Journal of Applied Communications

Volume 97 | Issue 4 Article 7

Perceptions of Global and Domestic Agricultural Issues Held by International Agricultural Journalists Laura Kubitz

Ricky Telg

Tracy Irani

Owen Roberts

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Recommended Citation Kubitz, Laura; Telg, Ricky; Irani, Tracy; and Roberts, Owen (2013) "Perceptions of Global and Domestic Agricultural Issues Held by International Agricultural Journalists," Journal of Applied Communications: Vol. 97: Iss. 4. https://doi.org/10.4148/1051-0834.1129

This Research is brought to you for free and open access by New Prairie Press. It has been accepted for inclusion in Journal of Applied Communications by an authorized administrator of New Prairie Press. For more information, please contact [email protected]. Perceptions of Global and Domestic Agricultural Issues Held by International Agricultural Journalists

Abstract The purpose of this study was to provide baseline knowledge of the prevalent global and domestic agricultural issues, ways to educate journalists about these issues, and sources of information used when reporting about agricultural issues, according to international agricultural journalists. The executives of the International Federation of Agricultural Journalists served as this study’s population. The IFAJ is comprised of a membership of 31 countries that practice freedom of the press. A modified Delphi method with three rounds of data collection was utilized for this study. Qualitative feedback was provided by the executives in Round One. In Rounds Two and Three, quantitative feedback was used with the goal of forming consensus on the most important global issues and methods to educate journalists about these issues.A list of important domestic agricultural issues was supplied for 20 countries. The executives also generated a list of important global agricultural issues and ways to educate journalists about these issues. Important global agricultural issues included feeding a growing global population and water quality/quantity. Face-to-face methods of educating journalists were favored by the executives. The executives identified a wide variety of sources they use to report about global and domestic agricultural issues, including government agencies, farmers, universities, online sources, professional organizations, commodity group websites, and academic journals.

Keywords issues, agriculture, global, domestic, International Federation of Agricultural Journalists, Delphi method

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This research is available in Journal of Applied Communications: https://newprairiepress.org/jac/vol97/iss4/7 Research 1 - - - - - Journal of Applied Communications, Volume 97, No. 4 • 77 Laura Kubitz, Ricky Telg, Tracy Irani and Owen Roberts Irani Tracy Telg, Ricky Kubitz, Laura Kubitz et al.: Perceptions of Global and Domestic Agricultural Issues Held by In Held Issues Agricultural Domestic and Global of al.: Perceptions et Kubitz

Whitaker and Dyer im to report a responsibility that journalists on have (2000) also expressed Despite the importance of agriculture and the issues surrounding the industry to the economy, Despite the importance the industry and the issues surrounding of agriculture to the economy, ing the food and fiber industry” (p. 445). Possessing a basic knowledge of agriculture is important of agriculture a basic knowledge Possessing 445). (p. industry” ing the food and fiber experience and a lack can in agriculture of knowledge major industries; of a state’s when it is one actually of the industry development impede economic (Williams 1991). White, & variety all Theyfacets a greater use should explore and of sources portantissues accurately and fairly. Introduction print often media have and agricultural agriculture ignored issues (Stringer and culture, environment, Whitaker “journalistsDyer and reportto responsibility a have said that (1998) 1999). Thomas, & of reporting and consumption responsible If they fail in their duties, news both accurately and fairly. agricultural news will not occur and misinformed make important individuals may affect decisions Keywords of Agricultural Journalists, Federation International domestic, global, agriculture, issues, method Delphi Abstract global and domestic of the prevalent The purpose baseline knowledge of this study was to provide of information used and sources ways to educate journalists issues, about these agricultural issues, The ex agricultural to international journalists. according when reporting about agricultural issues, ecutives of the International Federation of Agricultural Journalists served as this study’s population. of Agricultural Journalists served population. Federation of the International ecutives as this study’s A modi of the press. is comprised of a membership of 31 countries freedom that practice The IFAJ Qualitative feed was utilized of data collection rounds for this study. method with three Delphi fied feedbackquantitative Three, and Two Rounds In One. Round in executives the by backprovided was the most important of forming on was used with the goal consensus issues and methods to global educate journalists about these issues.A list of important agricultural domestic issues was supplied importantlist of a also generated global agricultural executives The waysissues and for20 countries. Important agriculturalglobal includedissues feeding a educateto journalists issues. these about methods of educating journalists Face-to-face and water quality/quantity. global population growing a wide variety identified they use to reportThe executives of sources the executives. by favored were universities, farmers, including agencies, government agriculturalabout global and domestic issues, journals. and academic websites, commodity group organizations, professional sources, online Perceptions of Global and Domestic and of Global Perceptions International by Held Issues Agricultural Journalists Agricultural Research Published by New Prairie Press, 2017 Research 2 ------Journal of Applied Communications, Volume 97, No. 4 • 78 al issues, according to IFAJ executives. executives. to IFAJ according al issues, Journal of Applied Communications, Vol. 97, Iss. 4 [2013], Art. 7 Art. [2013], Iss. 4 97, Vol. Communications, Applied of Journal

The purpose of this study was to provide baseline knowledge of the importantThe purpose baseline knowledge global and domes of this study was to provide Identify important global agricultur The quality of agriculturalwith the industry news people involved that reaches and the general (2001) interviewed Birkenholz and daily Arkansas newspaper out editors to find Dyer, Cartmell, agriculturalThe developing on world information issues (Ballan knowledge and needs reliable of Agricultural Journalists is an example of an agricultural com Federation The International

