13pgs, With a focus on journalistic discourse, this paper argues for a re-envisioning of food-system communication that takes non-human animals into account as stakeholders in systems that commodify them. This is especially urgent in light of the global pandemic, which has laid bare the vulnerability to crisis inherent in animal-based food production. As a case study to illustrate the need for a just and non-human inclusive orientation to food-systems communication, the paper performs a qualitative rhetorical examination, of a series of articles in major U.S. news sources in May of 2020, a few months into the economic shutdown in the U.S. in response to the COVID-19 pandemic. At that time, millions of pigs were brutally killed on U.S. farms due to the impossibility of killing them in slaughterhouses overrun with COVID-19 outbreaks. The analysis finds that media reporting legitimated violence against pigs by framing narratives from industry perspectives, deflecting agency for violence away from farmers, presenting pigs as willing victims, masking violence through euphemism, objectifying pigs and ignoring their sentience, and uncritically propagating industry rhetoric about “humane” farming. Through these representations, it is argued, the media failed in their responsibility to present the viewpoints of all sentient beings affected by the crisis; in other words, all stakeholders. The methodology merges a textually- oriented approach to critical discourse analysis (CDA) with social critique informed by critical animal studies (CAS), and the essay concludes with recommendations for journalists and other food-system communicators, which should be possible to implement even given the current capitalist, industry-influenced media environment and the demonstrated ruthlessness of animal industries in silencing voices inimical to their profitmaking.
8pgs, This paper addresses the impulse to render systemic food systems issues into stories in light of ongoing challenges such as food scares, food fraud, and the COVID-19 pandemic. Such stories about food systems are seen as embodying the ideal of supply chain transparency currently in vogue and regarded as key to solving food system inequities by shedding light on them. Read in the context of documentary cinematic unveilings of unethical production practices, transparency initiatives of various types, particularly those dependent on the real-time, crypto-ensured storytelling of blockchain and digital twinning technology, would seem to provide a new model of indexicality, a new contract with social reality. However, such tracing systems and the questions they raise instead describe the way in which food—and the land, people and animals who are involved in its production—becomes fodder for various power plays.
