Dyadic Analysis of a Speed-Dating Format between Farmers and Citizens

Abstract

Alienation between farmers and citizens has increased amid complex developments of agriculture’s intensification, urbanization processes, demographic change, and specialization in food supply chains in developed countries. Traditional public relations instruments have failed to generate societal acceptance of today’s intensive agricultural practices. At the same time, the agricultural sector feels alienated from societal value changes. Other controversial contexts showed that open face-to-face encounters at eye level hold the potential to promote mutual understanding and acceptance. The study aims to analyze how speed-dating conversations between farmers and citizens, considering participants’ characteristics, impact different outcome variables. 24 farmers and 22 citizens specifically recruited for participation in the speed-dating were organized to have short conversations of 10–15 min in different farmer-citizen-constellations. Each conversation had a specific overall agricultural topic including animal welfare, agricultural technology, environmental protection, agricultural policy, and esteem for food. Four months after, different outcomes were measured in a follow-up survey. For 84 person-constellations complete dyadic data were available to be analyzed by hierarchical regression analyses. Participants were mostly satisfied with the dialogue format and gained new factual and personal information. Results indicate stronger impacts of socio-demographic characteristics and personality traits than characteristics of the conversations themselves. Constellations with male citizens, female farmers, more educated farmers, extroverted participants, emotionally stable farmers, and more open participants tended to have higher dyadic outcome variable values. The results call for a re-design of farmer-citizen dialogue formats to facilitate more direct interpersonal communication.