tic agricultural issues, according to agricultural communicators in an agricultural setting. The specific The specific to agricultural in an agricultural communicators according setting. tic agricultural issues, to: of the study were objectives • Purpose and Objectives tion when forming opinions about issues based upon pictures that are meant to evoke an emotional an emotional meant to evoke are that pictures forming when based upon about issues tion opinions agriculturalistsand commission, the likely are suffer to from “consumers done, not is this If response. and food positively that either of practices safety or negatively affect environmental is or omission, 133). (p. sues” Critics called me have general-interest 1994). Walter, (Reisner & questioned public has also been and inclined agriculturalof understanding issues, lacking in comprehensive superficial, dia coverage that (1977) stated Hallet al. Walter). events and folksy stories feature flashy (Reisner & toward news negative about agricultural coverage continued issues could lessen public support for farmers and farming. of agricultural as their perceptions as well and experience agriculture, with knowledge, their attitude, “less of about the image positive but were agriculture, attitude toward a positive Editors had issues. They 455). performance or agriculture (p. in educating public about the agricultural the industry” the ability of ag of agriculture, “technical nature and scientific the regarding attitudes positive had and the belief that agriculture and research, issues dealing with environment riculturalists to address that more the editors agreed However, 455). (p. a safeprovides and abundant food supply” authors indicated that it was agriculturalThe study’s communica was necessary. about agriculture Since base for journalists about agriculture. a knowledge responsibility to provide tors and educators’ univer authors encouraged the in which trainingjournalists they in allcannot report, areas receive sity information could be disseminated with journalists to ensure facultyopen relationships to keep about agricultural issues. and food agriculture facing and issues of the problems aware As society more becomes 2009). tyne, (Frick, producers and consumers benefit that policies create to will increase pressure production, Journalists agricultural who report on issues should at least possess 1995). & Machtmes, Birkenholz, journalists cannot expected be However, 1995). (Rogers, agriculture of knowledge average above an It is up to training in which they in all their careers. will areas be reportingto receive throughout journalists organizations with the knowledge to provide agricultural professional communications 2001). & Birkenholz, Dyer, they agricultural need to cover issues (Cartmell, as- professional not-for-profit “non-political, is a The IFAJ organization. professional munications 2011, (IFAJ, with membership covering of the press” sociation 31 countries that embrace freedom is to give of the IFAJ The mission para.1). communicators, A global organization of professional agricultural and international development for a place professional journalists and communicators 2011). (IFAJ, networking of an issue. In contrast, the general public should critically should public the general evaluate articles cau contrast, In exercise should and issue. of an

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DOI: 10.4148/1051-0834.1129 https://newprairiepress.org/jac/vol97/iss4/7 Research 3 - - - Journal of Applied Communications, Volume 97, No. 4 • 79 icultural issues facing each country of the IFAJ, according to according country each icultural facing issues the IFAJ, of ate journalists important about agriculturaland domestic global ecutives of the IFAJ use to report on importantuse to report on domestic global and IFAJ of the ecutives Kubitz et al.: Perceptions of Global and Domestic Agricultural Issues Held by In Held Issues Agricultural Domestic and Global of al.: Perceptions et Kubitz

The conceptual framework for this study was an adaptation of agenda-setting theory of agenda-setting framework forThe conceptual this study was an adaptation (See Fig and news directors journalists, editors, of news, and display selection the day-to-day Through the pub only a small from number of issues can attention significant command time, one any At When the right to important given information journalists and exposure are a com issues within was formed ways group to find SanitationHygiene for and All (WASH) Water, Nepal’s In 2003, the executives who represent the country. who represent the executives ex the resources Identify agricultural issues. the best waysIdentify to educ executives. to IFAJ according issues, Identify importantIdentify agr domestic

Theoretical/Conceptual Framework Theoretical/Conceptual news media report on first, a series between of events: to a connection setting refers 1.) Agenda ure these changes finally, of issue importance; these reports affect the perceptions second, issues; specific 1983). will influence policy-making et al., (Cook in perceptions decisions and opportunities within problems, to issues, attention the public a substantial influence on have continuallyis a set of issues when in the reflected Over period, a 1997). a community (McCombs, proclaimed McCombs that the agenda- the issues can priorities become of the public agenda. media, 433). (p. ethical responsibility” “awesome, news of the media is an setting role evenand importantmost the canissues quickly the from disappear government, the or press, the lic, the most prevalent issues is imperative. on consensus Therefore, 1997). (McCombs, agenda public’s if Even agenda. public the canmedia the influence of amount on the on have place in are Limitations if the public does not agenda it will the public’s not be on in the news, covered an issue is prominently in the agenda-setting “joint participants” The public and the news media are with the issue. resonate The news been items and issues that the media choose have to report on 437). p. (McCombs, process informationthem for give newsthat between exchanges the reporters sources the and by influenced and traditions” “norms the journalists’ and of news activities organizations, the day-to-day stories, setting. media agenda influence in the strongest which are 97), p. 2009, & McCombs, (Valenzuela so they ultimately decide how through, the stories filter the last sources The reporters and editors are told. stories are inclined more they to write are about important issues that might otherwise unreported go munity, cleanto majoritya 2003 in access have not did Nepal in people the of example, For 2005). (Thapa, causing sick people to become from of alternatives, unaware and were facilities water and conflict, Stories about politics, These issues often unreported in the news. went water borne illnesses. 2005). newspapersand social crimes (Thapa, sold more of halving goal the to meet access without of people proportion the order In sanitation. improve to the with the media to spread developed relationships WASH to clean 2015, by water and sanitation They of organized areas journalist in three orientation programs and goal. about their mission word Seventy-four journalists participated in the Week. Sanitation that coincided with National Nepal and discus- trips, field experts, science and policy which featured briefings from programs, two-day journalists a platform from “gave These programs about the issue of cleansions water and sanitation. (Thapa, and water” hygiene, to be told about sanitation, out what stories were there which to figure policy facts, Nepalese materials sanitation, on resource also given The journalists were 2). p. 2005, • • • Research Published by New Prairie Press, 2017 Research 4 - - - -

Journal of Applied Communications, Volume 97, No. 4 • 80 Journal of Applied Communications, Vol. 97, Iss. 4 [2013], Art. 7 Art. [2013], Iss. 4 97, Vol. Communications, Applied of Journal

When the general population is equipped with knowledge about the agricultural industry, they When about the agriculturalwith knowledge is equipped industry, population the general The conceptual framework forThe conceptual started this study agricultural global and domestic with the set of

