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Perspectives from the Ranching Culture in the 1990'S: Addressing Mythological and Environmental Concerns

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Perspectives from the Ranching Culture in the 1990'S: Addressing Mythological and Environmental Concerns AN ABSTRACT IN THE THESIS OF Judith A. Steward for the degree of Master of Arts in Interdisciplinary Studies in Anthropology and Speech Communication presented April 30. 1998. Title: Perspectives from the Ranching Culture in the 1990's: Addressing Mythological and Environmental Concerns. Abstract Redacted for Privacy approved: Courtland L. Smith Ideals of freedom, independence, and land ownership helped form and perpetuate the mythology of ranching in the United States. However, stereotypes emerged as a result of distortion from the media and the move away from the land. Social philosophies changed regarding the environment, land use, and the health and safety of the food supply in the late 20th century. In relation to the mythology, stereotype, and social theory regarding the ranching culture, this research seeks to clarify the fundamental principles, business philosophy, lifestyle, and values of men and women raising beef as a food product on both public and private lands in the 1990's. The mythology surrounding ranchers and cowboys are the result of three historical periods in the United States; however, the last 100 years have had the most profound effect in developing stereotypes. In this survey, 42 ranchers in Lake County, Oregon and Modoc County, California describe the challenges, satisfactions, and the partnership with Nature that is part of their livelihood in the harsh, high desert environment of eastern Oregon and northeastern California. The low ratio of private ground in these counties creates a dependency on use of public lands for grazing. This use if often stereotyped as "welfare ranching," without computation for other variables that make it comparable with private leasing. Historically, the Taylor Grazing Act authorizes fee grazing between ranchers and the U.S. government, but current philosophy has shifted its view of free enterprise on public lands, terming it "resource extraction." Although ranching is high in risk and low in economic return, ranchers stay in the business because they value freedom, hard work, family cohesiveness, and the interaction with Nature and the land. The future of ranching is challenged by environmental policy, government agency relations, public opinion, the high cost of land and production, and a lack of unity in the beef industry. To survive, ranchers need to the unify, sharpen communication skills, provide education about ranching practices to public, and become service-oriented as an organization to change stereotype and meet the social criteria of the next century. Copyright by Judith A. Steward April 30, 1998 All Rights Reserved Perspectives from the Ranching Culture in the 1990's: Addressing Mythological and Environmental Concerns by Judith A. Steward A THESIS submitted to Oregon State University in partial fulfillment of the requirements for the degree of Master of Arts in Interdisciplinary Studies Presented April 30, 1998 Commencement June 1998 Master of Arts in Interdisciplinary Studies thesis of Judith A. Steward presented April 30, 1998. APPROVED: Redacted for Privacy Major Professor, representing Anthropology Redacted for Privacy Comm ee Member, representing Anthropology Redacted for Privacy Committee Member, representing Speech Communication Redacted for Privacy Chair ofdbepartment of1 throp Redacted for Privacy Dean of Graduate School I understand that my thesis will become part of the permanent collection ofOregon State University libraries. My signature below authorizes release ofmy thesis to any reader upon request. Redacted for Privacy dith ntewar Author ACKNOWLEDGMENT I would like to thank Dr. Court land Smith and Dr. Joan Gross of the Anthropology Department; Dr. Natalie Dollar of the Speech Communication Department; and Dr. Thomas Maresh of the Graduate School for serving on my committee. Thank you, also, to those of you who encouraged me to complete this project, especially my friend Bev. You have been good friends. A special thank you, also, to my husband who still sees the best in me. TABLE OF CONTENTS Page 1. Research Objectives 1 1.1 Thesis Statement 1 1.2 Background: The Myth Begins 1 1.3 Background: Transformation of the Myth 2 1.4 New Philosophies and the Evolution of Stereotypes .3 1.5 Escapism: Creating New Myths 5 2. Literature Review 8 2.1 Myth and Stereotype Defined 8 2.2 Land is Freedom; "Go West Young Man;" "Oregon or Bust" 9 2.3 Cowboy Myth Begins in the United States 10 2.4 Myth as Entertainment: Wild West Shows, Art, and Literature 12 2.5 Expressing the Myth: Dudes on the Ranch 14 2.6 Myth and the Cinema 15 2.7 The Cowboy in Advertising 17 2.8 Myth, Stereotype, and the Environmental Movement 17 2.9 The Sites 22 3. Field Research and Methodology 24 3.1 Fieldwork 24 3.2 Sample 24 3.3 Methods 25 4. Introduction to the Research 28 4.1 Researcher's Narrative 28 4.2 Description of the Research Setting 29 5. The Land 32 5.1 Physical Environment/Land Formations 32 5.2 Vegetation .35 5.3 Water1 36 TABLE OF CONTENTS, CONTINUED Page 5.4 Settlement PatternsEconomics 38 5.5 Adapting to the High Desert 39 6. The Ranching Culture 43 6.1 The People 44 6.2 Why A Rancher?