A “curious blend”: The successful farmer in American farm magazines, 1984–1991

Mass media images offer audiences models for how to perform the social roles they depict. Opinions and other attributes of credible media models may likewise be embraced by audience members seeking to identify with those models. Thus farm magazine narratives about “successful” farmers may encourage readers to model or aspire to featured farmers' production and management techniques and ascribe legitimacy to models' responses to current agricultural issues. However, production of agrarian images in the mass media — including images of farms, farmers, and farmers' values — are inevitably biased such that media representations of successful farmers selectively present objective characteristics in terms of the media's own ideological frameworks, which in turn reflect the dominant ideology of the social relations in which the media are engaged. As a first step in identifying farm magazines' role in creating social models for farmers, this study analyzes articles featuring “successful,” “leading,” or “innovative” farmers in leading agricultural magazines. The featured farmers are categorized according to enterprise characteristics and characterizations of them and their management philosophies. Findings show that farmers in farm magazines have larger than average operations and are portrayed in a way that blends a “farming as business” orientation with more conventional agrarian values but that generally omits non-business aspects of farm life.