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EARTH WRITE Page 15
white. No grey areas of indecision, faulty judgment, stress, hindsight or fear exist. None of these
people ever seems to have suffered a farm injury. The implication is that none of them will ever
be injured or maimed. The message behind this image is that these farmers are safe from harm
because they have the money, the knowledge, the forethought and the time to make safety
modifications to equipment and to work safely in every aspect of their farming environment.
Even though these vignettes were produced by a southern Alberta station, they do not
take into account the variations in agriculture across the region: feedlots, irrigation or
horticulture. Farming is portrayed as a homogeneous activitiy whether or not the operation is
located in Coutts or Red Deer, Alberta. Yet, farming varies across the province, primarily
because of geography, infrastructure development and restructuring of the agricultural industry
( inland grain terminals for example). In short, these videos are primarily targeted at the
traditional farms involved with cattle and grain.
3.3.1.2 How does the Ideal Farm Image Affect the Purpose of the Media Campaign?
Relying on the ideal image for a visual campaign is one method of communicating to the
intended audience. An ideal is a very powerful force in all societies: it is the storehouse of values;
it drives hopes and aspirations and produces models for living If the purpose of the campaign is
to reinforce an image of what the farm family is; of what the farm family's contribution to society
is, then this ideal story- type is an appropriate choice.
However, using an ideal image in media campaigns has limitations. Most importantly, the
image image is static and therefore a poor vehicle to use if the purpose is to address issues of
change, or every day lived experience and the effects of farm accidents.
The evaluators find that disjunction between the purpose of the campaign and the image
portrayed in the visuals 30 second vignettes exist. The objectives of the campaign are to reduce
farm- related accidents and injuries by changing attitudes and modifying behaviour. Yet, even
though the farmer- characters of the vignettes are discussing how they make their farms safer, the
overwhelming message of the videos is one of an idyllic farm family life. The ideal overshadows
the farm safety message.
Absent from this ideal representation is any realistic depiction of the results of farm
accidents. This is significant since research on attitude change has consistently shown that
moderate fear appeals are very effective ( Witte, 1992). These videos have a " no fear" appeal.
Danger on the farm has already been eliminated before the cameras start to roll. Danger has been
made abstract; what is concrete is the result of the farmer's work: the modified equipment and
the happy family. AAFRD will need to assess whether this strategy matches the stated intent of
the campaign.
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 26 |
| 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 15 white. No grey areas of indecision, faulty judgment, stress, hindsight or fear exist. None of these people ever seems to have suffered a farm injury. The implication is that none of them will ever be injured or maimed. The message behind this image is that these farmers are safe from harm because they have the money, the knowledge, the forethought and the time to make safety modifications to equipment and to work safely in every aspect of their farming environment. Even though these vignettes were produced by a southern Alberta station, they do not take into account the variations in agriculture across the region: feedlots, irrigation or horticulture. Farming is portrayed as a homogeneous activitiy whether or not the operation is located in Coutts or Red Deer, Alberta. Yet, farming varies across the province, primarily because of geography, infrastructure development and restructuring of the agricultural industry ( inland grain terminals for example). In short, these videos are primarily targeted at the traditional farms involved with cattle and grain. 3.3.1.2 How does the Ideal Farm Image Affect the Purpose of the Media Campaign? Relying on the ideal image for a visual campaign is one method of communicating to the intended audience. An ideal is a very powerful force in all societies: it is the storehouse of values; it drives hopes and aspirations and produces models for living If the purpose of the campaign is to reinforce an image of what the farm family is; of what the farm family's contribution to society is, then this ideal story- type is an appropriate choice. However, using an ideal image in media campaigns has limitations. Most importantly, the image image is static and therefore a poor vehicle to use if the purpose is to address issues of change, or every day lived experience and the effects of farm accidents. The evaluators find that disjunction between the purpose of the campaign and the image portrayed in the visuals 30 second vignettes exist. The objectives of the campaign are to reduce farm- related accidents and injuries by changing attitudes and modifying behaviour. Yet, even though the farmer- characters of the vignettes are discussing how they make their farms safer, the overwhelming message of the videos is one of an idyllic farm family life. The ideal overshadows the farm safety message. Absent from this ideal representation is any realistic depiction of the results of farm accidents. This is significant since research on attitude change has consistently shown that moderate fear appeals are very effective ( Witte, 1992). These videos have a " no fear" appeal. Danger on the farm has already been eliminated before the cameras start to roll. Danger has been made abstract; what is concrete is the result of the farmer's work: the modified equipment and the happy family. AAFRD will need to assess whether this strategy matches the stated intent of the campaign. |
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