Attitude changes through speed-dating conversations between farmers and citizens

Jessica Berkes, Marcus Mergenthaler


Alienation between farmers and citizens has increased with agriculture’s intensification and specialization in
food supply-chains. More direct and equal dialogue formats are called for. Our research aim is to analyze to
what extent a specifically designed dialogue format contributes to attitude changes among farmers and citi-
zens. In a speed-dating format between farmers and citizens short conversations were organized. Attitudes
were measured before and after the conversations. Fact-based and personal statements within the conversa-
tion were identified by quantitative content analysis. Our results indicate that the mid-term effect of speed-
dating induced attitude changes was influenced more by fact-based aspects and less by personal aspects.
Keywords: speed-dating, farmer-citizen-dialogue, attitude change, dyadic communication, trust building

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ISSN 2194-511X


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