Media messages about sustainable seafood: how do media influencers affect consumer attitudes?
From television cooking shows to social media, an intensified media focus on food has increased public visibility of issues of food provenance and sustainability in recent years. This has profoundly changed the communications landscape in which Australian food industries operate. There is now increased scrutiny and criticism of food industry activities not just from the ‘usual suspects’ (such as environmental activists), but also from a range of new players: celebrity chefs, food bloggers, social media ‘clicktivists’, and other media influencers. On the issue of sustainable seafood, these influencers have often been successful in securing a greater share of media ‘voice’ than industry itself. This is concerning because influencers’ messages are not always aligned with industry claims or with Government sustainability assessments. We know from international research that food celebrities and food media can either encourage or deter seafood consumption depending on the message (Bowman & Stewart 2013), but we don’t yet know what the impact is of Australian media, and media influencers, on consumer purchasing intentions, their attitudes and beliefs regarding the sustainability of Australian seafood, and the social acceptability of the industry. Aligning with National Priority 1 and its focus on industry communications strategy, this project will examine media coverage of Australian domestic fisheries sectors to identify: the messages about sustainable seafood prominent in Australian media; the media influencers, strategies, and professional networks underpinning their circulation; and how these messages are understood and interpreted by consumers. This knowledge will be used to inform communication strategies that will ensure clearer sustainability messages, reduce consumer confusion, and improve consumer trust in the Australian seafood industry.
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Measuring, interpreting and monitoring economic productivity in commercial fisheries
The development of indicators to measure and monitor the performance of fisheries against economic objectives continues to challenge fisheries managers. To date economic metrics have focused on various measures of profitability, and this has been limited to relative few fisheries due to the costs and time involved in collecting the information.
The use of productivity analysis provides an alternative approach to measure and monitor performance in fisheries. It is a broad area of economic analysis that largely estimates how the level and combination of inputs used by fishers affects their level of output, revenue or profitability. From this, the level of efficiency within a fishery can be determined, and how this efficiency level changes over time can be monitored. The role of management in influencing efficiency can also be directly determined. Measures of capacity utilization also provide information on the level (and changes in) excess capacity, which can be used to develop a proxy measure for the optimal fleet size.
Many productivity measures can be derived from available logbook data, while more detailed measures can be obtained from the full economic data (e.g., socio-economics of fishers, vessel characteristics, environmental conditions). These approaches can also provide information about fisher behavior, such as targeting ability in multispecies fisheries, and their response to changes in price and costs, as well as provide information on what is driving changes in profitability (e.g., prices, costs or management). In addition, appropriate measures can be identified to assist managers bridge commercial and other fisheries sectors.
The application of these techniques in Australian fisheries has been limited, and their ability to provide cost-effective information useful for management has not been fully examined. Outside fisheries, productivity has proven to be a useful economic indicator and its potential in Australian fisheries needs to be assessed. This project will meet this need by asking: In what contexts do indicators of productivity and productivity change provide a useful addition to other measures of fisheries economic performance.
Seminar
View the webinar at https://youtu.be/DGDYhk3rITQ
The development of indicators to measure and monitor the performance of fisheries against economic objectives continues to challenge fisheries managers.
The purpose of this webinar is to provide an overview of productivity analysis and the role it can play in supporting fisheries management. In particular, the webinar illustrates how productivity analysis can provide information about relevant and cost-effective economic performance indicators for fisheries.
Three case studies - Commonwealth Northern Prawn, SA Spencer Gulf and West Coast Prawn, and Queensland Spanner Crab - are used as examples of what can be measured using typical Australian fisheries data.
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View video at https://youtu.be/pb6buEp8FUE
This video features the topic of Measuring, Interpreting and Monitoring Economic Productivity in Commercial Fisheries.
View video at https://youtu.be/N0pbJYsiDWY
This video features the topic of Measuring, Interpreting and Monitoring Economic Productivity in the Commonwealth Northern Prawn Fishery.