Figure 1. Conceptual framework related to agenda-setting theory based on Valenzuela and McCombs Conceptual framework theory agenda-setting FigureValenzuela 1. to on based related (2009) derstood and adapted by the media, this knowledge can to report help enable the media this knowledge about these the media, by derstood and adapted and agricul of important unaware environmental sometimes Journalists are effectively. issues more materials given and information and they are specificallytural the issues are issues unless identified, framework, to the conceptual According 2005). to help them to effectively (Thapa, these issues cover knowl in a more issues will agriculture reporting effective result about global and domestic more More agriculturalthe global and domestic public about edgeable that affect issues food their supply. the that can address to pass laws and directives pressure more reportingeffective could also create agriculturalglobal and domestic issues affecting the industry. identify Therefore, agricultural issues. can regarding made help influence policy that are decisions as ways as well to educate journalists about these issues, agriculturaling global and domestic issues, and the issues a better understanding of agriculture can bodies have help the public and legislative information about agricultural or inadequate Incomplete issues can parts leave affecting the industry. or a misinformed 1999), Thomson, (Stringer making process out of the decision & of the population that can decisions in making industry harmpublic might be involved the food and fiber (Whitaker 1998). & Dyer, documents, lists of websites, and references so they could conduct further research. “Many described further so they conduct could research. and references of websites, lists documents, news could be a they’d situation before item sanitation that a community’s not thought they’d how in informing they play could them realize helped the role they said, it, Having this experience. had 2). p. 2005, (Thapa, these issues” people about Once those issues sustainability. and obesity, such as , issues that the industry deals with, and ways to educate identified agricultural journalists un about global and domestic are issues are

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sional associations, journals, magazines, newspapers, or organizations do you use when seeking use when seeking or organizations do you newspapers, magazines, journals, associations, sional information about agricultural information or contact issues? Please address the web provide in every to fill not required or list the are box You listed if available. have as you for the sources of importance. in order sources asked their age, were The respondents also asked in Round One. were questions Demographic tural issues? Please list each method in a separate box. You are not required to fill in each box or in each box fill to required not are You tural issues? Please method in a separate list each box. of importance. list the methods in order What sources of information, such as governmental agencies/ministries of agriculture, profes such agencies/ministries as governmental of agriculture, What of information, sources separate box. You are not required to fill in each box or list the issues in order of importance. of importance. or list the issues in order in each box to fill not required are You separate box. What the most important agricultural are country)? domestic your issues (within Please list of order or list the issues in in each box to fill not required are You each issue in a separate box. importance. What the best methods to educate journalists are about important agricul and domestic global What the most important are agricultural scale? a global issues on Please issue in a list each For this study, the researcher identified agricultural journalists as the target population. For the For agricultural identified population. journalists target the as researcher the study, this For consisting experts, A panel of developed the instrumentation used in this study. The researcher to free were in which of four open-ended questions the respondents consisted round The first This study was conducted using a modified Delphi technique. In the 1950s, the RAND Cor the RAND In the 1950s, technique. Delphi using a modified was conducted This study

country of residence, and gender. They were also asked to describe their occupation. The respondents The respondents also asked to describe their occupation. They were and gender. country of residence, “Communications professional (gov- “Publisher,” “Editor,” could choose “Journalist/Reporter,” from The choices were for occupation “Other.” or (industry),” professional “Communication ernment),” members descriptions of IFAJ list of occupation and the officer an IFAJ input by generated from informationthe demographic to re about the access had Onlythe researcher website. IFAJ the on 4. 2. 3. 1. poration in Santa Monica, California, developed the Delphi research technique. (Dalkey & Helmer, (Dalkey& Helmer, technique. research developed the Delphi California, in Santaporation Monica, pro whichmultistage is an iterative technique, facilitation “group technique is a Delphi The 1963) p. 2001, & McKenna, Keeney, (Hasson, consensus.” to transform designed into group opinion cess, 1008). Ag- of Federation International the of members executive the use to decided researcher the sample, for agricul association professional not-for-profit “non-political, is a The IFAJ ricultural Journalists. The para.1). communicators,” organization global of professional “A 2010, (IFAJ, tural journalists” of the Each organization. body of the governing representative elective the members are executive The federationincludes techno countriesare that representative. one elects 31 countries in the IFAJ of the press. freedom embrace and a democratic government, have logically advanced, analyzed to ensure the questionnaire backgrounds, with agriculture professionals of communication clear the of objectives the to were forenough related and questions audience the international an September for Data this study was collected from to used. were questioning of rounds Three study. 2011. November Round One in the survey, 10 boxes given were The respondents feedback as much as theygive saw appropriate. were: The four questions so they separately could list the issues. Methodology Research Published by New Prairie Press, 2017 Research 6 - - - - n=7) =13), n=13), Journal of Applied Communications, Volume 97, No. 4 • 82 21) were asked to respond to demographic to demographic asked to respond n=21) were =21), a 66% response rate was achieved in Round a 66% response n=21), Journal of Applied Communications, Vol. 97, Iss. 4 [2013], Art. 7 Art. [2013], Iss. 4 97, Vol. Communications, Applied of Journal =14). (n=14). Three rate was achieved for Round and a 45% response n=20),

In Round One of the study, the IFAJ executives ( executives the IFAJ In Round One of the study, For Round Two, a list of global agricultural a list of global issues and ways to educate journalistsglobal/ about Two, Round For The global agricultural issues/methods used to educate journalists about agricultural issues that In Rounds Two and Three, questions two and four were eliminated because respondents from from because eliminated respondents four and two were questions Three, and Two In Rounds

