Abstract :
Maintaining the natural environment is increasingly seen as an essential aspect of agriculture in Europe, and conservation is promoted as an element of the farmerʹs role. It is therefore important to understand how farmers are reacting to this. In this study, the discourses relating to environmental issues used in a regional German farming newspaper are examined. The aim was to consider the arguments to which individual farmers are exposed when they read the newspaper and at the same time to examine the discourses used by the farming union in their promotion of farmersʹ interests. It was found that there were many interwoven arguments, which included traditional agricultural discourses as well as the newer environmental ones. It was clear that different aspects of agricultural and environmental issues were highlighted where they appeared to be beneficial to farmersʹ interests. Furthermore, it was found that in the promotion of the use of renewable resources, which was portrayed as being in the interest of farmers, the discourses used contrasted with those being used to defend farmers from accusations of environmental neglect or damage.
