BRIEFING DOCUMENT
TO: AGRICULTURE MINISTER LYLE VANCLIEF
FROM: ROBERT WASHBURN, PROJECT CO-ORDINATOR, LOYALIST COLLEGE
DATE: 2/21/01

Loyalist College Applied Research Pilot Proposal
Online Democracy: Issues in Agriculture

Objectives
Create a news and information web site to engage the Canadian public, the agriculture community and agri-food stakeholders in an ongoing dialogue on current issues. Combining the principles of civic journalism with the latest Internet technology, this innovative pilot project will provide a balanced forum to strengthen this vital community in the virtual and real worlds.

1. To provide an opportunity for interaction and partnership between academics, agricultural interests legislators and consumers.
2. To provide those in the agriculture and agri-foods sector in Canada and abroad with timely news and information, along with related resources;
3. To engage the audience and opinion leaders using interactive online technology;
4. To provide a model for e-journalism, in an effort to more clearly articulate the form, while setting higher news media and publishing industry standards
5. To launch a web-streamed forum in October 2001 and continue with a multifaceted web site and additional online forums in phase three of the project;
6. To provide Loyalist College with material it can use to demonstrate its leadership as an educational institution for the 21st century. To advance Loyalist's leadership position in E-journalism and Agricultural Journalism.

Project Phases
Phase One-March 1, 2001-June 30, 2001:
Applied academic research into e-journalism. Preliminary technical design of a multifaceted web site including the production of original content, research of member organizations and stakeholders of the agriculture sector. Creation of prototype for use in fall curriculum. Modification of curriculum for delivery in September 2001. Launch June 8, 2001
Phase Two-September 1, 2001 to March 1 2002.
Construction of multi-faceted web site with graduate student participation.
Design and execution of first major online interactive forum with participation of public, farmers and private sector with representatives of government. (October 2001).
Maintenance and marketing of web site. Creating further partnerships with private and non-profit sector.
Phase Three-March 1, - 2002 June 30 2003
Maintenance and marketing of web site with increased private sector involvement.
Planning and execution of regular online forums at regular intervals.
Phase Four July 1, 2003-ongoing
Multi-faceted web site up and running staffed by experienced agricultural e-journalists, marketers and production specialists with private and non-profit sector revenue through advertising and corporate sponsorship.
Immediate request:
1. Funding of $36,000.00 to match a similar commitment from the college, which sees completion of two phases of the project by March 1, 2002.
2. Active support and participation of minister and federal department of Agriculture and Agri-Food Canada.

Summary
In Canada, 42% of households regularly use the World Wide Web at home, work or school. That means 4.9 million people use the technology, but the biggest challenge is creating a meaningful interaction. We believe the news media can play a crucial role in building communities. It has done this historically through traditional means. We now have an opportunity to explore how it may do this in the future.
This is an incredible chance to give the agricultural community and agri-food sector an opportunity to participate as leaders in the technology revolution and the new economy.
Loyalist College is currently seen as a leader in Online Journalism and has the only Agricultural Journalism college program in Ontario. Support for this initiative will provide an important service not only to the agriculture sector of Canada but also to the population at large. In the current climate of rapidly changing food supply management, relevant and timely information to all stakeholders will assist in the continued success of agriculture and food supply in Canada.