b"https://www.youtube.com/watch?v=mZVjF4nYN24How Images Shape Consumers Perceptions of AgImages such as a red barn can influence how consumers view agriculture and its not always for the better.Ashley RobinsonAGRICULTURE IS ANevolving and chang- grandparents lived on a farm. Goddard says this ing industry. Over the past century a lot hasis how some consumers will picture agriculture, changed in how ag operates, and while somemeaning the image they may have is that of the consumers are aware of that, other consumers arered barn because their grandparents did actually still holding onto outdated views. have one.One image in particular that consumers oftenAnd while the red barn image may be dated, think of when it comes to agriculture is that of aboth Goddard and Wourms agree it still has a spot farmer in overalls standing next to a red barn within sharing the agriculture story with consumers.his cow and horse. This picture and the thoughtsIt's not to say that we want to leave it behind. around it are commonly referred to as the red barnBut it's ultimately that it's growing, we want that myth. image to grow, we want it to be added upon and The perception in that picture is exactly thediversified in terms of just what the other images view I think a lot of people have in the back of theirmay be that go along with it, Wourms explains.mind about agriculture. And so, they're not veryThe images agriculture uses are critical. In surprised when something reinforces that, like anWourms work with Ag in the Classroom they haveShayla Wourms serves ad for something that comes from an agriculturalfound people are extremely visual, whether that beas thinkAg manager for origin. But it's really important that we leave thatfrom pictures or videos, many rely on that as theirAg in the Classroom.picture behind, Ellen Goddard, professor in theway to get information. Theyre finding that with department of resource economics and environ- video its important the person speaking is using mental sociology at the University of Alberta, saysthe right body language and voice inflection, as on the Nov. 30 episode of Seed Speaks.that is how trust is established.The reality is that agriculture has moved farIf we use video to our advantage and show-beyond that image, Goddard says. For one not allcase the full picture of agriculture, whether that's farmers are male or white, as the industry is muchyou working on machinery, or your family out on more diverse. Theres also a lot more to agriculturea field meal. Those are really important moments away from farms, such as the work that is done into be capturing and speaking to, because they're labs to develop crops. really going to establish that trust, Wourms says.Shayla Wourms, thinkAG manager for Ag inIn Goddards own studies, she has found that the Classroom, says a lot of the work they do withimages used in the past to go against agriculture grade school students is helping to expand theirtechnology such as a hypodermic needle going views on agriculture away from what they may seeinto a tomato, have had huge impacts on con-driving by a field. sumers willingness to embrace new technologies We want to make sure we tell that story, as wellmoving forward. as just encouraging students to understand theirWe have to be very careful about the images.Ellen Goddard is a place in agriculture in the future. If they love mathWe can counteract some of those things thatprofessor at the and science, there's a place for them, we needpeople find a bit scary by farmers saying, This isUniversity of Alberta.them to understand that. It's not just a dirty hands- why I use things, Goddard explains. on job, she explains during the Seed SpeaksGoddard has found that consumers have high episode. levels of support for farmers, but that doesnt A lot of how consumers view agriculture isalways transfer to the technology they use. If farm-based on their own personal experiences. Manyers are able to explain the technology they use and have some history of farming, whether that waswhy they need it, she has found consumers will be because their parents, grandparents or even great- more willing to be supportive.SW28/ SEEDWORLD.COMFEBRUARY 2023"