The agricultural communicator is a key link in transmitting information to farmers. If agricultural communicators' ethics are compromised, the resulting biases in news production could have serious detrimental effects on the quality of information conveyed to farmers. But, to date, agricultural communicators' perceptions of ethical problems they encounter at work has not been examined. This study looks at the dimensions of ethical concerns for topics area (agricultural) journalists as defined by practitioners. To determine these dimensions, we sent open ended questionnaires (...) (50 percent response rate) to members of two professional agricultural journalist associations: the Newspaper Farm Editors of America and the American Agricultural Editors' Association.Agricultural communicators overwhelmingly focus on one specific threat to objectivity—advertising pressure. Both NFEA and AAEA respondents indicated that agricultural journalists' responses to advertising pressure adversely affected the entire profession. The responses indicated that agricultural writers were concerned with the different types of pressures and the effects of advertising pressure on the industry as a whole. NFEA and AAEA respondents mentioned both indirect pressure, “freebies,” conferences, trips and press releases from advertising or public relations sections of agri-business firms, and direct pressures from advertisers, salesmen and publishers. The respondents were clearly more comfortable when newspaper policy protected them from advertising pressure and when they had techniques to reduce this pressure. The editors' and reporters' perceptions of advertising pressure clearly indicates that advertising abuses are a clear and present danger and one worthy of far more attention than it has previously received. (shrink)

Too often, advocates of domain-specific belief systems overlook the implications of their beliefs when choosing communications technologies and strategies, although they rarely overlook the importance of content. This essay argues that both environmentalism and sustainable agriculture, as systems of belief, favor certain strategies of generating and distributing information over others; that is, the essay argues that both the content and form of communications imply certain value preferences, hence both are subject to value-relevant choices. An additional purpose of the essay is (...) to set a context for this special edition of Agriculture and Human Values. Collectively the articles in this edition discuss a wide variety of issues, including but not limited to questions connected to information generation, access to information and information technologies, and the value systems conveyed by communications vehicles, including what is conveyed and different discussions of what should be conveyed. This essay looks at the importance of four sets of domain-specific value systems (environmentalism, sustainable agriculture, and the conventionalism counters to both of these) for two different sets of value systems connected to information generation, and further discusses each of these value sets in connection to choosing asymmetrical or symmetrical communications. It is hoped that this discussion of the flow of information, from generation to distribution, will provide a context for reading the edition as a whole. (shrink)

All major journalism ethical codes explicitly state that journalists should protect editorial copy from undue influence by outside sources. However, much of the previous research on agricultural information has concentrated on what information various media communicate (gatekeeping studies) or communication's role in increasing innovation adoption (diffusion studies). Few studies have concentrated specifically on organizational and structural constraints that might adversely affect agricultural journalists' ethical standards; those that have, focus largely on farm magazines. A study of newspaper reporters who cover agricultural (...) news found that the most pressing ethical concern is the effect of advertiser (agri-business) pressure on editorial copy, and that their concerns in general parallel those of farm magazine writers and editors. The majority reported being in situations in which they might be exposed to advertiser pressure, including pressures to change or withhold editorial copy. Large minorities suggested that advertising pressures affect the overall environment in which agricultural journalists work, and more than one in ten said they allow advertiser pressures to influence editorial decisions. The newspaper reporters who cover agricultural beats showed slightly more resistance to advertiser pressure than did farm magazine editors in a parallel study. (shrink)

The animal rights movement is a serious challenge to current agricultural practices. Agriculture's response, in part, depends on how successfully it can mobilize its natural constituency, farmers. However, theories of the mainstream press suggest that the mainstream press generally covers events, rarely reports or adopts the perspective of alternative movements, rarely includes mobilizing information, and suggests that routine social structures can, should, and will contain the movement. Hence, current theory indicates that the mainstream press does not act to mobilize the (...) general public. However, very little research has examined how specialized presses, such as the farm press, respond to movements. The study reported here was based on an analysis of 406 articles from ten farm magazines. The findings suggest that the farm press acted more as an advocacy press than does the mainstream press. Collectively, the farm press articles included as many positions pieces and stories explaining animal rights as an issue as they did event stories. The articles reported, and countered, the positions of the animal rights movement; suggested that routine social structures might not contain the animal rights movement; called for agriculture to mobilize; and included specific recommendations concerning how agriculture should mobilize. (shrink)