Cultures in opposition the battle between corporate organics and the organic movement /
CULTURES IN OPPOSITION:
THE BATTLE BETWEEN CORPORATE ORGANICS AND THE ORGANIC
By Kristin M. Oberlander
In the past ten years, organics have been re-framed as an industry that caters to the middle and
upper class strata of society because the products cost more than agricultural farming products.
Marketers build a dynamic wherein the mere purchase of organic food is akin to social activism.
However, the term organic lacks a unified definition. This thesis examines how the mass
marketing of organic products capitalizes on ideals of the organic movement to create a need that
the purchase of organic foods “promises” to satisfy. It also examines popular tactics of
persuasion used by marketing and advertising companies for organic foods, such as consumer
activism generated from the origins of the Organic Movement in the United States. The organic
industry must maintain the ability to produce enough food to meet the demand of consumers,
while still following the tenets of the Organic Movement.
School Location:USA - Ohio
Source Type:Master's Thesis
Keywords:organic food diffusion incorporation commodity fetishism natural foods farming living
Date of Publication: