in opinion formation” about genetically modified foods and crops. He analyzed all opinion pieces (72 editorials and op-eds) published over a two-year period (September 1999 through August 2001) in the New York Times, USA Today, Washington Post, Boston Globe, Chicago Tribune, Chicago Sun-Times, Los Angeles Times, Houston Chronicle, Newsday, Wall Street Journal, Time, Newsweek and The Economist.

“We found a four to one.ratio of opinion pieces favoring genetically modified crops and foods compared to those opposing them or taking a generally critical stance.” The report also summarized arguments used in the opinion pieces.

Reference: Use a title search (“Biotech bias”) or author search (Parker) for the full citation. This report was posted on www.foodfirst.org/media/press/2002/biotechbiasreport.pdf

Other ethics-related concerns being raised these days.

Here are some of them that that we have identified in recent documents being added to the ACDC collection:

Misleading information on food labels
Lack of leadership by agricultural journalists
Cozy relationships between industry and media
Sloppy, inaccurate reporting
Loaded questions in public polls
Piracy of indigenous knowledge

Reference: You can identify documents about these and other ethics-related concerns through a subject search, using the term “ethical issues.” The collection now contains more than 300 of such documents, with the recently published ones listed first.

New case study in crisis communications planning.

Risks of an outbreak of foot and mouth disease or other foreign animal disease sparked an interesting collaborative planning process in Texas last year. David Mayes and Edith Chenault reported about it recently at an agricultural communications research conference. The case study sketches the cooperative planning efforts of communicators involving Texas public agencies – from the animal health commission to the department of criminal justice. Appendices include a step-by-step media response plan, an internal communications plan and sample news releases.

Reference: Use a title search (“Avoiding foot in mouth disease”) or author search (Chenault) for the full citation. The paper was posted online at: http://agnews.tamu.edu/saas/Chenault-FM-2002.htm

Needed: more emphasis on local learning.

“Agricultural development can no longer be seen as based on transfer of the products of scientific research and their subsequent spontaneous diffusion among the ‘target group’.” So contend Niels Roling and Jan Brouwers in a chapter of the recent book, Biological and cultural diversity.

“Most of the institutional knowledge systems we have designed to promote agricultural development depart from the assumption that science is the source of innovation. . Sustainable agriculture seems to require a totally different knowledge system to support it, with greater emphasis on the facilitation of local learning.”

Reference: Use a title search (“Living local knowledge”) or author search (Roling) for the full citation.

New Farm Journal magazine online.

On May 15, the redesigned Internet home of Farm Journal magazine went online. Among the new features cited in an announcement release that we added recently to the ACDC collection:

“Outlook today” – Daily commentary about commodity and livestock markets by the Farm Journal economist.
“Editor’s notebook online” – Reports to readers from the editors, ranging from “interesting insights to thought-provoking perspectives.”
“Web extra” – Additional information and updates to stories published in the magazine.
“Field tests” – Results of the on-farm research and development program managed by the magazine.

Reference: Use a title search (“AgWeb welcomes”) or an author search (Conrady) for the full citation. The news article was posted May 15 at: www.plant.uoguelph.ca/safefood/archives/agnet-archives.htm

International challenge to agricultural journalists.

“Globalisation has not yet happened among ourselves,” according to Hans-Heinrich Matthiesen, president of the International Federation of Agricultural Journalists. Writing in the May issue of IFAJ News, he observes that “We agricultural journalists write about this or that, but we have no real part in the international goings on. . We don’t think far enough, we don’t look beyond our own activities and do not register that international networks have long been established and are active – without us.” He calls for more effort to experience agriculture internationally.

Reference: Use a title search (“Editorial”) or author search (Matthiesen) for the full citation. The editorial was posted online at www.ifaj.org/newsletter/IFAJMay02.pdf

Professional activities approaching.

July 22-25, 2002
“Hit the jackpot in Reno!” Agricultural Publications Summit, fourth annual joint meeting of American Agricultural Editors’ Association, Livestock Publications Council, APA: the Association of Leading Ag Media Companies, and Agricultural Communicators of Tomorrow. Meeting at Reno, Nevada.
Information: www.ageditors.com orwww.livestockpublications.com Back to top

Best regards and good searching.

ACDC News – Issue 02-11

Posted on January 14, 2002 by Hailley Shaw

“In the ag media, electronic releases are hot.”

So reported Owen Roberts, University of Guelph, after surveying some editors of magazines and provincial weekly and monthly newspapers in Canada. His report appeared in the January issue of The Nib,” newsletter of the Eastern Canada Farm Writers’ Association.

Respondents said that an average of 25 to 30 percent of the editorial content in their periodicals originated with news releases. On average, the editors were getting at least 25 news releases a day (electronic, fax and snail mail). Most said they “receive 25 to 50 percent of their news releases electronically, and those numbers are on the rise.”

Reference: Use a title search (“Informal survey shows pick up is fantastic”) or author search (Roberts) for the full citation. The report was posted online at: www.cfwf.ca/nib/jan02.pdf

Wire service carrying more (biased) agricultural news.

A comparative content analysis of agricultural news carried by a U.S. wire service shows a bittersweet trend. According to research by Scarlett Hagins, Jacquie Lockaby, Cindy Akers and Lance Kieth, the Associated Press posted 22 percent more agricultural articles in November 2000 than in November 1997. However, the articles in 2000 contained significantly more inference sentences. “The majority of these sentences contain no ‘tip-off’ words to let the reader know that the information is subjective to some extent.” Authors recommended efforts to increase the agricultural literacy of reporters, as well as the general public.

