Routledge The Communication Scarcity in Agriculture

Today, the general public craves information on food and agriculture with an unprecedented passion. But the agricultural sector, unaccustomed to an interested and inquisitive society, has largely failed to respond to the public’s demands for information. Instead, corporations, time-pressed journalists, bloggers, media celebrities, film-makers, authors and concerned consumers jumped in to fill the void. Food is emotional, and these players - some well-intentioned and others not - got a lot of traction playing off consumer fears of the unknown. This critical and timely book explains how changing demographics, cultural shifts, technological advances and agriculture’s silence all combined to create the perfect storm – a great chasm between those who know, and those who don’t know, agriculture. The ramifications of a poorly-informed consumer base are now becoming clear in our policy debates and consumer-driven business decisions. There is a lot of common ground between the agricultural sector and their consumer base, but each group largely fails to appreciate it, and the consequences of such a divide grow increasingly dire. Drawing on a wide-range of expertise, from leading agricultural researchers to major agribusiness leaders to consumer advocates, Eise and Hodde lay out exactly why communication is so urgently critical to our modern-day agricultural system. They outline the major themes affecting agricultural communication – perception, emotion, technology, science - and what we can do now to improve the debate and safeguard our future food supply for generations to come.This book is suitable for those who study agriculture, environmental economics and mass media and communication. Review ‘The Communication Scarcity in Agriculture is in many ways a remarkable book. It takes on a set of very controversial topics related to communication on food and agricultural issues and handles them with a balance and perspective that is admirable. The authors review some very emotional cases – pink slime, Chipotles, celebrity bloggers, etc., and they are able to tell the story in an objective reporting manner. They recognize that many of the communication issues in food and agriculture arise because consumers are genuinely concerned about the safety of their food supply. They note that it is indeed unfortunate that some of the key players – farmers, ag businesses, and academics – have little incentive to actively participate in the communications task at hand. They are occupied with their jobs of improving the food system. Yet, the authors conclude, "if we are to create a future of agriculture that is sustainable and abundant, we need to include all stakeholders and cease to perceive communications as secondary in our efforts."’ ― Wallace E. Tyner, James and Lois Ackerman Professor of Agricultural Economics, Purdue University, West Lafayette, IN, USA ‘There’s a lot of talking about food and agriculture but meaningful conversation is much lacking. Eise and Hodde help shed light on the communication problems facing agriculture, and provide insights on how farmers, scientists, and advocates can meaningfully engage with the public.’ ― Jayson Lusk, Professor of Agricultural Economics and author of Unnaturally Delicious   ‘From pink slime media frenzy to GMOs to agribusiness reputations The Communication Scarcity in Agriculture provides an adeptly, well-sourced analysis of the current of state of agricultural communications. The authors draw a dramatic parallel between what has happened in modern agriculture to what is happening in communications. While awareness and participation in agriculture decreases the blast of new media exists in a second-to-second news cycle that routinely lands on high profile, high response issues. Revealing part of the picture has become the new standard rather than delving into the science of issues to reveal the complex whole. The Communication Scarcity in Agriculture emits a call to a