There is growing political pressure for farmers to use more sustainable agricultural practices to protect people and the planet. The farming press could encourage farmers to adopt sustainable practices through its ability to manipulate discourse and spread awareness by changing the salience of issues or framing topics in specific ways. We sought to understand how the UK farming press framed sustainable agricultural practices and how the salience of these practices changed over time. We combined a media content analysis of the farming press alongside 60 qualitative interviews with farmers and agricultural advisors to understand whether the farming press influenced farmers to try more sustainable practices. Salience of sustainable agricultural practices grew between 2009 and 2020. Many of the practices studied were framed by the press around economic and agronomic aspects, and farmer respondents said the most common reasons for trying sustainable agricultural practices were for economic and agronomic reasons. The farming press tended to use more positive rather than negative tones when covering sustainable agricultural practices. Respondents used the farming press as a source of information, though many did not fully trust these outlets as they believed the farming press were mouthpieces for agribusinesses. Whilst a minority of farmers stated they were motivated to try a new sustainable agricultural practice after learning about it in the farming press, this was rare. Instead, the farming press was used by respondents to raise their awareness about wider agricultural topics. We reflect on the role and power given to agribusinesses by the farming press and what this means for agricultural sustainability.

越来越多的政治压力要求农民使用更可持续的农业实践来保护人类和地球。农业出版社可以通过其通过改变议题的显着性或以特定方式构筑主题的显着性来操纵话语和传播意识的能力，来鼓励农民采取可持续的做法。我们试图了解英国农业出版社如何制定可持续农业规范，以及这些规范的重要性如何随时间而变化。我们将对农业出版社的媒体内容分析与对农民和农业顾问的60次定性采访相结合，以了解农业出版社是否影响了农民尝试更可持续的做法。在2009年至2020年之间，可持续农业实践的重要性不断提高。所研究的许多作法是由媒体围绕经济和农艺方面制定的，农民受访者表示，尝试可持续农业作法的最常见原因是经济和农学原因。当涉及可持续农业实践时，农业新闻界倾向于使用更多的正面而非负面色彩。受访者将农机媒体用作信息来源，尽管许多人并不完全相信这些渠道，因为他们认为农机媒体是农业综合企业的喉舌。尽管一小部分农民表示，他们在农业媒体上了解到这种动机之后便有动力尝试一种新的可持续农业实践，但这很少见。取而代之的是，受访者利用农业出版社来提高对更广泛农业主题的认识。