Australian social identity was traditionally grounded within its agricultural heritage. The 'farmer', be he primarily concerned with crops or livestock, not only provided the lynchpin of Australia's economy but his lifestyle also framed the ideals of masculinity which consequently became entrenched within Australia's culture. However, Australia's social identity has changed along with its economic reliance upon the farming industry and rural sector. The rural lifestyle, so idealised within Australian popular culture, is now increasingly marginalised in a country where the three-quarters of the population live in metropolitan areas (Australian Bureau of Statistics, 2006a), even though the majority of land is considered to be 'rural' (see also Alston, 2010). The once idealised rural lifestyle is also proving to be less ideal for those actually living it.