Reference: Use a title search (“Associated Press wire service coverage”) or author search (Hagins) for the full citation. This paper was posted online at: http://agnews.tamu.edu/saas/2002/shagins.htm

Online peer review: new avenue for science research reporting?

“The editorial review of scientific papers usually takes place behind closed doors, but could the process be improved by opening it up for all to see?” A recent news feature in Nature magazine examined the pros and cons of some experiments that scientific journals are using to test this approach.

Reference: Use a title search (“Peer review, unmasked”) or author search (Gura) for the full citation. The article was posted online at: www.nature.com/cgi-taf/DynaPage.taf?file=/nature/journal/v416/n6878/full/416258a_fs.html

Why U.S. farmers are adopting GM crops.

Increased yields (through better pest control), lower pesticide costs, increased planting flexibility and perceived environmental benefits. These are the main reasons cited in an April 2002 brief from the Economic Research Service, U.S. Department of Agriculture. “However, actual benefits in terms of costs, yields, and pesticide use vary with the crop and engineered trait.”

This brief also summarized 1995-2001 trends in U.S. farmers’ adoption of genetically modified cotton, corn and soybeans.

Reference: Use a title search (“Agricultural biotechnology: adoption”) for the full citation. The brief was posted online at www.ers.usda.gov/Briefing/biotechnology/chapter1.htm

When live links go dead.

What do you do when you try a live link within an ACDC citation and learn that it no longer connects you to the information you want? URLs that we cite are subject to change, as you know – often without our knowledge. Here are a couple of suggestions for you when you find that live links have gone dead.

Sometimes you can discover documents of interest on web sites by pruning back the URL, searching on basic parts of it (e.g., the home page), then looking for the documents you desire.
Get in touch with us (docctr@library.uiuc.edu) when you find dead links in our database. If we can’t find the document of interest online we may have a paper copy or electronic file here in the Center.

Opposing messages about food irradiation.

An article in the Ottawa Citizen newspaper (Ottawa, Canada) highlights several dimensions of the conflicting arguments about irradiating food. Reporter James DeWan briefly summarized the sword-crossing messages from Public Citizen (watchdog group founded by Ralph Nader) and the Centers for Disease Control and Prevention. They centered on these aspects of irradiation:

Health effects on animals and humans
Effects on nutritional value
Effects on flavor, odor and texture of food
Effects on food sanitation efforts
Possible formation of new chemicals that have not been studied

DeWan observed, “It is hard to reconcile the two camps’ opinions on the topic.”

Reference: Use a title search (“Key organizations disagree”) for the full citation. The article was posted on: www.plant.uoguelph.ca/safefood/archives/fsnet-archives.htm

“Two views on food labeling.”

That is the title of a for-and-against report published recently by the U.S. Department of State “to provide a full picture of the shape of the discussion in the United States.” Ellen Matten, international policy analyst in the U.S. Codex Office, cited challenges associated with country of origin labeling, labeling of foods derived from biotechnology and risks that labels may mislead consumers. Kristen Dawkins and Neil Sorensen of the Institute for Agriculture and Trade Policy emphasized the importance of label information in protecting the health and safety of consumers, especially given the unknowns associated with bioengineered foods and feed.

Reference: Use a title search (above) or author search (above) for the full citation. The report was posted on: http://usinfo.state.gov/journals/ites/0502/ijee/foodlabeling.htm#mat

Crop reports gathered scientifically? Not exactly.

“The USDA crop progress report is a market mover, but the way the data is collected . at the county level varies and is not exactly scientific.” So reported Mike McGinnis in a recent news article from DTN NewsWire.com. He described the various information gathering methods used by USDA Farm Service Agencies (FSA) offices in Iowa, Illinois and Ohio. Among the methods cited: straw polling co-workers in the office, inviting opinions from bank appraisers, use of farmer committees and phone calls to farmers.

Reference: Use a title search (“FSA not only source”) or author search (McGinnis) for the full citation. The article was posted May 21 on: www.dtnnewswire.com

Welcome to Jing Zhang,

New part-time assistant in the Agricultural Communications Documentation Center. A doctoral candidate in the College of Communications here at the University of Illinois, Jing brings valuable experience and interests to our mission. For example, three years of professional experience as a strategic planner at J. Walter Thompson Advertising Agency followed her undergraduate studies in psychology at Peking University, China. She is helping process materials into the ACDC collection and we look forward to working with her.

We enjoyed hosting a visitor from Ontario, Canada, early this month.

Kristy Nudds, a graduate student at the University of Guelph, spent two days reviewing materials in the ACDC collection and University of Illinois Library for her thesis research project.

Professional activities approaching.

Best regards and good searching.

ACDC News – Issue 02-10

Posted on January 13, 2002 by Hailley Shaw

Why the “fast hare of information is out stepping the slow tortoise of meaning formation.”

In a recent journal article about development communication, Anita Jhamtani and Premlata Singh reported their findings on the concept of lag as it applies to information overload in the formation of meaning. They identified several ways in which to reduce what they call the meaning lag in rural communication.

Reference: Use a title search (“Meaning lag”) or author search (Jhamtani) for the full citation.

Listening to audiences.

As you explore the ACDC collection online you might keep in mind that it contains many studies about intrapersonal communicating — about matters such as attitudes, perceptions, knowledge level, decision making and adoption of innovations.

For example, a subject search on the term “attitudes” will reveal more than 1,200 documents. You can then conduct cross-subject searches to focus more closely on various topics and audiences. Here are a few cross-subject possibilities that illustrate various kinds of intrapersonal communicating:

farmers attitudes conservation [i.e., farmer attitudes toward conservation]
“public attitudes” “food safety”
farmers attitudes biotechnology
farmers “decision making”
attitudes agribusiness
adoption internet

We look actively for this kind of material because it can serve communications planners and strategists, as well as students, teachers, researchers and others. Please let us know whenever you can provide – or direct us to – such documents to strengthen this important part of the collection.