Results Demographics =8) of the respondents were editors, and 28% were reporters/jour and 28% were editors, were 38% (n=8) of the respondents Approximately questions. Two ( Two Round was sent to the The list Round One. from responses agriculturaldomestic from was generated issues a Likert-type asked to rank on and they were “Strongly Disagree”=1, scale they whether respondents, that the item was “Strongly Agree”=5, or “Agree”=4, or Disagree”=3, “Neither Agree “Disagree”=2, to items in order of 10 different separated sections into The issues were a major agricultural issue. to educateissues/methods The global jour to sort forlist easier make the through. respondents the particular in any not listed order. nalists were Three Round In included Three. were surveythe in for Round Two Round in higher or 3.5 of consensus a received or method the respondents was listed next to the the item received the score the survey, The issues were indicated to best educate journalists agricultural about global and domestic issues. The respon with the highest items listed first. Two, in Round they received the score listed based on listed in the survey that the item was a ma “Disagree” or “Agree” then asked whether they dents were jor global agricultural issue or the best ways to educate agricultural journalists about global/domestic the respondents Finally, carried were to a new over question. “Agree” The items that received issues. global agricultural asked to select what they believed issues and the top five to be the top five were an ways to educate the items that received agricultural journalists about global/domestic issues from not asked to rank the items but simply choices. They were to choose their top five “Agree.” suggesting surveyed editors or journalists, executives were most of the IFAJ Therefore, nalists (n=6). Thirty-three ( percent real-worldthey in the journalism experience have industry. in working and 45-54, of ages the between were (n=5) 24% 35-44, of ages the between were respondents the of ( male were Sixty-one of the respondents percent of 55-64. the ages between 33% (n=7) were spondents. Confidentiality was to be maintained to ensure the respondents were free to express their their express to free were the respondents to ensure maintained to be was Confidentiality spondents. the subject. about knowledge and opinions regards In countryone of agricultural knowledge accurate country. in another issues not have would of information most likely members when they report sources group use different four, to question about agricultural not be capable and would issues of judging the quality used by other sources of after dropped Round One. were these questions Therefore, countries. different other journalists from rate was achieved in Round One ( A 68% response - Aus were represented countriesThe respondents the female. were (n=7) respondents the 33% of and Kenya, Japan, Ireland, Britain, Great Finland, Denmark, Czech Republic, Canada, Belgium, tralia, Ukraine, Switzerland, Spain, South Africa, Slovenia, Slovakia, Serbia, New Zealand, Madagascar, and the United States.

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it is in great trouble now

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organic vs. organic, including Buy Local campaigns organic vs. organic, including Buy Kubitz et al.: Perceptions of Global and Domestic Agricultural Issues Held by In Held Issues Agricultural Domestic and Global of al.: Perceptions et Kubitz The future of producing furs The legislation of genetically modified organisms The sugar quotas The milk quotas and milk price The new CAP (proposal from the EU commission) New environmental restrictions make the farmers less competitive The economic situation for farmers as a consequence of the economic crisis How to provide sufficient income to our farmers while producing in so far north where the productivity is not the highest Animal welfare Profitability of pig farming Supermarket monopolies/power Food Miles Live animal export trade Animal activism Foreign ownership of farms/businesses Conflict with mining expansion Food prices Food quality Agriculture and environment of food Farmers receiving fair prices for food they produce Urban crush Non- Water Common Agricultural Policy of Union (CAP) the European Subsidy for agriculture and food sector Food prices Speculation hits food prices Common Agricultural Policy of Union the European Biosecurity Free trade Genetically modified organisms Diseases like henda virus Sustainable production Food safety and food quality Issues

The results collected agricultural for domestic The results in prevalent issues indicated issues are that some

Finland Republic Denmark Canada Czech Belgium Country Australia Domestic Agricultural Agricultural Domestic Issues the Canada, The price of food was indicated in Belgium, as an issue 1.) Table (See several countries. and the United Switzerland, Spain, Slovenia, Britain, Great Finland, Denmark, CzechRepublic, suchfarmlandof loss as urbanto sprawl to lackthe or hesitation of land, concerning Issues States. the and South Africa, Slovakia, Zealand, New Madagascar, in issues as cited were clearnew land, cited as an important was Belgium, issue in domestic the environment over Concern United States. States. and the United Slovenia, New Zealand, Denmark, 1. Table of Agricultural countryDomestic agricultural issues by Journalists (IFAJ) of Federation International executive Research Published by New Prairie Press, 2017 Research 8

distance food" distance food" - -

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explaining the process of food production, why respect

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rivers, streams, lakes polluted by stock effluent

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l nomination

lity and access to seeds Journal of Applied Communications, Vol. 97, Iss. 4 [2013], Art. 7 Art. [2013], Iss. 4 97, Vol. Communications, Applied of Journal

opment of ecological farming security: pests, disease brought in by tourists and with imports security: pests, disease brought in by Development of high quality products within or not the frame of EU geographical nomination strict Improving legislation concerning agriculture (some are too and have nothing in common with reality) Devel Access to international markets for agricultural products Access to international markets for Equal rural development in all regions Working with consumers to make them understand why "short The loss of prime productive land to Trade barriers Growing international about food concerns miles Environmental footprints Lack of money in agrarian budget (only 2.6% of total state budget) hectares, not at the type of production or Subventions are aimed at number of quantity of it Lack of education of producers. We have examples of production, but good also really unrepresentable ones The European Union’s CAP (Common Agricultural Policy) Land ownership Short acceptance farmers by society Availabi Policy Lack of hesitation to clear new parcels of land Land as a display of wealth Lack of women education among all social groups, including Water quality Methane emissions from stock Bio- Common Agricultural Policy (CAP) reforms Agricultural Policy Common credit for expanding farm Provision of bank Competitiveness EU support for farmers Low profitability in farming business in agricultural policies Frequent changes community Aging in the farm Trade liberalizations Market information Rising cost of seeds Biotechnology iler domination ofiler domination Reta of and control the market prices security Food Price volatility of fuel increasing prices costs and High production farmer numbers Diminishing Development of high quality products within or not the frame of EU Development of high quality products within or not the frame of EU geographica gardens) Improving environmental knowledge ofall farmers by Assuring fair prices for all involved (at the moment the most is "collected" the traders) Equal rural development in all regions Development of ecological farming strict and Improving legislation concerning agriculture (some regulations are too have nothing in common with reality) Working with consumers to make them understand why "short means improvement of country's welfare, own welfare their and the environment in the whole Working with children food farmers, and getting them involved in food production (back to local school

Slovenia

Slovakia Slovenia Serbia Madagascar New Zealand Kenya Japan Britain Britain Ireland Great Great

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soil loss and water clean water

