15 pages, via online journal article, Okja is a fictional Netflix original film that was released in 2017. Okja features a “super pig” that is owned by the large, agricultural company Mirando Corporation. Okja is raised by a young girl, Mija, and her grandfather in the South Korean mountains. The film climaxes when Mija and the Animal Liberation Front (ALF) narrowly save Okja and a smuggled piglet from the slaughter process. The purpose of this study was to understand how college students responded to the film. The viewers of this film included students who were majoring in a field within the agricultural college (COA) at Texas Tech University as well as students who were majoring in a field outside of agriculture (NCOA). Emergent themes from this focus group study identified the film as overdramatized and that the film misrepresented food production. Previous knowledge and experiences impacted how viewers perceived the film with COA students indicating that Okja was portrayed more like a pet than as a food animal. Both COA and NCOA students indicated that their food purchasing decisions would not be affected by viewing the film. Findings suggested that entertainment films may not be an effective method for changing public opinion of agriculture and food production. Transparency in agriculture through real-life and real-time activities in a documentary style may serve a greater role in improving public opinion of food and agricultural production practices and industries.Findings from this study serve as an indicator of the role entertainment films play in swaying public opinion of food and agriculture.
18 pages., via online journal, As food products marketed as “gluten-free” become increasingly popular, many consumers start to exclude sources of gluten (e.g., wheat, barley, and rye) from their diets for both medical and non-medical purposes. The grain industry is facing a growing challenge to (re)boost consumers’ confidence in the healthiness and safety of its commodities. Using 561 participants recruited from the Amazon Mechanical Turk workers’ panel, this study implemented a 2 (pretzels vs. potato chips) * 2 (positive- vs. negative- frame) * 2 (wheat image vs. no wheat image) experiment to examine the effects of gluten-free labels on consumers’ perceived healthiness and safety of wheat, perceived benefits of labeled products, and their evaluation of the shown labels. Results showed that consumers evaluate the gluten-free labels most positively when they appear on products that could have contained gluten. For products that are naturally gluten-free, adding a gluten-free label only decreased consumers’ confidence in such labels. The presence of gluten-free labels increased consumers’ perceived benefits of the labeled products when they do not contain any misleading information (e.g., image of a wheat head). However, some gluten-free labels could have negative impacts on consumers’ perceptions of the healthiness and safety of wheat. Overall, food producers and marketers might have undervalued consumers’ literacy and overestimated their susceptibility to marketing strategies. We discussed the implications for food marketers, regulators, and communicators.
Ferguson, Bruce G. (author), Morales, Helda (author), Chung, Kimberly (author), Nigh, Ron (author), and El Colegio de la Frontera Sur
Centro de Investigaciones y Estudios Superiores en Antropología Social
Michigan State University
Format:
Online journal article
Publication Date:
2019-03-26
Published:
Mexico: Taylor & Francis
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 109 Document Number: D10984
21 pages, 21 pages, We explore potential and limitations for agroecological scaling through formal education, using the LabVida school gardens program in Chiapas, Mexico as a case study. Through LabVida training, educators gained an appreciation of agroecology and learned to apply agroecological practices, although their understanding of agroecological principles and scientific process remained limited. The greatest program impact was on educators’ eating habits, and their perception of the value of local knowledge and its relevance to school work. The case study demonstrates the potential of garden and food-system work to leverage institutional resources in ways that can improve educational outcomes, including agroecological literacy. Increased awareness of agroecology and the value of local knowledge may intersect with other drivers of scaling, including markets, organizational fabric, and policy.