Communicating food: Foodways as a map of meanings

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Jordi Farré. Director of Department of Communication Studies URV

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  • depending on many things such as social conventions, expectations, social roles and identities, power relations, and interpretations of meaning (Böholm, 2008:2) Above all, the identification and assessment of risk is both a human and a social activity and, as such… Who have the responsibility of organising and evaluating information? How are building the public, institutional and media agendas around food? (Carey, 1989:32)
  • The circuit of culture inside which food meanings are circulating involves ongoing interrelated practices around consumption-production-identity-regulation-representation. Taken a conventional communicative logics, the chain of added value begins with representation as the most usual through media.
  • The circuit of culture inside which food meanings are circulating involves ongoing interrelated practices around consumption-production-identity-regulation-representation. Taken a conventional communicative logics, the chain of added value begins with representation as the most usual through media.
  • Txaber Allué (The Constant Cook), awarded in the first edition of the Navarre Gourmet Bloggers meeting as best Videoblog, also awarded by Kitchen Channel as best media blogger. He has more than 20.000 followers on Facebook and he has written a leading sales book with cooking recipes. He is economist, worked as a university professor and advisor in ICT. Sonia Riesco (Food Trend Trotters) A finales del año 2010 nacía Food Trend Trotters (La Vuelta al Mundo de los Alimentos), con el objetivo de investigar, identificar y comunicar en la web social tendencias e innovaciones en alimentación en ámbitos geográficos lejanos … Queríamos integrar la vigilancia de mercado más tradicional con el viaje, y compartir el conocimiento generado en el proyecto en la web social. Con todos estos propósitos comenzamos a trotar el 15 de octubre de 2010 durante 2 meses por Japón y Estados Unidos, referentes en innovación y fuente de tendencias a nivel global. Así empezábamos a dar los primeros pasos de un proyecto innovador e informal en cuanto a la forma de investigar, viajar y comunicar…En el que no hay grandes informes de vigilancia sino un blog, los contactos personales son físicos y virtuales, los viajes a congresos y hoteles se cambiaron por la mochila y los hostels… Ya hemos echado a andar y ahora nos proponemos nuevos retos, entre ellos integrar al consumidor en las primeras fases de la I+D (en el diseño de nuevos conceptos de producto), conocer las tendencias (en tanto que éstas entrañan las motivaciones que condicionan las elecciones del consumidor)…y por lo tanto los drivers de la innovación en alimentación. Conócenos, síguenos y participa! AZTI-Tecnalia: The Food of the Future The food sector is continuously evolving and so facing new challenges and opportunities every day. It is essential to anticipate future needs by means of research. We offer solutions for the improvement of products, processes and systems of the ever diversifying food industry...
  • Pere Estupinyà es un químico y bioquímico que abandonó su doctorado en genética para dedicarse a la difusión del conocimiento científico. Fue guionista y editor del programa «Redes» de TVE durante 4 temporadas y profesor de "Ciencia, Tecnología y Sociedad" en la Universidad Ramon Llull. Ha escrito sobre ciencia en El País, Público, El Mundo, La Vanguardia y la revista Muy Interesante entre otras publicaciones. En 2007 pasó un año en el Instituto Tecnológico de Massachusetts y la Universidad de Harvard con la prestigiosa beca Knight de periodismo científico. Actualmente reside en Washington DC donde trabaja en los Institutos Nacionales de la Salud de EEUU, analiza el periodismo científico en América Latina para el Knight Tracker en español del MIT, ejerce como consultor en la Organización de Estados Americanos y el Banco Interamericano de Desarrollo, imparte conferencias, cursos de comunicación científica, y alimenta el blog en El País "Apuntes científicos desde el MIT". Pere Estupinyà is a Chemist and Biochemist from Spain who, after a short time as a PhD researcher, moved to science journalism. He has been the editor of REDES, the leading Spanish television program on science, and lectured in Science, Technology and Society at the Ramon Llull University. In 2007-2008 he spent one academic year at the Massachusetts Institute of Technology and Harvard University as a Knight Science Journalism Fellow. He’s worked for two years at the Office of Communications of the National Institutes of Health (NIH) in Bethesda - Washington DC. As a freelance Pere has written about science in the main Spanish publications, like El País, El Mundo, La Vanguardia, Público, or Muy Interesante. He