Open Conference Agriculture Communication in Canada

This presentation explores rural media from a Canadian perspective by discussing three examples of agriculture communication in Canada. First, it will identify central features of the rural/urban divide in Canada. Second, it will introduce the following question: How do stakeholders in the agriculture industry use media to shape cultural understandings of their industry and advance their political and/or economic interests? Third, it will address this question through three case studies: a public relations campaign titled "Farmers Feed Cities" developed by grain and oilseed farmers in the Canadian province of Ontario; the advertising campaigns "100% Milk" and "I'm In" developed by the Dairy Farmers of Canada; and promotion of "terroir tourism" (Holland, Smit and Jones, 2014) in wineproducing regions of Ontario.

Estée Fresco is an Assistant Professor in the Department of Communication & Media Studies at York University, located in Toronto, Canada. She researches and teaches in the areas of sport media, promotional culture, Canadian identity, and Indigenous-Settler relations. Fresco is a graduate of the University of Toronto, Western University, and the London School of Economics & Political Science.

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