Feedback from participants
Twelve months after the focus groups and workshops, a letter was written to participants to update them on the project's activities and to seek feedback from them about the day they had attended and any observations or changed practices over the 12 month period.
Participants from all groups, rural women and men, rural journalists and agricultural consultants, reported that they had enjoyed the day that they had attended and found it stimulating and thought provoking. Several commented on initial scepticism towards the programme but all commented on a heightened awareness of the portrayal of rural women and men. In particular, respondents are now far more aware of the way they see and hear rural people, and particularly women, portrayed in the media. Participants reported their heightened awareness of the male dominance of rural media, especially print media, with the exception of dairy farming magazines. Several commented on the undesirable "country hick" image frequently portrayed in advertising rather than the more desirable and realistic image of hard-working, rural business people which is successfully used by some advertisers. Comments of feedback from the different groups follow:
Rural Women and Men
All respondents reported their heightened awareness of gender equality issues and particularly in media reporting. Most added though that they have little time to ponder on the issue as they go about their very busy farming, family, community, off-farm work, and daily schedules.
Several commented with regard to servicing agents that established contacts recognised the woman's role in the business and responded accordingly. However, problems continue to occur with new or young staff making first contact with the farm who assume that only the man or men can be of assistance. There is a call for businesses to educate their staff, especially the new and young, to approach farming businesses with an open mind and allow individual participants to state their involvement. A few men and women told of particularly infuriating and frustrating situations they had been in during the year where a farm servicing representative or media person refused to acknowledge and include the female member of the business. These people were pleased to have an opportunity to vent their feelings and usually disbelief at the situation.
Several men and women said they simply have no time or tolerance for poor service, be it concerning gender equality or otherwise, and are prepared to take their business elsewhere if they do not receive satisfaction.
The overriding comments were ones of slow but steady progress in both relationships with servicing agencies and media coverage.
Women from both Otago and Canterbury put their names forward for media contact lists to be distributed to rural journalists.
Reiterated was the need to offer child care at farming meetings and functions if the participation of both men and women is to be achieved.
Agricultural Consultants and Support Staff
Comments were of a heightened awareness and practice of gender equality issues in day-to-day work. Both male and female staff commented on the ongoing effort required to change their habits away from an expectation that their client relationships will be primarily with the men on the property. Some pleasing results were reported from increased and improved communication and outputs by actively including the woman with the man in the consultancy visit and ongoing work.
Consultants and support staff emphasised the importance of allowing individuals to choose for themselves the role they assume and that these choices be upheld. Gender equality issues need to be kept in perspective next to the many other issues important in the strive to achieve sustainable rural businesses and communities.
Rural Media
The journalists reported great enjoyment and benefit from the workshop activities. They had a considerably increased awareness and, in most cases, had adopted a changed approach with attempts to include women's perspectives in their journalism. The Rural Women's Day photo and journalism awards were seen as a good idea that had successfully increased the number of articles published portraying rural women.
Many of the problems identified in the rural media workshop 12 months earlier continued to hinder the inclusion of stories and photos including women. These barriers included:
- Competition for space resulting in an increased predominance of hard news copy which tends to have a male dominance.
- For one paper, the drought and poor financial environment reduced paper advertising taken which, in turn, reduced the print space available because print and advertising are calculated to a ratio.
- Women are real contributors but they do not always wish to be portrayed in this way. One journalist was asked by the woman to remove most of the comments she had written about the woman's role on the farm.
- The reluctance of many women to speak up and be reported is an ongoing problem for some journalists.
- Journalists were delighted that lists of women who are happy to be contacted were being compiled for their use.
- The subject matter of articles often dictates the chance of involving women, eg women are readily involved in dairy farming but it is much more difficult to get women actively involved in arable farming.
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Rural Affairs Coordinator
Sector Performance Policy
MAF Policy
Ministry of Agriculture and Forestry
PO Box 2526
Wellington
NEW ZEALAND
Phone: +64 4 894 0675
Fax: +64 4 4 894 0745
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