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Communications in Food Sector
My motivation:
- Labels how to make them mean something outside of the neoclassical model of making
profits, earn more etc. I've read I think some article criticizing vegan or humane label for
green washing like that brands and products not really humane for animals. How to make
labels mean something really meaningful. Do we even need labels? Can there be more
control in market, like regulation of producers to produce only healthy food products etc.
- Plant based/alt.proteins/cultivated meat might have different labeling compulsory one
that would signal to people something bad like GMO label and how we can make more
even playing field for animal products and alternative protein products
- Understand how to construct messaging for example in social media content to change
deeper narratives, metaphors aka change social norms, cultural believes
- Ethical norms is interesting too, i had this expectation from before in ethics class, lol, but now i think we will have a class on this, in more details. Like how not to communicate on food.
Learning content:
* Information Economics
* Communication Theory and Communication Models
* Media Research (e.g. Uses and Gratification Approach, Agenda-Setting, Knowledge Gap, Cultivation Theory);
* Perception and Communication (e.g. Narrative Paradigm, Dissonance Theory, Attitude Change);
* Marketing; Advertising and commercials in the food sector; Labelling policies
Learning outcomes
After successful completion of the course, the students...
* define and describe important conceptualisations of communication research.
* are able to identify and distinguish different models of communication and to give examples.
* are able to explain different approaches and theories related to (mass) media research.
* can identify different marketing and advertising strategies in the food sector and are able to give examples.
* are able to apply conceptual knowledge of communication and perception theories and relate them to marketing issues in the agri-food sector and to nutrition education policies.
* are able to elaborate, organize and present their results.
We want you
− to enjoy the fascinating field of communication.
− to get a feeling about the complexity of communication.
− to know some of the theories in the field of communication.
− to be able to apply some tools to analyse communication.
− to learn that applying general rules seldom is appropriate
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