Abstract
An exploratory content analysis of advertisements featuring men and women in 52 numbers of The Land, one of Australia's leading farm magazines, demonstrated that farmers were almost invariably presented as men, that farming was characterised as essentially men's work, almost entirely dependent on their labour. The advertisements were at odds with social reality in that they not only denied farm women the tide of farmer in their own right, but also deprived them of any credit for their significant labour contribution to family farms.
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