Journal of Applied Communications

Volume 99 Issue 4 Article 3

Prince Farming Takes a Wife: Exploring the Use of Agricultural Imagery and Stereotypes on ABC's

Annie R. Specht

Brooke W. Beam

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Recommended Citation Specht, Annie R. and Beam, Brooke W. (2015) "Prince Farming Takes a Wife: Exploring the Use of Agricultural Imagery and Stereotypes on ABC's The Bachelor," Journal of Applied Communications: Vol. 99: Iss. 4. https://doi.org/10.4148/1051-0834.1055

This Research is brought to you for free and open access by New Prairie Press. It has been accepted for inclusion in Journal of Applied Communications by an authorized administrator of New Prairie Press. For more information, please contact [email protected]. Prince Farming Takes a Wife: Exploring the Use of Agricultural Imagery and Stereotypes on ABC's The Bachelor

Abstract The 19th season of ABC’s The Bachelor stars Chris Soules, an Iowa farmer who is pursuing a wife. Soules appears to exhibit all the qualities of a gentleman farmer desired by the contestants: good looks, kindness, strong family values, and courteous manners. However, research of previous reality television programs has concluded negative views of agricultural lifestyles typically are present. The Bachelor aired during prime-time television hours and exposed millions of viewers to agricultural imagery, which is why an analysis of this season is important to agricultural communicators. This qualitative discourse analysis examines the representation of agriculture and rural communities through selected videos and episodes of The Bachelor that show Soules and the bachelorettes in agriculture-related settings. Previous research indicates entertainment media have impacted audience’s perceptions of agriculture and reality television programming is adept at perpetuating stereotypes. Repeated exposure to stereotypes through media representation causes viewers to absorb those images into their social reality and, in turn, impacts their beliefs, attitudes, and behaviors toward the subject of those stereotypes. The Bachelor Season 19 contains both positive and negative agricultural stereotypes, including isolated small-town life, hard- working farmers, and “country” as a personality type. Farm-centric content is used to elicit laughs and to build romantic tension with the effect of minimizing the importance of agriculture. The researchers plan further investigation of the perceptual effects of the program’s televised content and the related social- media conversation surrounding “Prince Farming.”

Keywords Reality television, stereotypes, social reality, The Bachelor, discourse analysis, social semiotics, Association for Communication Excellence Conference

