Cows on the account – Dagens Industri

Forget about urban, rural areas are the new black. And the ultimate trend-setters are farmers themselves.

This year’s Agricultural Outlook Survey shows that young farmers see a brighter future, and that every eight young farmer would recommend others to be a farmer.

Facebook and Instagram bubbles of farmer accounts. And the followers ‘commitment to doing the thumbs up to’ rural-porn “in the form of images and clips with muddy tractors, rooting pigs and balers in action.

Some of the popular accounts where farmers tells us in I-form Ladybird Lina with about 3300 followers on Instagram, and Bondbönans blog with 5200 followers on Facebook. In addition to all these accounts are based on the farms themselves, such Resta farm, Björkfors Väddö farm and dairy.

One of the big pros in this context is Elin Svärdh, 27- year-old dairy farmer in Småland that last winter made the viral success of a cow movie. Her family is followed by 13,800 people on Facebook and 12,700 on Instagram, and she has signed a contract with Ikea to fronta their work with sustainability.

A picture where she stands with a bunch of cows: 1663 likes. A photo on a frosty komule: 1145 likes.

Magnus Kempe on trend research firm Kairos Future has noted the trend of farmers in social media, as well as the media at large.

“Absolutely. At the Super Bowl in the United States two years ago had an advertising message: ‘On the 8th day God created the farmer’. We believe that the reason for this that we are in a precarious time with much change. Many yearn for symbols that stand for security and stability. There is a strong farmer archetype “, says Magnus Kempe.

Dr Karlsson, 39-year-old dairy farmer from Dödevi Öland drives account Bondbönans blog.

“it feels like the followers want it down to earth. Much of our life is so artificial and fixed, for example, on the Internet with blogs about fashion and beauty, “she says.

Shift of power in the model world

The trend of popular accounts of social media consolidates rurbanism trend that emerged about five years ago. Rurbanism about the countryside as a source of inspiration in the city. Clear markers, for example, the well-attended kosläppen, urban farming on rooftops in cities, and the previously hot Hunter boots.

Other signs include last year’s questioning of the urban norm, for example through the Facebook group Rural Girls who have more than 8000 followers. Additional materialization is the new green wave with media personalities in the lead. Some of them are author David Jonstad, current with the book “Grounded” on Ordfront publishers. The book is about that it is the land, rather than the market, which is the future of power. Another example is the blogger and photographer Jonna Jinton as for his 30,400 followers on Instagram depicting life in a village in Västernorrland.

Bond accounts also touches on the most basic, the food supply , says Magnus Kempe. Anything that goes into hipsterkulturen and its passion for authenticity.

“I once met a peasant woman from Gotland. She told me that her daughter, who now lives in Stockholm, suddenly wanted to learn to milk the farm’s cows because “it looks good on CVs”. Her friends thought it was really cool to have cows and able to make cheese, “says Magnus Kempe.

But social media are used not only to photographs of cows in pastoral environments. The accounts are also used as venues for discussions of politics and business.

Magnus Kempe to also be the subjects – the farmers themselves – are not always comfortable with to become regarded as the bearer of ancient rural wisdom.

road to the catwalk

“They do not want to be seen as some Hedenhös or the birth of Noisy but as part of the future. They want to show that they are also using new technologies and challenges, such as low profitability. “

According to Dr Karlsson, much depends on who is looking at.

“I put a clip with cows eating hay. Some thought I had such a quiet job that can stand and listen as they chew, but it is not always. It’s the whole thing with my blog, I show when it goes really bad and when things go well, I want to give the whole picture, “she says.