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EARTH WRITE
3.3.4 Why Did Farmers Agree to be Part of the Vignettes?
Page 19
We interviewed, by telephone, 50 % of the farmers portrayed on the vignettes and asked
them these questions: Why did you agree to be part of the vignettes? What did you believe the
vignettes were saying to the viewing audience0 and What did you want the viewing audience to
understand from the advertisements?
The farmers suggested that they wanted to be part of the media campaign for the
following reasons:
• to indicate that farmers and farm families are committed to safety
• to demonstrate that generational transfer is important to the family farm
• to show a positive image of agriculture
The fanners believed that the vignettes told the viewing audience that:
• farms are a positive place for children to be raised
• urban people need to understand what farmers do
• farming is a good and happy way of life
The farmers also wanted the viewing audience to understand other aspects of farming:
• that farming is a profession
• that professionalism is strong in the industry
• that self- regulation takes place within the industry
The farmers assume that their farming colleagues already have the safety message, but that
they need to send a message to a different audience altogether, an audience which is urban and
possibly regulatory. This message has a socio- political intent that has a particular resonance for
farm safety, but that may not be congruent with the CASP project.
4. Analysis of Radio Media Campaigns
4.1 Analysis of Media Logs - CJXX, CFCW
We analysed a total of 343 time logs for C J XX and CFCW. While this information is
incomplete, it nevertheless gives a strong indication of the time, day and month the
advertisements were aired.
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 30 |
| 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 3.3.4 Why Did Farmers Agree to be Part of the Vignettes? Page 19 We interviewed, by telephone, 50 % of the farmers portrayed on the vignettes and asked them these questions: Why did you agree to be part of the vignettes? What did you believe the vignettes were saying to the viewing audience0 and What did you want the viewing audience to understand from the advertisements? The farmers suggested that they wanted to be part of the media campaign for the following reasons: • to indicate that farmers and farm families are committed to safety • to demonstrate that generational transfer is important to the family farm • to show a positive image of agriculture The fanners believed that the vignettes told the viewing audience that: • farms are a positive place for children to be raised • urban people need to understand what farmers do • farming is a good and happy way of life The farmers also wanted the viewing audience to understand other aspects of farming: • that farming is a profession • that professionalism is strong in the industry • that self- regulation takes place within the industry The farmers assume that their farming colleagues already have the safety message, but that they need to send a message to a different audience altogether, an audience which is urban and possibly regulatory. This message has a socio- political intent that has a particular resonance for farm safety, but that may not be congruent with the CASP project. 4. Analysis of Radio Media Campaigns 4.1 Analysis of Media Logs - CJXX, CFCW We analysed a total of 343 time logs for C J XX and CFCW. While this information is incomplete, it nevertheless gives a strong indication of the time, day and month the advertisements were aired. |
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