Snap You're It! Why the photos and videos you take of your family farm matter.

Are you sharing your story of agriculture in the best light?

The average American consumer is two or three generations removed from the farm and so the phrase “perception is reality” applies when sharing photos about agriculture (Telg et al., 2011). Visuals are arguably one of the most impactful ways to share information and to tell a story especially when less then 2% of the U.S. population is directly involved in agriculture (Dimitri et al., 2005) Photography is a valuable tool when it comes to shaping a narrative and no matter if it’s a novel, blog or even social media, the author (in this case I'm talking to YOU) has the power to tell whatever story they want. 

Describing a spring day as dewy and bright as compared to just a hot day sends two completely different interpretations of the day. Like these words, the use of the light, focus, angles, posing and composition can have a dramatic effect on how an audience perceives a photo. 

It’s a known that a picture is worth a thousand words, and one bad photo can make a lasting impact. The agriculture industry has specifically been impacted by how a poor photo can leave a lasting impression. Often, photos are dark and captured and shared by anti-agriculture groups to suggest that animals are treated poorly. 

As communicators and supporters of the agriculture industry it is important to tell our personal and relatable story. Luckily, we as communicators today can share our story through images literally at our fingertips with the use of smartphones. 

Here are a few tips to ensure the images you post accurately

represent the agriculture industry, your way of life

and sends the message you want.

Keep scrolling to learn more...

Tip #1 - Step into your audiences sneakers, sandals, boots, high-heels, Crocs......you get what I mean.

Make sure you have an intended message in mind for you audience. Is your target audience 4th graders, parents, a town hall meeting, customers at Chick-Fil-A or your bull sales customers? Based off of their knowledge of the subject will they interpret the photo the same way you will? If you are unsure, ask a friend what they think. Take the photo with intention to ensure that the audience perceives an image like intended. 

"Photographing farm animals or livestock is an opportunity to portray animal agriculture positively or, if done incorrectly to generate consumer misperceptions," states Telg et al., 2013. For example the photo on the left can be interpreted by cattle producers as healthy animals eating at a feed bunk. Keep in mind that this photo denotes positivity since there is a smiling person in it but imagine how this photo might look without the person in it. Others who may not know could interpret this photo as cattle being overcrowded and hungry, which is not the case at all. To reduce any possibility of confusion it is always better to show images that depict your message clearly.

Tip # 2 - Capture your subject in the best light.

Make sure your photos are correctly exposed (the correct brightness) and make sure the location where are taking you photos is well lit.

This ensures that the photo is not too dark or too light. Try your best not to put subjects in direct sunlight to avoid squinty eyes and dark shadows around individuals eyes. This is especially when taking photos of animals inside barns. It often can be dark inside of buildings and dark images may denote sad animals or people.

Tip #3 - Pay Attention to the background.

When photographing the animal or subject inspect the area and ensure that the area is clean.  If the animal is in a pen makes sure that the area is clean, random objects/debris aren’t in the frame and there isn’t anything distracting in the background.

You can see that depending on the angle or farming you can choose what exactly you want to include in a photo and what you don't. For example If I want to draw attention to the gentleman below and not the things around him I changed my framing and camera setting to accommodate that criteria. Ensure the photo is compositionally correct. That there is a clear focal point and that the background is level.

Tip # 4 - Composition can be everything.

Ensure the photo is composed in a way that draws the viewers eye to the subject and that there is a clear focal point and the background is level. The "rule of thirds" can be used to create a distinct focal point. Essentially, divide your photo into thirds and place your focal point in one of the thirds other than the center third. For ensuring the background is level you can look where the sky meets the goring and make sure that it is level. Finally, leading lines or framing can help you to draw the viewers eyes to the focal point.

Rule of thirds

The left photo uses rule of thirds the photo on the right does not.

The bottom line is if you aren't sure about a photo don't post it.

We are all learning together to don't hesitate to reach out to a trusted friend or family member for their opinion. There is a big difference between on the line and ones that shouldn't be posted at all.

Sources

Dimitri, C., Effland, A., & Conklin, N. (2005). The 20th century transformation of U.S. agriculture and farm policy. Retrieved

March 31, 2011, from http://www.ers.usda.gov/publications/eib3/eib3.htm

Telg, R., Barnes, C., & Boyette, A. (2011). Utilizing Basic Digital Photography Techniques on the Farm: WC110,

8/2011. EDIS, 2011(8).