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Rebranding and reconstructing masculinity in agriculture: an overview

Code: 9781835454787
Publication date: 06-10-2025
Extent: 14 pages

Contributions by: Angie Carter, Michigan Technological University, USA

Chapter synopsis:

This chapter provides an overview of the importance of masculinity (re)construction to the work of agricultural equity and discusses how contemporary capitalist agriculture has engaged a hegemonic agricultural masculinity in order to normalise a certain type of land use and land decision-maker to maintain global agriculture “progress” and expansion. The chapter also discusses how agribusiness strategically rebrands this masculinity to maintain and expand the reach of capitalist agriculture.



DOI: 10.19103/AS.2024.0148.10
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Table of contents
  • 1 Introduction
  • 2 The importance of masculinities to the expansion of capitalist agriculture as a settler colonial project
  • 3 Agribusiness and the rebranding of agricultural masculinity
  • 4 Reimagining agricultural masculinity
  • 5 References

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