PROJECT 1
S U B C U LT U R E A N D F O O D G U I D E : R U P E S H V YA S
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PROJECT 1 S U B C U LT U R E
The mystery that is Subculture. Before subculture can be defined we need to know what culture is.Culture is that complex whole which includes knowledge, belief, art, morals, law, customs and other capabilities and habits acquired by man as a member of the society. Few concepts that came up. Culture is simply the ensemble of stories we tell ourselves about ourselves. For some culture exists only in the mind Cultural studies does not have a clearly defined subject area. It takes whatever it needs from any discipline and adopts it to suit its own purpose drwaing from Anthropology, psychology, Linguistics, Literary Criticism, Art Theory, Philosophy, Political Science. The way we dress, what we eat and how we socialize also communicate things about ourselves, and thus can be studied as signs� -Roland Barthes A distinct cultural group that exists as an identifiable segment within a larger, more complex society is known as Subculture. Subcultural Studies is essentially the study of a group of people or certain practices within a culture which differentiates them from the larger culture to which they belong.
PROPOSAL
S U B C U LT U R E A N D F O O D Project Description To study food subcultures and to understand how food is used to create identity. These meanings are to be explored within the broader context of subcultural experience in an investigation of the dynamics of underlying consumer behaviour. To investigate contemporary food consumption behaviour within a postmodern community. Food as both a biological and cultural phenomenon. Methodologies for Research, Direction of Study and Target Audience : To understand how the market is segmented using subcultures. Ethnographic exploration of food consumption among the Indians. Subcultural trends in food and how they transform into popular culture. Some of these trends are raw foodism, vegan diet, road side vendors, junkfood, organic food. To study the role of supermarkets. To analyse the collected information and to come up with possible outcomes. Currently will look into a wider audience applicability but eventually during the course of the project the target will be defined. The target is most likely to be youth centric. The outcome could have an illustrative approach.
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H O W D O E S F O O D H E L P I N D E F I N I N G C U LT U R E / S U B C U LT U R E / I D E N T I T Y .
Food & Sustenance Food is enormously important, first of all, as sustenance. Symbolic Representation Social groups characteristically employ food to draw lines, confirm statuses and separate those who do and do not belong. Taken for Granted Because we must eat regularly and often, simply to stay alive, the very everydayness of food reduces its symbolic weight. Food Is Subject To Change People are both intensely conservative in their food habits yet startlingly open to change even rapid change With the emergence of modern society, food has been transformed from a substance that fits a certain ritual, atmosphere, or occasions into a substance that epitomizes that which it is supposed to accompany, is apposite�-Roland Barthes
He noted that this transformation of food makes sense especially under conditions of affluence.
C AT E G O R I Z AT I O N S U B C U LT U R E A N D F O O D
Eight themes among many to with which to think over food and consumption in modern society.
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When human beings convert some part of their environment into food, they create a peculiarly poweful semiotic device code subltle cosmological propositions. With the elaboration of cuisine and its sociological economic context, the capacity of food to bear social messages is increased. As many anthropologists have shown, food, in its varied guises, contexts and functions, can signal rank and rivalry, solidarity and community, identity or exclusion and intimacy or distance.
BRAINSTORMING A N D T H E T E R M F O O DWAY S
Anthropologists, folklorists, sociologists, historians, and food scholars often use the term foodways to describe the study of why we eat what we eat and what it means. The term, therefore, looks at food consumption on a deeper than concrete level and is inclusive of yet goes beyond sustenance, recipes and/or taste. Topics like social inclusion and exclusion, power, and sense making are explored under the umbrella term foodways. Further, the ways in which food shapes and is shaped by social organization are essential to examination of foodways. Since consumption of food is socially constructed, cultural study is also incorporated in the term. In social science foodways are the cultural, social and economic practices relating to the production and consumption of food.
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A N A LY S I N G A N D N A R R O W I N G D O W N THE TRIZ SYSTEM
Based on the feedback given by Shilpa Das I defined a set of keywords that give cues to the project. Narrowing down to develop more depth than width. The narrowing process involved using keywords and relatively colour coding them against the master keywords for the project by using the TRIZ method. “TRIZ” is the (Russian) acronym for the “Theory of Inventive Problem Solving.” TRIZ is a problem solving methodology based on logic, data and research, not intuition. It draws on the past knowledge and ingenuity of many thousands of engineers to accelerate the project team’s ability to solve problems creatively. As such, TRIZ brings repeatability, predictability, and reliability to the problem-solving process with its structured and algorithmic approach.
