Inserting machines, displacing people: how automation imaginaries for agriculture promise ‘liberation’ from the industrialized farm

An emerging discourse about automated agricultural machinery imagines farms as places where farmers and workers do not need to be, but also implicitly frames farms as intolerable places where people do not want to be. Only autonomous machines, this story goes, can relieve farmers and workers of this presumed burden by letting them ‘farm at a distance’. In return for this distanced autonomy, farmers are promised increased control over their work-life balance and greater farm productivity from letting ‘smart’ robots assume control over the operational environment. Drawing upon the ways that these machines are promoted by manufacturers in various media, we trace the nascent contours of what we term a liberatory sociotechnical imaginary for agricultural automation across three cases—automated milking systems, self-driving tractors, and robotic strawberry pickers. We show how promises for new freedoms and autonomy are flexibly deployed to respond to distinct frictions that farmers, workers, and even farm animals experience in different modes of industrial agriculture. However, underlying these promises is the purposefully understated self-interest of manufacturers, who stand to gain further control over farms if automated technologies assume a central role in agriculture. Through the liberatory rhetoric, we contend, the imaginary seeks to enroll farmers into a socio-technical network that creates new relations of dependence upon the companies who design, sell, maintain, and often retain ownership over automated technologies. While potentially powerful, this imaginary may nonetheless fail to coalesce as farmers, workers, and agroecosystems exert their own agency on automated imaginaries and technological futures for agriculture.