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Project title

From the pen to the public domain: a critical analysis of mainstream media coverage of agriculture and food; the factors that influence editorial decisions on farm and food production news, and audience impact

Primary Funding Agency

Irish Research Council

Co-Funding Organisation(s)

n/a

Lead Organisation

University College Dublin (UCD)

Lead Applicant

n/a

Project Abstract

�The poor and hungry world of today and tomorrow will not sustain without worldwide green armies of agricultural journalists. Let us resolve to build, promote and support them everywhere.� This 1998 quote from Dr Ravi Sharma, University of Rajasthan, India, is sobering recognition of agricultural journalism�s essentiality. Yet, when considered alongside Pawlick (2001) findings that mainstream farm news and resources for training agricultural journalists are �inadequate� or �grossly inadequate�; or Reisner (1994) findings that reporters who don�t regularly cover agriculture tend to write �superficial/stereotyped� agricultural stories, it raises important research questions about why this is happening and its potential knock-on implications. Agriculture, communications and economics scholars agree that public support for agriculture is affected by media coverage (McCluskey, 2019). Wang (2012) states citizens need �an accurate perception� of agriculture because of its impact on society, economies, environment and health; Stromberg (2004) emphasises its influence on voters and government agricultural/food policies. Yet, since the 1970s, records show decline in agricultural �gatekeepers/watchdogs� from mainstream (traditional/established) newsrooms in western countries, triggering �knowledge gaps� between farming and non-farming audiences (Thomson, 1996); and calls for communications� solutions (Telg, 2012). While much is known about the US, no academic research has been conducted on media coverage of agriculture in Ireland � a country significantly dependent on its indigenous agri-food sector. However, assertions of imbalance have been recorded from Irish parliamentarians, farmer associations, industry stakeholders and farm publications. As Irish/global agriculture faces growing scrutiny on climate change, animal welfare and meat/dairy consumption, it is essential to ensure newsrooms are adequately resourced with agricultural expertise to accurately respond. To address this research gap, this timely, first-of-its-kind research will conduct a critical analysis of Ireland�s mainstream media coverage of agriculture from 1970 to 2020 in comparison to the US, with an associated focus on editorial processes and content effects.

Grant Approved

�110,000

Research Hub

Climate related research

Research Theme

Achieving climate neutrality by 2050.

Start Date

01/09/2021

Initial Projected Completion Date

31/08/2025