Wednesday, 08 November 2023 12:55

Editorial: Reality vs fantasy

Written by  Staff Reporters
Anecdotal reports suggest that an urban/rural divide does exist in NZ. Anecdotal reports suggest that an urban/rural divide does exist in NZ.

OPINION: Research out of Massey University claims the concept of an urban/rural divide may not be entirely accurate.

Anecdotal reports suggest that such a divide does exist in NZ. This is especially the case when we see largely urban-based groups like Greenpeace constantly attacking the farming sector – particularly the dairy industry. It can also be seen in the growth of rural ginger group Groundswell, which has done much to highlight the reality of the numerous regulations that farmers currently face and what many – more often than not urban-based – critics claim are the poor environmental standards of the agricultural sector.

Janet Reid from Massey University’s School of Agriculture & Environment, who co-led the research, says the idea of an urban/rural divide does not reflect the findings of their research. However, she concedes that it’s not that straightforward and the issue of a rural/ urban divide is more nuanced and complex.

Reid argues that we can’t put people neatly into pigeonholes – rural or urban – as there is a whole lot more depth to the multiple dimensions of how New Zealanders see themselves. As she points out, there’s variety amongst the farming community as there is diversity and variety amongst those people who live in provinces and cities.

Despite the research’s finding of no rural/ urban divide, it does show a real disconnect between the two – where farmers feel that the urban public doesn’t fully understand what they face on the land.

An interesting finding of the research is how the media fuels the perception of a disconnect. Many farmers point to what they see as misinformation within media and the role it plays in highlighting ‘bad apples’ rather than accurately representing the sector.

The research suggests the urban public wants confidence that farmers are really farming sustainably, that they’re doing their bit for the environment. While on the farming side, they want to see real stories of farming in the media that go beyond sensational headlines.

A key takeaway is that bridging any divide requires building trust through connection, and the media has a role in achieving this.

More like this

Massey courses meet industry needs

Massey University is regarded by many as New Zealand’s leading tertiary education and research institute for the country’s primary industries.

Featured

Farmer input needed to combat FE

Beef + Lamb New Zealand (B+LNZ) is calling on livestock farmers to take part in a survey measuring the financial impact of facial eczema (FE).

Editorial: Escaping Trump's wrath

OPINION: President Donald Trump's bizarre hard line approach to the world of what was once 'rules-based trade' has got New Zealand government officials, politicians and exporters on tenterhooks.

Wool pellets to boost gardens

With wool prices steadily declining and shearing costs on the rise, a Waikato couple began looking for a solution for wool from their 80ha farm.

National

Machinery & Products

Alpego eyes electric power harrow

Distributed by OriginAg in New Zealand, Italian manufacturer Alpego recently showed its three metre Alysium electric power harrow at the…

New seed drill tech coming

Incorporating Vaderstad's latest seed drill technology, the Proceed V 24, is said to improve precision and increase planting efficiencies for…

» Latest Print Issues Online

The Hound

Waffle man

OPINION: Prime Minister Christopher Luxon sometimes can't escape his own corporate instinct for evasion, and in what should have been…

Banks on notice

OPINION: Shane 'Matua' Jones, crusader against all things woke, including "woke banks", couldn't have scripted it better when his NZ…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter