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A desire to be sen as someone important. (They are, but they can't believe it thanks to propaganda.)
A need for being heard. (They could be heard, but again they have been told that they are not.)
The problem with rural areas is that they don't get information like the rest of the world does. And, then, it is filtered through several spots until it gets there. With the advent of the internet, this should have been something that was solved, but they were already programmed to only believe what the old rethug-controlled stations had taught them.
My father was a farmer. He was intelligent, a former scientist in a pesticide company, and was more liberal than conservative. He was an unabashed Democrat in a sea of Jesse Helms clones. Those farmers are the ones you don't hear about. They don't fit either narrative, so they don't get any attention and are considered a myth in some circles. They also shun attention anyway.
So, the blanket stuff about farmers is cute, but not real. There are plenty of them who are not on board with that orange gibbon, nor were they on board with that California actor either. But, they don't go out and raise hell about it, mainly because they have a farm to run. They also know that there is a significant bias towards anyone that identifies as a 'farmer', because some people want to blame them for everything. This is sad, because it assures that the farmers we need to be heard won't risk it.
De-programming rural America (And it is not just farmers, btw) is not going to be easy as long as the programming is allowed to continue.
Unfortunately, the programming will continue because the societal model we are in demands it.
So... 