owns an acclaimed scientific blog in El Pais, and is the US correspondent for the scientific news agency SINC. He works for the Massachusetts Institute of Technology (MIT) as a Knight Science Journalism Tracker for Latin America. Pere has been a consultant for the Inter-American Development Bank (IADB) and the Organization of American States (OAS) in topics regarding the improvement of science communications in Latin America. He’s giving conferences in México, Perú, Argentina, Colombia, Paraguay, Ecuador and the main international events on science journalism. In November 2010 Pere Estupinyà published his first book on science for the general public: “El ladrón de cerebros” (The brain’s thief) which is in its 5th reprint. In summer 2011 Pere published the electronic book “Scratch where it doesn´t itch” (Rascar donde no pica), and he’s writing a new book to be released in spring 2013. Pere Estupinyà lives in New York City, and defines himself as a scientific omnivore who writes about science as an excuse to learn more about, and enjoy, its wonders. --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Javier Sampedro . (Madrid, 1960) es doctor en biología molecular. Hasta 1993 se dedicó profesionalmente a la investigación genética, primero en el Centro de Biología Molecular Severo Ochoa de Madrid, y después en el Laboratory of Molecular Biology del Medical Research Council en Cambridge. Blogs de Javier Sampedro El enigma Fórmulas que mueven el mundo Simetrías Publicaciones El siglo de la ciencia: nuestro mundo al descubierto (2009), Barcelona: Península ISBN 84-8307-900-3 Deconstruyendo a Darwin, los enigmas de la evolución a la luz de la nueva genética (2006), Barcelona: Crítica ISBN 84-8432-808-2 ¿Con qué sueñan las moscas? (Ciencia sin traumas en 62 píldoras) (2004), Madrid: Aguilar, ISBN 84-03-09526-0 En 1994 se recicló como periodista y ha sido durante 15 años redactor de El País. Buen dibujante y mal guitarrista de jazz, su lema es: "Si no les gustan tengo otros".
  • Cinta S. Bellmunt is an evolutionary journalist, a community manager, an archaeologist and an author from Catalonia (Spain). Currently, she is the Head of Communication in the IPHES (Catalan Institute of Human Palaeoecology and Social Evolution), directed by the archaeologist Eudald Carbonell (codirector of the Atapuerca Research Team). This Institute is very present on the Internet, with many communication channels: blogs, podcasting, YouTube, Twitter, Facebook… and is considered a point of reference in the use of Information and Communication Technologies to socialize science. Since 1988 she has been collaborating with Eudald Carbonell with whom he has written two books for the general public: Els somnis de l’evolució (Dreams of evolution, published by National Geographic) and El catalanisme evolutiu (Evolutionary Catalanism). Now, they are writing another book together. She is graduated in Information Science and also holds a Postgraduate Certificate in Digital Journalism and an Erasmus Mundus Master in Quaternary Archaeology and Human Evolution. She has worked as a freelance for several media (newspapers, radio, television, news agencies). Since 1997, she also works in the Rovira i Virgili University’s Department of Communication and External Relations. She defines herself as a vocational journalist highly motivated to learn. ----------------------------------------------------------------------------------------- Mabel Gracia Arnaiz is a lecturer in Social Anthropology at the Rovira i Virgili University (Tarragona) and a researcher belonging to the Anthropological Research Group (GRIAFITS) of the same university. She is a member of the Observatory of Food (University of Barcelona) and the International Commission on the Anthropology of Food (ICAF). 
  • A CALL FOR ATTENTION TO THE VISUAL DIMENSIONS OF FOOD! During this workshop we will show 20 pictures that were presented and rewarded in the last FOODPHOTO FESTIVAL EDITION. FOODPHOTO FESTIVAL is a bi- annual event that brings together Food Photography professionals from all over the world to present their works, share experiences, discuss the latest trends, meet partners for new projects and participate in conferences and workshops.   The next edition of FOODPHOTO FESTIVAL will be celebrated in September/October 2013. -------------------------------------------------------------------------------------------------------------------------------------------------------------- The power of food images to communicate important information to consumers. International Journal of Consumers Studies (Fisher, 2012) FOOD STYLISTS could purposely create images that could communicate on a non-verbal level with consumers to ultimately change behavioural intent and eventual purchasing behaviour. Food images are presentations of food and additional items that are artistically and aesthetically composed and arranged by a food stylist.
