The article dwells on the problem of iconic-conventional synergy a myth. myth is seen as concept with multifunctional status, blurred by identification attempts. Conceptual usage emphasizes its overlapping features that sport multifaceted practical typicality. As system embodies worldview, metaphysical form specifically structured narrative. Mythological consciousness includes formed links betw...

Agriculture faces many challenges. In both public discourse and the scientific literature debates about future are increasing framed in terms of ‘alternative’ versus ‘conventional’ agriculture. this paper we critically examine framing, seek to understand how term conventional has been is being used. We argue that category agriculture little analytical purchase, its use part a strategy homogenis...