Agricultural journalism
The agricultural publicism one hand referred to agriculture-related public relations and on the other hand the scientific analysis .
As a practical activity, she focuses on B. biological and conventional plant and animal production, renewable raw materials , food value chains , the representation of agricultural interests , agricultural policy , agricultural markets, rural folk culture , rural areas, consumer protection , agricultural tourism, agricultural technology , farmers and their economic, cultural and social situation.
It usually combines economic-political, social-cultural and ecological-technical content.
The objectives of agricultural journalism can include a. Information , entertainment , influencing public opinion, commercial gain and image building include.
Agricultural journalism as a science analyzes agricultural- related publications, among other things, with regard to content, goals, authorship, organizational structure, historical development, language, impact, distribution as well as their reach and audience . Furthermore, agricultural journalism seeks to explain interactions between the phenomena mentioned as well as economic, social and other factors.
History of agricultural journalism
The beginnings of agricultural journalism go back to Roman times. The first sources are publicly available, agricultural, tax and legal regulations.
In Austria there are first agricultural journalistic records from the reign of Emperor Joseph II in the 18th century. Printed circulars with agricultural information were sent out to all parishes in the middle of the 18th century. The circulars should help the pastors to "support the farmers in matters of national culture" (SIFFERT, 1995, 227).
Privately published agricultural journals have also been around since the 18th century. The number of publications declined towards the end of the 18th century . One of the reasons is the censorship under the then Emperor Leopold II, who also fell victim to some agricultural media (cf. SCHUH, 1969, 29). Only with the emergence of agricultural organizations did the number and quality of agrarian writings increase considerably. More and more professionals are writing the articles. The publishers of the agrarian organizations are financed by the contributions of the paying members.
Around 1900 the establishment of chambers of agriculture and political farmers' associations increased the number of publications and broadened the range of topics. The formation of non-partisan agricultural and forestry workers' associations and the establishment of rural youth organizations also lead to the appearance of new agricultural publications.
Publications from the field of agricultural science correlate in their number and their range of topics with the emergence of scientific institutions. Universities and research institutes use journals as instruments to disseminate knowledge and research results (cf. SCHARMER, 2001, 73f).
Agricultural journalism is a subsystem of the journalism system in the element of mass communication. Agricultural journalists enable media owners of agricultural media or media parts in other media to present this topic. Agricultural journalism is a special form of business journalism (see STANDL, 2007, 27)
Use of media in agricultural journalism
All common media can be used in agricultural journalism . This includes press , magazine , poster , newspaper , book , sheet , letter , photo , film , sound carrier , radio , television , video , internet , press conferences , press releases and lectures.
Print media such as the specialist press and non-fiction books are particularly popular (see table).
Table: The best-known agricultural magazines, their publishers, circulation figures , periodicity and areas of circulation
| magazine | publishing company | Edition number | periodicity | Distribution area |
|---|---|---|---|---|
| top agriculture | Landwirtschaftsverlag Münster | 123,000 | per month | Austria Germany |
| Salzburg farmer | Salzburg Chamber of Agriculture | 11,500 | weekly | Salzburg and neighboring federal states, Upper Bavaria |
| dlz agricultural magazine | German agricultural publisher | 82,000 | per month | all of Germany, Austria, Switzerland |
| View into the country | Sparkassenverlag | 185,000 | per month | Austria |
| The progressive farmer | Farmer Agricultural Media | 38,000 | bi-monthly | Austria, Bavaria, South Tyrol, Switzerland, sporadically worldwide |
| The farmer's newspaper | Austrian Agricultural Publishing House | 200,000 | weekly | Austria |
| Allgäuer Bauernblatt | AVA-Verlag-Allgäu | 11,000 | weekly | Allgäu, Austria |
| Bavarian agricultural weekly paper | German agricultural publisher | 106,000 | weekly | all of Bavaria, Austria |
| Agricultural weekly paper Westphalia-Lippe | Landwirtschaftsverlag Münster | 63,000 | weekly | Westphalia , Lippe |
| agrarzeitung (formerly food service) | Deutscher Fachverlag GmbH | 9,200 | weekly | all of Germany, Austria, Switzerland and Europe |
| Maschinenring currently | German Agricultural Society Publishing Company | 135,000 | four times a year | whole Germany |
(Source: information from the publishers)
The German Farmers 'Association "[...] has almost a media monopoly in Germany . Almost all agricultural newspapers are published or published directly or indirectly by the Farmers' Association: the market leaders 'top agrar' and 'dlz-magazin' as well as all regional agricultural weekly papers (edition : 500,000), the most important specialist newspapers, the 'DLG-Mitteilungen', the news service 'agraeurope' and the 'Neue Landwirtschaft, the specialist magazine for agricultural managers on large farms'. "
On the other hand, the monthly magazine Independent Farmer's Voice and The Critical Agricultural Report are part of the agricultural opposition to the working group of rural agriculture .
