Empowered by stigma? Pioneer organic farmers' stigma management strategies

Merja Riitta Lähdesmäki, Marjo Siltaoja, Harri Luomala, Petteri Puska, Sami Petri Kurki

Research output: Contribution to journalArticlepeer-review

Abstract

Pioneers of organic farming often faced social challenges as their innovative ideas on agriculture not only encountered opposition in the conventional farming community, but led to stigmatization of organic farmers as social deviants. In this study, we examine what kind of stigma management strategies pioneer organic farmers engage with in order to cultivate an alternative positive image of themselves. Our research is based on the interviews with 14 pioneer organic farmers. Based on a qualitative analysis of the interviews, we provide a model of those strategies that the creation from a stigmatized to valued identity requires. Our study increases the understanding of the institutionalization process of organic farming by demonstrating how pioneer farmers overcame the negative attributes associated with their farmer identities while actively building a agricultural category which was different from that of conventional farming.
Original languageEnglish
JournalJournal of Rural Studies
Volume65
Pages (from-to)152-160
Number of pages9
ISSN0743-0167
DOIs
Publication statusPublished - Jan 2019
MoE publication typeA1 Journal article-refereed

Fields of Science

  • 4111 Agronomy
  • Organic farmer
  • Stigmatization
  • Stigma management
  • Finland
  • DIRTY WORK
  • INSTITUTIONAL ENTREPRENEURSHIP
  • IDENTITY WORK
  • CONSTRUCTION
  • AGRICULTURE
  • RESILIENCE
  • MOVEMENT
  • FOOD

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