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consciousness

Kubitz et al.: Perceptions of Global and Domestic Agricultural Issues Held by In Held Issues Agricultural Domestic and Global of al.: Perceptions et Kubitz Scarcity of agricultural land Scarcity Global warming Lack of between different cooperation agricultural unions to form a united front Land claims Land Labour costs costs Production Government's commercial farmers attitude towards bad labor Scarcity of good Consumer- Corruption Incompetence of bureaucrats Lack of funding Governmental interference Lack of the state agriculture policy Price volatility Access to credit Resource degradation Prices paid to producers Policy (CAP) fromCommon Agricultural 2013 Bioenergy of products Declining prices state and the taxpayer High costs for the Lack of solidarity between the farmers Pesticide resistance Trade barriers Loss of prime farmland to development, hunt clubs, and other non uses ofIncreasing regulations and the impact farm competitiveness Level of risk in farming today Lack of agriculture young people entering production

Data indicated that some issues were specific to certain countries. The respondent representing representing The respondent to certain specific countries. Data indicated issues were that some Countries that have legislative and economic ties to one another, such as countries within the another, ties to one and economic Countries legislative that have

South South Africa Finland indicated there are issues in the sugar, milk, and pig industries and with helping farmers ob milk, Finland issues in the sugar, indicated are there tain high enough incomes despite living in a northern, wintery climate. The respondent representing representing respondent The winteryclimate. northern, in a living despite incomes enough tain high “corruption,” issues surrounding In the Ukraine, Japan indicated the rising of farmers as an issue. age affected the “lack and policy” of state agriculture interference,” “governmental and “lack of funding,” Kenya, representing to the respondent According to the respondent. according industry, agriculture was only mentioned stock” “Methane from emissions the price and availability of seeds was an issue. the country. representing to the respondent according to be an issue for New Zealand, was cited as an AgriculturalThe Common Policy also deal with similar issues. Union, European and Slovakia, Britain, Great Finland, Denmark, important issue in the Czech domestic Republic, both and New Zealand, In Australia in countries Some prevalent in the same region. issues are Spain. the distance or foodand miles, biosecurity, with trade, issues involved that expressed respondents Defense Resource (Natural consumed and bought is it where to grown is it where food from travels water qual In the United States and Canada, affected industry. the agriculture have 2007), Council, ity cited as important and quantity issues. were

United States Switzerland Ukraine Spain Research Published by New Prairie Press, 2017 Research 10 - 1 1 1 1 1 5 5 4 4 4 3 3 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 n n 9 6 6

=6), “water management” “water management” n=6), =9) or below were removed removed were n=9) or below

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=6), “food safety” ( safety” “food n=6),

huge financial commitment bars

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capitalists with agricultural commodities -

huge capital outlay,

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=4). Table 2 lists the issues and the number of times they were selected selected the number of times they 2 lists the issues and were Table n=4).

especially the cost of farm inputs - -

Journal of Applied Communications, Vol. 97, Iss. 4 [2013], Art. 7 Art. [2013], Iss. 4 97, Vol. Communications, Applied of Journal agricultural casino

- =9), followed by “water quantity” ( “water quantity” by followed n=9),

expenses (land prices, input costs), volatile markets

The 30 techniques identified to educate journalists about global and domestic issues that received to educateThe 30 techniques issues that received identified journalists about global and domestic In Round Three, the 57 items pertaining to global issues that received a mean score of 3.5 or 3.5 of score mean a pertaining items 57 the received that issues global to Three, Round In

rising International financial markets Speculation by non Control of terms of trade Converting productive farmland from food production to biofuels Level of risk in farming today Supporting women in agriculture, mainly in developing nations The attitude and legislation toward genetically modified organisms Helping young people into production agriculture Agricultural subsidies Bioenergy Poverty Prices of agricultural products Quality of food Soil degregation Policy CAP: European Common Agricultural Land grabbing Access to food and inputs in the developing world Development of new production methods Development of new production methods Sustainable land management Air, water and land pollution Availability of affordable food Maximizing land utilization Producing enough food to feed a growing population Producing enough food to feed a growing Water quantity Food safety Water management Water quality Global Agricultural Issues entry for many Ways to Educate Journalists about Global and Domestic Agricultural Issues Agricultural Journalists about Global and Domestic to Educate Ways The techniques that Three. carried were to Round over Two in Round a 3.5 or higher mean score =5), and “food security” ( security” “food and (n=5), most important global agricultural“top five issue.” as a 2. Table executives five” IFAJ according“top to issue, as a of agricultural global issue was selected times each Number portant global agricultural issues. “Producing enough food to feed a growing populating” received the received populating” enough food to feed a growing “Producing portant agricultural global issues. ( most selections Global Agricultural Agricultural Global Issues 3.49 ( of a mean score received the issues that and listed, higher were =14) were given the mean scores from Round Two and were were and Two Round from scores mean the given were (n=14) Respondents questionnaire. the from important agriculglobal were issues the that - “Disagree” or “Agree” indicateto asked theywhether then asked to pick most what they believed were to be the top five respondents The tural issues. im were “Agree” important said they the items in which global agricultural respondents issues from

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players -

of views on a their -- =7). “Building relationships between between “Building relationships n=7). Journal of Applied Communications, Volume 97, No. 4 • 87

farm tours for journalists and - - for journalists to know farmers - -

scientists, policymakers, farmers - - =9) were removed from the questionnaire. In Round Three, respondents respondents Three, In Round questionnaire. the from removed were n=9) with story angles

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makes detailed information online and easily found available via

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working intensively on agricultural issues working intensively on agricultural Kubitz et al.: Perceptions of Global and Domestic Agricultural Issues Held by In Held Issues Agricultural Domestic and Global of al.: Perceptions et Kubitz