“Don’t overlook farm radio,”

Suggested Keith Evans in a recent article in the Angus Journal magazine. He reviewed strengths and limitations of farm radio, encouraged purebred beef producers to consider using it for advertising and offered tips for using it effectively.

Reference: Use a title search (overlook farm radio) or author search (Evans) for the full citation. The article was posted online in the March 2002 issue of NAFB Chats at www.nafb.com/cyberchats.cfm

Where did it go wrong?

Authors of a journal article asked this question after they reviewed the placement record and surveyed alumni of an agricultural communication degree program in India. Niraj Kumar and B. Kumar studied the postgraduate curriculum established in 1981 at G.B. Pant University of Agriculture and Technology, Pantnagar, India. Findings revealed that “the programme failed to create expected interest in potential graduates.” Among the problem areas found: “theory loaded” rather than skill oriented courses, overlap and gaps in course content, shortage of supporting reading materials, limited use of media in teaching and lack of publicity.

Reference: Use a title search (“Relevance of postgraduate degree”) or author search (Kumar) for the full citation. .

Ag journalism is growing greener,

According to an article in the March/April 2002 issue ByLine, newsletter of the American Agricultural Editors’ Association. Author Kathy Johnston noted that “After years of glaring warily at each other from opposite sides of the fence, agriculturists, environmentalists and journalists are finding new ways to coexist.” She sited examples of cooperation and expressed support for journalism that moves beyond “spinning stories to fit preconceived ideas, and presenting intricate issues in a black-and-white, good-versus-evil format.”

A letter to the editor in the May issue of ByLine described this article as “inaccurate, biased and full of holes.”

Reference: Use a title search (“Ag journalism is growing greener”) or author search (Johnston) for the full citation. The article and following letter to the editor were posted online at: www.ageditors.com

More food recalls. More consumer confusion?

A cited Wall Street Journal article reported recently on U.S. Department of Agriculture news about a 14 percent increase in food recalls during the past year. The article noted that, whatever the causes of this increase, “it is clear that there are now so many recalls that it is difficult for both average consumers and sophisticated users to know about and act on all the warnings.”

Reference: Use a title search (“Public ignoring product recalls”) for the full citation. The article is archived online at www.plant.uoguelph.ca/safefood/archives/fsnet-archives.htm

Biotechnology in the public mind these days.

Here are a few of the documents that we have entered recently about public attitudes, knowledge levels and buying actions related to food biotechnology in various countries:

“Biotech remains unloved by the more informed” (Italy) www.nature.com/cgi-taf/DynaPage.taf?file=/nature/journal/v416/n6878/full/416261a_fs.html
“Australian public confused by both organic and genetically modified foods” http://www.foodsafetynetwork.ca/
“Omnibus survey” (New Zealand) www.lifesciencesnetwork.com/news-detail.asp?newsID=976
“Public getting more food-savvy, poll shows” (United Kingdom) www.foodstandards.gov.uk/news/newsarchive/52780
“Americans still in the dark about biotech, Mississippi study says” http://www.foodsafetynetwork.ca/
“Study: anti-biotech Europeans ignore food labels”www.agriculture.purdue.edu/aganswers/2002/4-19_Biotech_Study.html

State farm magazines consolidating.

A news report announces that in July the Farm Progress Companies will consolidate 23 state magazines into six. These are in the western, southern and northeastern areas of the United States. Eleven midwestern state magazines and the California Farmer will continue publishing as they are today. Prairie Farmer will expand its coverage area from Illinois and Indiana to include western Kentucky’s corn and soybean production area.

“These changes position all of our titles to serve individual markets large enough for each to sustain a successful publishing effort,” according to President Chuck Roth. In the face of economic pressures that squeeze localized coverage, Farm Progress is preparing to expand the number of pages it publishes within these redefined circulation areas. “We are more committed than ever to serving local interests.”

Reference: Use a title search (“Farm Progress unveils initiatives”) for the full citation.

Professional activities approaching.

June 20-22, 2002
“Catch the spirit.” Seminar of American Horse Publications at Park City, Utah.
Information: www.americanhorsepubs.org

June 20-22, 2002
“NAFB – back to the heartland.” Summer meeting of National Association of Farm Broadcasters (NAFB) at Cedar Rapids, Iowa.
Information: www.nafb.com/news.cfm

June 22-25, 2002
“Take the road less traveled.” Annual Institute of the Cooperative Communicators Association (CCA) at Burlington, Vermont.
Information: www.coopcomm.com/institute.html

Best regards and good searching.

ACDC News – Issue 02-09

Posted on January 13, 2002 by Hailley Shaw

Newspapers or the Internet: which better for learning?

“Newspaper is likely to be better learning source for the health-related information than Internet news site exposure.” This conclusion by Cheolju Kang came from his recent research project:

“Elaboration of media uses and motivations in knowledge acquisition on mad cow disease issue”

Kang’s master’s degree research among University of Florida students revealed that “simple Internet exposure does not have a significant relation with knowledge, while newspaper exposure has a positive correlation with knowledge” about the health-related issue, mad cow disease. The study also examined motivational aspects of this issue, as correlated with exposure to television news, Internet news sites and newspapers.

Reference: Use a title search (above) or author search (Kang) for the full citation.

And what about learning from labels?

