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

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

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

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

Conclusions Women's and minorities absence represents their absence from major decision making in farm society. 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. 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. Minority farmers are not as wealthy and thus adverts focus their prices and messages with farmers who can most likely afford their products.