To cite this version:Alexis Annes, Jacinthe Bessière. Staging agriculture during on-farm markets: How does French farmers' rationality influence their representation of rurality?. Journal of Rural Studies, Elsevier, 2018, 63, pp.
Abstract:While a significant number of French farms are diversifying into tourism as a remedy for farm financial stress, less clear is the extent to which this diversification process can create dialogue and understanding between the farm and the non-farm populations. In this article, we explore how agritourism can allow farmers to engage in the social debate surrounding agriculture, and to shape and control their image by getting beyond mere cultural conventions. Based on 15 interviews with farmers we focus on their "performance" of rurality during onfarm markets, an emerging and popular form of on-farm tourism, providing an opportunity for re-imagining agriculture. Our hypothesis is that the various ways of engaging with agritourism may shape differently how agriculture is put on show. Our results suggest that if our interviewees share common staging and choreographic devices when setting up their onfarm market (such as cleaning, tidying up the farm, or organizing farm tours and visits), two different rationales emerged. Based on these two rationales, one being more aligned with substantive rationality while the other is closer to formal rationality, specific staging and choreographing are at work, with different implications regarding the extent to which cultural conventions are being challenged.