Authors: K. Roe, H. Van den Bulck
The overall success and longevity of the milk robot as a technological
innovation will not only be determined by the fact that it is economically
profitable, technologically sound and user-friendly but also by the
possibilities of gaining a positive image and of being accepted by the general
public consumers. To come to a better understanding of the dynamics involved
in this process, the first phase of the project consists of an international
and multidisciplinary study of the relevant literature. An initial analysis
led to the identification of some key perspectives on the topic.
First, the interpretation and acceptance of the use of milk robots in dairy
farming must be understood within the context of contemporary society.
Post-industrial society is characterised by hyperrationalisation and the
overall application of ever more advanced science and technology. While
technological innovation expands the domain of choice for consumers and
potentially improves living standards, it also leads to an undermining of
scientific and technological certainties and to the establishment of ‘counter
movements’ such as the environmental, consumer and animal rights groups, which
seek to counter-balance the assumed positive consequences of this hyper-rationalisation.
This is particularly clear in the area of food production and consumption.
Here, the growth of the agrobusiness has been accompanied by consumers who,
struck by gastro-anomie, increasingly revert to non-processed,
non-industrially produced food. Potentially, this is an important aspect of
opinion formation with regards to the industrial milk robot.
Second, the report takes a closer look at the processes and agents through
which public opinion is formed within this societal context. Particularly in
the area of scientific and technological developments of which the general
public has little direct knowledge (such as the milk robot), the mass media
take up an important function in agenda setting and framing. More than
specialised press or opinion leaders, the mass media act as a source of
possibilities and guidelines for what people talk and think about as well as
for the way in which they talk and think about it. Public beliefs in this
regard tend to correspond to the messages conveyed in the media, even though
the direct cause and effect relationship is unclear. One finding is that media
reporting on technological innovations such as the milk robot is not
restricted to the ‘science’ section but can equally be found amongst political
or lifestyle news. Of a particular nature is the relationship between
journalists and experts. Although they differ in opinion regarding aspects
such as ‘accurate’ reporting, they do tend to develop some ‘symbiotic’
relationship, which is of influence in the way the topic is covered. Of even
greater importance with regards to public opinion formation is the fact that,
both in terms of information seeking and reporting, the media seem to display
a marked preference for news and coverage centred around dramatic, negative
and controversial events. To a large extent: ‘good news is no news’. These
findings need to be taken into consideration when trying to understand the
likelihood of public acceptance of the milk robot.
Finally, the importance of a pro-active approach towards information and
communication regarding the new technology is evaluated. Research shows that
people tend to believe low-credibility sources just as much as high
credibility sources. Moreover, in areas where the audience has little
pre-existing knowledge, the media function as the major sources of information
and the major definers of the situation. In this respect, a pro-active
approach to providing information about the new technology seems relevant.
This communication with the media should not restrict itself to specific
information about technological, economic and other aspects of the
technologies at hand. It should also seek to manage issues which can become
relevant news items for the media. In respect to the milk robot, certain
issues relating to consumer protection (eg. quality of the milk) or animal
rights (eg. keeping cows indoors) can be potentially detrimental to the image
of the equipment and thus even of the entire sector. Being sensitive to these
issues and dealing pro-actively with them, can help to establish a positive
view with regard to the milk robot and contribute to its widespread public
acceptance.
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© Animal Sciences Group -
Wageningen UR. Last update:
20-02-2008 10:03. |
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