Framing of sustainable agricultural practices by the farming press and its effect on adoption

Abstract There is growing political pressure for farmers to use more sustainable agricultural practices protect people and the planet. The farming press could encourage adopt through its ability manipulate discourse spread awareness by changing salience of issues or framing topics in specific ways. We sought understand how UK framed these changed over time. combined a media content analysis alongside 60 qualitative interviews with advisors whether influenced try practices. Salience grew between 2009 2020. Many studied were around economic agronomic aspects, farmer respondents said most common reasons trying reasons. tended positive rather than negative tones when covering Respondents used as source information, though many did not fully trust outlets they believed mouthpieces agribusinesses. Whilst minority stated motivated new practice after learning about it press, this was rare. Instead, raise their wider topics. reflect on role power given agribusinesses what means sustainability.