This research is available in Journal of Applied Communications: https://newprairiepress.org/jac/vol99/iss4/3 Published byNewPrairiePress, 2017 Research televised Farming.” content andtherelated social-media conversation surrounding “Prince importance agriculture. theprogram’s of of investigation planThe researchers further effects theperceptual of Farm-centric content is used to elicit minimizing the laughs of and to tension build romantic with the effect stereotypes, includingisolated small-town life, farmers, hard-working and “country” type. asapersonality thosestereotypes.the subjectof absorb thoseimages into and, theirsocial reality inturn, impactstheirbeliefs, attitudes, andbehaviors toward stereotypes.perpetuating Repeated to exposureto stereotypes media representation through causes viewers media have impacted audience’s television at andreality programming isadept agriculture perceptionsof Soulesandthebachelorettesshow settings. research indicates entertainment inagriculture-related Previous andrural selected communitiesthrough videosandepisodes of agriculture representation of this seasonisimportant to communicators. agricultural This qualitative the discourseanalysisexamines to imagery,time television agricultural which viewers hours and exposed is why an analysis of millions of Conference inCharleston,Conference SouthCarolina. Excellence waspresented Communication (ACE) thismanuscript atthe2015Association for A version of of rejected hissuitattheendofseason, wasapproached tostarinthenineteenthiteration Soules demeanor” (Yeo, the hand madeof Andi for him Dorfman a favorite 2015, para. 11). Dorfman After Soules, Chris farmer whose a30-something agriculturalist “good nice-guy looks and down-to-earth 10ofABC’sIn Season show populardating reality TheBachelorette , audiencesmetIowa television Introduction television,Reality stereotypes, socialreality, TheBachelor, discourseanalysis, andsocial semiotics Key Words present. are typically concluded negative lifestyles agricultural of views familyvalues,strong andcourteous manners. However, television reality programs has previous research of appears by desired to agentleman thecontestants: farmer allthequalitiesof exhibit good looks, kindness, ABC’sThe 19thseasonof The Bachelor Stereotypes and Imagery onABC’s Exploring Agricultural theUseof Prince Takes Farming aWife: Abstract the most-watched network adultsthe most-watched for 18-49years ofage thatnight(Futon Critic, 2015). The first and intimatedates(Barton, 2014; Rees, 2014). show’s hisaffectionsthrough ofchallenges, for usual25—would aseries bevying group activities, previews,television ABCdubbedSoules “Prince Farming” andrevealed 30women —instead ofthe The Bachelor (Fleiss, Levenson, &Gale, 2002), to thesuccessfulforerunner The three-hour 5, season premiere on January 2015, garnered 7.7million viewers, makingABC Specht andBeam:PrinceFarmingTakesaWife:ExploringtheUseofAgriculturalIm The Bachelor stars Soules, Chris whoispursuingawife. anIowa farmer Soules The Bachelor Season19contains both positive andnegative agricultural Annie R. SpechtandBrooke W. Beam Journal ofApplied Communications, Volume99, No.4• 20 The Bachelor aired during prime- during aired . In The Bachelorthat 1 DOI: 10.4148/1051-0834.1055 https://newprairiepress.org/jac/vol99/iss4/3 Research realistic portrayal of today’s agricultural industry compared predecessors. toitsreality-on-the-farm oftoday’srealistic industry portrayal agricultural Haw” (para. 9). if todetermine This studywasundertaken thanFarmerfarmers Wants a Wife, may which makesome yearn thegolden viewers for age ofHee 40on debatesputtingthe back thefrontpolicy page, there’s room of amore for nuancedportrayal (“Goodbye,” 2008)opined, atthecenter ofenergy, farming “With environmental foreign andeven eggs. likemilkinggoatscrops) andgathering trials andarranging review, In acritical theStar Tribune content,agricultural filming renting for andlivestock (Neustadt’s grain afarm only raises family (Pennington, 2008, para. 26). Despiteitsstar’s accuracy, pleasfor theshow concocted much ofits plows, cows andsows. Not many peopleare aware today” ofthebusinessandsciencefarming …hicks Tell someone you’re may know andthey think aboutyou away afarmer — right native MattNeustadtMissouri said, are popsupthatfarmers still uneducated stereotype “The movies” crisis of1980sfarm the melodramatics (“Goodbye,” 2008, para. 7). Inapre-show interview, America, veeredculture atrural prism from theyokel hashistorically which MaandPa Kettleto 2008, para. 4). The MinneapolisStar Tribune theshow called “an interesting look through thepop Sasson, 1992; &Gross, Gerbner 1976). ofsocialreality: Adoni three andMane(1984) describe types role (Adoni ofreality inthesocialconstruction &Mane, 1984; Gamson, Croteau, Hoynes, & haveMedia scholars long arguedfilm, television, andothercommunication play channels amajor Social Constructionof Reality Literature Review 9:00 PMET demographics (Reality timeslotinanumberofkey TV World staff, 2003). Nielsen MediaResearch, theshow’s watched 