Does Beauty Matter in Agriculture? Landscape, Horses, and Vineyards

In this text, the author addresses the question of the extent to which aesthetic values, specifically the idea of the beautiful, can influence or motivate the decision-making process and specific actions of people involved in agriculture.In this context, the issue of identity and the importance of imagination inreal life are also addressed. In doing so, the article draws on some of the methodological insights gained through earlier research on priestly identities.The author attempts to concretize his reflections through a theoretical analysis of his own experience of the interconnection between the university vocation and the vocation of the vineyard worker, which he contextualizes with someinsights gained from the community of farmers who use draft horses in their work. Last but not least, the author suggests some changes in the aesthetic perception of the landscape among small farmers. The author presents the text as aninvitation for discussion, inspiration and further interdisciplinary research at the intersection of history, sociology, aesthetics and environmental studies.