Jessica Eise, Whitney Hodde

The Communication Scarcity in Agriculture (eBook, PDF)

• Format: PDF

Produktbeschreibung

This critical and timely book explains how changing demographics, cultural shifts, technological advances and agriculture's silence all combined to create the perfect storm - a great chasm between those who know, and those who don't know, agriculture. The ramifications of a poorly-informed consumer base are now becoming clear in our policy debates and consumer-driven business decisions. There is a lot of common ground between the agricultural sector and their consumer base, but each group largely fails to appreciate it, and the consequences of such a divide grow increasingly dire.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 168
• Erscheinungstermin: 15. Juli 2016
• Englisch
• ISBN-13: 9781317231301
• Artikelnr.: 45474605

Autorenporträt

Jessica Eise is the Director of Communications in the Agricultural Economics Department at Purdue University, where she also teaches. She has a master's in Journalism and International Relations from New York University. Eise worked internationally in communications for five years before a stint in Washington, DC, in policy communications.

Whitney Hodde is a Research Assistant in the Agricultural Economics Department at Purdue University. She has a master's in Agricultural Economics from Purdue University. She was raised on a farm in Iowa and worked in Washington, DC, for seven years as an environmental finance expert in the non-profit world.

Inhaltsangabe

Foreword: Dr. Robert Paarlberg
Foreword: Dr. Sonny Ramaswamy
Preface: Today's Communication Environment
Introduction: The Scarcity of Communication
Part One: The Reality
Chapter One: Pink Slime: When a media frenzy strikes
Chapter Two: Chipotle Marketing: Pushing polarization to the next level
Chapter Three: All That Glitters: The power of non-expert influence
Chapter Four: Triple for a Dozen: The rise and dominance of advocacy
Chapter Five: Technical Difficulties: Grappling with the benefits and risks
of GMOs
Part Two: The Nuances
Chapter Six: Emotions and Agriculture
Pop-Out: Food and Health: A Consumer's Perspective
Chapter Seven: Communicating the Essence of Agriculture
Pop-Out: Kids, Cows and Grass: A Farmer Blogger's Perspective
Chapter Eight: The Importance of Perception
Pop-Out: For Better Communication, A Cultural Reorientation: A
Policymaker's Perspective
Chapter Nine: Turning Up the Volume on Science
Pop-Out: The Cost of Not Spending: An Academic's Perspective
Part Three: A Reorientation
Chapter Ten: Working With, Not Against: The power of a diversity of
perspectives
Chapter Eleven: Settling into Common Ground: The future of food and
agriculture