Category: ACDC Newsletter

Mass media in 2025. Will we have to use our brains? “

Because the technology undoubtedly will be interactive, we are about to be weaned from a fifty-year vacation from having to use our brains,” according to Robert M. Knight. “That vacation has been fostered by television. Because TV is addictive and demands nothing, many Americans have failed to develop one of the brain’s best organizers, the language that communicates and processes the data, knowledge, and information that the brain absorbs and disseminates. But now, if we are to use an interactive medium, we will be required not only to read, but, somehow, in some way, to write. And maybe the experience of writing will enrich our brains just enough that we will again begin to demand that the news media behave responsibly.”

Knight’s perspectives appeared in Chapter 11 of Erwin K. Thomas and Brown H. Carpenter (eds.), Mass media in 2025: industries, organizations, people, and nations. Greenwood Press, Westport, Connecticut. 2001. 202 pages.

---

Agricultural public relations professionals may be encouraged by a prediction elsewhere in that book.

“Who will be the public relations practitioner of 2025?” asked Julie K. Henderson in Chapter 6. “Who will be more successful, the generalist or the specialist? The evidence seems to be leaning toward the specialist. While it is important to master the general skills of communication, future practitioners understand they must become generalized specialists. Increasingly in the future, specific public relations jobs will be awarded to the practitioner who demonstrates specialized expertise in the particular area at issue.”

---

Sorting out some communication concepts. 

We recently added a report in which Muiru Ngugi discussed several concepts that are often confusing and misunderstood. They included the following:

•    Development communication
•    Non-development communication
•    Development journalism
•    Development support communication

Reference: Use a title search (“Development communication: a clarification”) or author search (Ngugi) for the full citation.

---

You can find more useful sorting of concepts in the 2002 edition of Handbook of international and intercultural communication.

Everett M. Rogers and William B. Hart provide an 18-page foreword entitled:

“The histories of intercultural, international, and development communication”

Reference: Use a title search (above) or author search (Gudykunst) for the full citation.

---

Need for improved communicating was a key theme at a recent international conference,

“New biotechnology food and crops: science, safety and society.” More than 250 participants from 58 countries took part in this conference in Bangkok, Thailand. It was co-sponsored by the Organisation for Economic Co-operation and Development (OECD) and the Government of the United Kingdom, in cooperation with other national and international organizations.

Calls for improved communicating appeared frequently in a report of the conference. For example, participants recommended:

• Addressing the public’s real concerns about biotechnology
• Providing greater openness and transparency of information
• Improving access to and the sharing of information across a wider range of stakeholders
• Improving the validation of information about biotechnology
• Addressing concerns about biopiracy, “whereby biological resources of developing countries may be misappropriated, without adequate compensation to their traditional owners”
• Improving “multilateral processes” and international consensus building

Reference: Use a title search (“New biotechnology food and crops”) for the full citation. The rapporteurs’ report was posted online at: www.oecd.org/pdf/M00025000/M00025559.pdf

---

Profound $$$ impacts of international food safety crises. 

A recent analysis of three such crises documented these impacts and highlighted the role that effective communications can play. Jean C. Buzby of the Economic Research Service, U.S. Department of Agriculture, analyzed economic impacts of three highly publicized issues:

•    A relatively minor outbreak (1996) of Cyclospora from Guatemalan raspberries “had a tremendous impact on the industry, and other Guatemalan exports suffered as well.”
•    Announcement (1996) in Britain of a possible link between “mad cow disease” in cattle and a new strain of Creutzfeldt Jakob Disease in humans “virtually stopped international trade of U.K. live cattle and bovine products.”
•    Animal feed in Belgium inadvertently contaminated (1999) with polychlorinated biphenyls (PCBs) and/or cancer-causing dioxin “affected a large array of agricultural industries in Belgium.” Estimated cost to the Belgian economy: more than $750 million.

Findings documented how consumer concerns about food safety unleash economic and even political impacts. Buzby emphasized that “timely and appropriate responses from governments and implicated industries can help minimize damage from the crisis to food markets and consumer confidence.”

Reference: Use a title search (“Effects of food-safety perceptions”) or author search (Buzby) for the full citation. The report was posted online at: www.ers.usda.gov/publications/wrs011/wrs011i.pdf

---

Local radio – helping keep in touch with heritage and culture. 

Results of research by Alex Ortiz at the University of Florida emphasized the importance of Mexican culture, even among third and fourth generation Mexican-Americans. The title of this 2001 master’s thesis:

“Ethnic assimilation, national identity, and mass media: an analysis of radio use in Hardee County, Florida”

His analysis involved Mexican-Americans in a rural agricultural community. Findings prompted him to conclude that “current Hispanics.will create a new multiethnic identity, unlike those of European immigrants, which will carry stronger and extended cultural ties from the sending country.” Tracking listenership of local Spanish-language and English-language radio stations, he also found radio a “critical influence” in reaching the Hispanic market of that community. “Radio was used both by parents interested in Spanish-language broadcasts, and by their bilingual children, who could choose to listen to both Spanish-language and English-language broadcasts.”

Reference: Use a title search (above) or author search (Ortiz) for the full citation.

---

Professional activities approaching.

June 20-22, 2002
“Catch the spirit.” Seminar of American Horse Publications at Park City, Utah.
Information: www.americanhorsepubs.org

June 20-22, 2002
“NAFB – back to the heartland.” Summer meeting of National Association of Farm Broadcasters (NAFB) at Cedar Rapids, Iowa.
Information: www.nafb.com/news.cfm

June 22-25, 2002
“Take the road less traveled.” Annual Institute of the Cooperative Communicators Association (CCA) at Burlington, Vermont.
Information: www.coopcomm.com/institute.html 

July 22-25, 2002
“Hit the jackpot in Reno!” Agricultural Publications Summit, fourth annual joint meeting of American Agricultural Editors’ Association, Livestock Publications Council, APA: the Association of Leading Ag Media Companies, and Agricultural Communicators of Tomorrow. Meeting at Reno, Nevada.
Information: www.ageditors.com orwww.livestockpublications.comBack to top

---

Best regards and good searching.

Please pass along your reactions, questions and ideas for ACDC. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents that we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 69 Mumford Hall, 1301 W. Gregory Drive, Urbana, IL 61801) or electronic form (docctr@library.uiuc.edu)

“Tater tox” is the title of a recent research report about “claims and frames in British media representation of a modern biotechnology controversy.”

This master’s thesis by Katherine Canada (University of Wisconsin-Madison) focused on the agricultural biotechnology controversy that swirled around nutritional scientist Arpad Pusztai, beginning in 1998. Results of Pusztai’s research had led him to conclude that genetically modified potatoes compromised the health of rats.

A few of the findings of this case analysis:

• “.literature from intraspecialist, interspecialist, popular science and mass-mediated domains included a vast discussion of technical detail.” It supported the notion that when controversies flare up, the literature becomes technical.
• Parties to the controversy often relied on the tactic of enrolling allies. “Rational, impartial discussion seems to be absent. Rather, commentators validate their arguments based on the actions of their neighbors.”
• Themes in the controversy often expressed goals of constructing a social boundary that distinguishes some intellectual activity as non-science. All of the themes identified were “manifestations of attempts to maintain rights to an established territory. When accepted norms are openly challenged, voices roar with dissatisfaction and contempt.”

Reference: Use a title search (Tater tox) or author search (Canada) for the full citation.

---

Tips for communicating with hazard-weary consumers. 

Susan Conley, director of food safety education and communications for the USDA Food Safety and Inspection Service, offered four tips in a 1998 speech to food industry professionals. She suggested that:

• Communications must “first, and foremost, be science-based.” · Messages must provide tangible actions consumers can take themselves to reduce their risk because they “want to feel in control of their health.”
• Messages must be practical and motivate consumers to action.
• Messages must also “be consistent and when needed, targeted for a specific audience.”

