'Cottagecore' has shifted to 'farmcore,' with bucolic images on social media of farm life. Some messy realities are kept out of the frame.
Hannah Neeleman, a rancher and entrepreneur in Kamas, Utah, has found a following on social media for sunlit images of her rural life with her husband and six rosy-cheeked children.
The reigning Mrs. Utah and Juilliard-trained ballerina posts photos of dancing in the barn in cowboy boots; cooking on “Agnes,” her hunter-green Aga stove; and milking cows at dusk, all in support of the family’s Ballerina Farm brand, which includes an e-commerce site that sells meat as well as sundries like cute sweatshirts.
What doesn’t make the cut: expeditions the family makes to 7-Eleven for hot dogs when farm life inevitably gets too busy for a home-cooked meal. “I’m not sharing that, but we do it,” said Ms. Neeleman, who has over 200,000 followers on Instagram. “We do go get Slurpees occasionally.” Ms. Neeleman and other creators of farming-lifestyle content are part of the rise of “farm-fluencers,” a social-media subculture devoted to portraying a bucolic vision of farm life. The result appears to be a charming, rustic dream. Reality is sometimes different. “I show the good, the bad, but not the ugly,” Ms. Neeleman said.
It can take some effort to keep jarring images of less appealing rural routines and modern life out of the frame.
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