Case Study: Representations of 'Your Britain', Urban and Rural

National identification is always central wartime, and ‘the land’ (and what is built upon it) is always central to such discourse. Initially triggered by the two very different sets of images produced within the ‘Your Britain’ campaign by Games and Newbould in 1942 This chapter considers the posters produced by government that were believed to reflect the ‘Britain’ that people were being asked to fight for. The chapter uses Benedict Anderson’s idea of an ‘imagined community’, where he questions what ‘makes people love and die for nations, as well as hate and kill in their name’.

This chapter focuses particularly upon the use of both urban and rural images in posters, and how each was used as something to be fought for. The urban image in particular appeared to indicate fighting for the future. This will take into account the public calls for the implementation of the Beveridge Report. The rural image appeared to focus more on the conservative idea of a rural idyllic past, and often appears more idealised. It considers the following poster campaigns in particular: ‘Your Britain’, ‘Dig for Victory’, ‘Lend a Hand on the Land’, the Women’s Land Army, evacuation and savings campaigns.

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