  • The Campus of International Excellence Southern Catalonia (CEICS) represents the strategic union of different organizations and structures involved in teaching, research, knowledge transfer and the productive sector in southern Catalonia. It aims to become an international benchmark in knowledge and competitiveness within the areas of nutrition and health, oenology and others. It also seeks to become the heart of an authentic region of knowledge that can play a key role in the future growth of the region and in its productive network. The Technology Centre for Nutrition and Health (CTNS ) conducts research to verify the efficacy of functional foods in order to identify products with beneficial properties. It is the third centre in the world whose mission is to research the healthy properties of food. One of its goals is to boost the competitiveness of the Catalan food and agriculture industry. The scientists working at the institute set out to prove the efficacy of functional foods, enabling companies to comply with EU regulations which require them to provide proof of the health benefits they claim in relation to their products. Its main mission is to provide scientific and technological support and to assist food and agricultural businesses in the fields of nutrition and health. It conducts research activities and provides scientific and technological services throughout the process which leads up to putting a functional food on the market.
  • Pieter Rutsaert. GHENT University. The department of Agricultural Economics is specialized in  education and research  related to the  economic aspects of agriculture and food . Both in education and research, the entire chain ‘from farm to fork’ is taken into account from a socio economic point of view. The related services make it possible to spread the knowledge to a broader extent and to provide advisory services to governmental institutions, firms, … in different continents. The department of Agricultural Economics brings together different aspects of agricultural economics, in which we distinguish four research domains 1)  Farm management, Agricultural policy and rural environmental economics 2)  Agro-food marketing and consumer behavior 3)  Agribusiness marketing and management 4)  Agricultural economics of developing countries Agro-food marketing and consumer behavior Research domain The marketing challenges faced by agricultural production, and its resulting agricultural and food products, both within the Belgian, European and global context. Consumer behavior is the point of departure for these studies. Research questions pertain to the role and impact of personal, product-related and environmental factors such as communication and labeling on contemporary consumers’ opinions, perceptions, attitude and choices. Research themes Consumer acceptance of technological innovations in the food chain Trends and changes in food and dietary choice Impact of ethical and sustainability concerns of individuals in their role as consumer and citizen The research team is active in several European research consortia in the domain of food consumer science -------------------------------------------------------------------------------------------------------------------------------- Áine McConnon graduated with a BSc in Human Nutrition from the University of Ulster (Coleraine) in 2002.  She then undertook her PhD in the Nutrition Epidemiology group, University of Leeds evaluating a web-based intervention for weight control in an obese sample.  In 2005 Áine started a research post in the Food, Consumer Behaviour and Health Research Centre, University of Surrey working on a European 6th Framework project investigating dietary approaches to the prevention and treatment of obesity (FP6 Diogenes project).  Her work here involved investigating the psychosocial and attitudinal predictors of weight control in obese and overweight individuals across Europe.  Áine moved to the School of Public Health and Population Science at UCD in September 2007 and is currently involved in a number of projects within the National Nutrition Surveillance Centre. Áine’s main research interests combine consumer science and public health nutrition, with a particular interest in understanding consumer perceptions, attitudes and beliefs in relation to weight control and obesity.  Aine is currently involved in the EU 6th Framework project Diogenes ( www.diogenes-eu.org ) investigating the psychosocial predictors of weight gain and consumer attitudes, perceptions and expectations regarding weight control in eight countries across Europe.  