Agriculture is not what it was before. Not an industry coverage, news organizations. One hundred years ago, about 40% of the U.S. population lived on the farm, and one in three jobs in the U.S. was associated with agriculture. It made sense for daily newspapers to cover agriculture and writing for farmers. But now, less than 2% of the U.S. population lives on a farm, as well as a small percentage of employment in the U.S. is related to agriculture. News organizations face a quandary: Covering agriculture for farmers, no longer makes sense, and journalists should cover the industry in different ways. The question is, how? In addition, the genetic revolution has created agriceutical systems and functions, and people doing things changed. Unfortunately, the news editors are not knowledgeable enough to understand the significance of this change and to inform their readers about it. This case addresses how to change that perception.
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by Ray A. Goldberg, Ann Fitzgerald, 30 pages. Publication Date: December 6, 2001. Prod. #: +902421- HCB-ENG
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