Organics Online: Turning Problems into Selling Points.

This article describes the results of a visual and rhetorical analysis of images on food websites. The images are taken from the homepages of major North American food manufacturers and their organic subsidiaries, and are used to argue that organic food is often marketed in a way that aligns it with...

Full description

Bibliographic Details
Published in:	Theory in Action Vol. 7; no. 4; pp. 107 - 133
Main Author:	Zebrowski, Matthew G.
Format:	Article
Published:	Transformative Studies Institute Oct2014
Subjects:	Websites Activists Computer network resources Food Food industry > Computer network resources Organic foods
Online Access:	View this record in EBSCOhost

Description
Summary:	This article describes the results of a visual and rhetorical analysis of images on food websites. The images are taken from the homepages of major North American food manufacturers and their organic subsidiaries, and are used to argue that organic food is often marketed in a way that aligns it with common critiques of the food industry. This article further argues that this marketing presents consumption of organic products as aligned with food activist values, which is especially disconcerting given the consolidated nature of the organic food industry.