Mapping of the Kewords against Food, Subculture , Consumer and Consumerism. 5
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THE MODEL
A STRUCTURAL APPROACH
The analysis done with the help of the TRIZ system helped me create a simple venn diagram to come limiting my areas of study to Food and Gender, Junk Food, Veeganism, Freeganism, Food and Celebration. At first sight the link between globalization and food intake appears to be rather remote. However, its influence can be substantially high, although it works mostly through employment, incomes, prices and the market influence on food preferences. The expected impact is the shift towards more processed foods and the market influence of popular fast foods promoted through advertising by transnational corporations. Changes in the dietary pattern in turn influence the nutritional status of the population. Hence Junk food became the way forward.
FOOD
Food Preparation/Culinary P Storage Home-made Diet
Sustenance Agriculture/Harv Environment/Nature Science Hunger Fasting
Organic Medicine S Sterilizations
Health/Nouri Supermarket
Indusustrialize
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Beliefs Identity
Practices e
Festivals Practices Feasting
vest
SUBCULTURE Customs Family Religion Values Behaviour
F O O DWAY S
Food Safety s
Working Class Choice Fast Food Ethnicity Age
Social class Education
Celebrations Veganism Beliefs Symbolism Freeganism Identity Advertising ishment Gender Desire Material Culture Affluence Mass Media ed Food Chains Working Women Economy Ethics/Morals
Product Packaging
Labour Class
CONSUMERISM
REDEFINED PROPOSAL JUNK FOOD AND ITS IMPACT
BACKGROUND Over the last three decades, fast food has infiltrated every nook and cranny of American society. An industry that began with a handful of modest hot dog and hamburger stands has spread to every corner of the nation and now the world, selling a broad range of foods wherever paying customers may be found. Fast food industry is viewed as a threat to independent businesses, as a step toward a food economy dominated by giant corporations, and as a homogenizing influence on our diet. The centralized purchasing decisions of the large restaurant chains and their demand for standardized products have given a handful of corporations an unprecedented degree of power over the economy’s food supply. Moreover, the tremendous success of the fast food industry has encouraged other industries to adopt similar business methods. The basic thinking behind fast food has become the operating system of today’s retail economy, wiping out small businesses, obliterating regional differences, and spreading identical stores throughout the country like a self-replicating code.
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SCOPE FOR RESEARCH This project will look into this cultural and gastronomical phenomenon, the values it embodies, and the world it has made. Fast food has proven to be a revolutionary force in modern life; both as a commodity and as a metaphor. What people eat (or don’t eat) has always been determined by a complex interplay of social, economic, and technological forces. The early Roman Republic was fed by its citizen-farmers; the Roman Empire, by its slaves. A nation’s diet can be more revealing than its art or literature. On any given day in the United States about one-quarter of the adult population visits a fast food restaurant. During a relatively brief period of time, the fast food industry has helped to transform not only the diet, but also the landscape, economy, workforce, and popular culture. In India and across the world Fast food and its consequences have become inescapable, regardless of one eats it once in a week or have never taken a single bite.
KEYWORDS
O P E R AT I O N A L D E F I N I T I O N S
After the Initial round of research list of keywords that I came up with. a list of variables and keywords crucial to the project. Variables are anything that might impact the outcome of the study. An operational definition describes exactly what the variables are and how they are measured within the context of the study. Hence these terms were defined within the context and the scope of this project.
KNOWLEDGE GAP FLUIDITY
SOCIAL DE
LAISSEZ FAIRE ECONOMICS
THROUGH UNION MOUTHFEEL
LAND BASED ECONOMY GASTRONOMY
SUBCULTURE
VIRTUOUS GLOBALIZATION
FOODW JUNK FOOD
CONSUMER ETHICS
NUTRITIONAL DIVERSITY
CORPORATE SOCIAL RESPONSIBILITY
BRAND PREFERENCE AND BRAND CAPTIVE SUPPLY
CORPORATE SO
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ECONOMIC RUIN
TURNOVER RATE
EMOCRATIC OR SOCIAL MARKET ECONOMY
IDENTITY
HPUT
STATE LEAD CAPITALISM PROCESSED FOOD SECTOR
WORKFORCE
VALUE ADDITION ASSEMBLY LINE
CULTURE
FOOD CHOICE
