Media And Agriculture

Over the course of the last few months, I have had the opportunity to write several articles pertaining to agriculture in our daily lives. As those months went by, I notice, regardless the topic, there was always one thing that had major adverse effects on almost any agriculturally based topic I could think of. This issue isn’t something you would think of in a split second. It isn’t the drought, or cost of production, or supply and demand. The factor that is constantly playing a role in the agricultural industry is the media.

When an event occurs that affects us all, we would like to think that the media would strive to find a meeting point between informing the public and inflicting panic. Although, over the course of the past few years, between newspapers, magazines, television, radio, and social media, we have found this is not necessarily true. Whereas agriculture plays such a major role in everyone’s daily lives, you would think the media would steer clear from being hyperbolic, yet this is not always the case.

In 2009, via the media, we were all informed of the H1N1 (Swine Flu) Virus. Through the media, we were informed quickly that the World Health Organization declared this virus a pandemic. Additionally, by way of the media, minds were filled with the misconception that this virus could be easily transmitted by contact with swine and/or raw pork. Yet, if properly informed, we know that swine flu is not transmittable through raw or cooked pork meat, and according to the U.S Department of Health and Human Services, there have been only fifty diagnosed cases of zoonotic (transmission of disease between nonhumans and humans) swine flu transmission since the mid-20th century (which consisted of extra antibodies in the blood and not symptoms). Due to bad media presentation of H1N1, the pork industry saw a decrease in consumption of meat, because the consumer believed the virus was able to be spread through raw meat.

In December of 1993, in Europe, we were all notified of the first beef animal positively diagnosed with Bovine Spongiform Encephalopathy (BSE). Shortly after this, media gave BSE the derogatory name “Mad Cow Disease,” due to loss of motor control, dementia, and/or behavioral changes. After the first diagnosis of BSE, the only other cases in North America were: one in 2003, three in 2005, and one in 2012. In the social media, we were informed that this disease, which causes spongy degeneration in the brain and spinal cord, had possibly entered our food chain. What most were not informed of is that this disease is not easily transmitted to humans. In fact, since testing began, almost 20 ago, only 200 human cases have been reported. Over those few years, the media caused a snowball effect in the way that this issue strengthened as time passed, when really, nothing was changing for the consumer. Although, BSE being discussed in the media, caused consumption of meat to decrease and gave the beef industry a bad name.

In 2011, celebrity chef Jamie Oliver demonstrated to his viewers what “pink slime” really is on the air, by taking a pound of hamburger and pouring ammonia on top of it, but was this really what Lean Finely Texturized Beef is? Media took this new story and ran with it for months, informing the public of the new “disgusting ingredient” now being included in their ground beef. This new ground beef supposedly was treated with ammonia, contained inedible parts, and was unhealthy. However, informed consumers know that this beef product is treated with Ammonium Hydroxide to prevent food borne illness, contains only edible meat, and happens to be leaner and healthier than options without “pink slime.” BPI (Beef Products Inc.) saw the harshest side effects, as they were forced to close three of their four factories and left over 650 workers unemployed. In addition, restaurants such as McDonald’s stopped use of Lean Finely Texturized Beef, which increased costs.

Along with media, whether it’s a social networking site, a local paper, or a major news network, we live in a society that is always listening and one that thrives off of crisis. We have all heard the saying “no news is good news,” because commonly, news has a reputation for being negative, and, by default, that’s what we come to expect. Additionally, reporting comes with the competitiveness of needing the best story and being the first to report it. Because of this, stories can get blown out of proportion by the informer, but also the informed. As we have come to this day in age, when media (including social media) plays such a key role in our lives, it’s important everything we hear is taken with a “grain of salt.” In an agriculturally based community, whether we are a consumer or a producer, it is always pertinent that we constantly remind ourselves that not everything we read, see, or hear is one hundred percent true, therefore, it is important that you strive to find and relay credible information. The media has many negative effects on the agricultural industry. However, the media gives us all the responsibility to form our own informed opinions, but always keep in mind the community of people who supply the food you put on your table at the end of the day.