ACDC News – Issue 09-08

UK shoppers increasingly interested in animal welfare. Continuing research by IGD, United Kingdom, suggests that British shoppers are becoming increasingly engaged with standards of animal welfare when they buy food. This trend is apparent across five years of responses from shoppers.

  • 20% of shoppers said in 2009 that knowing about the standards of animal welfare has become one of their key drivers for product choice. This is up from 8% in 2005, 10% in 2006, 11% in 2007 and 13% in 2008.
  • 46% of shoppers said in 2009 they were concerned about animal living conditions. This is up from 30% in 2005 and 2006, 37% in 2007 and 38% in 2008.

Citation: Interest in animal welfare still increasing
Posted at: www.igd.com > Media Centre


Rural radio serials. Old fashioned? Think again . Thanks to Neil Inall of Australia for alerting us to a recent television feature emphasizing how “drama has been/is a top way to improve knowledge and to bring about behaviour change.” The feature was aired early this year on “Landline,” weekly Australian Broadcasting Corporation program about matters rural.

The featured guest, ABC rural journalist Ingrid Just, had won a Churchill scholarship to study radio serials in the United Kingdom and USA. She became acquainted with Britain’s much loved BBC rural radio serial, “The Archers.” In Iowa she took part in a serials workshop. Now, she says, “it is time the ABC was once again a world leader in the production of radio drama serials.”

The ACDC collection contains much evidence, internationally, to support Ingrid’s belief in the enduring effectiveness of radio as a powerful means of communicating about rural life, people and activities. Radio drama can capture the power of imagination.

Script posted at http://www.abc.net.au/landline/content/2008/s2503104.htm
“Play video” option available.


Who does what in addressing rural-urban matters. You can get a perspective by visiting the web site of the International Federation of Agricultural Journalists (IFAJ). “Sorting the roles of journalists and other communicators in covering rural-urban issues” is the third in a series by Owen Roberts of the University of Guelph and Jim Evans of the University of Illinois. Here are some questions they addressed:

  • What do journalists affiliated with independent commercial media see as their roles in covering rural-urban matters?
  • What are the roles of journalists and communicators who represent interests wishing to advance points of view about such matters?
  • Have these roles changed, or are they changing?
  • Do independent and point-of-view communicators share some roles? If so, what?

Authors say they found this a tough assignment, both challenging and enlightening. And important. They invite the thoughts and ideas of others.

Posted at http://www.ifaj.org > Breaking News Section


Lessons in democracy from local weekly newspapers. Economic threats to newspapers and other news media are putting the U.S. democratic society at risk, an agricultural journalism professor emphasized in a recent call for action. Douglas P. Starr of Texas A&M University explained:

“In the United States, government by the people depends upon people’s access to information, information that is provided by the news media, mainly newspapers and their World Wide Web pages and their reporters, news editors, and copyeditors, all of whom contribute to the accuracy and objectivity of the news story.”

He identified seven things that must happen “for the good of the United States, for the good of all the people.” Of those, three touched on providing more local news – “what county weekly newspapers have been doing for generations.”

Citation: Future of the United States
Posted at: http://web.library.uiuc.edu/asp/agx/acdc/starr.pdf


Paid ads “creeping onto the front covers of magazines.” Thanks to Pam Smith for calling attention to a recent New York Times article about that topic. Agricultural magazines were not among those mentioned, but questions about selling cover ads are confronting agricultural publishers. The author of this article noted that such questions arise, in part, because of “tough times” and because “many new media have less stringent policies about where ads may appear.”

Posted at: http://www.nytimes.com/2009/03/12/business/media/12adco.html?_r=1


We invite your help in identifying reports, editorials, commentaries and examples that involve separation of editorial and advertising content on the covers of agricultural magazines. Please send them to us at docctr@library.uiuc.edu – or point us toward such information. Thanks.


You can check recent progress in the Center. Read the latest annual summary of activities and progress in the Agricultural Communications Documentation Center here at the University of Illinois. It is posted on the ACDC web site.

Visit http://web.library.uiuc.edu/asp/agx/acdc/report2008.pdf


Communicator activities approaching

May 12-14, 2009
“Celebrating deep roots, strong branches, new heights.” Twentieth anniversary meeting of the Turf and Ornamental Communicators Association (TOCA) in San Juan, Puerto Rico.
Information: www.toca.org

May 24-28, 2009
“25 years of strengthening international agricultural and extension education.” Annual conference of the Association for International Agricultural and Extension Education (AIAEE) in Puerto Rico.
Information: www.aiaee.org

May 27-29, 2009
Fourth international conference on ICT for development, education and training in Dakar, Senegal.
Information: www.elearning-africa.com

June 6-10, 2009
“When tillage begins, other arts follow.” ACE.NETC.09 sponsored by the National Extension Technology Conference (NETC) and the Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE), in Des Moines, Iowa USA.
Information: http://www.extension.iastate.edu/acenetc2009

June 13-16, 2009
“Branding communications with a kick.” Annual Institute of the Cooperative Communicators Association (CCA) in Kansas City, Missouri USA.
Information: http://www.communicators.coop

June 25-27, 2009
“Free rein in the Big Easy.” Annual seminar of the American Horse Publishers (AHP) organization in New Orleans, Louisiana.
Information: www.americanhorsepubs.org/programs/seminars/index.asp


The long winter and economic downturn have affected our lexophiles. We can tell by some of the strange mental meanderings of these lovers of words:

  • You feel stuck with your debt if you can’t budge it.
  • A lot of money is tainted. ‘Taint yours and ‘taint mine.
  • Those who get too big for their britches will be exposed in the end.

