Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Communicating Contentious Topics in Agriculture

135 vues

Publié le

This presentation was given at the 2018 Nutra Blend event at the Tamara Resort near Albuquerque, NM. May/2/2018

Publié dans : Sciences
  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

Communicating Contentious Topics in Agriculture

  1. 1. Communicating Contentious Topics in Agriculture Kevin M. Folta Professor and Chairman Horticultural Sciences Department@kevinfolta
  2. 2. Here’s what I do: Funding and Reimbursement: www.kevinfolta.com/transparency Slides: www.slideshare.net/kevinfolta Department Chair to 57 faculty in 7 locations Integrate with County Agents Department Specialties- Teaching-Research-Extension Plant breeding Postharvest technology Space biology Weed Science Cell and molecular biology Organic crop production Horticultural crop production Biochemistry Crop plant physiology Farm to schools
  3. 3. 0.0%
  4. 4. Why Engage the Consumer? Consumers are asking questions about food and farming There is tremendous misinformation on the internet It is vital that the American farmer benefit from our support Food security, national security
  5. 5. Consumers are seeking information Are there residues in my food? Where do the ingredients come from? Is it nutritious? Will my family like it? Do I trust the company? Is this a good value? Are herbicides harming the environment? What are these long words on the label? Is this one of those GMO things? Is it full of the glutens? What dose Dr. Oz think? THIS IS A VERY GOOD THING.
  6. 6. Most Consumers are Unsure what to Believe Pesticides Antibiotics Hormones Fertilizer Gluten Neonics GMO Dihyrogen monoxide BPA MSG Understanding makes me a better consumer. I don’t know what to believe, so I just won’t buy it.
  7. 7. Effects -- New, onerous regulation prior to registration of new products -- Slows deployment of desperately needed new products (cost/time/potential liability) -- De-incentivizes discovery science -- Blocks the best science from reaching the field
  8. 8. What is Gene Editing?What is Gene Editing?
  9. 9. How Do We Genetically Improve Plants?How Do We Genetically Improve Plants? X = IRRI Images Traditional Breeding Wild Introgressions “Impossible” Crosses
  10. 10. How Do We Genetically Improve Plants?How Do We Genetically Improve Plants? B73 Mo17 Iowa Sate Univ photo Hybrids
  11. 11. How Do We Genetically Improve Plants?How Do We Genetically Improve Plants?
  12. 12. How Do We Genetically Improve Plants?How Do We Genetically Improve Plants?
  13. 13. How Do We Genetically Improve Plants?How Do We Genetically Improve Plants? Add insect resistance gene Add herbicide resistance gene
  14. 14. How Do We Genetically Improve Plants?How Do We Genetically Improve Plants?
  15. 15. A library contains massive amounts of information, stored as individual books. To change the information, you can add new information by adding a new book. You can remove information by removing a book.
  16. 16. The DNA in a cell contains massive amounts of information, stored as individual genes. To change the information, you can add new information by adding a new gene. You can remove information by removing a gene.
  17. 17. What is Gene Editing?What is Gene Editing?
  18. 18. What is we went into the library and could change the meaning of a book by erasing (or adding) a few extra letters?
  19. 19. What if we could go into the DNA of a cell and change the information in a gene by erasing (or adding) a few letters? .
  20. 20. Gene editing will revolutionize medicine and agriculture, eventually. There is a movement in place that opposes the technology, and will continue to fight the technology. Fast and precise genetic changes of plants and animals can be made in a short time. We need to understand and actively communicate what this technology is and isn’t.
  21. 21. Gene Editing
  22. 22. Will We Have the SocialWill We Have the Social License to Use it?License to Use it?
  23. 23. The Collateral Effects of a Trust Deficit Stall Application of Innovative Products or Practices INNOVATION APPLICATION
  24. 24. Solution Ag industry professionals, scientists and agricultural producers must be part of the conversation. Stop talking to each other- and talk to non-typical audiences.
  25. 25. How do we effectively teach potentially conetntious concepts in: Biotechnology? Medicine? Vaccines? Climate? Evolution? Others? To varied audiences: University? Public? Online? A good basis for trust Scientists and agricultural professionals are consistently rated as competent and knowledgeable. Yet they typically fail to engage the public, and when they do, they do it wrong.
  26. 26. Scientists, industry professionals, agricultural producers, etc. Make some critical mistakes in engaging How we process information System 1 – Emotional, irrational, reactive System 2 – Logical, strategic, calculating
  27. 27. Humans Exhibit Tribal Behavior
  28. 28. To Establish Trust You Have to Override the Reactive Brain and Tribal Tendencies Establish that you are not a threat Listening, showing empathy Affirming shared values
  29. 29. Facts do not matter without trust. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
  30. 30. Who is the Right Audience? People are seeking honest answers about science, medicine, food and farming and don’t know who to trust. YES!
  31. 31. Active Listening Intellectual Charity Provide a sense of power and control in the conversation
  32. 32. Lead With Your Ethics.Lead With Your Ethics.
  33. 33. What are our mutual concerns?
  34. 34. #1 priority – Don’t lose the tool -- Investing in research that involves a strong extension component (USDA, companies, commodities) -- Empowering and protecting extension agents and extension specialists, ensuring their freedom to operate and report -- SOLUTIONS: Transparent Authenticity We can’t deny fundamental realities and how they affect the System I brain. Acknowledge concerns Talk about risk and benefit, strength and weakness Share your stories and experiences
  35. 35. I don’t know what to believe, so I just won’t buy it. Develop rapport Hit the right audience Practice active listening with charity Share values Share your experience and your stories. Win trust.
  36. 36. HOW DO YOU PARTICIPATE?
  37. 37. CONTENT AMPLIFICATION Write something and share with 1000 people Share something you like with 1000 people
  38. 38. CONTENT Blogs Podcasts Discussion boards Reddit Articles News Article Comments Sections
  39. 39. Reach Out Beyond Our Tribe How do we stop just talking to each other and reach others that want to know what we do?
  40. 40. Received several email inquiries with specific questions.
  41. 41. Circulation = 1 million subscribers
  42. 42. Circulation = 1 million subscribers
  43. 43. Use modern media to build your brand. Use modern media to ensure the future of sustainable food production.
  44. 44. AMPLIFICATION
  45. 45. The Power of Amplification and Networks Pre-Internet Now 10 k contacts Expert Expert
  46. 46. The Power of Amplification via Networks
  47. 47. AMPLIFICATION Promote good information into your networks Share media outside of your tribe Distill important research findings in alternative media (talk to a different tribe)
  48. 48. Amplify messages from trusted experts. Jennie Schmidt Brian Scott Sarah Schultz
  49. 49. MANY OTHERS
  50. 50. Amplify messages from trusted experts.
  51. 51. We Go Forward Together Identify audience, facts don’t matter until you’ve earned their trust Effective communication starts only after listening, establishing rapport Industry professionals, scientists and farmers are good at talking to each other. Reach out to new groups, build trust and share expertise. Generate content, amplify work of others Be an ambassador of what we do Handle criticism with class Defend science, farmers and scientists. Be transparent and authentic. This is not an option. We must be present where the conversations are taking place.
  52. 52. kfolta.blogspot.com @kevinfolta kfolta@ufl.edu www.talkingbiotechpodcast.com iTunes, Stitcher, Player FM Thank you. All funding, reimbursement: www.kevinfolta.com/transparency All slides: www.slideshare.net/kevinfolta “Don’t tell me it can’t be done, tell me what needs to be done and help me do it. “ - Dr. Norman Borlaug

×