How farmers communicate with society about their job and livestock's pratices?

The growing disconnect between animal farming and society has been exacerbated by media portrayals, leading to widespread misconceptions about farming practices. A student’s project, part of the CASDAR ENTR'ACTES research project, aims to reestablish the link between livestock farmers and the public by examining the communication efforts of livestock farmers. The main objectives are to identify the profiles and motivations of farmers who engage in communication initiatives and to assess how these efforts influence public perceptions. A qualitative approach using semi-structured interviews with 15 farmers across France explored their communication methods and challenges. The sample covered diverse animal production—dairy, poultry, and pig farming—across various regions. The study's core hypothesis suggests that the type of farming, its practices, and the local context influence communication strategies. The findings reveal that farmers who engage in public communication share a strong commitment to transparency and education, aiming to demystify their work and address societal concerns (animal welfare, environmental impacts). They use a mix of direct channels (farm visits, events) and indirect channels (social media, websites) to reach diverse audiences, ranging from local consumers to urban residents. The motivations for communicating are diverse and often combined: to secure income or a market, to foster positive public perceptions and build trust with consumers. However, challenges such as time constraints, financial pressures, and the complexity of public controversies limit the scope and effectiveness of these initiatives. Results suggest that communication is most effective when farmers are open and sincere, discussing both the benefits and challenges of modern farming. Despite the obstacles, many farmers think it is essential to maintain good relations with their community and improve society's understanding of agriculture. This study will provide guidance for future farmers wishing to embark on this path.