Best regards and good searching. Please pass along your reactions, suggestions and ideas for the Agricultural Communications Documentation Center. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 510 LIAC, 1101 S. Goodwin Avenue, Urbana, IL 61801) or in electronic format sent to docctr@library.uiuc.edu .

Get in touch with us when you see interesting items in the ACDC collection and can’t gain full-text access through information in the citation, or through online searching. We will help you gain access.





ACDC News – Issue 09-07

French television ads feature farm jobs . “L`agriculture, des métiers à la mode” (farming jobs are in fashion) is the theme of a television advertising campaign in France to attract people into agriculture. It is sponsored by an agricultural organization, FNSEA, and we became aware of it through an item in the Farmers Weekly Interactive (UK).

These six brief spots are not your usual rural promotions. When you watch them online you should be ready for “How’s-that-again?” images such as baled-hay earphones and a purple sheep.

Posted at: http://www.fwi.co.uk/Articles/2009/02/28/114520/video-french-tv-campaign-to-attract-people-into-farming.html


Ten new agricultural communications research reports . Faculty members and graduate students presented 10 research reports at the recent annual meeting of the Southern Association of Agricultural Scientists (SAAS) in Atlanta, Georgia. Here are the topics addressed in the Agricultural Communications Section:

You can review these papers at: http://agnews.tamu.edu/saas/saasproceedings.html


Rural learning from a hole in the wall. School-based education is outside the domain of this Center, but implications of educational researcher Sugata Mitra’s “hole in the wall” experiments in remote sectors of India extend far beyond the classroom. In fact, as you may know, “hole in the wall” experiments inspired the movie “Slumdog Millionaire,” winner of four Golden Globe Awards.

What happens when you install an internet-connected computer and touchpad in a hole in a wall of a remote village or urban slum area? No teacher or advisor on hand. No curriculum. Just leave it there.

“Minimally invasive education” and “outdoctrination” are terms Mitra uses to describe this insightful approach to learning in a digital era. It uses the power of collaboration and the mutual curiosity of children, complementing the framework of traditional schooling.

You can view a conference presentation in which Mitra described his remarkable experiments and the results of them: www.ted.com/index.php/talks/sugata_mitra_shows_how_kids_teach_themselves.html

Here are other resources that may interest you:
Essay by Sugata Mitra about the wall project: www.ncl.ac.uk/egwest/holeinthewall.html
Hole in the Wall website: www.hole-in-the-wall.com


Eating on cruise control . The obesity epidemic is driving public health researchers to entertain the idea of focusing less on nutrition education and more on shaping the food environment. What about viewing eating as an automatic behavior, over which we have limited control? Writing in Preventing Chronic Disease , Deborah Cohen and Thomas Farley cited studies indicating that eating should be so viewed. For example:

  • Eating begins without conscious intent, often simply because it is mealtime.
  • People generally are not aware of how much they are eating.
  • The natural trajectory of eating is for it to continue.
  • People are less likely to stop eating because they were full than because no food or drink remains,

Authors also reported research pointing to “high levels of food marketing, accessibility, and quantity as the ‘toxic environment’ at the root of the obesity epidemic.” In this environment, they said, educational or motivational approaches to reducing consumption will continue to fail.

Citation: Eating as an automatic behavior
Posted at http://www.rand.org/pubs/reprints/2008/RAND_RP1326.pdf


Communicator activities approaching

April 19-21, 2009
Annual spring meeting of North American Agricultural Journalists (NAAJ) in Washington, D. C.
Information: www.naaj.net/meeting.html

May 12-14, 2009
“Celebrating deep roots, strong branches, new heights.” Twentieth anniversary meeting of the Turf and Ornamental Communicators Association (TOCA) in San Juan, Puerto Rico.
Information: www.toca.org

May 24-28, 2009
“25 years of strengthening international agricultural and extension education.” Annual conference of the Association for International Agricultural and Extension Education (AIAEE) in Puerto Rico.
Information: www.aiaee.org

May 27-29, 2009
Fourth international conference on ICT for development, education and training in Dakar, Senegal.
Information: www.elearning-africa.com

June 6-10, 2009
“When tillage begins, other arts follow.” ACE.NETC.09 sponsored by the National Extension Technology Conference (NETC) and the Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE), in Des Moines, Iowa USA.
Information: http://www.extension.iastate.edu/acenetc2009

June 13-16, 2009
“Branding communications with a kick.” Annual Institute of the Cooperative Communicators Association (CCA) in Kansas City, Missouri USA.
Information: http://www.communicators.coop

June 25-27, 2009
“Free rein in the Big Easy.” Annual seminar of the American Horse Publishers (AHP) organization in New Orleans, Louisiana.
Information: www.americanhorsepubs.org/programs/seminars/index.asp


How to visualize the disappearance of farmland: a fresh photo idea. Photographer Scott Strazzante’s creative approach to visualizing rural-urban change earned “News Gem” honors during 2008. “Jon Marshall’s News Gems,” presented by the Society of Professional Journalists, are described as representing the best of American journalism. Here’s what earned the photographer that recognition:

“Six years ago photographer Scott Strazzante chronicled the dismantling of a family farm on the outskirts of metropolitan Chicago. Strazzante revisited the same plot of land where a subdivision now stands. With “Another Country” in the Chicago Tribune Magazine , he brilliantly juxtaposes pictures he took of the disappearing rural life with photos of the suburban present.”

Citation: Farm meets the subdivision


Best regards and good searching. Please pass along your reactions, suggestions and ideas for the Agricultural Communications Documentation Center. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 510 LIAC, 1101 S. Goodwin Avenue, Urbana, IL 61801) or in electronic format sent to docctr@library.uiuc.edu .

Get in touch with us when you see interesting items in the ACDC collection and can’t gain full-text access through information in the citation, or through online searching. We will help you gain access.