Abstract

Ideology is maintained anddriven by powerful symbols. Agricultural mediasuch as farm magazines achieve this byappropriating societal values of currency andincorporating them in imagery that accompanyadvertisements of agricultural products,including pesticides. Critical questionsrelating to environmental sustainability andsocial risks associated with the use of suchproducts are often masked as a result. Contentanalyses of two mid-western farm magazines fromthe 1940s to 1990s trace the socialconstruction of pesticide advertisements overtime, illuminating changing images ofpesticides in farm magazine advertisements inresponse to changes in the socio-culturalsetting. Changing images reflect how theagricultural industry strategically repositionsitself to sustain market and corporate profitby co-opting dominant cultural themes atspecific historical moments in mediaadvertising. Sustainability implications in thebroad context of agriculture and society areexamined