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To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.jrurstud.2009.06.001 Byline: Hannu T. Vesala (a), Kari Mikko Vesala (b) Abstract: The farmers' role within the EU has recently been under reconstruction: in addition to primary agricultural production farmers should fulfil multiple functions such as maintaining the rural landscape, conserving nature and providing services. One essential feature of this new role is the demand for entrepreneurship. Farmers should be capable of competing in the worldwide, global agricultural market. They are also encouraged to diversify into business activities beyond agriculture. How do farmers see themselves in this situation? Is their self-perception compatible with this new reconstruction of the farming economy and the farmers' role? Research, thus far, seems to indicate that traditional or production oriented identities are still dominant among farmers. But there is also some evidence that new identities, such as the entrepreneurial identity, are emerging. In our study we are especially interested in how Finnish farmers have met the demand for adapting to the role of an entrepreneur. We approach the issue of the farmers' changing role from a social psychological perspective by utilizing the concept of identity. Our empirical evidence comes from two nation-wide postal questionnaire data sets, both containing samples from three subgroups: conventional farmers focusing solely on primary agricultural production, diversified farmers who also had other business besides agricultural production, and rural non-agricultural small-scale businesses. The results show that Finnish farmers do not experience 'entrepreneur' as something distant from themselves and as not fitting in with their world of ideas, as the work of some researchers would depict. Instead, the majority of Finnish farmers, especially diversified farmers, conceive of themselves both as entrepreneurs and as producers. Author Affiliation: (a) MTT Agrifood Research Finland, Economic research, Luutnantintie 13, 00410 Helsinki, Finland (b) University of Helsinki, Department of Social Psychology, Helsinki, Finland

This article takes a frame analytic approach to the popular peasant-entrepreneur typology and focuses on the much-studied topic of farmers' values. Peasantry is often thought to represent traditional or 'indigenous' style of farming, while entrepreneurship is associated with values injected and promoted by the Common Agricultural Policy (CAP). In this article, peasantry and entrepreneurship are approached as frames for farming, i.e., social constructions that can be used to make sense of farming. The aim is to study whether farmers themselves frame farming in line with the peasant ethos and whether one can detect the impact of the policy discourses in farmers' framings. The study utilises value survey data from Finland and concludes that even though Finnish farmers' framings do not straightforwardly reflect the peasant-entrepreneur typology, they are highly compatible with the multifunctionality policy discourse. The results call for further attention to the novel framings new peasantry and ecological entrepreneurship that are compatible with the multifunctionality discourse. [ABSTRACT FROM AUTHOR]