Fewer than 1 in 10 parents whose children are allergic to milk are able to recognize milk on a label. That’s one finding of a study reported recently from a meeting of the American Academy of Allergy, Asthma and Immunology. Also, in the study, only 22 percent of parents whose children have soy allergy correctly identified soy on an ingredient statement. A news release from the Food Allergy and Anaphylaxis Network offered suggestions for improving labels and informing parents about how to read them.

Reference: Use a title search (“Parents fail”) for the full citation. The release was posted online at: www.foodallergy.org/press_releases/labelreading.html

Getting mud on the boots is a must.

So concluded researchers B. Kumar and N.K. Roy in their Interaction article about requirements for effective rural broadcasting in India.

“There is acute present need to train a new brand of rural broadcaster with feeling for the audience, their pains, suffering as well as good grip on the broadcasting techniques,” they observed. And they added that a greater sense of responsibility and responsiveness is being demanded out of broadcasters to play a crucial role in development.

This journal article summarized results of research in that country about rural broadcasting, including programming on All India Radio (which first aired in 1927).

Reference: Use a title search (“Towards more participative”) or author search (Roy) for the full citation.

“Thumbs up” from agricultural communications graduates.

Researchers Tracy Irani and Christi Scherler, University of Florida, recently examined job satisfaction as an outcome measure of the effectiveness of an agricultural communications academic program. Results indicated that “a large percentage of graduates in the field are currently employed in the field and, for the most part, satisfied with their jobs.” Overall job satisfaction “seemed to increase with age and M.S. graduates appeared to have a higher level of satisfaction than B.S. graduates.”

Reference: Use a title search (“Job satisfaction as an outcome”) or author search (Irani) for the full citation.

When FFA was king of the radio airwaves.

That is the title of a recent journal article that explored the history of national radio broadcasts involving the youth organization FFA, formerly known as Future Farmers of America. John Hillison and Sharon Williams reported that national radio broadcasts for FFA began in 1930 when the public speaking contest finals were aired on Columbia Broadcasting System (CBS). The “National Farm and Home Hour” on National Broadcasting Company (NBC) featured FFA activities between 1931 and 1944. Citing newer technologies such as satellite-delivered television, authors suggested that agricultural educators “use all available media to communicate the positive aspects of agriculture.”

Reference: Use a title search (“When FFA was king”) or author search (Hillison) for the full citation.

Farmer view of “hitting the wall.”

What happens if/when weeds develop resistance to herbicides used on crops? A study among 132 grain growers in Western Australia explored their perceptions about the “resistance wall.” Findings revealed that growers were aware of herbicide resistance and felt that it imposes a significant cost upon them. Several misconceptions appeared. For example:

Many growers expected that weed populations would lose their resistance if use of the herbicide were stopped temporarily.
Many growers felt the industry would be able to develop new modes of action of herbicides to deal with resistant biotypes.
A substantial number of growers suspected that resistance would develop in their fields regardless of how they managed the land.

Findings offered useful guidance for communicating with growers about their crop management practices to address this challenge.

Reference: Use a title search (“Farmer perceptions of the herbicide”) or author search (Pannell) for the full citation. The report was posted online at: http://www.general.uwa.edu.au/u/dpannell/dpap0113.htm

Economists will need communications training and new incentive systems if their policy-oriented research is to have full impact.

That conclusion came from a November 2001 workshop sponsored by the International Food Policy Research Institute (IFPRI) and the Netherlands Ministry of Foreign Affairs. Researchers at the workshop identified a number of ways – including communications – for social scientists to increase the chances of having policy impact.

“Researchers must not only present their findings in peer-reviewed publications, but also convey their messages to a largely economically illiterate public via effective oral communication. To fill this new role, economists will require training and new incentive systems.”

Reference: Use a title search (“Impact evaluation”) or author search (International Food Policy Research Institute) for the full citation. The workshop report was posted online at: www.ifpri.org/

Agricultural communications research papers.

Here are titles of 14 agricultural communications papers presented during the Southern Association of Agricultural Scientists meeting in Orlando, Florida, earlier this year:

“How to succeed in writing Internet CGI scripts without really trying to become a programmer”
“The University of Florida’s distance education faculty training program”
“Associated Press wire service coverage of agricultural issues”
“Developing an institutional marketing program”
“How to distribute daily news updates to a web site”
“Turned on or tuned out? Examining message effectiveness on awareness and attitudes toward low-level risks” (invasive species)
“Virtual community: a concept ripe for harvest” (electronic newsletter)
“AGNEWS: a new look meant visuals for this web site”
“What do you know? An organized method for increasing science news”
“Print to video: how print reporters became video producers for the Internet”
“When the media throw a slow curve, get ahead of it: marketing biotechnology to Georgia media”
“Avoiding ‘foot in mouth’ disease: attempts at crisis communications planning among state agencies in Texas”
“Hosting a state-level agricultural communications career development event”
“Media relations in a wired world: MediaLink 2001″You can see them online at: http://agnews.tamu.edu/saas/

Professional activities approaching.

June 20-22, 2002
“Catch the spirit.” Seminar of American Horse Publications at Park City, Utah.
Information: www.americanhorsepubs.org

June 20-22, 2002
“NAFB – back to the heartland.” Summer meeting of National Association of Farm Broadcasters (NAFB) at Cedar Rapids, Iowa.
Information: www.nafb.com/news.cfm

June 22-25, 2002
“Take the road less traveled.” Annual Institute of the Cooperative Communicators Association (CCA) at Burlington, Vermont.
Information: www.coopcomm.com/institute.html

July 22-25, 2002
“Hit the jackpot in Reno!” Agricultural Publications Summit, fourth annual joint meeting of American Agricultural Editors’ Association, Livestock Publications Council, APA: the Association of Leading Ag Media Companies, and Agricultural Communicators of Tomorrow. Meeting at Reno, Nevada.
Information: www.ageditors.com orwww.livestockpublications.com Back to top

Best regards and good searching.