Reference: Use a title search (“Science, not scares”) or author search (Conley) for the full citation. The presentation was posted online at: www.fsis.usda.gov/OA/speeches/1998/sc_iamfes.htm

---

“Go in search of your people.”

 In a 1992 book about development communication, H.S. Takulia cited a piece of advice that Mao Tse Tung gave to local-level health workers in China:

Go in search of your people
Love them
Learn through them
Serve them
Begin with what they know
Build on what they have

Takulia observed that the advice epitomizes the approach those involved in development efforts need to adopt. (And we note how much more broadly it might also apply in effective communicating.)

Reference: Use a title search (“Towards redefining development”) or author search (Takulia) for the full citation. .

---

Amano mambulwa. 

The counsel cited above seems closely matched with a saying used by the Bemba people of Zambia: “Amano mambulwa,” meaning “knowledge or experience ought to be shared.” This expression came to our attention recently in a report by Hendrik Bussiek about the role of media in development. He emphasized the need for free exchange of views and vigorous development journalism in Africa.

Reference: Use a title search (“Media and sustainable democracy”) or author search (Bussiek) for the full citation.

---

Sending a community video letter to policy makers.

 An interesting case study in feedback from rural residents came into the ACDC collection recently. The title:

“The making of Nepal’s community video letter: presenting a picture from the village to environmental policy makers”

This GreenCOM Project for the U.S. Agency for International Development involved helping rural residents use video to “document their concerns about corruption, forest boundaries and soil erosion.” The letter was delivered at a community forestry forum of policy makers in Kathmandu during March 1998.

We welcome other case studies that you may be able to call to our attention about how local residents use audiovisual media to provide feedback to policy makers.

Reference: Use a title search (“Making of community video letter”) or author search (Sharma) for the full citation. The report was posted online at: www.dec.org

---

Creating a slogan for a food safety campaign.

 If you are involved in communications campaign planning you may be interested in seeing how the U.S. Department of Agriculture used focus groups to develop a slogan for a campaign about using food thermometers. This study, conducted for the Food Safety and Inspection Service, involved focus groups in two U.S. cities. The 24-page summary described how researchers chose participants and gathered reactions about various slogans, characters and visual concepts to feature in the campaign.

Reference: Use a title search (“Thermometer slogan focus group study”) or author search (Cates) for the full citation. The report was posted online at: www.fsis.usda.gov/OA/research/tslogans.pdf

---

Nature journal in squabble over accuracy. 

Media headlines about DNA contamination and polluted corn in Mexico have stirred controversy since last fall about the accuracy of a scientific study published in a respected journal, Nature. Authors from the University of California suggested, from their research, that native Mexican corn varieties may have by chance crossbred with genetically enhanced varieties from the United States. Findings caught the eye of anti-biotechnology organizations, media, scientists and other interest groups. We are adding to the ACDC collection some updates on this controversy about the accuracy of agricultural research methods and reporting.

Reference: Use a title search (“Environmentalist biofraud?) or author search (Bailey) for the full citation. The analysis is posted online at: http://reason.com/rb/rb021202.shtml

---

Professional activities approaching.

May 18-23, 2002
Congress of the International Federation of Agricultural Journalists (IFAJ) in Spain.
Information: www.ifaj2002.com

May 18-22, 2002
“Innovation through cooperation.” National Extension Technology Conference (NETC) at Pennsylvania State University. For persons interested in using or supporting technology in extension. Information: www.NETC2002.psu.edu

June 20-22, 2002
“Catch the spirit.” Seminar 2002 of American Horse Publications (AHP) at Park City, Utah.
Information: www.americanhorsepubs.org 

June 20-22,2002
Summer meeting of National Association of Farm Broadcasters (NAFB) at Cedar Rapids, Iowa.
Information: www.nafb.com

June 22-25, 2002
“Take the road less traveled.” Annual Institute of the Cooperative Communicators Association (CCA) at Burlington, Vermont.
Information: www.CoopComm.com

---

Best regards and good searching.

Please pass along your reactions, questions and ideas for ACDC. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents that we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 69 Mumford Hall, 1301 W. Gregory Drive, Urbana, IL 61801) or electronic form (docctr@library.uiuc.edu)

Sloppy journalism or mistaken words.

The challenges of agricultural reporting came to light earlier this year in a high-visibility venue. Ears perked up when a French news agency reported that the U.S. Agency for International Development is helping Afghanistan farmers “rebuild through donations of genetically modified seed.” Follow-up inquiries revealed that the reporter and AID official “simply mistook the term “Improved Plant Varieties” to mean “genetically engineered seeds . it just simply may be a case of sloppy journalism or a simple case of mistaken words.”

Reference: Use a title search (“GM seeds in Afghanistan”) or author search (Prakash) for the full citation. The full-text report is archived (January 31, 2002) at: www.plant.uoguelph.ca/safefood/archives/agnet-archives.htm

---

“Journalists may learn a few lessons on how to do their jobs better,”

Said Elaine Shein in reviewing a children’s book about reporting on science. Her review appeared in a recent issue of The Farm Journalist newsletter from the Canadian Farm Writers Association. The book is: Diane Swanson, Nibbling on Einstein’s brain: the good, the bad and the bogus in science. “Swanson warns people to challenge research, analyze analysis and question conclusions,” according to Shein, and suggests more than 20 questions that people/journalists should ask about scientific research. Swanson cited media coverage of the Alar scare (concerning use of pesticides on apples) as an example of failures in covering science.

Reference: Use a title search (“Children’s book has advice”) or author search (Shein) for the full citation. The book review is posted online at www.cfwf.ca/farmj/farm.html

---

“The media sector is dead – long live the communications sector!”

This statement, quoted in a recently added report about development communicating, emerged from several cited trends:

• “The ‘old’ media sector disintegrated into ‘development support communications’ – now absorbed by other sectors such as ‘rural development’ – and signal transferring systems of individual or mass communication”
• “The borderline between media and communications is blurred due to the ‘marriage’ of electronic data processing and telecommunications”
• “All the old and new media have one thing in common, namely communication.”

Reference: Use a title search (“Communication and development”) or author search (Eilers) for the full citation.

---

But do media (old or new) add up to communication?

We are reminded of a distinction made by Andrew A. Moemeka in a 1995 discussion about the term “communication.”

“Unlike information, communication is not merely talking to people; it is not talking at people; it is not even talking about people. It is talking with people. It is an interactive activity directed at creating enlightenment, understanding and education.in order that intelligent decisions could be made and relevant actions taken.”

The author observed that “this distinction has relevance for ‘sustainable development.’ There is little doubt that misconceptions and misunderstandings of these concepts have contributed, in no small measure, to the failure of many well-meaning endeavors, plans and projects.”

Does the distinction also prompt a caution flag about capabilities of new and emerging electronic media, wherever they are used in communications related to food, agriculture and natural resources?

Reference: Use a title search (“Mass media and sustenance”) or author search (Moemeka) for the full citation.

---

Growth of development communication education in the Philippines.

A recently added 1988 study by Crispin C. Maslog traced expansion of degree programs in development communication and journalism in that country. The Department of Agricultural Information at the University of Philippines Los Banõs established the first such program in 1962. It began as a major in agricultural information, then was renamed development communication in 1974. By 1988, six communication schools in the Philippines offered undergraduate degree programs in development communication or development journalism.

Reference: Use a title search (“Philippine communication”) or author search (Maslog) for the full citation.

Some healthy food trends, but poor understanding of labels.

