ABSTRACT
This chapter follows the thrust of the previous chapter in looking at self in relation to other, but in this case the ‘other’ has two forms. The initial focus of this chapter is the management of risk in a UK livestock market; however, the reality of life and death permeates the mart, and the way in which rumour is used indicates that the hill farming community has a way of being that is different to, but largely hidden beneath, the sanitised, West ernised norm.
