They don’t know ‘Diddly Squat’: An exploration of students’ knowledge and perceptions of agriculture through Clarkson’s Farm
DOI:
https://doi.org/10.5032/jae.v66i1.2608Keywords:
television, agricultural literacy, Clarkson's Farm, media effects model, case studyAbstract
Documentary television series Clarkson’s Farm has been lauded for its positive, entertaining depiction of British agriculture. Airing in 240 countries and territories, the program follows British TV presenter Jeremy Clarkson in his attempts to manage his operation with the help of more experienced farmhands. Researchers at The Ohio State University, curious about the implications of screening the show for audiences with varying degrees of agricultural knowledge, analyzed students’ written responses to two episodes using a conceptual framework comprised of the Differential Susceptibility to Media Effects Model and agricultural literacy. We found that all students enjoyed the program, but students with less initial agricultural knowledge gained a greater appreciation for and understanding of agricultural practices, while their counterparts related to the content themselves and identified it as an example of a positive depiction of agriculture that could be used to educate others. We offer recommendations for implementing Clarkson’s Farm as an educational tool and for further exploration of its potential future impact on agricultural literacy.
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