Identity theory in agriculture: Understanding how social-ecological shifts affect livestock ranchers and farmers in northeastern Colorado

This study examines how experiences and social interactions help form the occupational identities of livestock operators in northeastern (NE) Colorado. We also explore how their agricultural identities, especially related to gender roles, have shifted in the context of social and ecological change. Little research examines identities in the context of rapidly changing North American rangeland systems. To address this gap, we used identity theory to deductively analyze 32 interview transcripts with livestock keepers to examine their occupational identities and how shifting gender roles affect these identities. We first describe the context of social-ecological change in NE Colorado. We next illustrate participants’ self-concepts, outlining their multiple identities (e.g., rancher and farmer), identity standards (i.e., how a rancher “ought” to be), and identity symbols (i.e., elements with implied shared meaning). We found that, while history often presents the identities of farmers and ranchers as distinct and conflicting, participants described their roles as becoming increasingly plural (including dual farmer-rancher roles). Participants emphasized the significance of land, livestock, and way of life (i.e., culture) to their agricultural identities. While most participants discussed the increasing acceptance of women in agriculture, we also found that women have not always received public acknowledgment of their roles as farmers or ranchers. As livestock keepers are restructuring their identities in response to social and ecological change, we see opportunities to support the increased inclusion of diverse identities in agriculture. This more nuanced understanding of agricultural identities and their relationship to behavior can support researchers and practitioners in developing strategies that meet rangeland stakeholders' shifting needs. This study contributes to and offers new research directions for rural studies and the study of decision-making in agriculture.