Perceptions of Global and Domestic Agricultural Issues Held by International Agricultural Journalists

Abstract

The purpose of this study was to provide baseline knowledge of the prevalent global and domestic agricultural issues, ways to educate journalists about these issues, and sources of information used when reporting about agricultural issues, according to international agricultural journalists. The executives of the International Federation of Agricultural Journalists served as this study's population. The IFAJ is comprised of a membership of 31 countries that practice freedom of the press. A modified Delphi method with three rounds of data collection was utilized for this study. Qualitative feedback was provided by the executives in Round One. In Rounds Two and Three, quantitative feedback was used with the goal of forming consensus on the most important global issues and methods to educate journalists about these issues.A list of important domestic agricultural issues was supplied for 20 countries. The executives also generated a list of important global agricultural issues and ways to educate journalists about these issues. Important global agricultural issues included feeding a growing global population and water quality/quantity. Face-to-face methods of educating journalists were favored by the executives. The executives identified a wide variety of sources they use to report about global and domestic agricultural issues, including government agencies, farmers, universities, online sources, professional organizations, commodity group websites, and academic journals.

Coming of Age: How JAC is Reflecting a National Research Agenda for Communications in Agriculture, Natural Resources, and Life Human Sciences

“…Studies that display international and intercultural perspectives appeared rarely in JAC during this period. Only five studies did so (Cai and Abbott, 2013;Kubitz, Telg, Irani & Roberts, 2013;Narayana, 2013;Ezezika & Mabeya, 2014;and Cannon &Irani, 2011). The low performance in this research area is troubling given the demands for global food security exacerbated by climate change threats.…”

A Website Content Analysis of Corporate Animal Welfare Messaging

“…Their ability to form solid opinions is further confounded by their individual sense of ethics and perceptions of animals as mindful beings (Knight, Vrij, Cherryman, & Nunkoosing, 2004). It has become more important for agricultural communicators and food companies to develop accurate messaging about animal production practices (Kubitz, Telg, Irani, and Roberts, 2013) and to emphasize the industry's efforts to be socially responsible (Kim & Rader, 2010).…”

“…With so few Americans having first-hand knowledge of animal production practices, the public must rely on media sources to receive its animal production knowledge. Kubitz et al (2013) suggested steps be taken to educate general interest journalists about global and domestic agricultural issues to improve the quality of coverage relating to agricultural topics. Kubitz, et al (2013) maintained that agricultural communicators could "help the agricultural industry maintain a positive image and reputation with the general interest media and their audiences" (p. 92).…”

“…Kubitz et al (2013) suggested steps be taken to educate general interest journalists about global and domestic agricultural issues to improve the quality of coverage relating to agricultural topics. Kubitz, et al (2013) maintained that agricultural communicators could "help the agricultural industry maintain a positive image and reputation with the general interest media and their audiences" (p. 92). This concept of improving communications about animal welfare with the media and consumers is prevalent in the literature (McKendree et al, 2014;Verbeke, 2009), and an underlying assumption related to these claims is that the industry could benefit from coherent messaging across all organizations engaged in the effort.…”

“…As consumers report not having a reliable source of information regarding animal welfare practices (McKendree et al, 2014), a united message across the animal protein industry would provide consumers with consistent sources of information. Kubitz et al (2013) pointed out that fact-based reporting is essential to successful agricultural media practices. When communicating an animal welfare idea directly to consumers and through news journalists to consumers, employing consistent frames, purposeful terminology, and intentionally selected topics will create a more fluid and consistent message as it is conveyed from the industry web site.…”