CAPITALIZATION GLOBALIZATION
KEYWORDS
POSTMODERN SOCIETY
CORPORATE CAPITALISM
WAYS CONSUMERISM
SLOW FOOD INDUSTRIAL AGRIBUSINESS
CONSUMPTION FAST FOOD
BRAND PERSONALITY SUBSIDIES
INDUSTRIALIZED FOOD VALUE CHAINS FRANCHISING
BRAND PERSONALITY URBANIZATION RETAIL REVOULTION
D POSITIONING CONSUMER BEHAVIOUR
OCIALISM
FREE MARKET ECONOMY PRICE FIXING
TRUST
THEORETICAL FRAMEWORK INTRODUCTION PROCESSED FOOD SECTOR
EATING OUT AS A PRACTICE IN IND
BACKGROUND IN INDIA BACKDROP OF INDIAN GLOBALIZATION AND URBANIZATION
CONSUM INDUST
EXPERIENCE WHERE ALL SERVED
HISTORY
PSYCHOLOGICAL A GASTRONOMICAL EXPERIENCE
THE BEGINNING
THE ECONOMICS OF FAST FOOD
VIRTUOUS GLOBALIZATION
MC DONALDIZATION OF AMERICA
FAST AGRI
MARKETING STRATEGY
ADVERTISING AND PROMOTION
ADVERTISING T CHILDREN
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A BOOMING DIA
MER FOOD TRY
AND L
WHO VISITS
FAST FOOD HAS ITS ROOTS IN CAPITALISM
T FOOD AND ICULTURE
TO
INDIA DEVELOPS A TASTE FOR FAST FOOD
GLOCALISATION
REASONS FOR THE GROWING POPULARITY OF FAST FOOD
VALUES AT THE CENTRE OF FAST FOOD CHAINS
ENGINE OF FAST FOOD
GENDER BASED ADVERTISING
FAST FOOD INDUSTRY IN INDIA
FRANCHISING
FAST FOOD THRIVES IN A FREE MARKET ECONOMY
LIMITING ADVERTISING
CAPTIVE SUPPLY
PROFIT CHAIN FOR FAST FOOD COMPANIES
FIXING OF PRICES
THEORETICAL FRAMEWORK
FAST FOOD COMPANY PROFILING THREATS
TO ANIMALS
WORKERS
MC DONALD’S DOMINOES PIZ
ECONOMY & INDEPENDANT BUSINESSES
ORGANIZATIONS FIGHTING AGAINST THIS GLOBAL PHENOMENON ANTHROPOLOGICAL PERSPECTIVE ETHICAL CONSUMERISM SOLUTIONS
IN CONCLUSION
SLOW FOOD INTERNATIONAL
LA VIA CAMP
FOOD AS A SEMIOTIC DEVICE
ETHICS, SUSTAINIBILITY AND MAKING INFORMED CHOICES
COUNTER-ADVERTISING
CONSUMERS
USING CONSU POWER TO SH
REDUCING FAST FOOD’S INFLUENCE BY ENDING PUBLIC SUBSIDIES
DISCOVERING SLOW FOOD IN INDIA
ADVANC FOOD PO
RONALD MCDONALD VS A GIRL : ANOTHER WORLD
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ZZA
SUBWAY
DESIGNING IRRESISTIBLE PRODUCTS
PIZZA HUT
AMUL
ENVIRONMENT
A FOOD FIGHT PESINA
CAFE COFFEE DAY STARBUCKS
GENETICALLY MODIFIED
VALUE [THE] MEAL
PRODUCERS
ADBUSTERS
ERIC SCHLOSSER
UMER HOP
CING LOCAL OLICY
AMUL MOPPET IS POSSIBLE
FRAMING MESSAGING AND MEDIA
CALORIE LABELLING, WARNING LABELS AND OTHER NUTRITION INFORMATION
VANDANA SHIVA
MICHAEL POLLAN
JOSE BOVE
GREENPEACE INDIA
T E N TAT I V E O U T C O M E S TA R G E T A U D I E N C E
The demographic living on a junk food diet is that of urban youth (middle class and upper middle) class between the age of 18-35 which includes college students and young professionals and school chileren as young as 6 and their parents. Reasons for eating out are urbanization, break up of joint families systems, desire for quality, working women, rise in per capita income, changing lifestyles, increasing levels of affluence in the middle income groups. Around 60% of Indians are under 30 years old – are creating new appetites among Indian consumers. Dining out is fast becoming a typical expenditure for more and more of them. As a result, sales at both western and local fast-food chains are growing 28% per year. Indians spent an estimated $1.3 billion on “chain restaurants”. Fast food stores are also gaining favor in India’s smaller, second-tier cities as well. Hence the final outcome should incorporate their best interests and educate the.
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T E N TAT I V E O U T C O M E S SCENARIO BUILDING
Each graphic design outcome has certain limitations. Having considered that the three possible outcomes are shown alongside. With the target audience in mind the pros and cons were analysed.
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REDEFINED PROPOSAL VISUALISED ARTICLE
DERIVABLES A visualised article aimed at the youth. The core idea is to illustrate the way we eat and how and why our food choices matter. The food we eat reveals who we are as a society. Stressing on the need for making ethical choices which will not only benefit health but also the environment and encourage local businesses. The article will bring out the complex realtionship that exits between mankind and food. A Visualised Article takes an otherwise lenthy piece of writing and makes it visual. This makes it easier to understand, helping it to get shared. Needs a strong title Works well with lots of content Works well on social media The storyteller’s favourite, a visualised article is like reading a strolling picture book. Perfect for times when numbers aren’t as important, this infographic is eye catching and emotive by relying on the images to speak. Perfect to use when your topic can be supported by imagery, this type of infographic should be avoided when visuals don’t particularly relate (such as business themed infographics).
