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EARTH WRITE Page 14
congruent with data submitted by other media outlets for 1998. For this reason we have included
the CISA contest data in the evaluation for reference purposes.
3.3.1 Discourse Analysis of Thirty Second Vignettes
3.3.1.1 Theme and Target Audience
The CISA television campaign has two components: eight 30 second vignettes from local
farmers and ranchers about how they view safety; and a series of contest promotional spots
targeted at grade five students. The discussion in this section deals with the 30 second vignettes.
The " farm safety world" depicted in the 30 video messages is ideal and exceptionally
coherent: these 30 second spots are targeted for an adult, predominantly male audience, aged
between 30 and 50 years, married, with several preschool or preteen children. In these spots, the
farmer is depicted as primary change agent for farm safety.
The farm family is depicted as harmonious, caring, multi- generational, capable and
responsible. The assumption is that men do the farming; women take an interest in the farm, but
perform a traditional supportive role; children do not take an active part in the farm operation,
but male children are expected to take over as their fathers retire.
The " story" of the videos is also ideal and therefore culturally recognizable at a
subconscious level for the audience: the farmer/ father is demonstrating his values ( and the values
of farm life in general) by telling a story about problem- solving. In this case, the story is about
how the lone tiller- of- the- soil has overcome danger by inventing a better or safer way to farm.
The better way generally relates to the " things" on the farm. These visual images are diffusing
new ideas about making equipment work better, but not necessarily working safer. For example,
videos show a better power take- off ( PTO) cover, a better bin opener; or a modified spaying unit.
Farmer's use their ingenuity to make the farm a safe place for their children. This is
emphasized by the repeated image of the next generation playing happily at the end of each
vignette, concluding with the slogan " A Safe Farm is a Great Place to Grow!"
All of the farms in this ideal world are affluent. The farming operation uses large
expensive agricultural equipment ( combines, tractors, sprayers, cattle handling equipment, horse
trailers) and expense vehicles; the yards and homes are well maintained and neat. The farm
families are good- looking, well- managed, and everyone is dressed in the latest fashion; the fathers
( and the one mother who speaks) are articulate. These images are successful images. All of the
farmers seem to work full- time on the farm; all of them seem self- employed. No farm workers are
depicted.
The audio track mirrors the video image: the audio message emphasizes thoughtfulness,
control and solutions. " If you do this... then you will be safe." This farm safety world is black and
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 25 |
| 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 14 congruent with data submitted by other media outlets for 1998. For this reason we have included the CISA contest data in the evaluation for reference purposes. 3.3.1 Discourse Analysis of Thirty Second Vignettes 3.3.1.1 Theme and Target Audience The CISA television campaign has two components: eight 30 second vignettes from local farmers and ranchers about how they view safety; and a series of contest promotional spots targeted at grade five students. The discussion in this section deals with the 30 second vignettes. The " farm safety world" depicted in the 30 video messages is ideal and exceptionally coherent: these 30 second spots are targeted for an adult, predominantly male audience, aged between 30 and 50 years, married, with several preschool or preteen children. In these spots, the farmer is depicted as primary change agent for farm safety. The farm family is depicted as harmonious, caring, multi- generational, capable and responsible. The assumption is that men do the farming; women take an interest in the farm, but perform a traditional supportive role; children do not take an active part in the farm operation, but male children are expected to take over as their fathers retire. The " story" of the videos is also ideal and therefore culturally recognizable at a subconscious level for the audience: the farmer/ father is demonstrating his values ( and the values of farm life in general) by telling a story about problem- solving. In this case, the story is about how the lone tiller- of- the- soil has overcome danger by inventing a better or safer way to farm. The better way generally relates to the " things" on the farm. These visual images are diffusing new ideas about making equipment work better, but not necessarily working safer. For example, videos show a better power take- off ( PTO) cover, a better bin opener; or a modified spaying unit. Farmer's use their ingenuity to make the farm a safe place for their children. This is emphasized by the repeated image of the next generation playing happily at the end of each vignette, concluding with the slogan " A Safe Farm is a Great Place to Grow!" All of the farms in this ideal world are affluent. The farming operation uses large expensive agricultural equipment ( combines, tractors, sprayers, cattle handling equipment, horse trailers) and expense vehicles; the yards and homes are well maintained and neat. The farm families are good- looking, well- managed, and everyone is dressed in the latest fashion; the fathers ( and the one mother who speaks) are articulate. These images are successful images. All of the farmers seem to work full- time on the farm; all of them seem self- employed. No farm workers are depicted. The audio track mirrors the video image: the audio message emphasizes thoughtfulness, control and solutions. " If you do this... then you will be safe." This farm safety world is black and |
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