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=20) were asked to list sources of information they use when re asked to list sources (n=20) were respondents In Round One, “Professional bodies (like IFAJ)” was the top choice ( bodies (like IFAJ)” “Professional subject Journalists should be taking more interest in global agricultural news stories Journalists should be taking more interest in global agricultural news Seminars Grassroots journalism Tutorship by experienced journalists Regular press information from different agricultural actors (research, university etc.) chain" "Opening their eyes and realizing agriculture is part of a global supply Exchange visits Educational tours Travel options for agricultural journalists and processors, talk to key Visit foreign countries and visit farmers Master classes Conferences/workshops addressed by academics and practitioners at tertiary level Increased educational emphasis on agricultural at journalism training providing opportunities Exposing journalists in specific to key players areas Job experience Online resources Technique to Educate Journalists Professional bodies (like IFAJ) Building relationships between farmers and media Excursions, farm visits Explanations by key sources search engine porting about global and domestic agricultural issues. They could indicate up to 10 sources. Respon They could indicate up to 10 sources. porting agricultural about global and domestic issues. Google websites, ministries agriculture, of varietylisted a wide dents includingsources of farmers, relevant to respondents’ are sources of the Many agencies. and governmental universities, searches, executives. the IFAJ by provided country, listed by 4 displays the sources, Table country of origin. Sources of Information for Journalists tural issues. From the techniques that the executives “Agree” were the best ways to educate journal were “Agree” the techniques that the executives From tural issues. – in no particular asked to select they order were agricultural global and domestic ists about issues, techniques to educate– what they believed journalists to be the top five about global and domestic 3.) Table (See agricultural issues. farmers farm and media- tours for opportunities- journalists and providing with story angles - for - scientists, key sources by “explanations and farm visits,” “excursions, farmers,” journalistsknow to popular choices most (n=6). the second were farmers – of their views the subject” on policymakers, 3. Table agricultural global/domestic journalists was selected issues about educate to of technique times each Number executives IFAJ according to five”“top technique, as a received a 3.49 or lower ( or lower a 3.49 received that “Disagree” or “Agree” whether theyitem and then asked of the mean score the given (n=14) were to educatethe technique way an effective listed was agricul journalists and domestic about global Research Published by New Prairie Press, 2017 Research 12

www.fao.org

like Environment, like Environment,

www.fwi.co.uk - -

www.lf.dk

www.teagasc.ie

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www.foi.life.ku.dk

http://capreform.eu/

inisters of agriculture

m

General for Agriculture and Rural Development General for Agriculture and Rural

- letters

http://www.newsnow.co.uk -

Journal of Applied Communications, Vol. 97, Iss. 4 [2013], Art. 7 Art. [2013], Iss. 4 97, Vol. Communications, Applied of Journal Agroeconomic Institute / Dailies / Agrafacts / Europe A lot of e (Newton) Professional monitoring of media Information from Czech Republic in EU Permanent Representation of Directorate Consumer Affairs Directorate General for Health and Google The Ministry of Agriculture, Food and Fisheries: / www.fvm.dk The of the / Food and Agriculture Organization Federal and state departments of agriculture state departments Federal and state Federal and Trade etc. government departmentsNewsletters from and statuary bodies / http:europa.eu European institutions www.vilt.be Sources of information Sources state Federal and departments and other governments and Sciences of Agricultural and Resource Economics Australian Bureau IFAJ of Agricultural Journalists Australian Council Local newspapers Local magazines Council / / The Danish Agriculture and Food Irish Agriculture and Food Authority / http:// Subscribed news agencies Phone calls Daily conversations The European Commission / www.scotland.gov.uk www.defra.gov.ukThe European Commission / www.scotland.gov.uk news site) / Farmers Weekly (farming and agriculture news and Various government departments agencies in agriculture sector of my own country Farmers Guardian (farming and agriculture news site) / Farmers Guardian (farming and agriculture www.farmersguardian.com Reuters news feeds from markets and global farm agricultural commodity news Various publications and trade websites, often accessed through Google search or Various NGOs in agriculture sector of my own country Irish parliamentary debates Various commercial firms in different agriculture sectors Rural development agencies in my own country Academic blogs i.e.,

Czech Republic Denmark Belgium Country Australia Japan Ireland Great Britain Table 4. 4. Table agricultural domestic and global issues when reporting about executives Sources of information IFAJ by used

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www.nationen.no

Journal of Applied Communications, Volume 97, No. 4 • 89 www.kgzs.si in Madagascar

www.maf.govt.nz

– –

www.epa.govt.nz

www.pks.rs line editions

- www.lmd.no www.beeflambnz.com

www.hortnz.co.nz

www.fedfarm.org.nz

www.irrigationnz.co.nz www.agrobiznis.biz

www.agresearch.co.nz

www.fonterra.co.nz www.scionresearch.com www.niwa.co.nz/

Ministry of Agriculture / Agri Forum (association for Farmer of the Year recipients) Fonterra / Federated Farmers of NZ / Horticulture New Zealand / NIWA / Journals, different paper or on Google matters) Department of Agriculture, Forestry and Fisheries (statistics on agricultural University of Pretoria Pro- AgResearch / Serbian Chamber of Commerce / www.land.sk www.sppk.sk www.polnoinfo.sk / www.mkgp.gov.si Ministry of Agriculture and Forestry Chamber of Agriculture and Forestry / Landbouweekblad (the biggest agricultural magazine in South Africa) landbou.com (internet bases farming website) Breeder's societies University of the Free State Grain South Africa Ministry of Agriculture and Forestry / Ministry of Agriculture SCION / The newspaper / Nationen, the daily Norwegian farming Association of Ag Journalists / www.agropress.org.rs Agribusiness magazine / Professional journals the Environment National Office for and Farming Ministry of Agriculture and Lands Service of Estates Agency / Environmental Protection / Irrigation New Zealand www.mpt.gov.rs Ministry of Agriculture of Serbia / Government ministries Government associations Journalists’ Newspapers Internet Fellow journalists Farmers services i.e., BBC, Reuters International wire Beef Lamb New Zealand / + Agency for Rural Development / www.arsktrp.gov.si Agency for Rural Development / www.arsktrp.gov.si / State Statistical Office www.stat.si Eurostat / epp.eurostat.ec.europa.eu European Commission / ec.europa.eu to Press conferences, of major state and NGO organizations, direct questions their PR services Kubitz et al.: Perceptions of Global and Domestic Agricultural Issues Held by In Held Issues Agricultural Domestic and Global of al.: Perceptions et Kubitz

South Africa Slovenia Serbia Slovakia Norway Madagascar New Zealand Kenya Research Published by New Prairie Press, 2017 Research 14 - - - -