In addition, the following agricultural publishers ensure the dissemination of subject-specific content in the German-speaking area:
Landwirtschaftsverlag Münster-Hiltrup , Deutscher Landwirtschaftsverlag , Deutscher Fachverlag GmbH , Deutscher Bauernverlag, Verlag Eugen Ulmer , Eventum Media / Medien Service Runge GmbH, Call Green Dialogmarketing GmbH, avBuch, Agrimedia
In addition to print media, with the growing number of Internet users, the importance of online media is increasingly coming to the fore.
Homepages of competent chambers, authorities and associations complete the relevant offer.
Institutions for agricultural journalists
The IFAJ (International Federation of Agricultural Journalists) is the umbrella organization of 29 national agricultural journalists and journalists' associations from as many countries around the world. It offers a platform for professional exchange on all aspects of agriculture and forestry , beekeeping , fishing , the food and processing industries among the 5000 members of the agricultural journalist scene.
IFAJ's goals include promoting science, supporting objective reporting, educating members, and creating better understanding between the agricultural sector and society. The Photo Star Prize and the Star Report Prize are awarded annually for the best photo and the best journalistic contribution on the subject of agriculture.
In German-speaking countries, the VAÖ (Association of Agricultural Journalists and Publicists in Austria), the VDAJ (Association of German Agricultural Journalists) and the SAJ (Swiss Agricultural Journalists) bring together journalists and publicists working in the agricultural sector.
Both the VAÖ and the VDAJ were founded in 1951. Today they represent a network for around 200 Austrian and around 700 German members to exchange information and maintain contacts. Both associations organize a national congress every year and offer opportunities for further training.
Awards
The VDAJ (Association of German Agricultural Journalists eV - Communication Agriculture) awards an annual award entitled "Green Reportage" for journalistic work on agriculture. The DGE ( German Society for Nutrition ) awards the "Journalist Prize" for special commitment in the field of nutrition education.
The VAÖ honors top journalistic achievements with the "Eduard Hartmann Prize", which has been awarded annually since 1967 to one agricultural journalist and one journalist from the field of general media. In addition, the VAÖ has only been awarding the "Josef Steininger Certificate" to its members since 1995.
The Swiss AGRO Journalist Prize, which is founded by Emmental Versicherung, annually honors reports and reports in the print media that highlight the performance and situation of agriculture and contribute in particular to promoting understanding between town and country.
The EU-wide European Network of Agricultural Journalists (ENAJ), which was founded in December 2011 and in which 17 countries are represented, has been awarding an annual award for agricultural journalists since 2012.
proof
- ↑ Eckehard Niemann: The Agrobusiness network of interests. In: Thomas Leif, Rudolf Speth (Ed.): The silent power. Lobbyism in Germany. Westdeutscher Verlag, Wiesbaden 2003, ISBN 3-531-14132-5 , pp. 186–212, quotation p. 199.
- ↑ https://www.vdaj.de/journaliste-preis-gruene-reportage/
- ↑ https://www.dge.de/presse/journalisten-preis/
literature
- U. Scharmer: Agricultural journalism in Austria. An investigation into the professional profile and self-image of Austrian agricultural journalists. Thesis . University of Vienna, 2001.
- G. Schuh: The agricultural press of the Republic of Austria 1918–1968. Dissertation . University of Vienna, 1969.
- J. Siffert: The press service of the Agrarian Information Center - AIZ as a news source for agricultural reporting in Austrian daily newspapers from 1960. Dissertation, University of Vienna, 1995.
- JA Standl: Agricultural journalists and agricultural media. A European comparison using the example of Romania and Austria. Master's thesis . University of Salzburg, 2008