Consumers in the United Kingdom show encouraging awareness of food standards, according to a recent survey for the UK Food Standards Agency. However, comprehension of key food label information remains “poor.”

This February 2002 report showed findings of research conducted among 3,120 consumers in England, Wales, Scotland and Northern Ireland. Highlights included

• Shopping patterns
• Perceptions of food hygiene in various food venues (homes, restaurants, other)
• Concerns about food safety issues
• Use of food labeling
• Sources of information about food safety

Reference: Use a title search (“Consumer attitudes to food standards”) for the full citation. The report was posted online at: www.food.gov.uk/multimedia/pdfs/secondconsumersurvey

---

Marrying global brands with local jewels.

Food manufacturers will use that strategy during the next five years as they consolidate and internationalize, according to a recent report on the changing food industry. The 600-page report drew conclusions from a survey of 220 food executives from 19 countries in Europe, North America and Asia Pacific.

“The research shows that global brands will dominate – 20 to 25 global brands will emerge in various categories of fast-moving consumer goods. . At the same time, manufacturers will ‘marry’ global brands with ‘local jewels’ to meet consumers’ growing demands for local products. In addition, retailers increasingly will brand their stores and wrest more control of the supply chain as they attempt to build stronger relationships with consumers.”

Reference: Use a title search (“Consumers drive food industry transformation”) for the full citation. A summary is available online (February 14, 2002) at: www.plant.uoguelph.ca/safefood/archives/agnet-archives.htm

---

Professional activities approaching.

May 18-22, 2002
“Innovation through cooperation.” National Extension Technology Conference (NETC) at Pennsylvania State University. For persons interested in using or supporting technology in extension.
Information: www.NETC2002.psu.edu

June 20-22,
2002 Summer meeting of National Association of Farm Broadcasters (NAFB) at Cedar Rapids, Iowa.
Information: www.nafb.com

June 22-25, 2002
“Take the road less traveled.” Annual Institute of the Cooperative Communicators Association (CCA) at Burlington, Vermont.
Information: www.CoopComm.com

Best regards and good searching.

Please pass along your reactions, questions and ideas for ACDC. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents that we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 69 Mumford Hall, 1301 W. Gregory Drive, Urbana, IL 61801) or electronic form (docctr@library.uiuc.edu)

Behind an ill-fated biotech advertising campaign. 

A new book added recently to the ACDC collection provides background information about Monsanto Company’s public relations strategies and advertising campaign in Europe. The book:

Daniel Charles, Lords of the harvest: biotech, big money, and the future of food.

Farm raised, Charles was a technology correspondent for National Public Radio (US) from 1993-1999 and was Washington correspondent for New Scientist. His 348-page book offers a behind-the-curtain view of how genetically engineered crops came to be and why they became controversial. Communicators will find special interest in sections about Monsanto’s approach to public relations and an oft-cited advertising campaign that began in Europe during 1998.

Reference: Use a title or author search (above) for the full citation.

---

Informing about biotechnology – it’s not enough. 

Recent research suggests that “.factual knowledge, in and of itself, has limited bearing on.attitudes and evaluations of biotechnology.” Tracy Irani, Janas Sinclair and Michelle O’Malley surveyed 381 college students in three universities to explore relationships among knowledge level, attitude and perceptions of accountability regarding food biotechnology. They concluded that “messages designed to explain and engender confidence in the regulatory process and the seriousness with which the actors involved regard adherence to regulation might stand the most chance of being effective in terms of influencing public attitude toward genetically engineered foods.”

Reference: Use a title search (The importance of being accountable) or author search (Irani) for the full citation. This conference paper was posted online at: http://list.msu.edu/archives/aejmc.html

---

“The trash heap of history is littered with failed communication technologies,”

Conclude Ronald E. Rice and James E. Katz in their new book, The Internet and health communication: experiences and expectations. “The video phone and the stand-alone kiosks in doctors’ offices for patients are but two of them. While we are not suggesting a similar fate for the Internet, the limits of computers also suggest that human communication cannot take place without regard to the biological and social linchpins that hold society together. Communication is a process of choreographic intensity and minute coordination.”

This book also documents the Digital Divide disparities that limit access in rural areas. And it describes some federal programs designed to help ensure that rural people can gain access to health education.

Reference: Use a title search (above) or author search (Rice) for the full citation.

---

Growth with equity. Will it ever happen? How soon? 

Two books identified recently for the ACDC collection raise these questions in two different cultures.

• Arvind Singhal and Everett M. Rogers, India’s communication revolution: from bullock carts to cyber marts. Sage Publications, New Delhi. 2001. 297 pages.
• John Hartley and Alan McKee, The indigenous public sphere: the reporting and reception of Aboriginal issues in the Australian media. Oxford University Press, Oxford. 2000. 369 pages.

Both books report on media development and performance. Both offer communications perspectives that range from bark paintings and message sticks to telework, e-commerce and informatization. Both shed light on the unique roles of various means of human communication. And both leave haunting questions about those (often in rural areas) left behind, misrepresented and unemancipated.

---

Family tree of approaches to development communication. 

We recently added to ACDC an interesting analysis of theories, methodologies and strategies in development communication. Silvio Waisbord of Rutgers University prepared it recently for the Rockefeller Foundation. His report reviewed theories such as:

• Diffusion of innovations
• Social marketing
• Entertainment-education
• Dependency theory
• Participatory theories
• Media advocacy
• Social mobilization

The report concluded with six “points of convergence that suggest possible directions in the field of international communication.”

Reference: Use a title search (Family tree of theories) or author search (Waisbord) for the full citation. The report was posted online at: www.comminit.com/stsilviocomm/sld-2881.html

---

Equal opportunities for female ag journalists? 

Meghan Sapp raised this question in a recent issue of the American Agricultural Editors’ Association newsletter, The ByLine. The article cited several perspectives, such as:

• Difficult for women starting out because “there still is a ‘good old boys’ network.”
• More women in this field now, and more at higher levels.
• “Is it more important for the writer to look like the reader or for the writer to act and think like the reader?”
• Maybe “we – as an industry – need to better convey messages about how varied and exciting career opportunities in agriculture can be.”

Reference: Use a title search (“Are there equal opportunities”) or author search (Sapp) for the full citation. The article was posted online at: www.ageditors.com/byline.pdf

---

“Mad cow, a new American scare campaign” 

Offers a perspective on public relations efforts since 1999 to “ignite a U.S. panic over ‘mad cows’.” Guest Choice Network, a coalition of restaurant and tavern operators, posted this report in February 2001.

Reference: Use a title search (above) or author search (Guest Choice) for the full citation. The report was posted online at: www.consumerfreedom.com/report_madcow.cfm

---

Television coverage of the developing world. 

Two worrisome issues and one hopeful sign emerged from a 2001 research report by the Glasgow Media Group, Scotland. Examination of beliefs and attitudes of UK television news broadcasters and audiences revealed that

• “the decision made by broadcasters (on commercial criteria) about what viewers would desire to watch have in the long run produced very negative responses in TV audiences towards the developing world.”
• “audiences are misinformed about the developing world because of the low level of explanations and context which is given in television reporting and because some explanations which are presented are partial and informed by what might be termed ‘post-colonial beliefs’.”
• “a change in the quality of explanation which is given can radically alter both attitudes to the developing world and the level of audience interest in the subject.”

The last finding offers encouragement for those who report on development-related issues.

Reference: Use a title search (“Media coverage of the developing world”) for the full citation. The report was posted online at: www.gla.ac.uk/Acad/Sociology/debate.html

---

Professional meetings approaching.

