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New forms of dialogue between agriculture and society for more acceptance and appreciation (Dialogue and appreciation)
Project
Project code: 17-02.04.01-03/2018
Contract period: 01.07.2018
- 31.12.2019
Budget: 85,000 Euro
Purpose of research: Public relations
Keywords: Landwirte, Verbraucher, Eins-zu-eins-Diskussionen, Speed-Dating, Wertschätzung
Agricultural and agricultural production processes are increasingly receiving social criticism, which means that products and production processes need to be explained to consumers. Previous marketing concepts of agriculture rely primarily on asymmetric communication models, in which consumers are educated in order to achieve a better acceptance of the products and the production processes. The present project aims to develop and validate new forms of dialogue for more acceptance and appreciation between consumers and farmers in North Rhine-Westphalia, which can be used sustainably for marketing concepts of NRW agriculture. As a new communication model, 1: 1 encounters between farmers and consumers will be organized in the form of speed dating in a qualitative research design supplemented by quantitative survey methods. In these speed dating farmers and consumers from North Rhine-Westphalia meet, each with different farm and personal backgrounds and discuss various current conflictive agricultural issues, which is considered a major need for action in relation to the communication and marketing skills of farmers. Through the subsequent analysis of communication structures and argumentation patterns, communication structures, content and forms of design are to be identified which promote mutual appreciation between consumers and farmers and have a positive effect on marketing concepts in NRW agriculture. Practical outcome workshops for farmers with direct or regional marketing and for further farmers with direct contact to consumers and social groups should sustainably secure the success of the project. As a result, domestic agriculture should be strengthened through improved acceptance and appreciation in its dialogue and marketing skills in order to meet requirements which are increasingly articulated by the market and by society
Section overview
Subjects
- Communication Sciences
- Resource management
