A NEW report has been published by 2016 Nuffield Scholar, Anna Jones. In it she questions whether the mainstream media helps or hinders the public’s perception of farming.
Ms Jones’ key findings were:
- The urban/rural disconnect is real, more so in Western and urbanised societies, and both the media and farming industry are contributing to it
- Some mainstream media coverage is clouded by urban bias, knee-jerk distrust of agribusiness, failing to differentiate between campaigners and informers and an over-reliance on too few sources with an overt political agenda. There is a severe lack of agricultural specialism among general news journalists
- Farmers and industry are fuelling the disconnect through a lack of openness and transparency, disproportionate defensiveness in the face of legitimate challenge, disunity among farming sectors and a sense of ‘exceptionalism’ or entitlement to positive coverage
- The public debate and narrative around agriculture is being dominated by farming unions and lobbyists. Politics at an industry level is drowning out individuals at a farm level, contributing to more distrust
Ms Jones’ report said: ‘The world’s media has never been more powerful – or less trusted. Its role in shaping the outcomes of the EU referendum and US presidential election of 2016 cannot be overestimated. The spread of ‘fake news’, an unfamiliar phenomenon at the beginning of this study two years ago, has been deemed a threat to democracy.
‘Yet British farming, with an uncertain future post-Brexit, arguably needs the media more than ever before. It has some convincing to do – that agriculture is worthy of public money; that consumers should shun foreign labels and choose British instead; that the environment is safe in farmers’ hands’.
Exploring how the mainstream media can ‘help or hinder’ that mission – and what lessons can be learned from around the world – forms the basis of Anna Jones’ report.
She continued: ‘Farmers often complain of a ‘disconnect’ between themselves and urban people and blame negative or simply non-existent media coverage. But traditional media, in the face of shrinking resources and shortening attention spans, is fighting for survival in a ruthlessly competitive digital landscape. It must target audiences with content that is relevant to their everyday lives. The vast majority of that audience – more than 80% of the UK population – live in towns and cities’.
Her research confirms that the ‘disconnect’ is real, more so in Western and urbanised societies, and both the industry and media have a role to play in it.
Ms Jones found that urban bias is endemic within the mainstream media. This can spill over into bias against intensive and large-scale farming systems, driven, at times, more by stereotypes and ideology than informed understanding of the subject. However, she found no evidence of urban bias leading to deliberate falsehoods, but it can influence story selection and the way in which a story is told (i.e. the angle).
Anna Jones said: ”There is deep-rooted suspicion of the mainstream media among farmers. Many believe journalists attack them unfairly on issues like the environment and animal welfare, but some farmers struggle to separate criticism from legitimate challenge. Knee-jerk defensiveness and a lack of transparency are key barriers to a constructive relationship with the media.
”These challenges are not insurmountable. The case studies shared in this report prove that effective agricultural communication and rigorous, balanced journalism are not mutually exclusive. My findings should motivate farmers to engage with the media; and encourage journalists to take a constructive and open-minded approach to agricultural stories.
”This is not a quantitative study of media content, but a qualitative analysis of perceptions and personal experience. ‘Agriculture’ in this context refers mainly to conventional production and the term ‘mainstream media’ to national press and news broadcasters, with some regional and specialist contributions.”
The full report can be read here http://nuffieldinternational.org/live/
Big Farmland Bird Count returns
JIM EGAN has sent out a rallying cry for people to pick up their binoculars and go bird-spotting for the Big Farmland Bird Count (BFBC) which returns on Friday, February 8.
The passionate organiser of the count, organised by the Game & Wildlife Conservation Trust (GWCT), is urging farmers, land managers, gamekeepers and all wildlife enthusiasts to spend 30 minutes recording what species they see on their patch of land from February 8th to the 17th.
Your support will help identify the farmland birds that are flourishing due to good conservation methods and ones in need of most support.
“It would be fantastic to see even more farmers to take part in the count this year,” said Jim.
“Counting birds on farms is a great way to recognise what species are there as well as being an opportunity to take time out and see the benefits of work such as wild seed mix and supplementary feeding.
“Taking part and submitting results enables us at GWCT to shout about the important conservation work many farmers are doing.
“We want landowners to be proud of their efforts. We will make sure that the public and policymakers hear about what can be achieved on Britain’s farms. The BFBC is a very positive way to showcase what can be achieved.”
Backing this vital citizen-science project, running for the sixth successive year, is the NFU, which is this year’s sponsor.
President Minette Batters is vowing her support to the count by going bird-watching on her farm in Downton, Wiltshire.
She will be joined on day one with GWCT biodiversity advisor Pete Thompson, an advocate of the count, both of whom will be ready with their binoculars, notepads and sharpened pencils, recording what they see.
“I am delighted to be taking part in this year’s GWCT Big Farmland Bird Count which the NFU is pleased to be sponsoring for the very first time,” she said.
“It’s becoming an important national event where thousands of farmers and growers around the country are able to take stock of and importantly, take pride in what they find on their land.
“The NFU supports initiatives like the Big Farmland Bird Count as without sound management of the environment, enhancement of habitats, protection of wildlife and support for pollinators and soils, we do not have farming businesses.