Please pass along your reactions, questions and ideas for ACDC. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents that we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 69 Mumford Hall, 1301 W. Gregory Drive, Urbana, IL 61801) or electronic form (docctr@library.uiuc.edu)

ACDC News – Issue 02-08

Posted on January 13, 2002 by Hailley Shaw

Mass media in 2025. Will we have to use our brains? “

Because the technology undoubtedly will be interactive, we are about to be weaned from a fifty-year vacation from having to use our brains,” according to Robert M. Knight. “That vacation has been fostered by television. Because TV is addictive and demands nothing, many Americans have failed to develop one of the brain’s best organizers, the language that communicates and processes the data, knowledge, and information that the brain absorbs and disseminates. But now, if we are to use an interactive medium, we will be required not only to read, but, somehow, in some way, to write. And maybe the experience of writing will enrich our brains just enough that we will again begin to demand that the news media behave responsibly.”

Knight’s perspectives appeared in Chapter 11 of Erwin K. Thomas and Brown H. Carpenter (eds.), Mass media in 2025: industries, organizations, people, and nations. Greenwood Press, Westport, Connecticut. 2001. 202 pages.

Agricultural public relations professionals may be encouraged by a prediction elsewhere in that book.

“Who will be the public relations practitioner of 2025?” asked Julie K. Henderson in Chapter 6. “Who will be more successful, the generalist or the specialist? The evidence seems to be leaning toward the specialist. While it is important to master the general skills of communication, future practitioners understand they must become generalized specialists. Increasingly in the future, specific public relations jobs will be awarded to the practitioner who demonstrates specialized expertise in the particular area at issue.”

Sorting out some communication concepts.

We recently added a report in which Muiru Ngugi discussed several concepts that are often confusing and misunderstood. They included the following:

Development communication
Non-development communication
Development journalism
Development support communication

Reference: Use a title search (“Development communication: a clarification”) or author search (Ngugi) for the full citation.

You can find more useful sorting of concepts in the 2002 edition of Handbook of international and intercultural communication.

Everett M. Rogers and William B. Hart provide an 18-page foreword entitled:

“The histories of intercultural, international, and development communication”

Reference: Use a title search (above) or author search (Gudykunst) for the full citation.

Need for improved communicating was a key theme at a recent international conference,

“New biotechnology food and crops: science, safety and society.” More than 250 participants from 58 countries took part in this conference in Bangkok, Thailand. It was co-sponsored by the Organisation for Economic Co-operation and Development (OECD) and the Government of the United Kingdom, in cooperation with other national and international organizations.

Calls for improved communicating appeared frequently in a report of the conference. For example, participants recommended:

Addressing the public’s real concerns about biotechnology
Providing greater openness and transparency of information
Improving access to and the sharing of information across a wider range of stakeholders
Improving the validation of information about biotechnology
Addressing concerns about biopiracy, “whereby biological resources of developing countries may be misappropriated, without adequate compensation to their traditional owners”
Improving “multilateral processes” and international consensus building

Reference: Use a title search (“New biotechnology food and crops”) for the full citation. The rapporteurs’ report was posted online at: www.oecd.org/pdf/M00025000/M00025559.pdf

Profound $$$ impacts of international food safety crises.

A recent analysis of three such crises documented these impacts and highlighted the role that effective communications can play. Jean C. Buzby of the Economic Research Service, U.S. Department of Agriculture, analyzed economic impacts of three highly publicized issues:

A relatively minor outbreak (1996) of Cyclospora from Guatemalan raspberries “had a tremendous impact on the industry, and other Guatemalan exports suffered as well.”
Announcement (1996) in Britain of a possible link between “mad cow disease” in cattle and a new strain of Creutzfeldt Jakob Disease in humans “virtually stopped international trade of U.K. live cattle and bovine products.”
Animal feed in Belgium inadvertently contaminated (1999) with polychlorinated biphenyls (PCBs) and/or cancer-causing dioxin “affected a large array of agricultural industries in Belgium.” Estimated cost to the Belgian economy: more than $750 million.

Findings documented how consumer concerns about food safety unleash economic and even political impacts. Buzby emphasized that “timely and appropriate responses from governments and implicated industries can help minimize damage from the crisis to food markets and consumer confidence.”

Reference: Use a title search (“Effects of food-safety perceptions”) or author search (Buzby) for the full citation. The report was posted online at: www.ers.usda.gov/publications/wrs011/wrs011i.pdf

Local radio – helping keep in touch with heritage and culture.

Results of research by Alex Ortiz at the University of Florida emphasized the importance of Mexican culture, even among third and fourth generation Mexican-Americans. The title of this 2001 master’s thesis:

“Ethnic assimilation, national identity, and mass media: an analysis of radio use in Hardee County, Florida”

His analysis involved Mexican-Americans in a rural agricultural community. Findings prompted him to conclude that “current Hispanics.will create a new multiethnic identity, unlike those of European immigrants, which will carry stronger and extended cultural ties from the sending country.” Tracking listenership of local Spanish-language and English-language radio stations, he also found radio a “critical influence” in reaching the Hispanic market of that community. “Radio was used both by parents interested in Spanish-language broadcasts, and by their bilingual children, who could choose to listen to both Spanish-language and English-language broadcasts.”

Reference: Use a title search (above) or author search (Ortiz) for the full citation.

Professional activities approaching.