13millionviewers first episode, dominating its8:30- farm, auction atalivestock barn, pencattle restaurant. andwaitressfast-food ataSonic According to The first season Hilton follows andRichie’s Altus, exploitsinrural Arkansas, work asthey on adairy the premise asaway to “do comedies outsideofthetraditional sitcom format” (Ryan, 2003, para. 7). Hilton andNicole Richie, theshow asareal-life wasbilled reworking ofGreen Acres. Fox developed 2003, Twentieth Fox Century released program areality called complex”operations thatare very (Eller, 2015, para. 9). tolightthatagricultureisnotbig,I’ve beenabletobring farming. corporate It’s familiesrunning expressed hisdesire to “change people’s perceptions islikeon about what life afarm,” stating, think “I andsoybean groweras thecorn whittlesdown hiswannabe wives week by week” (para. 4). Soules aminorrole,playing Iowa —andagriculture —couldget exposure … tomillions ofviewers watching America. inrural life of modern (2015)wrote, DonnelleEller DesMoinesRegisterreporter “Even deal” (para. 19). farmer’s livelihood isdeartohim: … missedharvest never “I’ve metobegone for thatwasabig for beheard andnever the farm from again” (Yeo, 2015, para. 17). Nonetheless, thefourth-generation corn. shucking all It isn’t likehedoesn’t have aton ofmoney… Itisn’t likeyou are gonna move to people. Inaninterview, tomove toSoules’swilling hometown ofArlington, Iowa, communityoflessthan500 afarming to thenetwork (Futon Critic, 2015, para. 6). episode wasalsothe “most-social broadcast” ofthenight, 250,000tweets, generatingnearly according In 2008, the CWreleased a “rural spinon have beenlessthanconstructive.Agriculture’s In (RTV) television intoreality previousforays Soules’sWith on appearance Before theseason filmed, ABCofficials were concerned aboutfindingwhowere applicants Journal ofAppliedCommunications,Vol.99,Iss.4[2015],Art.3 host commented life with Soules would not commentedwithSoules Bachelor Harrison life hostChris “be The Bachelor hopetheshow would came present anhonest depiction The Bachelor” called Journal ofApplied Communications, Volume99, No.4• 21 The Bachelor would audiencesamore offer Starring socialitesParis The SimpleStarring Life. Farmer Wants (Pennington,a Wife 2 Published byNewPrairiePress, 2017 Research ). Makeover the program Extreme and theirimpressions programming on ofreality focused improving one’s (inthis case, appearance positive correlation between individuals’ young women —interest incosmeticsurgery —typically theshow.obese individualsthanthose whodidnotwatch a Markey andMarkey (2010)described andextreme rapid weightemphasizes loss, more negative significantly reported attitudestoward found youngfound people exposedto as little40minutesof impact ofweight-loss competitions on bodyimage andweight bias. Domoff(2012) andcolleagues viewers’ attitudes, beliefs, andbehaviors. toinvestigate studieshave the beenundertaken Several (Denham &Jones, 2008, p. 80). about the competitions as if contestants were unaware that anyone was watching, let alone filming” the programs are anddo notemploy notscripted directors, perse, mayconclusions viewers draw 2011). may beunaware of thebehind-the-scenesmanipulation ofRTV content:Viewers “Because more than objective (Bottinelli, reality 2005; & Belcher, Egbert 2012; Rose & Wood, 2005; Tyree, value, maximumfor entertainment Gamson’s thatecho andcontain contrived scenarios simulacra contained in these programs are held to be authentic, shows but reality are by cast producers, edited asalegitimisingsocial portrayed always still ‘anchor’” (p. 17). indicates, AsKerrigan the “realities” ofgenres,cross-fertilisation yet ‘reality’, with, nosocialscientistiscomfortable term thisslippery is Wanted asRTV (Cavender &Bond-Maupin, 1993). shows (TheBachelor, The Bachelorette ). programs likeAmerica’s identifynews even scholars Some Most Idol,searches (American Top), Chef gameshows reality (Survivor, ), Race The Amazing anddating programming, programs ( documentary-style including The online repository television TVTropes.org (“Reality TV,” n.d.)identifies 13subgenres ofRTV shows, documentaries, andnonfiction dramas” &Belcher, (Egbert 2012, p. 409; Mittell, 2004). programs asgame oftelevision such types mixes various diverse array ofprogramming thatoften (Nabi,to classify Biely, Morgan, &Stitt, 2003): term ‘reality“The television’ isusedtorefer toa and theirinfluenceon audiences’ perceptions around them. oftheworld The genre itselfisdifficult realities to study fabricated opportunity intriguing researchers offers television an especially Reality (RTV)Reality Television Adams, 1997; Kalof, 1993); etal., occupations andeven (Wright 1995). 