“So, I would encourage all farmers to take part, and also remember to submit your records to the GWCT, so we can pull together a vital national snapshot of the state of the nation when it comes to farmland birds.”
A record-breaking 1,000 people took part in last year’s count, recording 121 species across 950,000 acres.
A total of 25 red-listed species were recorded, with five appearing in the 25 most commonly seen species list. These include fieldfares, starlings, house sparrows, song thrushes and yellowhammers. The most plentiful of these were fieldfares and starlings, which were seen on nearly 40% of the farms taking part.
At the end of the count, the results will be analysed by the Trust. All participants will receive a report on the national results once they have been collated.
New Flock and Herd Health Officers
HYBU Cig Cymru – Meat Promotion Wales (HCC) has appointed two new Flock and Herd Health Officers to its ambitious five-year Red Meat Development Programme, designed to equip Wales’s lamb and beef industry for a changing future.
The posts are key to delivering the programme’s commitment to helping farmers achieve on-farm efficiency and drive best practice in proactive animal health planning.
The programme is supported by the Welsh Government Rural Communities – Rural Development Programme 2014 – 2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government.
Lowri Reed hails from a farming background near Llanon in central Ceredigion, whereas Lowri Williams is from Llanfihangel y Creuddyn near Aberystwyth, and is a graduate in Animal Management and Welfare from Harper Adams University.
Dr Rebekah Stuart, the coordinator of the Flock and Herd Health Project at HCC, said: “We’re delighted to have recruited two officers with experience and knowledge of agriculture and flock management to this important strand of work.
“There are few things that can have as great an impact on the efficiency and bottom line of a livestock enterprise as a proactive and coordinated approach to animal health and eradicating disease.
“The project will help farmers to work with vets to put health plans in place and monitor their effectiveness. Since opening an initial expression of interest window late last year at the Winter Fair, we’re encouraged by how many farmers are keen to be involved. We look forward to working with them to put this exciting project into action.”
Agri-food robotics centre launched
A NEW advanced training centre in agri-food robotics will create the largest ever cohort of Robotics and Autonomous Systems (RAS) specialists for the global food and farming sectors, thanks to a multi-million-pound funding award.
The world’s first Centre for Doctoral Training (CDT) for agri-food robotics is being established by the University of Lincoln, UK, in collaboration with the University of Cambridge and the University of East Anglia.
The Engineering and Physical Sciences Research Council (EPSRC) has awarded £6.6m for the new Centre which will see a massive influx of high-level robotics expertise at a vital time for the agri-food industry. The CDT will provide funding and training for at least 50 doctoral students, who will be supported by major industry partners and specialise in areas such as autonomous mobility in challenging environments, the harvesting of agricultural crops, soft robotics for handling delicate food products, and ‘co-bots’ for maintaining safe human-robot collaboration and interaction in farms and factories.
Professor Tom Duckett, Professor of Robotics and Autonomous Systems at Lincoln, is the new Centre Director. He said: “Automation and robotics technologies are set to transform global industries – within the UK alone they will add £183bn to the economy over the next decade.
“Agri-food is the largest manufacturing sector in the UK – twice the scale of automotive and aerospace combined – supporting a food chain, from farm to fork, which generates a Global Value Added (GVA) of £108bn, with 3.9m employees in a truly international industry.
“However, the global food chain is under pressure from population growth, climate change, political pressures affecting migration, population drift from rural to urban regions, and the demographics of an ageing population in advanced economies.
“Addressing these challenges requires a new generation of highly skilled RAS researchers and leaders, and our new CDT will be dedicated to delivering that expertise. It will be a real focal point for robotics innovation in the UK.”
At Lincoln, the CDT represents an important partnership between robotics researchers from the Lincoln Centre for Autonomous Systems (L-CAS) and agricultural experts from the Lincoln Institute for Agri-food Technology (LIAT), as they work together to combat these pressing issues facing the global food chain.
Director of the Lincoln Institute for Agri-food Technology, Professor Simon Pearson, said: “It is widely agreed that robotics will transform the food and farming industries in the coming years, but there is still a major skills gap in this area. Working with our industry and academic partners to design the 50 PhD scholarships will enable us to expand the UK’s science and engineering base, delivering a flood of skills and expertise that will drive our food and farming industries into the future.”
Professor Richard Harvey, Senior Lecturer in Computer Science at UEA, added: “Agriculture remains an important and atavistic activity in the UK but it the most dangerous of all the main UK industry sectors. Given that, isn’t it astonishing that so much effort is devoted to robots for driving and delivering parcels to your door?
“This project will initiate a new movement to build robots to handle the unpleasant, difficult and repetitive aspects of farming. At UEA our expertise is in Computer Vision which is making computers that see. We’d like to build robots that can see when an ear of corn has ripened or be able to measure the amount of sunlight falling on a field of wheat or to tell when beans are ready for picking. We look forward to developing new systems that handle the challenge of being on a farm.”
The Centre brings together a unique collaboration of leading researchers from the Universities of Lincoln, Cambridge and East Anglia, together with the Manufacturing Technology Centre, supported by leading industrial partners and stakeholders from across the food, farming and robotics industries. These include John Deere, Syngenta, G’s Growers, Beeswax Dyson, ABB and the Agricultural and Horticultural Development Board.
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