Abstract

How to increase conservation practices on farmland is a never-ending discussion topic for those working in the area of agriculture. Targeting of potential clients through conservation marketing is a key principle. Yet, prior research has identified that women and people of color are largely “invisible” in agriculture, to federal agricultural and conservation agencies. In this content analysis, we conduct an analysis of the U.S. Department of Agriculture (USDA) agency websites and social media to determine the inclusiveness of marketing by USDA. Our analysis of gender and race focuses on three primary categories: (1) numbers; (2) focus; and (3) roles. Our findings reveal that the USDA is perpetuating a normative position of agriculture as a man’s world with its dominant focus on the white male. The findings highlight how women (especially those of color) are marginalized in agricultural imagery by federal agricultural agencies that provide conservation programs.

摘要

对于那些在农业领域工作的人来说，如何增加农田保护措施是一个永无止境的讨论话题。通过保护性营销来瞄准潜在客户是一项关键原则。但是，先前的研究已经确定，有色人种和妇女在农业上对联邦农业和自然保护机构来说是“隐形”的。在此内容分析中，我们对美国农业部（USDA）代理网站和社交媒体进行了分析，以确定USDA进行营销的包容性。我们对性别和种族的分析主要集中在三个主要类别上：（1）数字；（2）重点；（3）角色。我们的研究结果表明，美国农业部正在将农业作为一个男人的世界继续保持其规范地位，其主要关注对象是白人男性。