An Examination of the Ethical Issues Facing Agricultural Communicators in Seven Agricultural Communication Organizations

Oliver, Shawn L.; Paulson, Curtis E.

doi:10.4148/1051-0834.1380

Journal of Applied Communications

1995

DOI: 10.4148/1051-0834.1380

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An Examination of the Ethical Issues Facing Agricultural Communicators in Seven Agricultural Communication Organizations

Shawn L. Oliver¹,

Curtis E. Paulson²

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2018

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“…Hays and Reisner (1990), surveying farm magazine writers, reported that their respondents found advertising attempts to influence stories and the pressure from publishers or editors to slant stories to please advertisers were substantial threats to the profession. A follow-up study by Oliver and Paulson (1995) asked a random sample of members of seven agricultural communication professional organizations (N = 313) regarding what they considered to be the most important issues facing the profession. The editorial challenge of "balancing the readers' needs with the economics of publishing" ranked second on their list.…”

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A Farm Newspaper Capitulates to Advertiser Pressure: Determinants of Readers’ Attitudes toward the Firing of an Editorial Cartoonist

Rodriguez¹,

Kulpavaropas²

2018

Journal of Applied Communications

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On April 2016, the weekly Farm News cut its ties with veteran freelancer Rick Friday who drew a cartoon that called attention to how much the CEOs of large agricultural corporations are paid. This study examines the determinants of people's attitudes toward Mr. Friday's firing. Using data gathered from a national online survey of newspaper readers, this study traced the antecedents of these attitudes. While the incident drew strong negative reactions, we found that public attitudes were strongly mediated by readers' attitudes toward Big Ag advertisers. That is, those who saw Big Ag in a positive light were more inclined to report less negative attitudes toward the firing. Another factor that influenced public reaction is the way people perceived the relationship between the farm press and their large corporate advertising sponsors. These findings indicated audience awareness of the synergy between content making and profit making in the farm news business, and that readers saw the relationship between big advertisers and the press as not necessarily adversarial. Those in agricultural states tended to see the editorial cartoon and the firing incident as more relevant to their lives than their counterparts in non-agricultural areas. However, the perceived relevance of the editorial cartoon and the firing incident had no bearing on people's attitudes toward the incident. Implications of the findings on fostering a healthy relationship between farm newspapers, their readers, and the agribusinesses that advertise in them are discussed.

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confidence: 99%

A Farm Newspaper Capitulates to Advertiser Pressure: Determinants of Readers’ Attitudes toward the Firing of an Editorial Cartoonist

Rodriguez¹,

Kulpavaropas²

2018

Journal of Applied Communications

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An Examination of the Ethical Issues Facing Agricultural Communicators in Seven Agricultural Communication Organizations

Cited by 1 publication

References 0 publications

A Farm Newspaper Capitulates to Advertiser Pressure: Determinants of Readers’ Attitudes toward the Firing of an Editorial Cartoonist

A Farm Newspaper Capitulates to Advertiser Pressure: Determinants of Readers’ Attitudes toward the Firing of an Editorial Cartoonist

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