Introduction

`Farming a Sunburnt Country' is a general meteorological education kit costing $20, aimed at primary producers. "The project was initiated under the new National Drought Policy at that time, around 1993. Under the education and communication component. The idea was initiated in the National Climate Centre, and a proposal forwarded to DPIE. They funded it and contracted us (Bureau of Meteorology) to produce it for them." (Mary Voice, BoM, email 3 June, 1997). `Farming a Sunburnt Country' is a multimedia package which contains a 35 min introductory video, a mini text book and several pamphlets. The materials cover 5 areas;

· Explanation of climate concepts and record keeping

· Case studies

· Climate records and record sheets

· Sources of climate information

· Advertising for climate analysis tools

Background to Study

Under Australia's National Drought Policy (1992) "drought is now provided in Australia only as a result of the declaration of `exceptional drought circumstances'.... Thus the government seeks to encourage agricultural producers to adopt self reliant approaches in managing for climate variations. Under this policy, drought is no longer considered to be a natural disaster but rather an integral part of a highly variable climate." (http://enso.unl.edu/ndmc/mitigate/policy/austral.htm, accessed 18/7/97)

Understanding meteorological processes is crucial to good farm planning and management, especially in Australia's highly variable climate. The Bureau of Meteorology provides over 100 years of scientific climate data, some of which has been collected by primary producers. Primary producers have years of personal experience on the land and have their own climate data. Both sides have useful information for the other.

The Bureau and primary producers often come from highly divergent backgrounds and consequently, there has been a great scope for mis communication and non communication, despite the common interest.

Statement of Problem (the big picture)

Science communication is a burgeoning field where the importance of effective communication between scientists and other people is being recognised and explored. Since it is a relatively new field, little research has been done, however there are numerous examples of highly effective science communicators who intuitively know the correct procedures. What is required is to try and formalise and make explicit some of the methods used to communicate science effectively.

Previously, science has been communicated via a `linear transfer' model of communication. This has been recognised to have limitations, which have been attempted to be overcome via a `participatory' model of communication.

The effectiveness of the communication of meteorological information between the Bureau of Meteorology and primary producers is substantially unknown. In particular the effectiveness of multimedia mixed resource kits in communicating this information between these parties (in order to improve farm management) is unknown and whether it operates within a `linear transfer' or `participatory' paradigm of communication.

Elaborate on modes of communication with respect to various interest groups.

Purpose of the Study

To evaluate the kit as an interface between primary producers and the Bureau of Meteorology.

Rationale for the Study

The Bureau of Meteorology creates education resources and provides climate information data for primary producers. Unfortunately however, this information is sometimes not accessible, relevant or interpreted correctly by primary producers. The kit is cheap and provides general information and is therefore accessible to a larger audience. As such it is important as a front line interface between primary producers and BoM.

In the last 10 years or so, a change in agricultural extension from `linear transfer' models to `participatory' and `multiple perspective' models of communication has occurred. Within this context "Farming a Sunburnt Country" will be looked at to see how well it fits within the participatory model, and how useful farmers and BoM have found the kit.

Research Questions

· Is the kit appropriate for farmers?

· Is the kit appropriate for communicating climate information?

· What were the aims / intentions of the producers of the kit?

· Were there any evaluations? (type and who)?

· Is the kit appropriate for promoting a conversation?