Greening pesticides: A historical analysis of the social construction of farm chemical advertisements
2003
Kroma, Margaret M. | Flora, Cornelia Butler
Ideology is maintained and driven by powerful symbols. Agricultural media such as farm magazines achieve this by appropriating societal values of currency and incorporating them in imagery that accompany advertisements of agricultural products, including pesticides. Critical questions relating to environmental sustainability and social risks associated with the use of such products are often masked as a result. Content analyses of two mid-western farm magazines fromthe 1940s to 1990s trace the social construction of pesticide advertisements overtime, illuminating changing images of pesticides in farm magazine advertisements inresponse to changes in the socio-culturalsetting. Changing images reflect how theagricultural industry strategically repositionsitself to sustain market and corporate profitby co-opting dominant cultural themes atspecific historical moments in media advertising. Sustainability implications in the broad context of agriculture and society are examined.
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