April 17-19, 2002
“Catch the rhythm.” Agri-marketing conference and trade show at Nashville, Tennessee USA. Sponsored by National Agri-Marketing Association.
Information: www.nama.org

April 18, 2002
Public relations sessions and membership meeting of Agricultural Relations Council (ARC) in Nashville, Tennessee.
Information:www.nama.org/arc

May 18-22, 2002
“Innovation through cooperation.” National Extension Technology Conference (NETC) at Pennsylvania State University. For persons interested in using or supporting technology in extension. Information: www.NETC2002.psu.edu

---

Best regards and good searching.

Please pass along your reactions, questions and ideas for ACDC. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents that we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 69 Mumford Hall, 1301 W. Gregory Drive, Urbana, IL 61801) or electronic form (docctr@library.uiuc.edu)

Best diet available? Who knows? 

Not the national sample of U.S. adults who were surveyed last year in the Health News Interest Index Poll. They were asked which type of diet is “the best nutritionally, the most likely to keep weight off, as well as lower cholesterol and blood pressure levels.” Fifty-eight percent said they didn’t know or refused to answer the question. Other responses were divided among the moderate-fat, high-carbohydrate diet such as the Food Guide Pyramid (18 percent); high-protein, low-carbohydrate diet (14 percent); and low-fat, high-carbohydrate diet (10 percent).

Reference: Use a title search (“Health News Interest Index Poll”) or author search (Princeton Survey Research Associates) for the full citation.

---

Same with sources of salmonella and other disease-causing bacteria found on meat and poultry.

Only 16 percent of U.S. adults interviewed last year in a Physicians Committee for Responsible Medicine Survey correctly said that such bacteria came from animal feces. There is room for useful educational communicating in this food safety arena.

Reference: Use a title search (“Physicians Committee for Responsible Medicine”) or author search (Opinion Research Corporation) for the full citation. Detailed responses to this survey question are posted in the Academic Universe of Lexis-Nexis: http://web.lexis-nexis.com/universe/

---

So much greenwash.

A Business Horizons article about green marketing noted that “a great deal of environmental promotion has been labeled ‘greenwash,’ having little if any real ecological meaning.” The authors observed that consumer skepticism and cynicism toward green claims may generally limit the benefit of green promotion. Such promotion “needs to communicate substantive environmental information to consumers that has meaningful links to corporate activities.” This article moves beyond token-level posturing to an integrated, strategic approach.

Reference: Use a title search (“Reevaluating green marketing”) or author search (Polonsky) for the full citation. Full text is available online at: www.sciencedirect.com/web-editions/journal/00076813

---

A poverty of theory. 

Darren Schmidt recently provided some thoughtful insights about information in extension. In an extension conference paper added recently to the ACDC collection, he observed that the label “information” is having an identity crisis. He said it “has become so catholic in its scope and its vast diversity of uses that it is at grave risk of becoming diluted beyond usefulness. His analysis included information theories extending across mathematical models (e.g., Shannon and Weaver), diffusion theory, systems perspectives, interpretivism, structuralism and semiotics. Still, he argued, information “apparently refuses to behave as a variable should and morphs in structure and intent as it zooms around human systems sustaining purposeful human activity.

Where does this leave the extension professional? Schmidt asked. “Who has time for epistemological chin scratching when there is a brochure to be printed before the summer harvest.?” However, he said, the future may herald a different urgency in an era when it is beguiling to reduce extension information to “a series of discrete bubbles of knowledge produced, stored and sent digitally.” He suggested that extension professionals need to regard the “information” concept more rigorously, drawing upon a creditable body of literature and theoretical development that exists.

Reference: Use a title search (“Information in extension”) or author search (Schmidt) for the full citation. Paper posted online at: www.regional.org.au/au/apen/2001/p/SchmidtD1.htm

---

Profit not the biotech bottom line for farmers?

A recent news report in the Chicago Tribune described research showing that economic reasons are not fueling the growing popularity of genetically modified crops among U.S. farmers. Why would farmers use these crops without clear economic benefit?

• “For herbicide-tolerant soybeans, farmers answer by saying they can cover more acres more quickly and they don’t have to worry about weed management as they did in the past.”
• “.farmers who used the modified corn seed said they viewed it as insurance against a possible insect infestation.”

Reference: Use a title search (“Gene-altered crops costly”) or author (Van) for the full citation. Text is posted online at: www.chicagotribune.com/business/printedition/

---

Be mature and maintain a sense of humour. 

Biotechnology communicators heard that advice from consultant Monica Coneys during a recent workshop, the first of its kind in Canada. A summary of her comments appeared in the January issue of AgBiotech Bulletin. This article also summarized thoughts and advice from other speakers about specific aspects of biotech communicating: web development and maintenance, media relations and news writing style.

Reference: Use a title search (“AWB hosts biotech”) for the full citation. The report is archived online (January 9, 2002) at: www.plant.uoguelph.ca/safefood/archives/agnet-archives.htm

---

“What if we popularized agricultural communication?” 

Hans Matthiesen, president of the International Federation of Agricultural Journalists, raised this question in a recent editorial in IFAJ News. He said he thinks that agricultural reporting presented like other news in newspapers, radio and television “would make understanding difficult agricultural issues even harder.” At the same time, he said, “we should think about how we can better communicate to consumers nationally and internationally the facts about food and beverages. . In the global debate about agriculture and food, we as communicators should not stand at the back of the line.”

Reference: Use a title search (“What if we popularized”) or author search (Matthiesen) for the full citation. The editorial is posted on: www.ifaj.org/newsletter/dec2001/dec2001.pdf

---

Television – “like a grenade” in cultures. 

When Scott R. Olson examined the role of television in social change and national development, he concluded: “Television is not the magic bullet that most developers and the general public still assume it to be. It is more like a grenade, bursting little bits of social change like shrapnel into the cultural fabric, unpatterned and unpredictable, now and then a dud, sometimes exploding in the face of its master. Bullet or grenade, there is no doubt that television is a powerful weapon for national development. The question is how to control it.”

Reference: Use a title search (“Television in social change”) or author search (Olson) for the full citation.

---

When the live links go dark. 

What can you do when a live link shown in ACDC News or an online citation no longer operates?

• Sometimes the “error” message directs you to an archive
• Sometimes you can shorten the URL stem, visit the home page and trace the item that you seek.
• If these techniques don’t work, get in touch with us. We archive the documents in ACDC, either in paper or electronic format, and will try to help you locate the materials you want. Even when the live links go dark.

---

Professional meetings approaching.

March 8-9, 2002
ACT Regional Conference hosted by the Oklahoma State University Chapter of Agricultural Communicators of Tomorrow, Stillwater, OK. Career-oriented workshops feature professionals in agricultural public relations, advertising, broadcasting, publications and more.
Information: http://agweb.okstate.edu/act/

March 29, 2002
Deadline for 1- to 2-page abstracts to be submitted for papers proposed for presentation during Research Special Interest Group sessions of the Agricultural Communicators in Education meeting, Savanna, Georgia USA, during August.
Information: Sherrie Whaley at whaley.3@osu.edu

April 17-19, 2002
“Catch the rhythm.” Agri-marketing conference and trade show at Nashville, Tennessee USA. Sponsored by National Agri-Marketing Association.
Information: www.nama.org

April 18, 2002
Public relations sessions and membership meeting of Agricultural Relations Council (ARC) in Nashville, Tennessee.
Information:www.nama.org/arc

May 18-22, 2002
“Innovation through cooperation.” National Extension Technology Conference (NETC) at Pennsylvania State University. For persons interested in using or supporting technology in extension. Information: www.NETC2002.psu.edu

---

Best regards and good searching.

Please pass along your reactions, questions and ideas for ACDC. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents that we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 69 Mumford Hall, 1301 W. Gregory Drive, Urbana, IL 61801) or electronic form (docctr@library.uiuc.edu)

More food/ag/rural content coming to the Internet? 

