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The online portrayal of urban farmers: Professionals’ perspectives on their influence on constructing farming-career paths

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  • Unay-Gailhard, İlkay
  • Chaskin, Robert J.
  • Brennan, Mark A.

Abstract

This research extends existing studies on the role of alternative food movements in supporting new farmers. It focuses on the urban agriculture movement, particularly the online portrayal of urban farmers in social media, and its impact on constructing farming-career paths. Analyses explore the perspectives of professionals (N = 32) involved in urban farming initiatives (practitioners, policy professionals, and beginning urban farmers) in Pennsylvania and Illinois. The study uses qualitative thematic coding and aggregates the theoretical dimensions supported by contemporary career theories. Career aspiration, career intention, and career orientation are the career-construction paths that are the interests of the study. Findings suggest that portrayals of urban farmers are multi-faced: "smallness," "diversity," "guidance by moral values," "innovativeness," and "popularity" are the essential themes explaining farming-career aspirations. Farming-career exposure and career experiments via social media are values that drive planned or unplanned career intentions. The portrayal of urban farmers as moral achievers is perceived as a motivator in career orientation by activating relationally driven (inspirations gathered from online relationships) and protean (self-driven) attitudes. Overall, our study demonstrated that online portrayals of urban farmers can shape perceptions about careers within sustainable sectors, including agriculture-related professions.

Suggested Citation

  • Unay-Gailhard, İlkay & Chaskin, Robert J. & Brennan, Mark A., 2025. "The online portrayal of urban farmers: Professionals’ perspectives on their influence on constructing farming-career paths," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 115, pages 1-11.
    • Handle: RePEc:zbw:espost:309926
    DOI: 10.1016/j.jrurstud.2025.103586
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    References listed on IDEAS

    as
    1. Gilles Duranton & Diego Puga, 2023. "Urban Growth and Its Aggregate Implications," Econometrica, Econometric Society, vol. 91(6), pages 2219-2259, November.
    2. İlkay Unay-Gailhard & Mark A. Brennen, 2022. "How digital communications contribute to shaping the career paths of youth: a review study focused on farming as a career option," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 39(4), pages 1491-1508, December.
    3. Unay-Gailhard, İlkay & Brennen, Mark A., 2022. "How digital communications contribute to shaping the career paths of youth: A review study focused on farming as a career option," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 39(4), pages 1491-1508.
    4. Unay-Gailhard, İlkay & Lawson, Kati & Brennan, Mark A., 2023. "An examination of digital empathy: When farmers speak for the climate through TikTok," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 102, pages 1-1.
    5. Halvey, Madeline R. & Santo, Raychel E. & Lupolt, Sara N. & Dilka, Trent J. & Kim, Brent F. & Bachman, Grace H. & Clark, Jill K. & Nachman, Keeve E., 2021. "Beyond backyard chickens: A framework for understanding municipal urban agriculture policies in the United States," Food Policy, Elsevier, vol. 103(C).
    6. Rangarajan, Anu & Riordan, Molly, 2019. "The Promise of Urban Agriculture: National Study of Commercial Farming in Urban Areas," Analysis 320850, United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program.
    7. Alia DeLong & Marilyn E. Swisher & Carlene A. Chase & Tracy Irani & Jorge Ruiz-Menjivar, 2023. "The Roots of First-Generation Farmers: The Role of Inspiration in Starting an Organic Farm," Land, MDPI, vol. 12(6), pages 1-20, June.
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