Framing Agricultural Injuries: An Analytical and Anthropologic Review of Media Coverage in a Multi-State Region

Agricultural injuries are frequently underreported and understudied, despite their significant impact on the individuals and communities affected. Local news media often serve as one of the few public-facing sources of information about such incidents, typically reporting on who was involved, what occurred, where and when the event happened, and occasionally, why it took place. This study employed both qualitative and quantitative methods to analyze the demographic characteristicsand narrative themes found in media reports of agricultural injuries across seven Midwestern states. Using anthropological approaches and perspectives, the research explored how media portrayals of these incidents may shape public perceptions of agricultural risk and influence safety-related behaviors within ruralcommunities.

A database was developed using media reports of agricultural injuries collected by the Central States Center fo rAgricultural Safety and Health (CS-CASH) and Ag Injury News. The dataset included 154 news articles published between 2017 and 2024, documenting 200 agricultural injuries. Demographic and narrative content were analyzed to address the following research questions: (1) What types of messaging are emphasized in media headlines? (2) What forms of support for victims are mentioned in the articles? and (3) How is injury prevention addressed within the narratives?

Analysis revealed a high incidence of roadway-related injuries and identified injury trends disproportionately affecting older and male agricultural workers. Nearly one-third of the articles analyzed referred to incidents as "accidents," suggesting a potentially passive framing of preventable events. Prevention was mentioned in only 31.2% of articles; 24.7% referenced risky behaviors, while just 3.9% explicitly described prevention techniques. The data also offer insight into rural support systems, with references to financial or labor support, emotional support, and faith-based support. Furthermore, 63% of headlines conveyed no clear sentiment, and none of the reports included injuries involving immigrant workers.

These findings support recommendations for journalists to enhance both the quality and frequency of prevention messaging and to avoid using the term "accident" when describing preventable incidents. Additionally, health and safety professionals can use these insights, particularly the influence of community, faith, and economics to inform the development of culturally appropriate prevention strategies and interventions.