The Image of the Czech Agriculture Based on the National Television News in the Period of Adaptation of Czechia Into the European Union: Regional Perspectives

Agriculture represents one of the most important economic activities that co-creates the qualities of landscapes. While topics such as food production, land utilization, or the development of rural regions are typically taken into account when analysing agriculture, regionally differentiated media portrayals of agriculture constitute a largely innovative approach. The main objective of this paper is to analyse and interpret agriculture-oriented news about individual self-governing regions in Czechia that were broadcasted in the framework of the national TV reporting. The paper is conceived as a historical study of the creation of the image of agriculture in the period from 2004 to 2011, which we define as the period of adaptation of Czech agriculture to the EU. The article includes both quantitative and qualitative dimensions. In summary, the media portrayals of agriculture largely differ from real conditions in Czech self-governing regions. Important themes, such as common agricultural policy or organic farming, have been mostly ignored within regionally focused national TV coverage. On the contrary, TV news is typically focused on one or a few phenomena of unusual or negative character, which is consistent with the gatekeeping conception.