How do urban agriculture initiatives communicate on farming across society? An exploration of awareness, responsibility, and pride messages on social media

Generational renewal problems in the farming sector highlight the urgent need to attract new farmers and address misconceptions about agricultural careers. This can be achieved by strengthening the connection between the farming community and society. Emphasizing the alternative food movement’s role in attracting new-generation farmers, we focus on the urban agriculture movement and its communication efforts to better understand the changing relationship between agriculture and society. This study examines how urban agriculture communicates about farming by analyzing the use of social media messages related to awareness, responsibility, and pride. Analyses are based on the professionals’ perspectives (28 in-depth key informant interviews) and social media data (four selected Instagram accounts) in Pennsylvania and Illinois. We utilized qualitative thematic coding, guided by Polymedia theory and the Norm Activation Model. The results indicate that dialogues around urban agriculture encourage individuals to engage in discussions about healthy eating and to critically assess their understanding of industrial agriculture. Our study reveals that Instagram messages often emphasize responsibility and pride, which play a significant role in storytelling. These pride messages, linked to personal, relational, or professional achievements, are prevalent in the communication. However, very few messages address the economic aspects of farming, suggesting that financial issues and access to resources are not prioritized in these discussions. The study confirms that the online representation of urban farmers enhances their personal recognition by showcasing the diversity of farmers in terms of race, gender, ethnicity, and farm size, which differ from how traditional farmers are depicted in conventional media.