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2. The USDA, Gender, and Race Equity: Representation on Conservation Agency Websites and Social Media
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Fairchild, Ennea (author) and Petrzelka, Peggy (author)
- Format:
- Journal article
- Publication Date:
- 2021-01-02
- Published:
- United States: Routledge (Taylor & Francis Group)
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12219
- Journal Title:
- Society & Natural Resources
- Journal Title Details:
- VOL. 34, NO. 1,
- Notes:
- 10 pages, 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.