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

--

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