DOI: 10.3098/ah.2020.094.1.004 J. L. ANDERSON is professor of history at Mount Royal University in Calgary, Alberta. His publications include Industrializing the Corn Belt: Agriculture, Technology, and Environment, 1845–1972 (2009) and Capitalist Pigs: Pigs, Pork, and Power in America (2019), as well as the edited collection The Rural Midwest since World War II (2014). He is currently working on a study of the hybrid corn industry since 1945. In 2018–2019 he served as president of the Agricultural History Society. This essay was delivered as his presidential address at the annual meeting of the Agricultural History Society in Washington, DC, on June 7, 2019. American farmers of the postwar period reduced labor requirements for production through the use of new machines and chemicals. Farm work was increasingly managerial and less physical. Observers struggled with how to represent this businesslike and technocratic farmer, first promoting space age, push-button imagery and then the notion of the “farmer in the business suit,” before turning away from images of actual farm folk toward increasingly hyper-masculine paid models. This shift also corresponded with challenges to traditional masculinity, including the Cold War, the Farm Crisis, a proliferation of new masculinities, second-wave feminism, a growing number of women farm operators, and a new identity as a beleaguered minority. By boosting the size and stature of farm men, advertisers reassured farmers that even during a period of rapid social and cultural change and one in which the physical requirements of farming declined, farmers remained strong. J. L. ANDERSON “You’re a Bigger Man”: Technology and Agrarian Masculinity in Postwar America

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“你是个大人物”：战后美国的技术和农业男子气概

DOI: 10.3098/ah.2020.094.1.004 JL ANDERSON 是阿尔伯塔省卡尔加里皇家山大学的历史教授。他的出版物包括工业化玉米带：农业、技术和环境，1845-1972（2009 年）和资本主义猪：美国的猪、猪肉和权力（2019 年），以及编辑的合集《二战以来的中西部农村》 (2014)。自 1945 年以来，他目前致力于研究杂交玉米产业。 2018-2019 年，他担任农业历史学会主席。这篇文章是他于 2019 年 6 月 7 日在华盛顿特区农业历史学会年会上发表的主席讲话。战后时期的美国农民通过使用新机器和化学品减少了生产所需的劳动力。农场工作越来越需要管理，而体力劳动越来越少。观察家们苦苦思索如何代表这个务实和技术官僚的农民，首先推广太空时代、按钮式图像，然后是“穿西装的农民”的概念，然后从实际的农民形象转向越来越男性化的付费楷模。这种转变也与传统男子气概的挑战相对应，包括冷战、农场危机、新男子气概的激增、第二波女权主义、越来越多的女性农场经营者以及作为陷入困境的少数族裔的新身份。通过提高农夫的规模和地位，广告商向农民保证，即使在社会和文化快速变化的时期，以及农业对身体的要求下降的时期，农民仍然很强壮。JL ANDERSON “你是个大男人”：