| This study explored the significance of the frontier myth in Soil Conservation Service rhetoric. It presented a tentative answer to the question of whether the Soil Conservation Service is effectively identifying with farmers' hierarchy of motives and demonstrated the utility of a method not previously employed for this purpose.;By examining the structure of metaphor in the rhetoric of the Soil Conservation Service and in the comments of selected members of its targeted audience, this study revealed applications of metaphorical concepts that have prevented the two groups from identifying more closely with each other and also suggested a potential for increased identification.;Soil Conservation Service newsletters and other materials intended for all farmers living in the Latah County, Idaho, Soil Conservation District were analyzed, resulting in identification of seven metaphorical concepts through which the frontier theme is expressed: capitalism, civilization, evangelism, nature, pioneer, struggle, and tools. These concepts were used to prepare a flexible interview schedule which guided interviews with selected area farmers. Qualitative analysis revealed both similarities and differences in metaphors used by farmers and the Soil Conservation Service. A content analysis was designed and implemented in order to substantiate the findings of the qualitative analysis. The results suggest that while both groups rely on metaphorical concepts related to the frontier myth, the specific interpretations of the myth vary significantly.;Soil Conservation Service rhetoric was driven by an ideal image of the farmer as corporate capitalist, whereas farmers responses indicated a self image emphasizing individualistic entrepreneurialism. The results of this study suggest that the Soil Conservation Service may identify more effectively with farmers if its communication were adapted more directly to the entrepreneurial values evidenced in farmers' responses. |