June 20-22, 2002
“Catch the spirit.” Seminar of American Horse Publications at Park City, Utah.
Information: www.americanhorsepubs.org

June 20-22, 2002
“NAFB – back to the heartland.” Summer meeting of National Association of Farm Broadcasters (NAFB) at Cedar Rapids, Iowa.
Information: www.nafb.com/news.cfm

June 22-25, 2002
“Take the road less traveled.” Annual Institute of the Cooperative Communicators Association (CCA) at Burlington, Vermont.
Information: www.coopcomm.com/institute.html

Best regards and good searching.

ACDC News – Issue 02-07

Posted on January 13, 2002 by Hailley Shaw

“Tater tox” is the title of a recent research report about “claims and frames in British media representation of a modern biotechnology controversy.”

This master’s thesis by Katherine Canada (University of Wisconsin-Madison) focused on the agricultural biotechnology controversy that swirled around nutritional scientist Arpad Pusztai, beginning in 1998. Results of Pusztai’s research had led him to conclude that genetically modified potatoes compromised the health of rats.

A few of the findings of this case analysis:

“.literature from intraspecialist, interspecialist, popular science and mass-mediated domains included a vast discussion of technical detail.” It supported the notion that when controversies flare up, the literature becomes technical.
Parties to the controversy often relied on the tactic of enrolling allies. “Rational, impartial discussion seems to be absent. Rather, commentators validate their arguments based on the actions of their neighbors.”
Themes in the controversy often expressed goals of constructing a social boundary that distinguishes some intellectual activity as non-science. All of the themes identified were “manifestations of attempts to maintain rights to an established territory. When accepted norms are openly challenged, voices roar with dissatisfaction and contempt.”

Reference: Use a title search (Tater tox) or author search (Canada) for the full citation.

Tips for communicating with hazard-weary consumers.

Susan Conley, director of food safety education and communications for the USDA Food Safety and Inspection Service, offered four tips in a 1998 speech to food industry professionals. She suggested that:

Communications must “first, and foremost, be science-based.” · Messages must provide tangible actions consumers can take themselves to reduce their risk because they “want to feel in control of their health.”
Messages must be practical and motivate consumers to action.
Messages must also “be consistent and when needed, targeted for a specific audience.”

Reference: Use a title search (“Science, not scares”) or author search (Conley) for the full citation. The presentation was posted online at: www.fsis.usda.gov/OA/speeches/1998/sc_iamfes.htm

“Go in search of your people.”

In a 1992 book about development communication, H.S. Takulia cited a piece of advice that Mao Tse Tung gave to local-level health workers in China:

Go in search of your people
Love them
Learn through them
Serve them
Begin with what they know
Build on what they have

Takulia observed that the advice epitomizes the approach those involved in development efforts need to adopt. (And we note how much more broadly it might also apply in effective communicating.)

Reference: Use a title search (“Towards redefining development”) or author search (Takulia) for the full citation. .

Amano mambulwa.

The counsel cited above seems closely matched with a saying used by the Bemba people of Zambia: “Amano mambulwa,” meaning “knowledge or experience ought to be shared.” This expression came to our attention recently in a report by Hendrik Bussiek about the role of media in development. He emphasized the need for free exchange of views and vigorous development journalism in Africa.

Reference: Use a title search (“Media and sustainable democracy”) or author search (Bussiek) for the full citation.

Sending a community video letter to policy makers.

An interesting case study in feedback from rural residents came into the ACDC collection recently. The title:

“The making of Nepal’s community video letter: presenting a picture from the village to environmental policy makers”

This GreenCOM Project for the U.S. Agency for International Development involved helping rural residents use video to “document their concerns about corruption, forest boundaries and soil erosion.” The letter was delivered at a community forestry forum of policy makers in Kathmandu during March 1998.

We welcome other case studies that you may be able to call to our attention about how local residents use audiovisual media to provide feedback to policy makers.

Reference: Use a title search (“Making of community video letter”) or author search (Sharma) for the full citation. The report was posted online at: www.dec.org

Creating a slogan for a food safety campaign.

If you are involved in communications campaign planning you may be interested in seeing how the U.S. Department of Agriculture used focus groups to develop a slogan for a campaign about using food thermometers. This study, conducted for the Food Safety and Inspection Service, involved focus groups in two U.S. cities. The 24-page summary described how researchers chose participants and gathered reactions about various slogans, characters and visual concepts to feature in the campaign.

Reference: Use a title search (“Thermometer slogan focus group study”) or author search (Cates) for the full citation. The report was posted online at: www.fsis.usda.gov/OA/research/tslogans.pdf

Nature journal in squabble over accuracy.

Media headlines about DNA contamination and polluted corn in Mexico have stirred controversy since last fall about the accuracy of a scientific study published in a respected journal, Nature. Authors from the University of California suggested, from their research, that native Mexican corn varieties may have by chance crossbred with genetically enhanced varieties from the United States. Findings caught the eye of anti-biotechnology organizations, media, scientists and other interest groups. We are adding to the ACDC collection some updates on this controversy about the accuracy of agricultural research methods and reporting.

Reference: Use a title search (“Environmentalist biofraud?) or author search (Bailey) for the full citation. The analysis is posted online at: http://reason.com/rb/rb021202.shtml

Professional activities approaching.

May 18-23, 2002
Congress of the International Federation of Agricultural Journalists (IFAJ) in Spain.
Information: www.ifaj2002.com

May 18-22, 2002
“Innovation through cooperation.” National Extension Technology Conference (NETC) at Pennsylvania State University. For persons interested in using or supporting technology in extension. Information: www.NETC2002.psu.edu

June 20-22, 2002
“Catch the spirit.” Seminar 2002 of American Horse Publications (AHP) at Park City, Utah.
Information: www.americanhorsepubs.org

June 20-22,2002
Summer meeting of National Association of Farm Broadcasters (NAFB) at Cedar Rapids, Iowa.
Information: www.nafb.com

June 22-25, 2002
“Take the road less traveled.” Annual Institute of the Cooperative Communicators Association (CCA) at Burlington, Vermont.
Information: www.CoopComm.com

Best regards and good searching.

