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Farming

Media’s relationship with farming examined

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Driven by ideology and stereotypes: Media attitudes to agriculture

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 continue​d​: ‘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/

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Farming

Minister kicks access issue into long grass

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No clarity on access to land: Government rejects fresh legislation

THE SUSTAINABLE M​ANAGEMENT of Natural Resources Consultation process has finally concluded, but there’s no sign of progress, according to Rebecca Williams, Director of CLA Cymru.

Saying that the time has come to make decisions, Ms Williams said: “How we manage our natural resources, must form part of our vision for a vibrant, sustainable, competitive rural economy delivering against a range of public goods.

Responding to the Welsh Government Environment Minister, Hannah Blythyn AM’s statement summarising the responses to the Sustainable Management of Natural Resources (SMNR) consultation, Rebecca Williams, Director CLA Cymru, said: “We have a unique opportunity to define the future of land management in Wales. Our government processes really must deliver better and faster results. We need to find answers to the vital questions in land management about how the Welsh Government’s Five Core Principles be delivered as a working plan.”

“Last year’s SMNR consultation addressed a very broad range of issues many of which were complex, others seemed disjointed from the main theme. This was an unwieldy and demanding exercise both for organisations and for individuals. The process was protracted, the outcome has been delayed. The substantial number of responses may be encouraging to the Government, but it does also bear witness to the level of concern about the potential vital impact the proposals may have on rural business and the countryside community. There is no doubt that greater subtlety and engagement is required in stakeholder-management.”

While there were over 19,000 responses to the consultation, over 16,000 of those were focussed on one issue – access to land. Of those 16,000 responses, only around 450 answered the questions posed by the consultation and there was a massive number of responses from individuals and campaign groups in favour of widening access to the countryside.

The Welsh Government has, however, shied away from specific legislation to provide greater rights for ramblers, canoeists, cyclists, and other groups in favour of achieving more access to Wales’ countryside.

In a written statement delivered to the Assembly on June 19, Environment Minister Hannah Blythyn said: “There were strong but differing views on how best to reform access legislation. We therefore believe that now is not the right time for substantive reform. But we are committed to exploring selected aspects of change where there was greater consensus, including on some of the administrative arrangements and multi-use paths. We will continue to facilitate further discussions through established groups such as the National Access Forum.”

Those remarks have been met with disappointment from Ramblers Cymru, the charitable organisation and campaign group that fights for walkers’ access to land.

Angela Charlton, Director of Ramblers Cymru told The Herald: “‘As Wales’ walking charity working to protect and expand the places people love to walk, Ramblers Cymru is disappointed that a year after this consultation was held, we are no clearer about Welsh Government’s ultimate vision for improving access to the Welsh outdoors.”

Ms Charlton drew attention to consultations not producing positive results in terms of policy or legislation, continuing: “We have had 2 major consultations on these issues in the last 3 years, and now face further consultation on as yet undefined changes.

“Through our campaign over 2,500 people took the time to support our call for increased and improved access and protection of our paths, and it is frustrating that we seem no closer to seeing the changes needed. We are however, pleased to continue engaging with Welsh Government to ensure Wales is a world class country for walking and will continue putting proposals forward to help achieve this.”

While the NFU noted the strength of the responses regarding access to land, NFU Cymru President, John Davies said: “The consultation contained a number of proposals that were extremely worrying to farmers including granting higher access rights which would have enabled cycling and horse riding on footpaths as well as extending and amending the list of restrictions on CRoW land. We, therefore, welcome the announcement from the Environment Minister that now is not the right time for substantive reform.”

John Davies continued: “We note, however, the Welsh Government is committed to exploring aspects of change where the consultation process showed greater consensus including some of the administrative arrangements and multi-use paths. We await information on what these specific areas will be and would highlight that, given 80% of the land area of Wales is agricultural land, farmers are key providers of the landscape and countryside upon which many access and recreational activities depend. Any reforms must consider the safety of access users and should not result in increased costs, burden and liabilities being placed on farmers in Wales.

