Can you really trust mass media when it comes to the truth about food you eat? According to multiple sources, the answer would be a definite no. As a former FFA student, we learned about how clever marketing strategies, taking their sources at face value, and an agriculture community that hasn't come together to defend itself, the media can have consumers believing anything they want about agriculture.
Marketing strategies are probably the most popular way to trick those that aren't aware of the modern food production system. If you watch restaurant commercials, you may find that they advertise antibiotic-free chicken, which is actually a very good thing. What many consumers do not know is, there are regulations put into place by our government that make it illegal for any and all chicken sold in the American market to contain antibiotic residue, with hefty punishments for any company that tries to disregard that fact. However, even if companies try to trick consumers with simple facts that might not be well known, it's better than relying on sources without researching them.
Even people with good intentions can take things at face value and then pass it on to others, none the wiser if the facts were true or not. Hank Green, a well known YouTuber, made a video on Genetically Mortified Organisms (GMO) in which he reported on a study that claimed the GMOs caused cancers in their tests rats. However, the study was later dismissed due to cherry picked data; a lack of dose-response, small sample groups and the breed of rat used had an 80 percent chance of developing cancer in its lifetime. Not long after the study was discredited, Hank Green quickly redid the video to have the most accurate data.
Many in the agriculture community have realized how detrimental that the media’s inaccuracy can be. Dan Campbell quoted Pat Nichols of the Agricultural Council of America, who said broadcast news still tends to be very "sloppy and sensationalistic" on food safety issues. There was also a research team that found that “nutritional studies by Worthington (2001), Baxter et al. (2001) and Smith (1993) supported the claim that organic foods were healthier and in turn, garnered media attention (Gillis, 2002; Strauss, 2002; Tickell, 1999). Critical examination of these studies and reviews revealed variation and inconsistency in the data so that such conclusions are questionable.” (Cahill)
Unfortunately for agriculture, the small communities and companies seem to mainly be focusing on themselves rather than coming together to better defend them as a whole. Ron Smith, a writer for, Southwest Farm Press has said, “Agriculture needs 'a unified voice' to rebut the misinformation that spews forth daily from restaurant operations like Chipotle, celebrities like Dr. Oz, and self-styled food experts such as the Food Babe." I have to agree with Smith; if agriculture were to rally under one person, board, or group, we could better defend ourselves from those that intentionally try to spread misinformation. Take PETA, for example. It’s widely known and at the forefront of any animal rights issues because it has been aggressive with keeping itself together and united.
Thankfully, it’s not too late for agriculture. Many have started to use social media to fight back and educate the consumers and correct any unreliable sources. Whether it be on a local or national level they can now make themselves heard over other media sources using unreliable sources or marketing tactics, as well as connecting with other agriculture groups. People are also paying closer attention to what they are being told, which helps to keep the playing fields level. But wether you may know all the facts or not, the choice of what you put in your body will be your own.
Cahill, Stacey, Katija Morley, and Douglas A. Powell. "Coverage of Organic Agriculture in North American Newspapers."British Food Journal112.7 (2010): 710-22.ProQuest.Web. 2 Nov. 2015.
Campbell, Dan. "Is Media Easing Off On U.S. Agriculture?." Farmer Cooperatives 62.7 (1995): 24. MasterFILE Premier. Web. 2 Nov. 2015.
Green, Hank. "Why Are GMOs Bad?"YouTube. Ed. Blake De Pastino and Alyssa Lerner. N.p., 10 July 2015. Web. 13 Nov. 2015.
Kiess, Aaron. "Mainstream Media Lack Balance When Reporting On Agriculture." Western Farm Press 30.18 (2008): 14. Business Source Premier. Web. 2 Nov. 2015.
