Environmental Change, Management and Monitoring
MSc
| Level | MSc |
|---|---|
| Student | Louise Morton |
| Status | Complete |
| Part Time | No |
| Years | 2021 - 2022 |
| Project Title | An investigation into UK farmers’ use of social media and their potential to influence public behaviour in relation to food and the environment. |
| Project Description | Climate change is complex to understand and under-reported in the media. The general population therefore appreciates very little about its potential impacts. An unlikely source of enlightenment was identified in farmers. Social media is used by 82% of farmers. They use it to engage with other farmers and the public. They are also at the forefront of climate change impacts, with agriculture both driving, and affected by, global warming. This investigation sets out to broaden understanding of the messages that farmers are delivering though social media and to test their influence on non-farming communities. Farmers were asked to complete a questionnaire survey to determine their motivation for using social media and engagement with the public. A survey for followers of farmers on social media was also circulated to understand people’s motivations for following farmers and to investigate subsequent behaviour changes. Farmers are increasingly trusted on social media and although they primarily started to use social media to connect with other farmers to combat loneliness and share knowledge, they now share challenges about their day-to-day activity with the public. Most farmers (55%) stated that their usage of social media had increased since December 2019, and the surveyed sample found that following a farmer on social media generates a similar number of environmentally favourable behaviour changes as having a farming background. Followers see farmers as experts with real-life credibility and as influencers. Whilst farmers are experiencing environmental issues first hand, they are presenting their narrative on social media which is informing their audience about the challenges associated with food production due to climate change. By using social media in this way, they provide an alternative information stream, influencing people’s awareness and household behaviours. From this basis of increasing awareness, the public could alter their household behaviour and possibly affirm or adjust their political stance towards a system that implements intergenerational justice. |
| Awarding Institution | University of Hull |
| Director of Studies | Lewis Holloway |