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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/153043
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- Title
- The 'truth' of science and the branding of food products and organizations
- Author(s)
- Leitch, Shirley; Davenport, Sally; Motion, Judy; Renton, Michelle
- Abstract
- In this paper we examine the branding of food and how organizations deploy a discourse based upon scientific truth claims in order to shift consumer understandings of food brands and the organizations that produce them. We propose that food science not only changes the process of food production but also changes the meanings that consumers attribute to food brands. Our analysis utilises Foucault's (1988) theory of discourse technologies - including technologies of production, sign systems, power, and the self - to explore the use of scientific discourse in the branding of food products and food organizations (Motion and Leitch, 2002). The application of science may facilitate a discursive shift in which a product that was conceived as a food is rebranded as a nutraceutical or medicine and the organizational identity associated with the brand is similarly transformed.
- Publication type
- Conference paper
- Research centre
- Swinburne University of Technology
- Source
- Paper presented at the 26th European Group for Organization Studies Colloquium (EGOS), Lisbon, Portugal, 01-03 July 2010
- Publication year
- 2010
- Keyword(s)
- Branding; Discourse technologies; Food production; Food products; Food science
- Publisher
- European Group for Organization Studies
- Publisher URL
- http://www.egosnet.org/
- Copyright
- Copyright © 2010. Paper reproduced here in accordance with the copyright policy of the publisher.
- Full text
- Peer reviewed
