Background
The agricultural sector is under increasing pressure to adopt more sustainable practices in response to global
environmental challenges. In Europe and nationally, policies like the Common Agricultural Policy (CAP) and the Climate
Action Plan emphasise the need for these changes. A significant aspect of this shift involves farm diversification, which
is considered vital for reducing sectoral emissions, enhancing biodiversity, and ensuring economic sustainability.
However, the adoption of such practices by farmers is not only driven by individual decisions but is also influenced by
external factors, including media narratives. The media plays a crucial role in shaping the norms and values that
influence farmer behaviour, especially concerning diversification. As a PhD candidate, you will explore how media
framing of diversification influences farmers' perceptions and behaviours. Your research will contribute to shaping the
future of farming in Ireland by producing insights that will inform future policy development, extension and
communication strategies, and educational programmes aimed at promoting sustainable farming practices.
Research Study
In this research, you will focus on understanding the relationship between media portrayals of farm diversification and
the subsequent impact on farmers' identities and motivations. Informed by theories from social psychology and
communications, you will explore how media narratives align with or challenge farmers' self-perceptions and how this
influences their willingness to adopt diversification practices. By analysing media content and conducting in-depth
interviews with farmers, you will shed light on how media framing shapes farmer behaviour and attitudes towards
diversification. You will work closely with advisors, media professionals, and policymakers to ensure the research's
relevance and impact.
Requirements
We are seeking a passionate and motivated individual with a strong academic background and good interpersonal
skills. You should hold at least an honours degree in a relevant discipline relating to psychology, sociology, agriculture
or communications. A Master’s degree is highly desirable as is an aptitude for both qualitative and quantitative
research methods. If English is not your first language you will need to satisfy the English language requirement:
- IELTS: 6.5 - with no individual section lower than 6.0
- TOEFL: 90 - with minimum scores as follows: Listening- 20; Reading - 19; Speaking - 21; Writing – 20
Award
This prestigious four-year PhD Scholarship offers a generous annual stipend of €22,000, along with a fee contribution
of €5,500 per annum. This funding is provided as part of the SFI Co-Centre for Sustainable Food Systems, in
collaboration with UCC and Teagasc. The scholarship will start in January 2025.
Further Information
For more details about this exciting opportunity, please contact:
- Prof. Maeve Henchion, Dept. of Agrifood Business and Spatial Analysis, Teagasc, Ashtown, Dublin 15Phone: +353 (0)1 8059515 Email: [email protected]
- Prof. Mary McCarthy, Department of Marketing & Management, Cork University Business School, UCCPhone: +353 (0) 21 4902075 Email: [email protected]
Applications
To apply, please send your CV and a letter of motivation outlining why you are applying for this position and the key
qualities you will bring to this role (Max 300 words) to [email protected] by Friday 27th September 2024.
Shortlisted candidates will be invited for an interview shortly thereafter.