a b s t r a c tThis article deals with how diversification and transformation of farming into tourism may influence the social identity of farmers. Based on a study of 19 farms run by couples engaged with agritourism, it shows how the development of tourism on the farms can be understood in a perspective of repeasantization; and how the couples draw on their farm resources, culture and place to sustain the farm. As hosts offering local food, stories, and various activities, they mediate a strong farm identity. The article also explores how farm identities change through three processes by which the 'new' work of tourism destabilizes identities. One is a shift in the meaning of farmer identity. Another is the gradual change towards a new master identity, and thirdly there is a multiplicity of identities that shift as they relate to various social memberships and settings.
This article deals with the issue of stability and change in rural masculinity by studying how masculinity changes when work changes. Logging, which used to form a basis for the construction of masculinity in peripheral areas, is in the process of being replaced by new types of work brought about by the commodification of natural and cultural resources. Hunting, fishing and adventures in the wilderness as products are grounded in the traditional competences of rural men, but include elements of service work that go beyond masculine rural knowledge and networks, and introduce features of femininity and urbanity. When urban customers enter places and activities that used to be central for the identification of the rural masculine, rural men seek new places and challenges where 'real rural masculinity' may be expressed.
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