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EARTH WRITE Page 31
However, these respondents provided interesting reactions to the representation of the
real and the ideal: 30% of the group mentioned that the messages portrayed an ideal image:
• they look like image ads for farm communities
• no ' farm family stereotypes' -- more sense of being respectful to ' farm family
culture'
• myth is that rural families have strong ties and an ideal lifestyle
• in one ad a man hopes his children will stay on the farm -- [ indicates the reality
that there is a] lack of children staying on the farm
• bias that all farms are tidy wonderful happy places, neat and safe always
• they seem like small features on the families, the tips seem lost somehow, unclear,
overshadowed by the frolicking children
• it only speaks for farmers with families and farmers who like their jobs
Of the 57 people in the surrogate audience, 45% commented on the stereotyping of men
and women. Their comments are as follows:
• are all farmers white males0
• mostly male representation
• only men farm and ranch
• biased- toward male- headed farming communities
• all clips showed middle aged male farmers
Of these respondents, 42 % concluded the message should be more specific and more realistic.
Again, we have included the comments as follows.
7.1.5 Be Specific
• The tips should be clearer. Maybe flash the tip in written form on the TV and then
show the family stuff around it.
• there is no direct appeal for viewer to do a specific action; it only infers
• indicates the desirability of safe behaviour, but not much about how
• there is very little hard info — most dialogue is about the need for safety which is
not new or exciting
• more to be done with the tips and techniques — there is worker- pride that can
be tapped
• create specific lists and facts that people can remember
• there is farm safety that goes beyond farm equipment - these should be included;
what about dugouts/ wells, etc?
• that safety is only important when children are involved
Object Description
| Rating | |
| Title | Project Report "A Safe Farm, is a Great Place to Grow" |
| Subject | Farm Safety; Agriculture |
| Description | Farm Safety Project Report |
| Language | en |
| Format | application/pdf |
| Type | text |
| Source | Alberta Women's Institutes |
| Identifier | awi0811096 |
| Date | 1999 |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
Description
| Title | Page 42 |
| Format | application/pdf |
| Source | AWI Collection |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
| Transcript | EARTH WRITE Page 31 However, these respondents provided interesting reactions to the representation of the real and the ideal: 30% of the group mentioned that the messages portrayed an ideal image: • they look like image ads for farm communities • no ' farm family stereotypes' -- more sense of being respectful to ' farm family culture' • myth is that rural families have strong ties and an ideal lifestyle • in one ad a man hopes his children will stay on the farm -- [ indicates the reality that there is a] lack of children staying on the farm • bias that all farms are tidy wonderful happy places, neat and safe always • they seem like small features on the families, the tips seem lost somehow, unclear, overshadowed by the frolicking children • it only speaks for farmers with families and farmers who like their jobs Of the 57 people in the surrogate audience, 45% commented on the stereotyping of men and women. Their comments are as follows: • are all farmers white males0 • mostly male representation • only men farm and ranch • biased- toward male- headed farming communities • all clips showed middle aged male farmers Of these respondents, 42 % concluded the message should be more specific and more realistic. Again, we have included the comments as follows. 7.1.5 Be Specific • The tips should be clearer. Maybe flash the tip in written form on the TV and then show the family stuff around it. • there is no direct appeal for viewer to do a specific action; it only infers • indicates the desirability of safe behaviour, but not much about how • there is very little hard info — most dialogue is about the need for safety which is not new or exciting • more to be done with the tips and techniques — there is worker- pride that can be tapped • create specific lists and facts that people can remember • there is farm safety that goes beyond farm equipment - these should be included; what about dugouts/ wells, etc? • that safety is only important when children are involved |
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