“We are pleased that the consultation process revealed consensus in the area of keeping dogs on fixed length leads in the vicinity of livestock, which was a generally accepted proposal. The worrying of livestock by dogs is a key concern to our members and we would hope this is an area that can be progressed in the near future.”

FUW President Glyn Roberts said: ” The FUW welcome the news that the Welsh Government have decided now is not the right time for a substantive review to reform access legislation.

“Wales has approximately 16,200 miles of footpaths, 3,100 miles of bridle-paths, and 1,200 miles of byways, and since 1998 the area of land accessible by right to the public has increased threefold. The evidence makes it clear people are not using what is already there, so any changes should focus on increasing responsible use of existing access.”

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Farming

‘Be seen on farm’: FUW

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Reflective arm band: A practical addition for farmers and families

THE FARMERS’ Union of Wales has launched new reflective armbands as part of its commitment to promote farm safety.

The new armbands can be worn by all family members to help them to be seen better in the dark and will be available from all FUW stands during the show season.

FUW Marketing Manager Meryl Roberts said: “If we are seen we are much safer and these armbands are a practical addition to any farm outfit. Of course, it won’t fix all of the problems but it might just help a little, given that most farm clothes are dark and farming doesn’t stop just because the sun has gone down.

“The armbands are functional and can be worn in all types of weather. And above all, they support our commitment as a Union to promote farm safety in any way we can. Being seen is the first step to keeping safe after all, so get in touch with your local FUW office to get your free armband today or come see us at your local county show!”

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Farming

Passionate young farmers wanted!

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The Lord Mayor's Show: Competition now open

A GROUP of enthusiastic young farmers, who are making a real difference within farming and have great stories to tell, are being sought to join the NFU in one of the most popular historic civic pageants in the world.

The NFU has launched a competition to find eight young farmers who will land starring roles representing British farming in the 2018 Lord Mayor’s show and take the Back British Farming message to the streets of the City of London.

The 803rd parade takes place on Saturday, November 10, and is featured in a live BBC broadcast. The NFU will be joined by Massey Ferguson to support the Worshipful Company of Farmers in this year’s show. The entry will incorporate a tractor, combine harvester and food with the participants providing the heart and soul of the exhibit.

As an additional prize this year, Massey Ferguson is inviting one of the young farmers on a special trip to Beauvais in Northern France as a guest to tour the factory and enjoy an overnight stay.

NFU Cymru President, John Davies said: “It’s always great fun having the young farmers with us at the Lord Mayor’s Show as it provides the perfect platform to engage with the watching crowds and let them know about farming’s role in producing their food and looking after the iconic British countryside.

“We are hoping this competition, with the added incentive of a trip to the Massey Ferguson factory in France, will help showcase another group of young farmers who’re all enthusiastic and passionate about what they do – producing the nation’s food.”

NFU Cymru member, Tom Rees, who was part of the young farmer group last year, said: “For me, participating in the Lord Mayor’s Show as the NFU Cymru representative was a once in a lifetime experience – a particular highlight was seeing the enthusiasm the British public had for British farmers – it was fantastic to see everyone fully support the campaign and message we were promoting.

“It’s so important that we, as the future generation of farmers, open a dialogue with the public about the provenance of their food and the Lord Mayor’s Show is an excellent way to do so.

“If you are a young farmer who is passionate about the future of our industry then I would encourage you to apply and get your voice heard.”

The NFU is asking for nominations for young farmers, aged 18-30, who have made an outstanding contribution to the farming sector and who are passionate about the industry. Please include as much information as possible on why you think your nominee deserves to represent British farming and the wider farming industry at this year’s Lord Mayor’s Show.

Nominations close on Sunday 19 August and a shortlist of finalists will be drawn up for 31 August by a panel of farming experts

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