And in home-country language? According to the 2001 State of the Internet Report, the global population of online users “crossed the half billion milestone and online demographics began to increasingly reflect offline realities. Significantly, native English speakers lost their dominance in 2001 and now represent approximately 45% of the online population.”

How might this trend influence Internet content for a global community in which most nations and their citizens are directly and urgently involved in issues related to food and agriculture – and for whom English is not their native language?

Reference: A news report about the 2001 State of the Internet Report is available online at: www.usic.org/pressreleases/111201.htm. It comes from the United States Internet Council.

---

Language: why the Internet didn’t leap like satellite TV in Nepal. 

“It’s not only expense that puts it [the Internet] way, way behind,” said one source cited in a recently added report by Cherilyn Parsons about adoption of information technologies in Nepal. “It’s language. Sat-TV comes in Chinese, Hindi, other languages.” Parsons reported that “Language is the first and most obvious barrier. There are 22 different official languages in South Asia, and they use different alphabets than English does.”

Reference: Use a title search (“Online news in Nepal”) or author search (Parsons) for the full citation. The report is posted online at: http://ojr.usc.edu/content/story.cfm?id=215

---

Nearly 500 documents about risk communicating now fit into the ACDC collection.

All of them deal with communications aspects of food and agriculture (e.g., biotechnology, food irradiation, nutrition labeling, livestock diseases, cloning of livestock, food biosecurity and forest/wildlife preservation). They date back to 1972. More than 90 of them came into the collection during 2001, reflecting a growing interest in this topic.

Reference: Use a subject search (“risk communication”) for the list of titles, beginning with the most recent. And please alert us to other documents that we should add to this expanding collection.

---

Mere grist for the image control mill.

“There is a propensity for information extension.to descend to mere grist for the image control mill,” observed Darren Schmidt of Australia in a recent extension conference presentation. He described a group of information extension officers who support each other in efforts to produce and deliver quality information which can be used judiciously as a learning resource (extension context) rather than “ill-targeted promotion material for the policy de jour.” This paper outlined the purpose, formation, composition, operations, progress and challenges of the group.

Reference: Use a title search (“Information and Communication Network”) or author search (Schmidt) for the full citation. Posted online at: http://www.regional.org.au/au/apen/2001/p

---

Agriculture. A comfort factor in the U.S. public mind. 

Signs of this appeared in results of the Battleground 2002 Survey conducted among U.S. registered voters during April 2001. Less than one-half of one percent of respondents said they think agriculture/farming/ranching is the number one problem that they and their families are most concerned about. Top concerns? These included the economy (12 percent), education (11 percent), moral/religious concerns (7 percent), crime (5 percent) and drugs (5 percent).

Reference: Use a title search (“Battleground 2002 Survey”) or author search (Tarrance) for the full citation. Posted in the Academic Universe of Lexis-Nexis: http://web.lexis-nexis.com/universe/

---

“Ignorance is no bliss.

It is a severe handicap in a social environment where knowledge is power.” This observation came from B.S.S. Rao in “Rural development: communication systems and working out strategies.” In the book chapter, Rao urged communicators to evolve rural development strategies that reach those needing information, provide the right information at the right time by the right means, and at optimal costs.

Reference: Use a title search (above) or author search (Rao) for the full citation, including details about the 1994 book in which this chapter appeared.

---

How farmers gather information these days.

Following are titles of some documents that we added during 2001 about the information sources that farmers use today in making decisions:

• “Farmer radio listening ratings, past and present”
• “Growers find increased value on the Web”
• “Commercial Producer Insights, Part 2”
• “Poll shows change in ag trends”
• “Keep the presses rolling: magazines win an important ‘election'”
• “Marketing Australian wheat”

Reference: Use a subject cross-search (farmers “information sources”) for the full list of documents added during 2001, as well as more than 180 documents from earlier years.

---

Trends in Australia’s agricultural media sector. 

An update in the International Federation of Agricultural Journalists (IFAJ) newsletter identified several trends and recent developments. Author Liz Kellaway noted:

• Concentration of ownership in agricultural publications.
• Several major daily metropolitan newspapers with rural editors or reporters looking at rural issues and putting them into an urban context.
• Television and radio coverage of agriculture dominated by the Australian Broadcasting Corporation, a national publicly funded broadcaster which incorporates television, radio and internet-based services. Staffing for regional/rural coverage has increased recently.
• Emergence of portal web sites (from media, marketers and organizations) that offer news and information content to the rural sector. “This may be contributing towards a growing trend for Australian farmers to look to the Internet as an increasingly important source of information.

Reference: Use a title search (“Broadcast getting increased resources”) or author search (Kellaway) for the full citation. The article is posted on: www.ifaj.org/newsletter/dec2001/dec2001.pdf

---

Cooking schools come back. 

A recent article in the Chicago Tribune reported that renewed interest in home cooking is one of 20 food-related trends for 2002. “Across the country after Sept. 11, couples with show-off home kitchens began to take cooking classes to learn to use them, while younger couples and singles have been signing up too, hoping to eat better–and more cheaply–when they eat at home.” Expanding cookbooks are among other noted trends of possible interest to food communicators.

Reference: Use a title search (“20 trends for 2002”) for the full citation. The article was posted online at: www.chicagotribune.com/features/food

---

Professional meetings approaching.

March 8-9, 2002
ACT Regional Conference hosted by the Oklahoma State University Chapter of Agricultural Communicators of Tomorrow, Stillwater, OK. Career-oriented workshops feature professionals in agricultural public relations, advertising, broadcasting, publications and more.
Information: http://agweb.okstate.edu/act/

March 29, 2002
Deadline for 1- to 2-page abstracts to be submitted for papers proposed for presentation during Research Special Interest Group sessions of the Agricultural Communicators in Education meeting, Savanna, Georgia USA, during August.
Information: Sherrie Whaley at whaley.3@osu.edu

April 17-19, 2002
“Catch the rhythm.” Agri-marketing conference and trade show at Nashville, Tennessee USA. Sponsored by National Agri-Marketing Association.
Information: www.nama.org

April 18, 2002
Public relations sessions and membership meeting of Agricultural Relations Council (ARC) in Nashville, Tennessee.
Information:www.nama.org/arc

May 18-22, 2002
“Innovation through cooperation.” National Extension Technology Conference (NETC) at Pennsylvania State University. For persons interested in using or supporting technology in extension.
Information: www.NETC2002.psu.edu

---

Best regards and good searching.

Please pass along your reactions, questions and ideas for ACDC. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents that we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 69 Mumford Hall, 1301 W. Gregory Drive, Urbana, IL 61801) or electronic form (docctr@library.uiuc.edu)

Agricultural print media – the Big Bang of extension. 

Commercialization of the printing press in Europe during the early 1600s created “the first opportunity for widespread information and knowledge transfer throughout all sections of society including agriculture.” Jess Jennings and Roger Packham, University of Western Sydney, Australia, traced the development of agricultural extension in a paper presented recently. They observed that the rise of agricultural print media “can be accepted as a legitimate origin of extension practice, and simultaneously the naïve beginnings of an agricultural extension profession.” On the downside, their historical analysis also identified origins of separation between on-farm practice and agricultural research and learning processes.

Reference: Use a title search (“Big Bang and genealogy”) or author search (Jennings) for the full citation. Paper posted at: www.regional.org.au/au/apen/2001/JenningsJ.htm

---

Watching for food from abroad. 

A 2001 survey by the Tarrance Group among U.S. registered voters revealed that 81 percent considered it somewhat or very important that the food they eat comes from farms and ranches in the United States rather than from foreign countries. However, 40 percent said they rarely or never look at labels when they purchase or use food or beverages to see in which country or state they are produced.