1993; Robbers, 2008); &Messineo, race(Coltrane 2000); gender andgender roles & (Coltrane Riddle, 2010; Wright, etal., 1995). (Cavender &Bond-Maupin, crime stimuliThese cultural include & stimuli knowledge (Fiske aboutparticular cognitive usedtoorganize structures Taylor, 1991; posits repeated exposure tothismass-mediated “knowledge” schemata, helpsindividualsdevelop or circulating life” theknowledge peoplehave which oftheirown everyday (p. 13). theory learning Social that nonetheless have great power toinfluencevalues, ideologies, (p. andbeliefs 374). simulacra, (1992)call colleagues substitutions “for thathasnofoundation inexperience” areality but her socialactions. inthemediaage by socialreality iscomplicated whatGamson and Symbolic create symbolic istheexpression social andliterature). reality ofobjective (art reality Intandem, thetwo objective, symbolic, andsubjective. Research suggests the simulated presented reality in RTV programs on has powerful effects theproblematic (2011)describes nature programming:Kerrigan ofreality “All a manifest (1972),According to McQuail mass media shape the collective consciousness by “organizing and subjective social reality Specht andBeam:PrinceFarmingTakesaWife:ExploringtheUseofAgriculturalIm , theindividual’s own hisor perception andthebasisfor oftheworld Objective the individual exists, is that in which social reality whereas Duck Dynasty, Duck The RealHousewives), talent Journal ofApplied Communications, Volume99, No.4• 22 The Biggest Loser,The Biggest apopularprogram that 3 DOI: 10.4148/1051-0834.1055 https://newprairiepress.org/jac/vol99/iss4/3 Research according tothe W. K. Foundation: Kellogg (EPA’s Ag Center, 2012). to view, Mass media have become Americans readily available for and therefore, were representations of Americans aware of agricultural of the reality a majority it is not likely In 2012, production; population tied toagricultural wasdirectly less than2%oftheUnitedStates Purpose oftheStudy negative perceptions propagated by massmedia outlets. ofracial,portrayals ethnic, socioeconomic, anddemographic groups reinforce many ofthelargely backwater” intoanantediluvianandeccentric landscape agrarian (Specht, 2013, p. 257). These broad people: “TheSimple Life perceptions ofagriculture asgreen stereotypical fields,also supported roads, dirt andbackward 800 … get mightnoteven thereception they to watch there”TV (p. 29). as agriculturalists viewed themselves “farmrevealed participants peoplethatlive inapopulation of as Americans “backwoods” ofrural negative stereotypes and class”“lower (p. 28). Further discussion the stars’ simpletasksunbelievable. toperform inability Participants agreed theshow supported agricultureasaneasyoccupation portrayed andfound theshowcollege students—felt unrealistically Ruth, Lundy, andPark (2005)examined have critiqued stereotypes” (p. 408), programming. toreality ascribed premise aprecarious given clout thecultural Tom,” “Sambo”). Tyree RTV concluded “accentuated situations that reinforced codes and cultural (e.g.,least one emergingstereotype “oreo,” “angry woman”) black (“Uncle stereotype orhistorical nine RTV programs, toat conformed generally participants black theauthorestablishedfew beyond the stereotypes screen.TV may reality lead totheextension oflinesbetween objective andsymbolic of reality This blurring as “people likethem,” conflating theparticipants’ exaggeratedpersonae selves. withtheirreal-world process asboth show participants “characters” withintheconfines oftheirrespective programs and satisfy astereotype” (Denham&Jones, 2008, p. 79). Roseand Wood RTV (2005)found viewers stereotypes. producers Show “sometimes thosecontestants contestants because precisely certain cast programs withtrepidation. RTV content much derives ofitsaudienceappealfrom broad sociocultural television reality ofprimetime andpopularity researchers media-effects theubiquity Some view Reality Television andthePerpetuationofStereotypes primarily focuses its content and the 30 bachelorettes focuses on the romantic he Soules exploits of Chris primarily of themedia,the format an impression form viewer. on thenon-agricultural Although ,the Prairie along withcinematichitslike … More recent popculture products series liketelevision massmediahave playedAmerican asignificant role theseframes inbuildinganddecorating ofthesameprogram, usedin In avisualanalysis imagery (2013)found Specht groups existinRTV. ofothermarginalized Stereotypes communications researchers Agricultural Tyree inRTV. (2005)studiedtherepresentation Americans ofAfrican of Inatextualanalysis Even flufflike warmer, overcoming andupholding Americans adversity values. more personal talesofrural Representations of the agricultural industry and rural communities inmassmedia, and rural Representations industry oftheagricultural nomatter America.our collective associations withrural (2002b, p. 1) for its broad portrayals of rural communities production. andagricultural itsbroad ofrural for The Simple Life portrayals Petticoat Junction,, Acres Green andthe Journal ofAppliedCommunications,Vol.99,Iss.4[2015],Art.3 … the idealbuttransform tothebasictenetsofpastoral [conforms] using focus groups. usingfocus The Simple Life — The participants Places in theHeart andTheRiverPlaces , have presented Journal ofApplied Communications, Volume99, No.4• 23 Dukes of Hazzard have played of a roleDukes in The Waltons andLittleHouse on The Simple Life The Bachelor