Agri etc -

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; COAG / www.coag.org; UPA / www / www.coag.org; ; COAG

www.asaja.net

www.adisagroblog.wordpress.com

and newspapers Journal of Applied Communications, Vol. 97, Iss. 4 [2013], Art. 7 Art. [2013], Iss. 4 97, Vol. Communications, Applied of Journal grant universities Blogs like mine: / Blogs like mine: Government agencies organizations Ag trade/commodity University web sites Google search on topics or names land- Organizations: ASAJA / Organizations: upa.es / Eumedia: agricultura: www.editorialagricola.com Magazines: www.agronline.es http://www.landwirtschaft.ch/de/aktuell/ www.blw.admin.ch I followThe people and institutions Twitter on Commission D like FAO, WFP, European International institutions Magazines sites Farm magazine web Academic journals Ministry www.marm.es Ministry www.efeagro.com Agencies: Agribusiness web sites and farmers of agronomy, entomology,Science organizations such as societies plant pathology, etc. USDA, NRCS, ERS, EPA

Some of the domestic agricultural issues identified by the International Federation of Agricul Federation the International Some agricultural by of the domestic issues identified Some of the important domestic agricultural issues mentioned by IFAJ executives were linked to were executives Some of the important IFAJ agricultural domestic by issues mentioned in or While it is important issues affect countries, domestic their own that journalists how cover

Conclusions Domestic Agricultural Issues tural Journalists executives were specific to their own country. For example, according to the Aus according example, For country. to their own specific were tural Journalists executives is an important henda virus” like the “diseases respectively, executives, tralian and Madagascar IFAJ is an issue in Madagascar. “land agriculturalwealth” of and domestic as a display in Australia issue It is im not listed as important agricultural domestic These issues were other country. issues in any are These portantjournaliststhat reportpertaining issues the about country. and localtheir to area Since journalists often to only prefer cover the most relevance to their readers. the issues that have the issues these are 1996), or viewers (Shoemaker to their readers & Reese, of interest issues that are if journalists only to report about issues specific However, likely more to cover. that journalists are global agricultural likely less they are issues. to address their country, to water issues related example, For the important global agricultural in the study. issues identified in New Zealand (“Water executives listed as important agricultural the IFAJ domestic were issues by the United States stock (“Resource degradation- lakes polluted effluent”), by streams, quality- rivers, and South (“water”), Canada issues- clean“Environmental water”), and soil loss and important of the top five two were “water quantity” and quality” “Water scarcity”). Africa (“Water agricultural to global an example of a domestic This is that is related issue global agricultural issues. agricultural issues. journalists should explain gain an understanding of global agricultural issues, der to help their readers help This would to similar global agricultural issues relate issues. their domestic in their reports how

Switzerland United States Spain

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DOI: 10.4148/1051-0834.1129 https://newprairiepress.org/jac/vol97/iss4/7 Research 15 ------Journal of Applied Communications, Volume 97, No. 4 • 91 Kubitz et al.: Perceptions of Global and Domestic Agricultural Issues Held by In Held Issues Agricultural Domestic and Global of al.: Perceptions et Kubitz

Respondents from countries that have legislative and economic ties to one another reported another to one ties and economic countries legislative that have from Respondents countries re in the same geographic New Zealand, and Australia representing executives IFAJ Data for this study was col 28 important identified global agricultural executives issues. IFAJ - “pro were executives The top 10 most important to IFAJ global agricultural issues according best the were interactions face-to-face that was the respondents overallThe among consensus tours,” “educational areas,” specific in journalists keyto players “exposing farm visits,” “Excursions, ture and having a holistic understanding of how their country their of how a holistic understanding and having ture and agriculture to international relates with global agricultural to identify a way their readers also give It would global agricultural issues. daily a could affect these issues them on understand how issues and basis. was reported as Agricultural the Common Policy example, For agriculturalsimilar domestic issues. How Union. countriesmember in the European an importantagricultural domestic for issue IFAJ issues might not have some Although not cited as a top 10 global agricultural was issue. CAP ever, issues, the countriesthe to affectedand by involved issues, other as impact global a of prominent as Journalistsbe educated should about and learn to recognize the relationships important. they are It is especially impor agricultural similar affected countriesby different between issues. and who are If journalists another. ties to one if countries legislative have tant to report these relationships about could be uninformedabout policy readers their affect that decisions do not report about these ties, their countries. in agriculture biosecuri including trade, important agricultural expressed domestic issues for countries, their gion, geographically Countries are that close domestic another deal with similar to one and food miles. ty, Journalists ag should make note of the domestic executives. to IFAJ according agricultural issues, ricultural issues that affect their country issues might affect these and examine in their reports how Journalists could also examine reports com agriculture about in their same region. countries that are important countries nearby are that topics and issues the of determine them help to some from ing also important issues that are within their domestic This could help them uncover in those countries. country and important to their readers. Agricultural Global Issues the number of times they ranked were on based Issues were September-November 2011. lected from The of questioning. round in the final global agricultural issue” “top five as a respondents selected by of rounds previous from generated was chose agriculturalglobal of list from respondents the issues surveys. “water manage safety,” “food “water quantity,” population,” ducing enough food to feed a growing land “sustainable methods,” of new production “development “water quality,” security,” “food ment,” These findings food.” of affordable “availability and and land pollution,” water, “air, management,” further the importance confirming that journalists write and indicate the significance of these issues, report about these issues to their publics. Issues Agricultural Educating Journalists about Global previ- supported is This by wayseducateto agricultural journalists domestic and global about issues. “build usually and can are methods of teaching preferred that face-to-face that shows ous research that strengthen actions in positive and result that enhance leadership, social networks create capacity, 1). para. Learning”, “Face-to-Face 2008, & Craycraft, (Sobrero communities” to address the gap that the journalists’ readers have regarding knowledge about international agricul international about knowledge regarding have readers the journalists’ gap that the to address Research Published by New Prairie Press, 2017 Research 16 ------Journal of Applied Communications, Volume 97, No. 4 • 92 =107) provided by IFAJ executives to report about global executives IFAJ by n=107) provided Journal of Applied Communications, Vol. 97, Iss. 4 [2013], Art. 7 Art. [2013], Iss. 4 97, Vol. Communications, Applied of Journal

