The Rural Voice, 2000-09, Page 78PERTH
Andy DeVries, R.R. #1, Atwood NOG 1130 Phone/Fax 519-356-2133
PCFA Office 229-6430 Fax 229-6269 e-mail: perth@ofa.on.ca
County Federation of Agriculture NEWSLETTER •The Rural Voice is provided to farmers
in Perth County by the PCFA.
Study finds media portray agriculture negatively
Those who feel the media treat
farm issues unfairly may have a valid
complaint according to a new study.
An analysis of urban newspaper
articles on animal agriculture issues
shows twice as much negative
reporting as positive reporting.
The results come from a media
content analysis conducted by fourth
year OAC student Liz Gomes. The
research project, designed under the
guidance of University of Guelph
facility. was undertaken as part of the
1999-2000 Internship for Youth
Leaders program. Ms Gomes who
monitored with OFAC under the
program saw a need for scientific
analysis of media reporting.
Numerous public attitude studies
have consistently shown that the
Canadian public rely on the media as
a source of information on agriculture
and food issues. Lacking however.
are studies into how the media
reports these issues and in turn how
such reporting might influence public
opinion. Ms Gomes explains the
purpose of the project was to assess
the type of messages being conveyed
to the public concerning animal
agriculture so groups such as OFAC
can use this information in their own
communications efforts.
The statistical study analyzed
three Ontario urban newspapers, (two
city dailies and one national daily) on
five agriculture issues. In total 444
articles from 1995-1999 were found
on these topic areas. Predetermined
key words were then used to
categorize articles as negative,
neutral or positive in tone. A
PERTH COUNTY FEDERATION
OF AGRICULTURE_
SEPTEMBER
DIRECTORS' MEETING
Thursday,
September 28, 2000
Downie Mutual Insurance Office
Sebringville 8:00 p.m.
EVERYONE WELCOME
74 THE RURAL VOICE
sampling test was applied to ensure
consistency in categorizing.
The study concluded the overall
number of articles on animal
agriculture has been increasing since
1995 and found that the number of
negative articles outnumbered
positive articles two -to -one. Food
safety topics accounted for nearly 25
per cent of the articles and showed
the greatest increase in reporting over
the five years. Animal agriculture and
the environment was the least
reported topic and together with
animal biotechnology/genetics were
insufficient in numbers to draw any
statistically valid conclusions.
Meanwhile, the analysis showed that
articles on animal rights/welfare have
been declining since 1997 whereas
articles on meat as a food source
(primarily vegetarianism) have been
increasing. The overall tone of the
444 articles was found to be more
negative (59.2 per cent) than neutral
(12.2 per cent) or positive (28.6 per
cent). The study also found statistical
differences in overall reporting tone
between newspapers; with the two
city newspapers more negative than
the more business -oriented national
paper.
Ms Gomes says that while these
HARVEST DAY TOUR
Sunday, October 1, 2000
Come out and visit Perth County
Farms and Agri -Businesses
results weren't unexpected. based on
OFAC's experiences over the past 12
years. it is the first time that
statistically valid research has been
conducted to test these observations.
In an attempt to identify a connection
between the media message and
public perceptions. the study also
made a cursory comparison to public
opinion studies conducted over the
same time period. Limited analysis
only found a correlation with food
safety topics but her report concludes
that further analysis is necessary
before drawing any conclusions.°
— Ontario Farm Animal Council
(FAC's vol. 1 /, No. 3 Summer 2000)
RESOLUTIONS TO
OFA CONVENTION
If anyone has a resolution that
they wish to go to OFA
conventions we will be discussing
them at our meeting on
September 28 as they need to be
into the OFA Toronto office by
September 30
Ontario Whole Farm Relief
Program Application
Deadline Extended
The deadline to apply for income
disaster assistance under the
Ontario Whole•Farm Relief Program
(OWFRP) has been extended to
September 25, 2000.
Perth County Annual Meeting
Thursday, October 19, 2000
Milverton Recreation Complex, Milverton
Banquet and Meeting 7:00 p.m.
Guest Speaker; Jack Wilkinson, OFA President
OFA Directors and Delegates for OFA Conventions will be elected as well as
Presidents and Township Directors for the County.
Banquet tickets available from Directors
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