Sustainable food and agriculture: Stakeholder's frames

Abstract

This paper’s primary objective is to acquire insight into the manner in which the principal stakeholders strategically use frames in their public communication about sustainable food and agriculture. A framing analysis of 578 communications revealed a repertory of six culturally embedded frames: the value of responsibility; the metaphor of the undermining-of-foundations; the story of Frankenstein; the myth that all that comes from nature is inherently good; the myth of progress; and the archetype of the Good Mother. The analysis also provided insight into how frames are deployed. It is discussed how frames are interrelated and how different stakeholders use similar frames to support sometimes diametrically opposed interests.status: publishe