“It’s good to show happy cows”: understanding farmer–livestock relations through social media

Abstract

ABSTRACT The interspecies interactions between farmers and livestock have provided an important conceptual and empirical focus in expanding our understanding of animal geographies, with a burgeoning literature exploring the intricate material and discursive (re)positioning of animals across different socio-spatial contexts. This paper offers a new direction for understanding these human-animal encounters by exploring the ways in which farmer and animal identities are mediated by social media. By drawing on a qualitative analysis of UK farmers’ tweets about their livestock and semi-structured interviews about farmers’ use of social media, this paper examines how social media allows a reworking of the spatiotemporalities of animal-human relations and offers farmers the opportunity to co-construct their identities with their livestock and farming practices. The paper identifies three ways in which farmer–livestock relations are mediated by social media. Firstly, that animals are made visible as actors within farming cultures to those beyond the farm gate. Secondly, that the role of farm animals as subjects and objects is negotiated throughout temporal moments online and thirdly that representations on social media of interactions with animals plays a role in the (re)construction of farmers’ identities.