4 Published byNewPrairiePress, 2017 Research a SelectedDetails of andSummaries Bachelor Texts The from Table 1 live broadcasts andon ABC’s official website theprogram. for episodesandtheseason’sfull promotional (see trailer Table 1). The contentboth wasaccessed during Bachelor. references textsthatcontain agricultural andimages were Five examination: for chosen three from ofepisodesandvideoclips The researchers conducted asocial-semioticdiscourseanalysis Text Selection Methodology to guidetheresearchers intheirendeavors: life. agrarian attendant attitudestoward agriculture andrural Three research questions were developed future asabaselinefor research into the results serve will ofwhich 19episodes, Season intended asabroad images andthemesinearly examination ofagricultural consciousness, represented by content audiovisual gleanedfrom TheBachelor (2015). The studywas froma farmer Iowa. courted, theme connected this season of TheBachelor Soules’s to Chris an underlying background as A subsetof traditional semiotic— orsign-based—research, social semiotics allowstheresearcher Social Semiotics andDiscourse Analysis withouttraditional televisionlength isbased ononlineruntimes commercials. Official titles and summaries for each episode or clip were taken from ABC.com/TheBachelor. taken each episode for from orclipwere titlesand summaries Official Jimmy Kimmel” Jimmy “Week 3: Host Guest Arrivals” Premiere:“Season Limo “Week 2: Tractor Race” Title Trailer” “The Bachelor 2015 RQ1: RQ3: RQ2: ofagriculture inthepublic ofthisstudywastoexplore socialreality thesymbolic The purpose 1