Reference: Use a title search (“Farm Survey June 2001”) or author search (Tarrance) for the full citation. Details of the survey are posted in the Academic Universe of Lexis-Nexis http://web.lexis-nexis.com/universe/

---

More “feel-good” labels appearing on food these days. 

“Bird-friendly,” “shade-grown” and “cage-free” are “just a few of the new marketing labels being plastered on food packages.” So reported a recent New York Times article. Writer Marian Burros said as organic labels have become commonplace, additional feel-good labeling is appearing in food stores. The article noted problems of meaning, accuracy and ethics. It also described the rise of new food certification programs.

Reference: Use a title search (“Good eating”) or author search (Burros) for the full citation. Text is archived (January 2, 2002) at: www.plant.uoguelph.ca/safefood/archives/agnet-archives.htm

---

Also some misleading GM-free claims on food labels. 

A recent survey by the Food Safety Authority of Ireland revealed this problem. The survey analyzed levels of GM (genetically modified) content in dried soy products, soy substitutes for dairy products and soy infant formulae to ensure that the industry is adhering to food labeling regulations. One-third of the samples that tested positive for GM ingredients were mislabeled. Most indicated they contained no such ingredients, one was labeled as organic.

Reference: Use a title search (“Survey shows misleading GM free claim”) for the full citation. A news summary and the full survey report are available online at: http://www.fsai.ie/press_releases/030102.htm

---

” A clear challenge for all is to become more professional in the way science is communicated.”

So concluded European Union Research Commissioner Philippe Busquin in response to a recent Europe-wide survey about genetically modified food. Results showed, for example, that nearly 86 percent of respondents wanted to know more about GM food before eating it. Commissioner Busquin said the results “show that Europe must invest in knowledge at all levels, and especially in scientific information. . People want to learn and want to have information.”

Reference: Use a title search (“Europeans want right to choose”) for the full citation. Archived (December 19, 2001) at: www.plant.uoguelph.ca/safefood/archives/agnet-archives.htm

---

Tobacco litter – out of the public eye?

Public relations efforts of the U.S. tobacco industry are under fire for more than the health aspects of tobacco. The Center for Media and Democracy recently examined “a pattern of industry funding and collusion” between the tobacco industry and the “Keep America Beautiful” litter awareness group. Writing in PR Watch, Walter Lamb reported that the industry effort is designed to help downplay the global environmental issue of litter from cigarette butts, “the most prolific form of litter in the world.”

Reference: Use a title search (“Keep America Beautiful”) or author search (Lamb) for the full citation. The report is posted online at: www.prwatch.org/prwissues/2001Q3/kab.html

---

Consumer views of organic foods. 

Research among consumers in England reveals possible changes in attitudes. Research by Mintel during 2001 showed that 18 percent of adults considered organic foods “better for you than their standard equivalent.” This was a decline from 22 percent in 1999.

“Perhaps the real hurdle though is price – 40 percent of people say the cost – often twice that of normal produce – is the most off-putting factor concerning organic food.”

The Soil Association of UK said it “disputes Mintel’s findings,” pointing to nutritional and health benefits of organic foods.

Reference: Use a title search (“Organic turn-off?”) for the Mintel citation. The news report is posted at: www.channel4.co.uk/news/home/20020104/Story02.htm
Use a title search (“Soil Association disputes”) for the Association citation. The Soil Association press statement is posted at:www.soilassociation.org/sa/saweb.nsf/librarytitles/News04012002.html.

---

Professional activities approaching.

March 29, 2002
Deadline for 1- to 2-page abstracts to be submitted for papers proposed for presentation during Research Special Interest Group sessions of the Agricultural Communicators in Education meeting, Savannah, Georgia USA, during August.
Information: Sherrie Whaley at whaley.3@osu.edu

April 17-19, 2002
“Catch the rhythm,” Agri-Marketing Conference and Trade Show in Nashville, Tennessee USA. Sponsored by National Agri-Marketing Association.
Information: www.nama.org

April 18, 2002
Public relations sessions and annual member meeting of Agricultural Relations Council (ARC) in Nashville, Tennessee.
Information www.nama.org/arc

May 18-22, 2002
“Innovation through cooperation,” National Extension TechnologConference (NETC) at Pennsylvania State University USA. For personsinterested in using or supporting technology in extension.
Information: www.NETC2002.psu.edu

---

Best regards and good searching.

Please pass along your reactions, questions and ideas for ACDC. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents that we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 69 Mumford Hall, 1301 W. Gregory Drive, Urbana, IL 61801) or electronic form (docctr@library.uiuc.edu)

It’s bad. Could it happen? We don’t know that it can’t. 

That’s a common format for media coverage of food safety issues, according to a commentary in Meatingplace.com. Writer Dan Murphy said that even in the aftermath of 9/11 the media are still lured “to explore yet more concerns about the alleged dangers Americans face – not on the battlefield, but at the breakfast and dinner tables.” He pointed to speculative media reporting on potential problems about mad cow disease, biotechnology, irradiation, foot-and-mouth disease “and a host of other issues on the horizon.” Examples from Wall Street Journal and the “West Wing” television series came into his line of fire.

Reference: Use a title search (“Media still the fear factor”) or author search (Murphy) for the full citation.Archived (November 30, 2001) at: www.plant.uoguelph.ca/safefood/archives/fsnet-archives.htm.

---

Europeans say journalists lack appropriate background. 

More than one-half (53.3 percent) of those questioned in a recent Eurobarometer said they believe that most journalists dealing with scientific topics do not have the appropriate background or training to do so. Other responses to this survey among 16,029 Europeans in all member states of the European Union indicated that two-thirds feel they are not well informed about science and technology. Findings such as these underscore the importance of professional communicators that understand the complex food/agriculture/natural resource interests of our societies.

Reference: Use a title search (“Europeans, science and technology”) for the full citation. Full report posted at: http://europa.eu.int/comm/research/press/2001/pr0612en-report.pdf

---

“Can you tell me exactly what a person that works in ag communication does?” 

The question came to us recently from a college student who was preparing to give a presentation for her final examination in a college class. It’s a good question – and one not easy to answer, given the many kinds of work in which agricultural communicators are involved these days. The answer would have been simpler even a few years ago.

We responded to the student’s question, as requested. Our reply included suggestions about how she might use the ACDC web site to gather various kinds of career information.

Do you have suggestions about what to tell this student and others that ask? Do you know of useful descriptions of the work of agricultural communicators?

If so, please forward them to us at docctr@library.uiuc.edu.

---

A digital gender divide. 

A recent article in Development journal examined what the author describes as a digital gender divide. Susanne Hamm wrote that “access by women to the Internet is far less open than access by men.” She cited a 1999 United Nations study showing contrasting levels of Internet access by women in the Arab states (4%), China (7%), Russia (16%), Japan and South Africa (17%) and the United States (38%).

Reference: Use a title search (“Information communications technologies”) or author search (Hamm) for the full citation.

---

The blind chicken problem: untangling numbers from beliefs. 

Last month a National Public Radio (U.S.) program described an animal welfare dilemma. Paul Thompson, philosophy professor at Purdue University, posed it as a “real philosophical conundrum.” He described a strain of chickens that are blind. They don’t mind being crowded, so one could suggest using those birds in confinement systems. “If you think that it’s the welfare of the individual animal that really matters here.then it would be more humane to have these blind chickens. On the other hand, almost everyone that you ask thinks that this is an absolutely horrendous thing to do.”

Reference: Use a title search (“Debate over genetically altered”) or author search (National Public Radio) for the full citation. Archived at:
www.plant.uoguelph.ca/safefood/archives/animalnet-archives.htm

---

“Of polls and loaded questions.” 

