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EARTHWRITE
TABLE OF CONTENTS
Executive Summary 1
Recommendations 3
1. Introduction 6
2. Background Information 6
2.1 What were the Campaign Objectives? 6
2.2 What was the Intended Content and Delivery Method
of the Messages and Vignettes? 6
2.3 What was the Rationale for the Media Campaign? 7
2.4 How were the Partners to Contribute? 7
2.4.1 CISA/ RDTV 7
2.4.2 CFRN 7
2.4.3 CFCW 8
2.4.4 CJXX 8
2.5 Why was the Evaluation Commissioned? 8
2.6 What were the Evaluation Limitations? 8
2.7 How was the Evaluation Performed? 9
2.7.1 Theory Used to Guide the Evaluation 9
2.7.2 Methodology Used for the Evaluation 9
3. Analysis of Television Media Campaigns 10
3.1 Analysis of Media Logs, CFRN, CISA/ RDTV 10
3.2 CFRN Overview 11
3.2.1 Analysis of Video Messages 12
3.2.2. Analysis of Contest Entries 12
3.3 CISA/ RDTV Overview 13
3.3.1 Discourse Analysis of Thirty Second Vignettes 14
3.3.1.1 Theme and Target Audience 14
3.3.1.2 How Does the Ideal Farm Image Affect the Purpose
of the Media Campaign? 15
3.3.2 Analysis of CISA/ RDTV Contest Entries 16
3.3.2.1 What were the Students Asked to do? 16
3.3.2.2 How were the Entries Judged? 17
3.3.3 Discourse Analysis of Children's Videos 17
3.3.3.1 Children as Agents of Change 17
3.3.3.2 The Child's Farm Safety World 17
3.3.3.3 The Child in the Adult Farm Safety World 18
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 6 |
| 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 | EARTHWRITE TABLE OF CONTENTS Executive Summary 1 Recommendations 3 1. Introduction 6 2. Background Information 6 2.1 What were the Campaign Objectives? 6 2.2 What was the Intended Content and Delivery Method of the Messages and Vignettes? 6 2.3 What was the Rationale for the Media Campaign? 7 2.4 How were the Partners to Contribute? 7 2.4.1 CISA/ RDTV 7 2.4.2 CFRN 7 2.4.3 CFCW 8 2.4.4 CJXX 8 2.5 Why was the Evaluation Commissioned? 8 2.6 What were the Evaluation Limitations? 8 2.7 How was the Evaluation Performed? 9 2.7.1 Theory Used to Guide the Evaluation 9 2.7.2 Methodology Used for the Evaluation 9 3. Analysis of Television Media Campaigns 10 3.1 Analysis of Media Logs, CFRN, CISA/ RDTV 10 3.2 CFRN Overview 11 3.2.1 Analysis of Video Messages 12 3.2.2. Analysis of Contest Entries 12 3.3 CISA/ RDTV Overview 13 3.3.1 Discourse Analysis of Thirty Second Vignettes 14 3.3.1.1 Theme and Target Audience 14 3.3.1.2 How Does the Ideal Farm Image Affect the Purpose of the Media Campaign? 15 3.3.2 Analysis of CISA/ RDTV Contest Entries 16 3.3.2.1 What were the Students Asked to do? 16 3.3.2.2 How were the Entries Judged? 17 3.3.3 Discourse Analysis of Children's Videos 17 3.3.3.1 Children as Agents of Change 17 3.3.3.2 The Child's Farm Safety World 17 3.3.3.3 The Child in the Adult Farm Safety World 18 |
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