Bachelor? What overarching themesemerge in What represented life How in are ofagricultureandrural traditional stereotypes How does life? content? Specht andBeam:PrinceFarmingTakesaWife:ExploringtheUseofAgriculturalIm Season 19 depict agriculture and rural life through life audiovisual The Bachelor19depictagricultureandrural Season 2:05:44 1:24:44 1:24:43 Length 4:58 romance, lotsofsweet moments, andbuckets find thelove ofhislife. Here’s alook atwhat Jimmy Kimmel guest hosts and tries tohelp Kimmelguesthostsandtries Jimmy ahead ofhimon TheBachelor 2015.Intense of drama awaitashecontinuesof drama hisquestto second chance; a sixwomen for joinChris farmer fromfarmer Iowa, meets 30 bachelorettes. Bachelor Chris Soules has a long journey hasalong journey Soules Bachelor Chris Chris Soules,Chris awealthy businessman and An eliminatedbachelorette pleads a for to expectfrom therest oftheseason. guide Chris’ search love. for The Bachelor’s ofagriculture andrural portrayal Summary pool party. Journal ofApplied Communications, Volume99, No.4• 24 1 s depiction ofand The Bachelor’ Promotional Season 19 Season Season 19 Season Season 19 Season Season 19 Season Episode 3 Episode 1 Episode 2 trailer for for trailer Purpose The b Episode The 5 DOI: 10.4148/1051-0834.1055 https://newprairiepress.org/jac/vol99/iss4/3 Research and eachholdsatleastone advanced degree field. inasocial-scientific agricultural operation.grain degrees inagriculture from Bachelor ofScience Bothearned institutions, land-grant researchers areas andtheotheron were on farm alarge farms: inrural raised one ondairy asmall and themes. imagery of agricultural their analysis Both with agriculture to inform experiences andattitudestowardbeliefs thesubjectmatter(McKee, 2001). The researchers usedtheirpersonal relies of the researchers’ on the disclosure discourse analysis Social-semiotic with and experiences Contextualization conclusions. ofthestudy’s outcomes and thetransferability inthefindings tosupport aretranscriptions included research what were to determine for acceptable stereotypes emerged from thedata. The researchers compared inthemediaandprevious thethemesfound their initialindividualanalyses, theresearchers discussedtheirfindings anddefined themesthat werecrosschecks conducted throughout the coding process to ensure studydependability. Following that appeared inthecontent. Following LincolnandGuba’s (1985)recommendations, periodic identified research inprior Foundation, (Kellogg 2002b; Ruth, Lundy, &Park, 2005; Specht, 2013) like dialogueandmusic, were transcribed. The researchers stereotypes alsonotedany agricultural oflivestock,appearance crops, equipment, farm andthe participants’ wardrobes. Narrative elements, narrative,interpretation ofkey thematic, features. orstylistic consumption ofatextthatinvolves detailednote-takingandreflexive questioning ofthereader’s agriculture-related (More, content techniques usingclose-reading n.d.). Closereading isthecritical useinthestudy;separately, for the specific clips specific for instancesof examinedeachclip they and thematicrepresentation ofagriculture in reproduction ofsocial phenomena within texts. For this study, the researchers investigated the visual Thibault, 1991). their realizations, andtheircontexts through asviewed thelensofresearcher (Bernstein, 1981; 2001; Van Leeuwen, 2005). relationships andframe among meanings, semiotic codesclassify Social account theresearcher’s own perspective asanelementoftheinterpretive act (Chandler, 2007; Iedema, withinaspecific contextto situatetextualartifacts sociocultural whileatthesametimetakinginto jets, Canyon, helicoptertoursoftheGrand vineyards. or wedding-crashing inCalifornia weekly, gentleman view tie-wearing they taking beautiful women Gulfstream on dates with private rootsbackground ofscenesto remind andisnotthesuit-and- theaudience thebachelorhasrural of Arlington, Iowa, Soules’s hometown. appearinthe frequently andbalesofstraw Sunflowers Cattle, tractors, views abundantaerial during andpicturesque farmsteadsadorn thecountryside ’s Show Mayberry.hometown Griffith where tomindTheAndy peopleknow theirneighborsbring crowing atdawn, lushrolling fields 1), ofIowaandsoybeans (seeFigure corn rural andanidyllic isabundantin imagery Agricultural RQ1: Audiovisual Depictionsof Agriculture andRuralLife TheBachelor Findings The researchers established Discourse analysis, asubsetofqualitative (2004), research by described Krippendorff examinesthe Journal ofAppliedCommunications,Vol.99,Iss.4[2015],Art.3 a typology of such elementstoexamine, ofsuch the atypology including a priori The Bachelor, 19’s inSeason especially first episode: Roosters The Bachelor. Together, theresearch teamidentified Journal ofApplied Communications, Volume99, No.4• 25 The Bachelor. and direct description Thick Season 19 6 Published byNewPrairiePress, 2017 Research Both positive and negative stereotypes of agriculture and rural Americans are apparent Americans in ofagriculture andrural Both positive andnegative stereotypes RQ2: Representations of Traditional Stereotypes of Agriculture andRural Life milk cows.” and Kimmel. were legit,“They like, cow … farmers hadThey to, like, and morning get upat6every hasarelatively easylife. andseemstothinkSoules farmer have datedfarmers,”“I Soules she tells “people on thefarm, orjustanimals” whenreferencing Soules’s manners. some or get corn her