Part front matter for Part 2 The Shifting Meanings of Tobacco

Extract

Introduction to Part 2

In my early fieldwork with tobacco producers I learned that tobacco is most often talked about in terms of change. Through my ethnographic research I learned about a range of changes that have taken place on tobacco farms—from technological innovations to new marketing practices. But other kinds of changes pervaded my fieldwork: the changed political and social meanings of tobacco, the effects of which were raised both directly and indirectly by farmers, extension agents, and others. My recognition on that day in the summer of 2007 that tobacco was missing from the walls of the Kentucky Department of Agriculture led me on a search for when and how the crop that had until very recently been the state's largest cash crop had disappeared. I now turn to the shifting political landscape of tobacco production through the analysis of a particular rhetorical site, the newsletters of the Kentucky Department of Agriculture. Kenneth Burke has defined rhetoric as “the use of words by human agents to form attitudes or to induce actions in other human agents.”¹ In other words, rhetoric is persuasive communication, and rhetorical analysis is the process of examining a particular act of communication in order to understand what attitudes and actions an audience is being persuaded toward. When viewed as a location from which the KDA purposefully communicates to the public, the newsletters become a rhetorical site that can be examined in order to understand the attitudes the KDA has hoped to form about Kentucky agriculture more generally and tobacco specifically and the actions it has attempted to induce in farmers and others. The KDA's rhetoric is of course not static; rather, it has shifted over time along with the political meanings of tobacco. Such shifts are the primary focus of the following two chapters.

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Contents

Part front matter for Part 2 The Shifting Meanings of Tobacco

Extract

Introduction to Part 2

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Contents

Part front matter for Part 2 The Shifting Meanings of Tobacco

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Introduction to Part 2

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