-Male Response 45 6.3 Why A Rancher?-Female Response 47 6.4 To Everything, A Season 49 6.5 Mentors, Manners, Codes of Behavior 50 6.6 Buckaroo Skills and Influence .54 6.7 Education and Experience 55 6.8 Ranchers and the Community 58 6.9 Neighboring 60 6.10 The Home Corral 62 7. A Business and A Lifestyle .65 7.1 New Attitudes, Philosophies, and a Changing Work Environment 66 7.2 Ranching and Risk 68 7.3 Outside Investors: A Piece of the Dream 73 7.4 Defining Wealth and Success 75 7.5 Rising Costs: Challenge to Sustainability 77 7.6 Public Land Use 79 7.7 Educating the Public; Changing Misconceptions 85 7.8 Industry and Political Representation 88 8. Myth and Stereotype 94 8.1 Women's Role: Beyond the Myth 94 8.2 Use of Guns on the Ranch 99 8.3 Alcohol Use 101 8.4 Socializing 103 8.5 Music and Song, Two-Steppin' and Strumming Guitars 104 8.6 Clothing for Work and Dress 106 8.7 The Ranching Nobility 110 8.8 The Cadillac Complex 111 TABLE OF CONTENTS, CONTINUED Page 8.9 The Code of the West 112 8.10 Cultural Patterning in Ethics and Communication 115 9. The Future of Ranching 117 9.1 Nutrition and Health Concerns In the United States .117 9.2 Food Safety Issues 120 9.3 Trade Agreements, Marketing, and Product Niche 125 9.4 Partnering with the Bureaucracy: Agricultural Subsidies 131 9.5 Partnering with the Bureaucracy: Agency Relationships 135 9.6 Organizational Change and Communication 139 9.7 Challenging the Bureaucracy 140 9.8 Internal Factors Affecting Ranching as a Future Option 145 10. Conclusion 149 10.1 Physical Environment: The Context for Ranching 149 10.2 The Ranching Occupation 151 10.3 Myth and Stereotype 154 10.4 Challenges to the Business of Ranching 155 10.5 Ranching in the New World Order 157 10.6 Advocacy 159 10.7 Future Research 160 10.8 Evaluation of the Thesis Process 163 10.9 Research Applications 163 10.10 Megabytes 165 Epilogue 167 Bibliography 169 Appendices 181 Appendix A Informed Consent Document 182 Appendix B Questionnaire/Data Collection 183 DEDICATION Here's to the ranchers of Lake County, Oregon and Modoc California; who answered my questions thoughtfully and in the spirit of truth; giving me knowledge, and a sense that messages for living still exist. Perspectives From the Ranching Culture in the 1990's: Addressing Mythological and Environmental Concerns Chapter 1 Research Objectives 1.1 Thesis Statement The ideals of freedom, independence, and land ownership helped form and perpetuate the mythology of ranching in the United States. However, stereotypes later emerged as a result of distortion from the media and the move away from the land. Also, social philosophies changed concerning the environment, land use, and the health and safety of the food supply in the late 20th century. In relation to the mythology, stereotype, and social theory regarding the ranching culture, this research seeks to clarify the fundamental principles, business philosophy, lifestyle, and values of men and women raising beef as a food product on both public and private lands in the 1990's. 1.2 Background: The Myth Begins In defining the ranching culture in the 1990's, there are many factors contributing to what is perceived as a rancher or cowboy, in both physical description and personal nature. Ranching has been part of our national mythology for over 150 years, evolving in three stages. The spirit of freedom and independence that early ranchers and cowboys embellished was symbolic of America and the basic ideals our forefathers originally sought. A western mythology developed, in that these individuals, described as brave, rugged, or uncivilized as the case may be, became the embodiment of ideals in a messagefor living. They were the heroes of the day, and young boys dreamed of becoming a wild 2 cowboy. They crossed raging rivers, rode fearlessly through previouslyimpenetrable country, fought the natives, and romanced the ladies on Saturday night. Reorganization and reconstruction after the U.S. Civil War took many forms; including ranching and settlement of the Plains. Entrepreneurswere anxious to put the war behind, and the exploration of new territory for business ventures interested them. Ranching had its origins in Texas and the central plains after the War, when free-ranging wild cows in the Texas border area were lassoed and branded for trailing to market in such places as Dodge City and Abilene, Kansas and St. Louis and Kansas City, Missouri where the railhead shipped them east for consumption.
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