In addition Áine’s work at the National Nutrition Surveillance Centre includes investigation of acceptability of measuring children’s body size in schools and analysis of attitudinal data collected in the National Teen Food Survey looking particularly at perceptions of body size and weight loss practices of Irish teenagers. _________________________________________________________________ Julie Barnett joined  Brunel University  in October 2009 as Reader in Healthcare Research in the Department of Information Systems and Computing ( DISC ). Prior to joining Brunel she was Senior Research Fellow in the Department of Psychology at the University of Surrey. Julie is a social psychologist with particular research interests in the way in which people understand and communicate risk information, in behaviour change and in relation to how and when to engage and involve people in the development of policy and practice. Since 2000 she has been either principal or co-investigator on over twenty research projects allied with these areas. These include projects for  ESRC ,  Health and Safety Executive ,  Food Standards Agency ,  Department of Heath , the  Environment Agency , the  Wellcome Trust  and within  FP6  and  FP7 . She is now a co-investigator on  MATCH  - the Multidisciplinary Assessment of Technology Centre for Healthcare - a research collaboration between four leading UK universities in healthcare technology assessment, and a cohort of industrial partners based at Brunel within  DISC . She is leading  MATCH 's consideration of how best to maximise the value of eliciting and understanding both the insights of users and insights about users in the process of medical device development. Other current research includes a project for the  Food Standards Agency , 'Understanding the food choice reasoning of food allergic customers. This has used three different qualitative methods to explore how consumers with diagnosed nut allergies make decisions about food purchase and consumption and the way in which product labelling contributes to this. A current  ESRC  project under the Rural Economy and Land Use programme (Assessing and Communicating Animal Disease Risks for Countryside Users) is exploring how both individuals and organisations perceive and respond to the risks of Lyme disease. In 2006 Julie was jointly funded by the  ESRC  and Department for the Environment, Food & Rural Affairs ( Defra ) through an  ESRC  Research Placement Fellowship to work at Defra for a year. Her work there focused on how institutions can most effectively communicate and engage publics and stakeholders around the development of evidence based policy. This experience provided unique insights into the day to day working of a Government Department. Julie has recently been invited to join the Editorial Board of the  Journal of Risk Research . She serves on the Executive Committee of the  Society of Risk Analysis-Europe  and is a Fellow of the  Royal Society of Arts . Most of the projects Julie has been involved in involve interdisciplinary collaborations and she is looking forward to developing such collaborations with colleagues at  Brunel . Research blog:  http://riskybusiness.typepad.com/
  • Communicating food: Foodways as a map of meanings

    1. 1. COMMUNICATING FOOD FOR HEALTH BENEFITS NEW FOOD TRENDS AND MEANINGS  PROFESSIONAL IDENTITIES AND FOOD COMMUNICATION  INNOVATIVE PRACTICES IN COMMUNICATION 8th – 9th November, 2012TARRAGONA COMMUNICATING FOOD: FOODWAYS AS A MAP OF MEANINGS • FOOD AS COMMUNICATION • COMMUNICATION AS A SOCIAL RIGHT • COMUNICATION AS A DIALOGUE PRACTICE
    2. 2. URV-Repsol Chair for Excellence in Communication “We have a communication problem”, also in sharing benefits or solutions to be reached: “We have a communication solution”• Communication has become the dimension on to which we project our anxieties and from we expect solutions to our conflicts. The communications problem is currently one of the most common and powerful metaphors for the confusion and hope of our times• Excellence in Communication considered as the main motor-engine for fuelling the making-sense of food
    3. 3. FORMS OF FOOD MEDIATIZATION MAIN QUESTION How networked roles and practices are transforming the food communication and its meanings? • ECOLOGY OF COMMUNICATION - INSTITUTIONAL DIGITAL IDENTITIES - SOCIAL MARKETING - INNOVATIVE RESEARCH - CONSUMER POLITICS • FOOD AS INFORMATION - WIDENING THE FOCUS - BLURRING BOUNDARIES
    4. 4. THE MEDIATION OF FOOD IN OUR NETWORKED ERA BLURRING BOUNDARIES Official Bodies Expert bloggers stakeholders BROADENING Eatertainment THE FOCUS Consumers Food companies
    5. 5. WIDENING THE FOCUS,BLURRING THE BOUNDARIESHow are food meanings shaped for • The communicative turn implies and through communication? “a symbolic process whereby foodways are produced, maintained, and transformed”• Human communication is part of social interaction and can be cooperative as well • Who with Whom and How is as conflictive… communicating about food?• And is concerned with the production of meaning and a shared understanding of • Dialectic process of food reality mediation and mediatization MAIN PREMISE • The claim-making process with primary definers, designers of Communication is languages, and constructors of constitutive of the identities meaning-making process
    6. 6. THE MEDIATION OF FOODIN OUR NETWORKED ERA Consumption-Identity • Topic-Sources -Representation- Production-Regulation • Focus-Eatertainment CONSUMER-CULTURAL • Style-Channels -LIFESTYLE- INSTITUTIONAL POLITICS FOOD SUPERHIGHWAY Communication is the key to explore the articulation of the processes involved in the circuit of food cultures