It is important of reporters instead for out to general interest agricultural to reach communicators affecting food such safety, as contamination In the event of a crisis in the agricultural industry, of information ( sources of The range rep with only respondent was conducted to this study was that it one One of the limitations

tunities for journalists to learn how to cover these issues. Journalists should not just rely on outreach Journalists outreach rely should not just on fortunities journalists issues. these to cover to learn how to learnand educational domestic about global and organizations opportunities in order by provided newspapers of allocateshould boards and governing Editors and set aside funds agricultural issues. fortime opportunities travel for directly affected journalistsand farmsby people the visit to are that Journalistscontinuously should also seek opportunities to the agricultural covering. they issues are newuncover issues that affect and to better understand the angles to issues their audiences. If agricultural commu only collaborating other agricultural with journalists and media professionals. reporters interest general nicators offer story and information, sources to credible angles and access to agricultural agriculturalcould cover related issues. functions issues and influence agenda-setting in partner By working to and can access audiences. reporters influence large have General interest agricultural them the could give communicators ship with media outside the agricultural industry, agriculand domestic policy to global tools and influence they- need to impact related and opinions tural issues. likely Reporters be more would could be beneficial. media with general interest forging relationships Agricultural com they personnel trust tasked with writingto contact when they are about the crisis. This journalists with the crisis. with an accurate viewmunicators could provide on of what is going could help the agricultural industry with the general inter and reputation image maintain a positive est media and their audiences. Sources of Information in to that question who responded executive Each agriculturaland domestic issues was extensive. universi farmers, including agencies, government the survey a variety=20) provided (n of sources, and academic magazines, commodity websites, group organizations, professional sources, online ties, use a wide variety executives when reporting of sources that IFAJ list shows This extensive journals. of informa medium They just one do not depend on agriculturalabout global and domestic issues. of information for reporters sources should publish their information in a credible Therefore, tion. If quality information about agricul variety as possible to reporters. of ways to make it as accessible likely then reporters will more report information that and easier to access, tural issues is widespread view with an accurate of the agricultural their readers providing industry. and unbiased, is correct Limitations of the Study journalists from multiple where should be conducted research Further country. an entire resenting would This agricultural and domestic of global issues. perceptions their on questioned countries are to be important agricultural scope of what journalists domestic perceive reliable issues a more give the the scope of countries was limited to the 31 countries that represent Also, within their country. limited the ability of countries to join and into the IFAJ to be admitted The requirements IFAJ. and “building farmersbetween media-farm and for tours journalists relationships and providing and the top techniques of some were opportunities-with storyangles- for farmers” journalists to know journalists a platform to give which to on In order to educate journalistsidentified the issues. about oppor to facilitate need to be taken steps proper write agricultural and domestic about global issues,

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DOI: 10.4148/1051-0834.1129 https://newprairiepress.org/jac/vol97/iss4/7 Research 17 - - - - - Journal of Applied Communications, Volume 97, No. 4 • 93 Kubitz et al.: Perceptions of Global and Domestic Agricultural Issues Held by In Held Issues Agricultural Domestic and Global of al.: Perceptions et Kubitz

Laura Kubitz is a graduate of the University of Florida’s department of agricultural educationLaura of the University is a graduate of Florida’s Kubitz - There majorityUnion. The European the countriesof from participatedthat were study this in of this study was the inability limitation information to use demographic A final to examine dif importantThis study only agricultural identified global and domestic issues at the time of the analysis news media outlets should be done by a comprehensive of stories covered Furthermore, that develop between to identify the relationships in order should be conducted research Further Another limitation to the study was that the survey material was only distributed in English. the survey study was that to the limitation Another material only was distributedin English. al education and communication in 2012. Ricky Telg is a professor in the department is a professor of agricultural Telg Ricky in 2012. al education and communication at the Universityeducation of Florida and communication to agricultural courses related and teaches in the is a professor Irani Tracy in teaching students technological specializing skills. communication, She of the Center for is also the director department of agricultural education and communication. About Author the in agricultur in journalismmaster’s in 2010 and her her bachelor’s She received and communication. vided in their native language. language. vided in their native of what they be opinion Union’s the European be skewed to reflect may the list of global issues fore, Agricultural the Common Policy However, lievemost important to be the global agricultural issues. but allwas listed as an important the countries Union issue by EU, in the domestic of the European countriesother of opinions the that bal- study the in show could This issue. global top a not was it of EU countries. representation anced out large of issue importance or the best ways in perceptions to educateferences agricultural journalists about demographic information in only asked to give were The respondents important agricultural issues. It was anonymous. and three two in rounds to keep responses in order of questioning round the first to theyso anonymityfree of be could responses their in importantreassured be to for respondents were questions demographic Also, the survey. in addressed the questions on their opinion express survey and three two length to keep the round of manageable one used only in round questionnaires attrition. to mitigate respondent in order Suggestions for Further Research to identify important should be done agricultural Research global and domestic at dif issues survey. studies to identify the most important as longitudinal as well issues during the year, times over ferent time periods. specific This would in the news. being covered are executives the IFAJ by to determine if the issues identified determineto help importantthe most if agricultural reported being domestic and global are issues it would identifying By agricultural gaps in reporting about global and domestic issues, in the media. as oftenhelp guide reporters certain to cover not being addressed as others. issues that are Journalists should be surveyed that agricultural similar domestic countriesdifferent issues. that share to identify which ties in order ties and/or regional financial of countries that share in groups reside agricultural issues affect their countries. have a chance to be a part of the study. In order to make the study more generalizable, the scope of the scope generalizable, more the study to make In order chance a part be a to have study. the of than one sample of countries to the largest should be expanded the study more and with possible of those countries. each from respondent in order Therefore, participants. the majority of language been the native have not This may IFAJ of it should be pro the survey understand that the respondents to ensure material the fullest to extent, Research Published by New Prairie Press, 2017 Research 18 Journal of Applied Communications, Volume 97, No. 4 • 94

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