hands a little dirty, she’s me.” not for if there were Kimmel also asks Soules challenges, saying, tome, offtheteatisnotimportant goat milkright “Drinking butifshecan’t shuck the “cuteness and misery” pigsandmilking goats ofchasing by hand. laughsoffmostofthe Soules lifestyle,taste oftherural equipment, farm complete withrusty a “Farmer Crossing” road sign, and course(the themed obstacle “Hoedown Throwdown”), gives which thebachelorettes a andviewers has Soules “cows to milk and pigs to slop and whatnot. He’s a real farmer.” Kimmel creates a farm- Bachelor, andhebuildsanimage thebachelorettes for oftheir prospective husband. Kimmelstates acre inthefirst farm episodeofTheBachelor 19. Season 1.Figure Soules, Chris standinginasoybean field, looks offintothedistanceon hisfamily’s 6,000- 2). Inthefirst episode, his hometown describes as Soules “slow paced, yet oflife.” awesome quality on thefarm, binwiththeassistanceofasweep inagrain auger asshoveling corn (seeFigure such comes farmers” from ofhigh-quality aself-proclaimed “heritage chores laborious perform andcan genuine individualwhowould betheidealmantotakehome tomeetaprospective wife’s family. He by isdescribed boththeshow’s Soules Chris hostandthecontestants asacharming, caring, kind, and The notion of farm life doesnotdeteroneThe notionlife contestant, offarm Kaitlyn, datedadairy whopreviously Kimmel,Jimmy alate-nightcomedian ABC, for thethird plansthedatesfor episodeof Specht andBeam:PrinceFarmingTakesaWife:ExploringtheUseofAgriculturalIm Journal ofApplied Communications, Volume99, No.4• 26 The Bachelor. The 7 DOI: 10.4148/1051-0834.1055 https://newprairiepress.org/jac/vol99/iss4/3 Research Figure 3 Figure of thegirl,” sheexplains. got toseethereal“Chris me—yeehaw!” outofthecountry, wantedtoshow you“I thatyou takethegirl can butyou can’t out takethecountry shorts, andcowboy bootstodifferentiate herselffrom hergown-wearing 3). competitors (seeFigure premiere, Tara, a “sport-fishing enthusiast,” on apinkplaidshirt, arrives setwearing cutoffjean towardcivility otherchallengers. Inothersituations, issoftened. theseason thestereotype During get.” The descriptor “country” inthiscontext impliesanaggressive, uncouthnature of andalack 2, in competitive situations. Angeles street taskedwithracingtractors downinEpisode aLos When valueoftheprogram.entertainment contestants makereferences country,” to Several “being generally in Arlington, Iowa, asshown inthefirst episodeofTheBachelor 19. Season isshown intoasweep shoveling grain auger binon inagrain hisfamily’s Soules farm 2.Chris Figure Bachelor hopeful Tandra states, “I’m gonna floorthattractor, it’s gonna seehow country andwe’ll employs less positive stereotypes of agriculture and rural life toincrease life the The Bachelor ofagricultureandrural employs lesspositive stereotypes . InEpisode1, Tara inan outfit arrives thatsuits her “country” personality. Journal ofAppliedCommunications,Vol.99,Iss.4[2015],Art.3 Journal ofApplied Communications, Volume99, No.4• 27 8 Published byNewPrairiePress, 2017 Research country music heightensthecomedic nature ofthesefarm-related country racing tractors down a Los Angeles street.racing tractors down aLos production agriculture isportrayed. show participants. However, by qualitiesare these desirable offset thesuperficialmanner inwhich beautiful scenery, asmall-town lifestyle, andvalues-driven, hardworking —are farmers by celebrated with an uneasy mix of respect and condescension. — life and agrarian The positive aspects of rural Despite ABC’s Soules’s Chris enthusiasmfor roots, rural Discussion 4. Figure Gothic” multiple timesthroughout theseason. of Asoundtrack milking goats, shoveling composted manure, piglets); and catching “Hoedown Throwdown” corn, course(complete withshucking obstacle racing tractors in low gear Angeles; through downtown Los in participating comedy andsex. Humoriseducedby theawkward situations thecity-dwelling in two purposes usedfor images andothernarrative content areAgricultural typically RQ3: Overarching Themes in wear biboveralls, flannelshirts, thatleave littletoSoules’s shorts andDaisyDuke imagination. 4). thebikinitractorrace inEpisode 2(seeFigure for Throughout theshow, multiple bachelorettes to invites Soules “plow … [her]field” —towardrobes ofrevealing bathingsuitsandcowboy boots reoccurring, memorably from ranging lines in Episode 1 suggestive— Kaitlyn pick-up farm-themed a snow-covered field, Mr. intothedistancelikeanagrarian broodily staring Darcy. is Sexualization through ride theIowawoman countryside. takingamotorcycle through isalsoshown striding Soules hand-in-hand through asunset-litfield; anothermoment capturesthebachelor andadifferent oftheparticipants.sexuality 19trailer, IntheSeason andacontestant are Soules shown walking audience ridicule. andsilly, iscartoonish effect overall positioning boththe The terms Soules uses to describe his family and hometown his arefamily with the perception uses to describe congruent Soules The terms The Bachelor also uses agriculture to enhance the romantic aspects of the show as well asthe InEpisode2, by bachelorettes Soules compete adatewithChris thebathing-suit-clad for Specht andBeam:PrinceFarmingTakesaWife:ExploringtheUseofAgriculturalIm The Bachelor’s Portrayal of Agriculture andRural Life Journal ofApplied Communications, Volume99, No.4• 28 handles itsstar’sThe Bachelor handles background

