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By: Colby Robinson

Gender and Agricultural Imagery: Pesticide Advertisements in the 21 st Century Agricultural Transition By: Margaret Kroma. By: Colby Robinson. Male Images, Female Images: Representation in the Agricultural Media . Women in farming – Invisible

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By: Colby Robinson

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  1. Gender and Agricultural Imagery: Pesticide Advertisements in the 21st Century Agricultural TransitionBy: Margaret Kroma By: Colby Robinson

  2. Male Images, Female Images: Representation in the Agricultural Media • Women in farming – Invisible • Maleness: Risk-taking, aggressive behavior, bravery, dominate • Protector and rational decision maker • Femaleness: nature, gentleness, care, affection, vulnerability • All adverts showing farm life depict the stereotypical farmer: Male, white and heterosexual • Race is also ignored for the same reasons as the role of women on a farm.

  3. Method and Procedure • Kroma gathered advertisements from Wallaces Farmer and Successful Farmer • Dating from 1975-1976 and 1995-1996 • In 70’s people became worried about the environment and in the 90’s the change in adverts came to fruition.

  4. Selling the Male icon and Selling Petrochemicals • 68% of adverts had names that metaphorically reflect male dominance. • Marksman, Warrior, Bicep, Counter Lock’n Load • “Nature as enemy” • 1970’s theme of farm as jungle farmer as hunter and pesticides as weapon.

  5. Commoditizing Female Culture…and Reproducing Ideology • Femininity was added in the 90’s • Oneness with nature • More awareness with environmental issues. • 40% of names now associated with female characteristics • Accept, Beacon, Fusion, Cycle, Partner • 36% of adverts associated with women, but race is still a missing factor.

  6. Conclusions • Women's and minorities absence represents their absence from major decision making in farm society. • Women have always been in the background of the farm business and thus are always shown as such. • Minority farmers are not as wealthy and thus adverts focus their prices and messages with farmers who can most likely afford their products.

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