ACDC News – Issue 02-06

Posted on January 13, 2002 by Hailley Shaw

Sloppy journalism or mistaken words.

The challenges of agricultural reporting came to light earlier this year in a high-visibility venue. Ears perked up when a French news agency reported that the U.S. Agency for International Development is helping Afghanistan farmers “rebuild through donations of genetically modified seed.” Follow-up inquiries revealed that the reporter and AID official “simply mistook the term “Improved Plant Varieties” to mean “genetically engineered seeds . it just simply may be a case of sloppy journalism or a simple case of mistaken words.”

Reference: Use a title search (“GM seeds in Afghanistan”) or author search (Prakash) for the full citation. The full-text report is archived (January 31, 2002) at: www.plant.uoguelph.ca/safefood/archives/agnet-archives.htm

“Journalists may learn a few lessons on how to do their jobs better,”

Said Elaine Shein in reviewing a children’s book about reporting on science. Her review appeared in a recent issue of The Farm Journalist newsletter from the Canadian Farm Writers Association. The book is: Diane Swanson, Nibbling on Einstein’s brain: the good, the bad and the bogus in science. “Swanson warns people to challenge research, analyze analysis and question conclusions,” according to Shein, and suggests more than 20 questions that people/journalists should ask about scientific research. Swanson cited media coverage of the Alar scare (concerning use of pesticides on apples) as an example of failures in covering science.

Reference: Use a title search (“Children’s book has advice”) or author search (Shein) for the full citation. The book review is posted online at www.cfwf.ca/farmj/farm.html

“The media sector is dead – long live the communications sector!”

This statement, quoted in a recently added report about development communicating, emerged from several cited trends:

“The ‘old’ media sector disintegrated into ‘development support communications’ – now absorbed by other sectors such as ‘rural development’ – and signal transferring systems of individual or mass communication”
“The borderline between media and communications is blurred due to the ‘marriage’ of electronic data processing and telecommunications”
“All the old and new media have one thing in common, namely communication.”

Reference: Use a title search (“Communication and development”) or author search (Eilers) for the full citation.

But do media (old or new) add up to communication?

We are reminded of a distinction made by Andrew A. Moemeka in a 1995 discussion about the term “communication.”

“Unlike information, communication is not merely talking to people; it is not talking at people; it is not even talking about people. It is talking with people. It is an interactive activity directed at creating enlightenment, understanding and education.in order that intelligent decisions could be made and relevant actions taken.”

The author observed that “this distinction has relevance for ‘sustainable development.’ There is little doubt that misconceptions and misunderstandings of these concepts have contributed, in no small measure, to the failure of many well-meaning endeavors, plans and projects.”

Does the distinction also prompt a caution flag about capabilities of new and emerging electronic media, wherever they are used in communications related to food, agriculture and natural resources?

Reference: Use a title search (“Mass media and sustenance”) or author search (Moemeka) for the full citation.

Growth of development communication education in the Philippines.

A recently added 1988 study by Crispin C. Maslog traced expansion of degree programs in development communication and journalism in that country. The Department of Agricultural Information at the University of Philippines Los Banõs established the first such program in 1962. It began as a major in agricultural information, then was renamed development communication in 1974. By 1988, six communication schools in the Philippines offered undergraduate degree programs in development communication or development journalism.

Reference: Use a title search (“Philippine communication”) or author search (Maslog) for the full citation.

Some healthy food trends, but poor understanding of labels.

Consumers in the United Kingdom show encouraging awareness of food standards, according to a recent survey for the UK Food Standards Agency. However, comprehension of key food label information remains “poor.”

This February 2002 report showed findings of research conducted among 3,120 consumers in England, Wales, Scotland and Northern Ireland. Highlights included

Shopping patterns
Perceptions of food hygiene in various food venues (homes, restaurants, other)
Concerns about food safety issues
Use of food labeling
Sources of information about food safety

Reference: Use a title search (“Consumer attitudes to food standards”) for the full citation. The report was posted online at: www.food.gov.uk/multimedia/pdfs/secondconsumersurvey

Marrying global brands with local jewels.

Food manufacturers will use that strategy during the next five years as they consolidate and internationalize, according to a recent report on the changing food industry. The 600-page report drew conclusions from a survey of 220 food executives from 19 countries in Europe, North America and Asia Pacific.

“The research shows that global brands will dominate – 20 to 25 global brands will emerge in various categories of fast-moving consumer goods. . At the same time, manufacturers will ‘marry’ global brands with ‘local jewels’ to meet consumers’ growing demands for local products. In addition, retailers increasingly will brand their stores and wrest more control of the supply chain as they attempt to build stronger relationships with consumers.”

Reference: Use a title search (“Consumers drive food industry transformation”) for the full citation. A summary is available online (February 14, 2002) at: www.plant.uoguelph.ca/safefood/archives/agnet-archives.htm

Professional activities approaching.

June 20-22,
2002 Summer meeting of National Association of Farm Broadcasters (NAFB) at Cedar Rapids, Iowa.
Information: www.nafb.com

June 22-25, 2002
“Take the road less traveled.” Annual Institute of the Cooperative Communicators Association (CCA) at Burlington, Vermont.
Information: www.CoopComm.com

Best regards and good searching.

