The Making of the Muscular Farmer
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As farming became increasingly mechanized throughout the twentieth century, the cultural image of the farmer underwent a striking transformation—at least in advertising. According to JSTOR Daily, advertisements began celebrating physical strength and traditional masculine ideals, creating an increasingly muscular ideal of the farmer. This shift reveals how automation didn't erase the farmer from American cultural consciousness. Instead, advertisers reimagined the farmer's role, using physical prowess and masculinity as the new currency of agricultural identity.
Source: https://daily.jstor.org/the-making-of-the-muscular-farmer/
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