When we think of rural Britain, we often imagine rolling hills, picturesque villages, and a tranquil way of life. But this idyllic image often overlooks the hidden struggles of rural communities. In this week’s episode of FernCast, I spoke with acclaimed artist Joanne Coates, whose work challenges the stereotypical portrayal of the countryside, highlighting the realities of rural poverty, mental health, and the complexities of life in the Yorkshire Dales.
Joanne Coates uses photography, installation, and sound to tell the untold stories of rural life, focusing on the often-invisible working-class communities in England’s countryside. Through her art, Coates offers a raw and authentic view of rural Britain that contrasts with the idyllic and idealised representations we typically see in the media.
One of the key points Joanne Coates discussed in our conversation is the issue of rural poverty. While urban poverty is widely recognised, rural poverty remains largely hidden from the public eye. Coates emphasised that the statistics show urban and rural poverty trends follow the same patterns, but rural issues are often overlooked. “Urban poverty might be higher, but not by much,” Coates explained. “What’s missing in the discussion is that rural poverty is just as real, and just as complex. And yet, it’s often ignored.”
Romanticised lifestyles
The romanticised image of rural life, perpetuated by tourism, paints a picture of the countryside as a peaceful retreat, neglecting the hard work and often difficult conditions many rural workers face. Coates’ work seeks to strip away the veneer of this “pastoral idyll” and show the true nature of rural life.
In our conversation, Coates gave an eye-opening account of the relentless nature of rural work. Her partner, Dan, is a farmer and contractor in the Yorkshire Dales, and Coates shared insights into the long, demanding hours of farm life. Many rural workers, like Dan, juggle multiple jobs with little support, working from sunrise to late into the night, particularly during the busy summer months. “It’s easy for people to think that life in the countryside is laid-back and simple,” Coates remarked. “But the truth is, for many people, it’s a constant grind. There’s no sick pay, no holiday pay, no pension. And that’s something most people don’t realise.”
Mental health is another issue that often goes unnoticed in rural areas. The isolation and pressure of rural life, combined with a lack of access to healthcare services, create unique challenges. For those who are already struggling, these issues can be exacerbated by long distances to healthcare appointments, limited support networks, and the difficulty of balancing multiple jobs.
Juggling Jobs
Another key theme in Coates’ work is the role of women in agriculture. Traditionally, family farms in rural Britain have been passed down through male heirs, with little recognition of the contributions made by women. Coates is currently working on a project that focuses on gender and succession in agriculture, particularly in North Yorkshire and Cumbria, highlighting the need for more representation and support for women in the industry. “Women have always played a crucial role in farming, but they often go unrecognised,” Coates said. “The work I’m doing is about making sure their voices are heard and their contributions are acknowledged.”
Coates firmly believes that art can play a vital role in addressing rural inequality and fostering social change. One of the projects she’s passionate about is Rover Arts, an initiative that brings rural artists together to collaborate and share ideas. Coates also hosts arts meetups on her farm, offering a space for local artists to network and discuss the challenges they face in the rural arts sector. “Art won’t solve all the problems, but it can raise awareness and bring people together,” Coates explained. “What’s important is that we create spaces where rural voices can be heard, where people can connect and support one another.”
Joanne Coates’ experience
As Coates continues to build her career and bring awareness to the issues facing rural communities, she also looks to international examples for inspiration. This year, Coates will travel to Japan to attend Arts Etchuji, a rural arts festival that places a strong emphasis on sustainability, farming, and community engagement. She hopes to learn from their approach and apply some of the lessons to her own work. “If it’s done right, rural arts projects can have a profound impact,” Coates said. “They need to work with the community, listen to their needs, and provide support. But when they’re done well, they can transform rural areas, providing both economic and social benefits.”
As we wrapped up our conversation, Coates shared her thoughts on the future of rural communities in Britain. Despite the many challenges, she remains optimistic that change is possible. “I hope it’s not a one-way track,” Coates said. “There’s a lot of potential in rural communities. People want to stay, they have brilliant ideas, but they need support to make those ideas a reality.”
To stay updated on Joanne Coates’ work, follow her on Instagram (@JoanneCoates) and X (@JoanneRCoates). You can also reach out to her directly through email for collaborations or enquiries about her projects. For more in-depth conversations like this, be sure to listen to the full interview on the FernCast Podcast, available on Spotify.