contestants and rural life as the focus of asthefocus life contestants andrural

twangy, banjo-andfiddle-driven

and dressing up like “American

challenges andscenarios.challenges The

collecting and frying eggs, andfrying collecting

the dubiously named the dubiously bachelorettes endure: The Bachelor: 9 DOI: 10.4148/1051-0834.1055 https://newprairiepress.org/jac/vol99/iss4/3 Research and in in interpretation of agriculture criticized sense, — life ofcity thetrappings andlove for through references toSoules’s shows inprevious reality —primarily found good looks, fashion Bachelorettefellow contestant. Kimmel; andJimmy witha Soules and ;In Law andBachelor contestant Soules Carly; Chris Figure 5 Figure spouse, andtheshow usesagriculture asahumorous prop thetransition. tocomplicate 5). AsinSonInLaw recreated inpromotional the film for materials in Episode 3 of its appearance live.of how agriculturalists media:The paintinghasbeenusedbefore inentertainment Inaddition to recreated toshow Soules’s whilerepresenting perception inArlington theAmerican simplisticlifestyle (W. K. Foundation, Kellogg 2002b, p. 21). ofGrant Wood’sThe imagery “American Gothic” was as such “pastoral, peaceful, picturesque, quite, sleepy, quaint, &Ives andNorman Currier Rockwell” Iowa. bachelorettes inrural 2002a, p. 1). helpsfuel this perception Soules by statingthatitwould take him 25years tomeet30 “plagued by ofopportunities, lack access activities” tocultural including (W. K. Foundation, Kellogg communities however, are afamily; rural toraise anideallocation communities residents are ofrural sufficient” (W. K. Foundation, Kellogg 2002a, p. 5). believe Americans studyalsofound The Kellogg valuesby astherepresentation farms being American family ofidyllic view working“hard andself have withofrural, accordingAmericans topreviousresearch lifestyles studies. agrarian Americans Though the show makes some attempts to subvert the Though theshow makessome attemptsto subvert “backwoods” Americans ofrural stereotypes Americans also are trained by media outlets to relate agricultural or rural communities alsoare by withterms trained orrural Americans mediaoutletstorelate agricultural Farmer Wantsa Wife . from Clockwise topleft: “American Gothic” by Grant Woods; a promotional posterfor , Journal ofAppliedCommunications,Vol.99,Iss.4[2015],Art.3 The Bachelor intoafarmer’s’s slicker acity attemptstotransform Soules Chris (“Goodbye,” 2008). In the third episode, the women, Kimmel tells Jimmy The Bachelor and an episode of (Ruth,The Simple Life Lundy, & Park, 2005; Specht, 2013) (Basinger,Son InLaw 2005; Rash, 1993)(seeFigure The Bachelor nonethelessto theoutdated conforms Journal ofApplied Communications, Volume99, No.4• 29 The Bachelorette, the iconic image was Son 10 Published byNewPrairiePress, 2017 Research 19 has provided RTV viewers a brief glimpseat real19 hasprovided life, RTV abrief farm viewers butthe show also hasreinforced humor. withagrarian rife to-be through challenges televised going, Intheearly metCinderellaCharming ataglamorous ball; Prince Farming, on theotherhand, pursueshis bride- the public’sto determine perception of agriculture in life.and rural from with popularpress betriangulated andsocialmediaposts thisstudywill Findings as ameansofgauging, inreal time, theimpact the show may be having on perceptions ofagriculture The Bachelor —namely, thesocialmediacontent generatedby —alsoshouldbeconducted viewers and Soules’sof Arlington be conducted. will farm family Further research into the social aspects of hope ofimpressingandfamily. hisfriends oftheprogram’s content Afollow-up analysis treatment visits,”“home be paidtothecustomary finalists which travel tothebachelor’s during hometown in the researchers how plan to continue the show studying depicts the industry. Close attention will on agriculture through screen. thedigitalsilver representations publicthatiseducated entertainment withtheAmerican tocommunicate effectively connection,with anInternet andtherefore, of communicators needtobecognizant agricultural receive. they education agricultural the only Massmediaisreadily availableon anyone demandfor intheseepisodesmay information be some for consumers theagricultural because entertainment byviewed millions ofpeople. Practitioners shouldbeaware oftherepresentations ofagriculture in Americans, mediumfor popularentertainment increasingly andtheepisodesofTheBachelor were programming. television agriculture inreality programming television hasbecome an Reality their attention totheprogram. audience memberswhoseinterestcommunicators betterinform inagriculture hasbeenpiquedby the show, or online and after discussionsaudiences in interpersonal during may help agricultural White, 1986). Engagingintheseinteractions, orby whetherby engaging parties hostingviewing cooler”“water conversations) (Ducheneaut, Moore, Oehlberg, Thornton, &Nickell, 2008, p. 136; amount ofsocialinteraction itgenerates,” whetherdirect (“movie nights”)orindirect (post-viewing environments: fact,“In gauged according program television isoften tothe ofaparticular theworth theseprograms.and theaudienceswhoview Television consumed insocial programming isoften serve they toopenadialoguebetween theindustry communications practitioners anopportunity Agriculture-centered agricultural likeTheBachelor 19offer popularmediaevents Season Recommendations forPractitioners andFuture Research the researchers have oftheagriculture industry. findings to be the most accurate based on determined the content of the episodes and the knowledge the content ofTheBachelor are possible; however, through their social semioticlens, thesewere the behaviors toward agriculture (Adoni &Mane, 1984). The researchers noteotherinterpretations of it,and theindividualswhoundertake influencingtheirbeliefs, thusalsopotentially attitudes, and thepublic’s andfiber offood reality production symbolic helpscrystallize of thesecharacteristics portrayals. seeninpreviousentertainment-media and negative stereotypes Continued propagation thecontestants.demoralizing pens, animalsandcleaning milking dairy andare are usedasmeansof lampoonedentertainment for gonna have towork.” thewomen’s Instead ofmeasuring life, farm for suitability tasks, important like “We’re going toputyour tothetest. skills farm Ifone ofyou were towindupwithChris, you’re As this study constitutes an introductory examination of early examination of early As this study constitutes an introductory Practitioners from learn can thefindings ofthisstudyabouttherecent representations of content on TheBachelorThis studydemonstratesagricultural toboththepositive conforms Specht andBeam:PrinceFarmingTakesaWife:ExploringtheUseofAgriculturalIm The Bachelor 19infuture Season studies. 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