ACDC News – Issue 02-05

Posted on January 11, 2002 by Elizabeth Ray

Behind an ill-fated biotech advertising campaign.

A new book added recently to the ACDC collection provides background information about Monsanto Company’s public relations strategies and advertising campaign in Europe. The book:

Daniel Charles, Lords of the harvest: biotech, big money, and the future of food.

Farm raised, Charles was a technology correspondent for National Public Radio (US) from 1993-1999 and was Washington correspondent for New Scientist. His 348-page book offers a behind-the-curtain view of how genetically engineered crops came to be and why they became controversial. Communicators will find special interest in sections about Monsanto’s approach to public relations and an oft-cited advertising campaign that began in Europe during 1998.

Reference: Use a title or author search (above) for the full citation.

Informing about biotechnology – it’s not enough.

Recent research suggests that “.factual knowledge, in and of itself, has limited bearing on.attitudes and evaluations of biotechnology.” Tracy Irani, Janas Sinclair and Michelle O’Malley surveyed 381 college students in three universities to explore relationships among knowledge level, attitude and perceptions of accountability regarding food biotechnology. They concluded that “messages designed to explain and engender confidence in the regulatory process and the seriousness with which the actors involved regard adherence to regulation might stand the most chance of being effective in terms of influencing public attitude toward genetically engineered foods.”

Reference: Use a title search (The importance of being accountable) or author search (Irani) for the full citation. This conference paper was posted online at: http://list.msu.edu/archives/aejmc.html

“The trash heap of history is littered with failed communication technologies,”

Conclude Ronald E. Rice and James E. Katz in their new book, The Internet and health communication: experiences and expectations. “The video phone and the stand-alone kiosks in doctors’ offices for patients are but two of them. While we are not suggesting a similar fate for the Internet, the limits of computers also suggest that human communication cannot take place without regard to the biological and social linchpins that hold society together. Communication is a process of choreographic intensity and minute coordination.”

This book also documents the Digital Divide disparities that limit access in rural areas. And it describes some federal programs designed to help ensure that rural people can gain access to health education.

Reference: Use a title search (above) or author search (Rice) for the full citation.

Growth with equity. Will it ever happen? How soon?

Two books identified recently for the ACDC collection raise these questions in two different cultures.

Arvind Singhal and Everett M. Rogers, India’s communication revolution: from bullock carts to cyber marts. Sage Publications, New Delhi. 2001. 297 pages.
John Hartley and Alan McKee, The indigenous public sphere: the reporting and reception of Aboriginal issues in the Australian media. Oxford University Press, Oxford. 2000. 369 pages.

Both books report on media development and performance. Both offer communications perspectives that range from bark paintings and message sticks to telework, e-commerce and informatization. Both shed light on the unique roles of various means of human communication. And both leave haunting questions about those (often in rural areas) left behind, misrepresented and unemancipated.

Family tree of approaches to development communication.

We recently added to ACDC an interesting analysis of theories, methodologies and strategies in development communication. Silvio Waisbord of Rutgers University prepared it recently for the Rockefeller Foundation. His report reviewed theories such as:

Diffusion of innovations
Social marketing
Entertainment-education
Dependency theory
Participatory theories
Media advocacy
Social mobilization

The report concluded with six “points of convergence that suggest possible directions in the field of international communication.”

Reference: Use a title search (Family tree of theories) or author search (Waisbord) for the full citation. The report was posted online at: www.comminit.com/stsilviocomm/sld-2881.html

Equal opportunities for female ag journalists?

Meghan Sapp raised this question in a recent issue of the American Agricultural Editors’ Association newsletter, The ByLine. The article cited several perspectives, such as:

Difficult for women starting out because “there still is a ‘good old boys’ network.”
More women in this field now, and more at higher levels.
“Is it more important for the writer to look like the reader or for the writer to act and think like the reader?”
Maybe “we – as an industry – need to better convey messages about how varied and exciting career opportunities in agriculture can be.”

Reference: Use a title search (“Are there equal opportunities”) or author search (Sapp) for the full citation. The article was posted online at: www.ageditors.com/byline.pdf

“Mad cow, a new American scare campaign”

Offers a perspective on public relations efforts since 1999 to “ignite a U.S. panic over ‘mad cows’.” Guest Choice Network, a coalition of restaurant and tavern operators, posted this report in February 2001.

Reference: Use a title search (above) or author search (Guest Choice) for the full citation. The report was posted online at: www.consumerfreedom.com/report_madcow.cfm

Television coverage of the developing world.

Two worrisome issues and one hopeful sign emerged from a 2001 research report by the Glasgow Media Group, Scotland. Examination of beliefs and attitudes of UK television news broadcasters and audiences revealed that

“the decision made by broadcasters (on commercial criteria) about what viewers would desire to watch have in the long run produced very negative responses in TV audiences towards the developing world.”
“audiences are misinformed about the developing world because of the low level of explanations and context which is given in television reporting and because some explanations which are presented are partial and informed by what might be termed ‘post-colonial beliefs’.”
“a change in the quality of explanation which is given can radically alter both attitudes to the developing world and the level of audience interest in the subject.”

The last finding offers encouragement for those who report on development-related issues.

Reference: Use a title search (“Media coverage of the developing world”) for the full citation. The report was posted online at: www.gla.ac.uk/Acad/Sociology/debate.html

Professional meetings approaching.

April 17-19, 2002
“Catch the rhythm.” Agri-marketing conference and trade show at Nashville, Tennessee USA. Sponsored by National Agri-Marketing Association.
Information: www.nama.org

April 18, 2002
Public relations sessions and membership meeting of Agricultural Relations Council (ARC) in Nashville, Tennessee.
Information:www.nama.org/arc