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Greening pesticides: A historical analysis of the social construction of farm chemical advertisements

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  • Margaret Kroma
  • Cornelia Butler Flora

Abstract

Ideology is maintained anddriven by powerful symbols. Agricultural mediasuch as farm magazines achieve this byappropriating societal values of currency andincorporating them in imagery that accompanyadvertisements of agricultural products,including pesticides. Critical questionsrelating to environmental sustainability andsocial risks associated with the use of suchproducts are often masked as a result. Contentanalyses of two mid-western farm magazines fromthe 1940s to 1990s trace the socialconstruction of pesticide advertisements overtime, illuminating changing images ofpesticides 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 mediaadvertising. Sustainability implications in thebroad context of agriculture and society areexamined. Copyright Kluwer Academic Publishers 2003

Suggested Citation

  • Margaret Kroma & Cornelia Butler Flora, 2003. "Greening pesticides: A historical analysis of the social construction of farm chemical advertisements," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 20(1), pages 21-35, March.
    • Handle: RePEc:spr:agrhuv:v:20:y:2003:i:1:p:21-35
    DOI: 10.1023/A:1022408506244
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    References listed on IDEAS

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    1. Frederick Buttel, 1985. "The land-grant system: A sociological perspective on value conflicts and ethical issues," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 2(2), pages 78-95, March.
    2. Lasley, Paul M. & Duffy, Michael & Kettner, K. & Chase, Craig A., 1990. "Affecting Farmers' Use of Practices to Reduce Commercial Fertilizers and Pesticides," Staff General Research Papers Archive 11050, Iowa State University, Department of Economics.
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    Cited by:

    1. Gregor Devine & Michael Furlong, 2007. "Insecticide use: Contexts and ecological consequences," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 24(3), pages 281-306, September.
    2. Sophie Payne-Gifford & C. S. Srinivasan & Peter Dorward, 2021. "Blunting EU Regulation 1107/2009: following a regulation into a system of agricultural innovation," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 38(1), pages 221-241, February.

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