A commentary from Americans for Medical Progress (AMP) described differing responses to public surveys about the use of animals for research. Two examples cited:

1. “56 percent of respondents said they would be more likely to donate to a health charity that had a policy against conducting or paying for animal experiments than they would to a charity that did not have such a policy.”
2. “When asked ‘Do you believe the use of animals in medical research is necessary for progress in medicine?’ 71% of the respondents in a 1998 poll said ‘yes’.”

Reference: Use a title search (“Of polls and loaded questions”) for the full citation. Posted online at: www.amprogress.org/news/index.htm

---

Mega-websites – poor models for supporting development? 

Researchers Joel Samoff and Nelly P. Stromquist raised this question in their analysis of the role that large research databases can play in national development. They wrote recently in a Development and Change article:

“In practice, distilled digested mini-facts disseminated electronically risk perpetuating rather than reducing dependence. A banking model of knowledge and knowledge sharing stymies learning because it undermines and devalues learners’ initiative and responsibility. . Problem-solvers must be directly involved in generating the knowledge they require.”

Reference: Use a title search (“Managing knowledge and storing wisdom”) or author search (Samoff) for the full citation.

---

Rethinking action research. 

Ruth Beilin and Lucia Boxelaar, University of Melbourne, Australia, recently presented a thoughtful analysis of connections between theory and extension practice. They hypothesized that “action research is popular among extension practitioners because it offers.democratic research opportunities. However, at times this has led to the neglect of theory.” Authors examined ways in which theoretical perspectives such as those offered in cultural studies and critical theory can be tools that strengthen participatory approaches.

Reference: Use a title search (“Rethinking action research”) or author search (Beilin) for the full citation. Posted at www.regional.org.au/au/apen/2001/BeilinR.htm

---

Development-related books added recently. 

Two books identified recently for the ACDC collection may serve those interested in communications aspects of agricultural and rural development.

Subhash Bhatnagar and Robert Schware (eds.), Information and communication technology in development: cases from India. Sage Publications, New Delhi, India. 2000. 230 pages.

Srinivas R. Melkote and Sandhya Rao (eds.), Critical issues in communication: looking inward for answers. Essays in honor of K.E. Eapen. Sage Publications, New Delhi, India. 2001. 491 pages.

---

Professional meeting approaching.

February 2-6, 2002
Agricultural Communications Section of the Southern Association of Agricultural Scientists (SAAS) convention, Orlando, Florida.
Information: http://agnews.tamu.edu/saas/

---

Past the 19,000-document mark. 

Recent days brought not only a new year, but also a new milestone in the Center. It is a pleasure to report that this collection now includes more than 19,000 documents about the communications aspects of agriculture (broadly defined) throughout the world. All documents can be identified through online searching. All are available. Now we head toward the 20,000 mark — and welcome your help.

---

Best regards and good searching.

Please pass along your reactions, questions and ideas for ACDC. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents that we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 69 Mumford Hall, 1301 W. Gregory Drive, Urbana, IL 61801) or electronic form (docctr@library.uiuc.edu)

“Whenever possible, we need to be there.” 

So concluded the president of North American Agricultural Journalists in a recent thought piece about the drawbacks that confront journalists in this communications age. “We live in an era when technology of communication has never been easier, more cost-effective or profuse,” said Laura Rance of Manitoba Co-operator. Then she asked, “So why do we find it so hard to stay connected with our sources? Why is it getting harder to tell a story?”

“A pitfall of having access to so much information.is that we mistake an exchange of information with true communication. . For us to truly tell the stories of the people we cover, we need to truly communicate with them, not simply exchange information and data. Whenever possible, we need to be there. We need to get out of our offices and into the lives of the people we cover so we can accurately portray who they are, and what they have to say. . We have to create ways to overcome barriers that technology creates.”

Reference: Use a title search (“Communications age has its drawbacks”) or author search (Rance) for the full citation. Posted online at: http://naaj.tamu.edu/naajJul01.htm

---

Food safety – the environmental issue of this decade? 

John Wright, senior vice-president of public affairs for Ipsos-Reid, Canada, put it this way in a recent report on consumer attitudes: “At the outset of the last decade it was rocks, water, lumber and recyclability. Now we’re less concerned about the bottle as what’s in it.” This poll indicated that 74 percent of Canadians worry about the safety of their food.

Reference: Use a title search (“Food safety worries Canadians”) or author search (Foss) for the full citation. Archived (October 10, 2001) at: www.plant.uoguelph.ca/safefood/archives/fsnet-archives.htm

---

Neglected stakeholders in biotechnology discussions. 

A commentary in Nature Biotechnology suggests that the needs, interests and concerns of primary stakeholders – the “commoners” – have been neglected in the biotechnology arena.

“Biotechnology’s future ultimately relies on governing institutions listening and responding to the public, rather than discounting key stakeholders as irrational, scientifically illiterate, or technophobic.” Authors offer suggestions for doing so.

Reference: Use a title search (“The tragedy of the commoners”) or author search (Sagar) for the full citation. Posted at: http://biotech.nature.com

---

Scientists “will earn public trust by not betraying it. 

We must conduct only those experiments we know to be meaningful and reject those we know aren’t. If an experiment is unlikely to contribute data increasing our understanding of a GMO, then it is not worth doing.” Alan McHughen, University of Saskatchewan, offered this advice to fellow scientists at the close of the 6th International Symposium on the Biosafety of Genetically Modified Organisms. He asked what will replace scientific analysis in evaluating risk if the public rejects the legitimacy of it. His answer: “Non-science, or nonsense. Witchcraft.”

Reference: Use a title search (“The road ahead”) or author search (McHughen) for the full citation. Posted online at: www.ag.usask.ca/isbr/Symposium/Proceedings/Section11.htm

---

Extension reports from Australasia Pacific. 

Thanks to ACDC Staff Associate Liz Kellaway for alerting us to the proceedings of an interesting recent Extension conference. The 2001 International Conference of Australasia Pacific Extension Network (APEN) took place October 3-5 at the University of South Queensland, Toowoomba. We are entering into the ACDC collection more than 70 refereed papers presented during that conference. A few sample topics:

•     “Challenges for contemporary extension: the case of biofertilizer in Vietnam”
•     “Assisting indigenous extension services”
•     “How to win growers and influence change”
•     “The role of science communication in natural resource planning”
•     “Information in extension: a poverty of theory”
•     “Reflections on the development of Landcare in the Philippines”
•     “Rethinking action research: theory and extension practice”

Reference: Citations for these and other papers from the conference are being processed into ACDC and will be accessible by subject, author and title. You can see the full proceedings online at: http://www.regional.org.au/au/apen/2001/

---

Indigenous knowledge: is it scientific?

In Naked Science, anthropologist Laura Nader asks:

“If knowledge is born of experience and reason.and if science is a phenomenon universally characterized (after the insight) by rationality, then are not indigenous systems of knowledge part of the scientific knowledge of mankind?”

You can follow developments in this important field of rural communications through “IK Pages – Gateway to Indigenous Knowledge on the Internet.” http://nuffic.nl/ik-pages/index.html

---

“The age of the ‘specialist’ in our business is over.” 

Barry Jones offered this view recently when he accepted the ACE Professional Award, highest recognition given by the Agricultural Communicators in Education organization. Speaking to communicators who work in colleges and universities, government agencies and development organizations, he said:

“The communicators of tomorrow are coming to the workplace with a set of skills that is far broader than what we have ever demanded before, and they are flexible enough to apply those skills in many ways. I could not have imagined in the 1970s or 80s that I would have writers and publications editors or graphics artists who would become ‘new media specialists’ or ‘Web content developers’ or ‘digital image editors’.”

