global interdependence in agriculture communicating effectively
TRANSCRIPT
Global Interdependence in Agriculture
Communicating Effectively
Global Interdependence in Agriculture
GOAL
To enhance the capacity of university faculty and staff to communicate effectively about global interdependence, cooperation, and development.
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National Advisory Committee:
Fond du Lac Tribal and Community College
Florida A&M University
Michigan State University
Pennsylvania State University
University of Florida
University of Minnesota
Washington State University
The Aspen Institute
USDA
Global Interdependence Initiative:
What does this mean for the university community?
Extension -- Teaching -- Research
How can the findings of the GII project be adapted to meet the needs of our institutions and clientele?
Process Reviewed the GII findings and the Toolkit
developed by the FrameWorks Institute
Developed a new tool:
“Global Interdependence in Agriculture: A User’s Guide for Effective Communication”
Sharing and testing this tool
Communicating effectively...
articles speeches reports presentations program planning partnerships community outreach
We want to use frames that... Convey a sense of respect for all peoples
and cultures Promote cooperation Motivate people to get involved Dispel common myths:
--the U.S. does it all
--Americans are smarter
--it’s global mayhem out there
--U.S. aid is wasted
--aid only helps our competitors
Talking Agriculture...Exploring Frames
Moral Norms Solving world hunger is the “right thing to do” Making the world a better place for future generations
Environment Agriculture and the environment are linked Preserving the natural resource base for food
production (soil, water, plant and animal species) Preserving the environment for future generations
Adapted from Frameworks
Mentoring for Autonomy (not teachers) Americans as mentors Farmer to farmer Utilizing U.S. expertise to solve global problems
Teamwork/Partnership Working together to ensure global food security Partnerships between universities and agricultural and
community groups
Common Groups Farmers, agriculturists, rural, mountain, ethnic links
Adapted from FrameWorks
A new frame ….
Mutual Benefits
Solving world hunger is a “win-win” scenario
International cooperation benefits developing countries AND the U.S.
Association for International Agriculture and Rural Development
50 case studies
mutual benefits
www.aiard.org
Why this frame might work...
Describes the benefits in general terms -- not narrow self-interest
Can be used with moral norms frame
It’s okay to reap benefits as long as you’re “doing the right thing” too.
Fits well with other positive frames -- environment, partnership, mentoring
Dispels myth that aid only helps competitors Emphasizes global interconnections
Metaphors are an important part of frames -- Part of our everyday communications Packed with meaning and connections Some frames are essentially defined by
metaphors --
Countries as “neighbors” in the world “community.”
Neighbors….What does this metaphor tell us? Nobody likes a nosy neighbor Good fences make good neighbors Neighbors help in times of crisis
To mobilize support in a crisis situation, the neighbor metaphor could be effective, but it does not elicit support for long-term engagement.
Adapted from FrameWorks
METAPHOR “FAMILIES”
Identified by Cognitive Linguist, Pamela Morgan
Competition
Cooperation
Interconnection
Competition Metaphors
Two or more competitors reaching for the same goal; only one can win
races, combat, war, team sports, winners and losers, predators and prey.
don’t promote cooperative or global systems thinking; promote self-interest frame
A senior U.S. diplomat resigning his post due to opposition to war with Iraq:
“My faith in my country and its values was the most powerful weapon in my diplomatic arsenal.”
Cooperation Metaphors
Involve two or more entities that choose to work together to attain the desired goal
family, friends, team players, partnerships, community groups
promotes cooperative thinking consider the implications of each
metaphor
“It’s time for a global barn-raising”
Interconnection Metaphors
All parts are equally important and necessary to the whole
people, animals, plants, environment, machines, buildings, fabrics, webs, networks
Leads to “systems” thinking -- global connections
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Interconnection Metaphors
Sowing the seeds of promise Harvesting the fruits of our labors Planting, growing, cultivating, etc. Weaving fabric of a global society Pieces of a quilt Building a strong foundation Web of life Circles, wheels, networks
MESSAGE CHECKLIST
Begin with words or visuals that highlight the global environment and get people thinking about interconnected systems. Segue into your specific topic.
Message Checklist
Appeal to moral values and the desire to make the world a better place now and for future generations. This is a powerful frame that can set the stage for the discussion of specific issues.
Message Checklist
Try out the mutual benefits frame.
Explore the benefits to all parties and draw connections between them.
Message Checklist
Pay attention to your metaphors - use cooperation and interconnection metaphors rather than competition metaphors.
Agriculture as a global system planting, seeds, growing, cultivating,
harvesting, fertilizing (interconnection, living system metaphors)
Message Checklist
Define the situation:
Clearly state the problem Show the big picture Identify a solution or opportunities to
improve the situation Identify host country problem-solvers Clarify who is responsible for fixing the
situation
Message Checklist
Focus on your role as a partner or mentor. Avoid reinforcing the idea that the “U.S. does it all.”
Highlight the good work of host country communities and work groups.
The story of Jennie
The listener hears...
Whew -- the problem is solved,
end of story Individual problem requiring an
individual response Incompetent/uneducated mother American saves the day
What the listener did not hear... The big picture -- the large issue:
– scope of problem --how widespread?– lack of basic health services– education issues– lack of opportunities for young women– access to clean water– impact of marketing infant formula in poor
countries Solutions -- what could be done on a
community level to solve the problem? Local people helping to solve problems
Message Checklist
Talk about “global” rather than “foreign” issues, emphasizing connections rather than differences. Use caution with the term “globalization” -- a very charged term.
Emphasize similarities -- avoid dwelling on the exotic.
Message Checklist
Replace the unwanted frame --
don’t deny it.
When you counter a perception or frame, present your case without restating (and reinforcing) the false perception or unwanted frame.
“It is a common perception that helping farmers in poor countries grow soybeans or vegetables, results in increased competition for American farmers, but that isn’t necessarily true…”
“Watching the nightly news, one gets the impression that the world is just one big dangerous and chaotic place, and there is little we can do to make it better. This just isn’t true…”
Message Checklist
Make sure visuals, titles, announcements
reinforce positive frames.
Message Checklist
Explain numbers in terms that the audience will understand and can relate to situations in their everyday lives.
For approximately $7 billion we could make basic education accessible to every child in the world
OR….
For less than the price of what Americans spend each year on cosmetics, we could make basic education accessible to every child in the world. (FrameWorks)
Nearly half of the world’s population lives on less than $2.00/day -- the price of your morning coffee and donut.
A $4.00 mosquito net can prevent millions of people from contracting malaria. Yet, that $4.00 is out of reach for most of those who need it. To us it is a meal at McDonalds; to them it is two full days’ wages. (FrameWorks)
Message Checklist
Tell people how they can get involved or get more information about a particular project, university efforts, or global issues in general.
Global Interdependence in Agriculture:http://www.aspeninstitute.org/gii/index.html