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Funded Project |
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Funding Program:
Working Groups |
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Project Title:
The Food Narrative Project-North Central Region |
Project Director (PD):
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Lead State: WI Lead Organization: IPM Voice |
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Cooperating State(s):
District of Columbia, Massachusetts, Michigan |
| Undesignated Funding: $19,988 |
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Start Date: Mar-01-2018 End Date: Feb-28-2019 |
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Summary:
The Food Narrative Project—North Central Region Working Group is part of a national collaboration among IPM scientists, NGOs including IPM Voice and Red Tomato, and social scientists at FrameWorks Institute. WG members advise and inform development of evidence-based framing strategies leading to a new food narrative that advances public understanding of IPM and other sustainable farming practices. The focus of this proposal is to engage significant participation of scientists, farm and food leaders from the North Central region as members and Communication Partners, who will inform and use the results in their own work.
Despite concerted efforts by IPM scientists and educators to explain IPM to policymakers and the public, IPM is often missing from the public narrative about farming practices and sustainable agriculture and the general public does not have a good understanding of the benefits of IPM. This is especially true in a communications environment that is frequently polarized and oversimplified, where complex issues are reduced to simplistic either/or choices. Narratives and framing are powerful communication tools. Changing the narrative is a necessary part of, and often precedes, the change of a system, a policy, or practices. To reach more people more effectively, IPM practitioners and organizations need a sophisticated approach to communications that applies cognition science, linguistics and framing to food and agriculture. A more effective conversation--one that engages farmers and the public with land grant scientists, cooperative extension, and industry--can help expand adoption of IPM and a wide range of sustainable practices. Objectives: Objective 1. Working Group Development 1a. Active participation and guidance from Working Group members 1b. Strong representation of Communication Partners from North Central Region 1c. Working Group engagement is strong and prepared to begin Phase III—re-framing and Comm. Partner expansion. 1d. Working Group members, including Comm. Partners, understand and are committed to devt. and implementation of Food Narrative framing and communication tools. Objective 2. Strategic Framing Research 2a.Results of Phase I (Expert Story) research serve as the basis of further development of new framing narrative. 2b. Completion of research Phase II: interviews, analysis, Map the Gaps report provides foundation for next steps; Working Group members are informed. 2c.Project is ready to move into Phase III: re-framing work. |
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