Reference: Use a title search (“ACE Professional Award”) or author search (Jones) for the full citation.

---

How to make working from home work. 

That is the title of a recent article by agricultural writer Susan K. Davis. She offered six suggestions, based on her 13 years of working from home.

Reference: Use a title search (above) or author search (Davis) for the full citation.

---

Helping you gain online, full-text access.

You may have noticed that, increasingly, we are trying to provide you with online access to full-text documents that we are entering into the ACDC collection. Using the live links that we identify, you can visit web sites on which an increasing amount of literature about agricultural communications is being posted. We hope this service is useful to you and welcome your reactions and suggestions.

For archiving purposes, we collect such materials in paper and/or electronic format so they will be available to you after their often-brief, elusive web life ends. We want to help you gain access to them in the future – 5, 10, 50 years or more from now.

---

As you tap into more online information 

You also will find increasing value in searching the ACDC database to identify the full range of items in the collection that may be relevant to you.

---

Thanks for your continuing encouragement.

As this year draws to a close, we ACDC team members want you to know how much we appreciate your interest and encouragement. Words of encouragement (such as the following recent comments) mean much to us, as do your suggestions about how ACDC can serve you better:

•    “Your operation is great..;
•    “I find it very useful.”
•    “I really appreciate receiving this information each month.”
•    “.inevitably there’s something in here I am interested in.”
•    “Thanks for managing this important service.”

---

Season’s greetings and good searching.

Please pass along your reactions, questions and ideas for ACDC. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents that we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 69 Mumford Hall, 1301 W. Gregory Drive, Urbana, IL 61801) or electronic form (docctr@library.uiuc.edu)

Protecting food from bio-attacks –

New focus for crisis communicators. Effective communicating comes to the forefront as the food industry considers how to increase biosecurity. “Communication is one of the most important areas for dealing with any biosecurity threat,” public relations executive Jere Sullivan is quoted as saying in a news report added recently to the ACDC collection. He described five criteria for a crisis communication plan.

Reference:  Use a title search (“Biosecurity and crisis communication”) or author search (Russell) for the full citation. Archived online (October 15, 2001) at: www.plant.uoguelph.ca/safefood/archives/fsnet-archives.htm

---

Social movements – 

Powerful voices in the biotech debate. In a “perspectives” article for FarmWeek newspaper, Ann Reisner of the University of Illinois highlighted social movement organizations that are expressing concerns about genetic engineering in agriculture. Among them: health food movement, alternative agriculture movement, consumer and health movements, environmentalists, peace organizations, labor, human rights, international and nationalist, and animal rights organizations.

“.unusual is the degree to which various organizations are adopting and using arguments typical of other organizations,” she observed, and added: “Incorporating each other’s concerns increases the likelihood that these organizations will work together in other arenas.” She argued that to ignore their concerns in the ongoing debate on biotechnology “would be a move with potentially disastrous consequences.”

Reference: Use a title search (“Social movements raising opposition”) or author search (Reisner) for the full citation.

---

“.. it’s still a face-to-face, hard-copy world.” 

The U.S. Department of Agriculture Cooperative Services recently funded a survey project among members of cooperatives in the upper Midwest, USA, to learn their preferred sources of cooperative news.

“Face time with co-op employees and managers ranked first and second on a list of 10 communications preferences,” reported researcher David Trechter. “So informal communications channels are still hugely important.” Cooperative newsletters ranked third. Electronic communications channels ranked tenth, prompting this advice to cooperative communicators: “.don’t rely too heavily on e-mail or a Web site to keep members up-to-date.”

Reference: Use a title search (“Communications linked to loyalty”) or author search (Campbell) for the full citation.

---

Growing gaps in stocks of scientific knowledge.

A report from the International Food Policy Research Institute assesses evidence regarding new knowledge being generated through investments in agricultural research and development by public and private agencies. Findings suggest that growth in R&D spending during the 1990s slowed dramatically in many parts of the world. And “the large and growing gap in research intensity between rich and poor countries continues to widen further in terms of total (public and private) spending.”

Reference: Use a title search (“Slow magic”) or author search (Pardey) for the full citation. Posted online at: www.ifpri.org/pubs/pubs.htm#fpr

---

Internet being under-used for online meetings? 

The question arises in a report prepared recently for the Rural Industries Research and Development Corporation in Australia. Authors observed after a two-year pilot study of joint research involving farmers and their advisers:

“There appears to be a general under-appreciation evident of the potential to conduct highly interactive online meetings, within agriculture. There are plentiful references to web pages, web page content, interactive web pages, and chat facilities; however, there is little if any reference to using the internet for interaction between people for the purposes of completing time sensitive tasks at reduced cost.”

Reference: Use a title search (“Farmers, advisers & researchers interacting on the net”) or author search (Hargreaves) for the full citation. Posted online at: www.rirdc.gov.au/reports/HCC/00-54.pdf

---

Don’t forget giveaways. 

An article in the Cooperative Communicators Association newsletter, CCA News, offers five tips from members about planning successful annual meetings. Free food tops the list, but “giveaways – from cash prizes to cars – are as important as free food to boosting attendance.”

Reference: Use a title search (“Making meeting magic”) or author search (Simmons) for the full citation.

---

Clouds over commodity promotion. 

A news article in Rural Cooperatives discusses implications of a U.S. Supreme Court decision siding with those who oppose mandatory checkoff programs for commodity promotion. The decision “puts in question a dozen generic product marketing programs with a combined budget of about $500 million to promote fruits, vegetables, meats and dairy products.”

Reference: Use a title search (“Supreme Court ruling clouds commodity marketing promotion”) for the full citation.

---

Here are topics raised in some recent inquiries that have come to the Center:

• Sample television spots for corn herbicides during the past few years
  ·        Impact of the Internet on agriculture, now and in the future
  ·        Historical tapes of radio farm broadcasts
  ·        Factors influencing the farmer adoption process
  ·        Techniques for crisis management planning
  ·        Effectiveness of radio advertising among rural audiences
  ·        Careers open to agricultural communicators

---

Welcome to a new staff associate. 

This month we welcome Liz Kellaway of South Australia as a new staff associate in the Center. Liz is general manager of Turnbull Porter Novelli Adelaide, a public relations consultancy that specializes in rural and regional communications. She also is regional vice-president/South Pacific of the International Federation of Agricultural Journalists (IFAJ). We became acquainted during 1999 when, as a Churchill Fellow, Liz visited the University of Illinois and the Center during her study of agricultural communications strategies and methods in various countries. An avid learner, she knows the value of sharing professional knowledge and appreciates the mission of this international knowledge-sharing endeavor. In turn, we keenly appreciate her interest and volunteer support, and we look forward to working with her. You can reach her at LizK@porternovelli.sa.com.au.

---

“This is the place in time.”

We close this issue of ACDC News with a poem presented by Pirjo Kontio at the farewell dinner of the 45th Annual Congress of the International Federation of Agricultural Journalists, Savonlinna, Finland, on September 9. The poem, cited in a recent issue of IFAJ News, was written by Finnish poet Tommy Tabermann.

This is the place in time.
For a moment
lightning is frozen in the sky
and the cranes discover
the south in their feathers.
This is the moment in the night,
filled with us to the brim.
This is the place in time.
Forward we cannot
proceed, backward
we would not want to go,
here we are unable
to stay for long.
In this place
I would like to lay my head to rest.

---

Best regards and good searching.

Please pass along your reactions, questions and ideas for ACDC. Feel free to invite our help as you search for information. And please suggest (or send) agricultural communications documents that we might add to this collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 69 Mumford Hall, University of Illinois, 1301 W. Gregory Drive, Urbana, IL 61801) or electronic form (docctr@library.uiuc.edu. Thank you.