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EARTH WRITE Page 34
agriculture and rural development strategies of AAFRD, and attention to appropriate project
management techniques.
8.1 Message and Audience Response
The high quality of the televised productions at CISA are reflected in the fact that the
station has received an award for its farm safety work. Clearly the contest was well received, and
the quality of the winning submissions is impressive However, a great deal can be learned from
the analysis of this campaign The CISA campaign indicates that there is a disjunction between
the intent of the CASP project and the intent of the televised vignettes. This may reflect a
multiplicity of intents on the part of the CASP partners that were not apparent in the proposal.
We were unable to interview members from the intended audience. Therefore, we
constructed a surrogate audience from informed college students. In summary, this surrogate
audience is telling us that:
• the audience is not clearly defined ( Is it the farmer or the farm family? adults or
children?)
• the safety message is so enmeshed with a lifestyle message that it is diffused and
less effective than it might otherwise be ( What is more important here: safety9 or
the ideal farm family?)
• the safety message is not tied to attitude change, but perhaps to attitude
reinforcement ( safety is good)
• the message does not seem tied to a clear action plan for behaviour change ( be
safe).
The ideas of the farm safety experts may not coincide with those of the target audience.
AAFRD must be aware of the motivation of the farming community for participating in the
vignettes The reasons are complex involving industry professionalism, projecting the " business
of agriculture" to an urban audience, promoting self- regulation, and showing that farmers do
engage in farm safety practices It appears that the motivating factor for participation was far
from being altruistic.
The CFRN contest obviously generated a strong response What is not clear is whether
the contest response can be tied to changes in attitude and behaviour. There is a disjunction
between the intended audience for the televised tips: adults, and the intended audience for the
contest: children. Station staff indicated that the contest entry tips seemed to be generated by
adults, although children had filled in their own names as entrants.
We have no way of determining demographic breakdown for the adult respondents,
except to say that the four media outlets cover most of Alberta and all of them had a strong adult
contest response
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 45 |
| 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 34 agriculture and rural development strategies of AAFRD, and attention to appropriate project management techniques. 8.1 Message and Audience Response The high quality of the televised productions at CISA are reflected in the fact that the station has received an award for its farm safety work. Clearly the contest was well received, and the quality of the winning submissions is impressive However, a great deal can be learned from the analysis of this campaign The CISA campaign indicates that there is a disjunction between the intent of the CASP project and the intent of the televised vignettes. This may reflect a multiplicity of intents on the part of the CASP partners that were not apparent in the proposal. We were unable to interview members from the intended audience. Therefore, we constructed a surrogate audience from informed college students. In summary, this surrogate audience is telling us that: • the audience is not clearly defined ( Is it the farmer or the farm family? adults or children?) • the safety message is so enmeshed with a lifestyle message that it is diffused and less effective than it might otherwise be ( What is more important here: safety9 or the ideal farm family?) • the safety message is not tied to attitude change, but perhaps to attitude reinforcement ( safety is good) • the message does not seem tied to a clear action plan for behaviour change ( be safe). The ideas of the farm safety experts may not coincide with those of the target audience. AAFRD must be aware of the motivation of the farming community for participating in the vignettes The reasons are complex involving industry professionalism, projecting the " business of agriculture" to an urban audience, promoting self- regulation, and showing that farmers do engage in farm safety practices It appears that the motivating factor for participation was far from being altruistic. The CFRN contest obviously generated a strong response What is not clear is whether the contest response can be tied to changes in attitude and behaviour. There is a disjunction between the intended audience for the televised tips: adults, and the intended audience for the contest: children. Station staff indicated that the contest entry tips seemed to be generated by adults, although children had filled in their own names as entrants. We have no way of determining demographic breakdown for the adult respondents, except to say that the four media outlets cover most of Alberta and all of them had a strong adult contest response |
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