    7. 7. THE CIRCUIT OF CULTURE Culture, Media and Identities Doing Cultural Studies THE STORY OF THE SONY WALKMAN (Du Gay et al. 1997)
    8. 8. Catalan Journal of Communication & Cultural Studies Special Issue 5.2 Communication and food for health benefits Negotiating meanings in networked times • Communication has become a central issue in food health policies• There is growing concern about how best to communicate the benefits of better food practices and healthy diets that can reduce food-related illnesses and health-care costs • Social and cultural influences frame food and health issues in terms of diet, education, and consumption decisions • Social networks interact in the negotiation of meanings surrounding food communication policies and practices
    9. 9. Catalan Journal of Communication & Cultural Studies The development of new food technologies offers huge potential to improve the overall health of populations, general well-being and consumer confidence• Agriculture and the food industry are becoming increasingly strategic in all national contexts and food communication practices can have a significant effect on both companies and consumers • For this issue CJCS welcomes articles from a media andcommunication studies perspective on food for health benefits exploringthe links between institutions, companies, new and traditional media and health choices by consumers Deadline for articles: 31 January 2013
    10. 10. PRESENTATION OF SPEAKERS: First SectionInnovative blogging experiences and best communicative practices• Txàber Allué • Sonia Riesco SHARING COOKING WITH Aims to share and to THE WORLD AND socialize through the SOMETHING ELSE AND social web the knowledge MORE generated in the project with the public (consumer, food industry and I+R agents related)
    11. 11. PRESENTATION OF SPEAKERS: Second Section Communicating science for health • Javier Sampedro • Pere Estupinyà He defines himself as a scientific omnivore who writes about science as an excuse to learn Buen dibujante y mal guitarrista de more about, and jazz, su lema es: enjoy, its wonders "Si no les gustan tengo otros"
    12. 12. PRESENTATION OF SPEAKERS: Third Section Food, science, culture and society • Mabel Gràcia • Cinta S. Bellmunt • Basic lines of research She defines herself as a Food cultures, gender, body and vocational journalist highly health, eating disorders, obesity motivated to learn • Supplementary research The IPHES is considered a point Discourses and advertising praxis, of reference in the use of the medicalisation and Information and Communication mercantilisation of food, food Technologies to socialize science sovereignty, social and gender inequality
    13. 13. PRESENTATION OF SPEAKERS: Fourth Section Food for health communication in our networked time Both regarding advertising and public MAITRE helps food researchers relations as well as journalism and foster a better understanding audiovisual communication, the between them and the public by profile of our group is focused on employing improved preferential lines such as: communication skills • the risk communication • the political communication • the institutional communication • the corporate communication
    14. 14. “Food stylists play an important role in food as a trendy,fashionable addition to modern life” (Finkelstein, 2003) “The food stylists can become an invaluable communicator through food images” “There are implications for educationists, retailers and marketers and the consumer behaviour field” (Fisher, 2012)
    15. 15. PRESENTATION OF SPEAKERS: First Section EU food for health research: what about communication?• Jordi Cartanyà • Laura Smillie • Cesc Puiggròs • Lucía Tarro It aims to become It is the third an international centre in the world Faculty of benchmark in Is the keystone of EU whose mission is Medicine knowledge and risk assessment to research the and Health competitiveness regarding food and healthy properties Sciences within the areas of feed safety. Provides of food in order to (URV) nutrition and independent scientific identify products health, oenology advice and clear with beneficial and others. communication on properties existing and emerging risks.
    16. 16. PRESENTATION OF SPEAKERS: Second SectionResearch on food benefits and risks communication • Aine McConnon • Pieter Rutsaert • Julie Barnett Professor in Health Research Main research interests The department of Agricultural Economics is specialized RESEARCH INTERESTSConsumer science and public in education and Risk perception, risk health nutrition, with a research related to communication; expert models of particular interest in the economic aspects of the public/users; incorporating understanding consumer agriculture and food. Both in education and public/user perspectives in the perceptions, attitudes and research, the entire development of policy, practice beliefs in relation to weight chain ‘from farm to fork’ and technology; social influence control and obesity is taken into account and behaviour change from a socio economic point of view.
    17. 17. ENJOY THISEVENT

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