Rural Consciousness and Framing Environmental (In)Justice

Both rural regions and urban communities of color are often the target for unwanted land uses in the United States. However, although both types of communities will often organize resistance to the siting of environmentally hazardous facilities within their region, the frames that the activists use may differ dramatically. In this study, we examine a case study of environmental conflict over a proposed industrial hog farm in northern Wisconsin. We use that conflict to explore the claims making and rhetoric employed by the rural, predominantly white resistance. We argue that although communities of color and urban communities tend to utilize the environmental justice frame to understand and represent their resistance to unwanted land uses, rural communities that are predominantly white may instead frame their own resistance as a defense of rural identity and place. This study makes important contributions to our understanding of rural ideology and the environmental justice movement.