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Farmed And Dangerous? A Case Study Of Chipotle’S Branded Entertainment Series And Polarized Reactions To Its Satirical Depiction Of Farming And Agribusiness, Nathan Gikerson, Rebecca Swenson, Betsy Anderson
Farmed And Dangerous? A Case Study Of Chipotle’S Branded Entertainment Series And Polarized Reactions To Its Satirical Depiction Of Farming And Agribusiness, Nathan Gikerson, Rebecca Swenson, Betsy Anderson
Journal of Applied Communications
This study follows Chipotle’s innovative strategy of using branded entertainment and satire to enhance its brand image and positive consumer perceptions, while negatively portraying an entire industry. The study explores audience reactions to Chipotle’s satirical Farmed and Dangerous program, part of the company’s broader “Food with Integrity” campaign. Increasing agricultural literacy and understanding among the general public is a priority (Doerfert, 2011). Yet marketing communication campaigns—and responses or reactions to those campaigns—that simplify issues into distinct “sides,” or focus on attacks, prevent deep discussion of the complexity of our food system and efforts to collaborate on solutions. Research presented uses …
Teaching Convergence In 21st Century Undergraduate Agricultural Communication: A Pilot Study Of Backpack Multimedia Kits In A Blended, Project-Based Learning Course, Jamie Loizzo, Abigail Borron, Amanda Gee, Peggy A. Ertmer
Teaching Convergence In 21st Century Undergraduate Agricultural Communication: A Pilot Study Of Backpack Multimedia Kits In A Blended, Project-Based Learning Course, Jamie Loizzo, Abigail Borron, Amanda Gee, Peggy A. Ertmer
Journal of Applied Communications
Twenty-first century agricultural communication students are expected to have an increasingly diverse set of skills when they graduate.Expertise is expected in: writing, editing, design, marketing, media relations, event planning, interpersonal communication, digital development, e-publications, online video, mobile applications, podcasting, and social media.This expansion of needed skills is due in no small part to the proliferation of communication channels and convergence of media platforms today. In order to continue preparing students for professions in agricultural communication, it is imperative that the curricula reflect current industry needs and available technology. In this article, one approach for expanding curricula to incorporate these newer …