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CASE STUDIES CASE STUDY 1
Community based initiate, based on geographical characteristics of the target area. Honeycomb structure since bees are a good example of how society works. Audiences who use this map will experience three levels of recognition. The ideas represented are abstract in nature but uses colour to represent different entities.
THIRD LEVEL More detailed information Major actors/forces
Interaction between two areas
SECOND LEVEL 10 main causes blocking the communication
CASE STUDY 2
The tour that would assess the damage caused by oil rigs to the melting artic and how it affects the fauna. Corn ideas are a direct represention instead of an abstract one. About the tour
Highlights of the tour, oil rigs and their proximity to fauna
Elaborating the different conflicts
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CASE STUDY 3
Whale Crossing is a visualized article highlighting concern for whales who are injured or get killed while crossing the North Atlantic Ocean due to shipping activities. Corn ideas are a direct represention instead of an abstract one and the article also uses colour coding.
Active whale saving efforts A History of Violence Lengends used for denoting major ports, whale routes etc.
Geographical depiction of areas concerned where the encounteers are taking place
BUILDING CONNECTIONS The most important ppart of the project was to assess the chunks of information and to establish conncetions between them. The urgency of the message been delivered will all depend on how these conncetions which is also the first step towards building a narrative. These connection would emphasize the relation between the consumer and the other agents involved in this industrialized food chains and how our choices influence them either directly of indirectly rather than focusing just on the health effects.
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C O N T E N T G E N E R AT I O N The reaseach became the source for the content for the infographic. The content has a lot of significance since the outcome is visualized article. The content had to geneerated keeping in mind the reader of the infographic.
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B U I L D I N G N A R R AT I V E S 1 With the content ready, the focus was on building some sort of a system model to give structure to the visual article. Some feedback given to help create a better designed narrative: Make tt user centric. Create levels at which the infographic operates. Build parallel connections. Put focus on consumer and MNC’s to bring out the consumeristic angle without creating strongly condemming our actions and choices but to let the consumer decide what stand to take. Consider how would a reade navigate the informnation. Avoid fractured and complex narratives. Avoid linear approach and predictability. Narrative5 an improvement on narrative1 was the one I decided to carry forward.
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ARTWORK SKETCH A sketch of the final narrative structure which became the skeleton for the digital artwork. The final artwork will have three levels of information.
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I L L U S T R AT I O N S T Y L E Keeping in mind that the article has a lot of text matter I decided to have illustrations rather than iconography. But even the illustrations would had a clear and lucid style. The illustrations would use forms and colours of the most common brands of processed food packaging so that viewers associate with them easily.
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PRODUCTION INFOGRAPHIC SIZE
Different media allows different pixel sizes infographics.In general, the width of an ideal Infographic must not be more than 600 pixels, and the length should not exceed 1,800 pixels. Some Very Popular Platforms Visual.ly 1240 x 1750 pixels. Pinterest 600 x infinite pixels. Facebook 403 x 403 pixels, and a maximum upto 2048 x 2048 pixels. Google+ 497 x 373 pixels, 2048x 2048 pixels in lightbox. The latest generations of tablets like the Apple iPad (3rd Gen), the Google Nexus 10, and the Amazon Kindle Fire HD, all support Infographics within 600-640 pixels.Newest versions of smartphones have a 4+ inch display (in height). That implies your Infographic must not exceed 288 pixel width.
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PRINTED VERSION
The size of the infographic 780 × 594 mm is appropriate for viewing on
screen as well as when printed. When printed it can be strategically exhibited in schools and colleges.
Hiearchy will be brought about by typography and so the when viewer comes closer the infographic will give away little more.
Infographic size 780 × 594 mm 30.7× 23.4 inch 2211x 1684pixels A1 size 841 × 594 mm 33.11 × 46.81 inch
PRODUCTION T Y P E FA C E ( S )
Slab serif fonts are excellent for adding character and impact to designs. Some are thick, and some are thin. However, they all have a distinct presence that really grabs attention. Can be used for headlines or display typefaces, because they aren’t easy to read as body copy.They are mainly used to make a statement.They can also give a design a bold personality. Below is a selection of really nice slab serif typefaces and serif typefaces where one could see the difference and how much impact they create. The heading font should be: Bold Should catch attention Should be inviting-playful Should give intense color in paragraphs Work well for both printing and as a web font Should have an unique characterrobust and organic
Typeface(s) :Helvetika
RETHINKING JUNK FOOD Typeface(s) :Univers
RETHINKING JUNK FOOD Typeface(s) :Rockwell
RETHINKING JUNK FOOD Typeface(s) :Bitter
Rethinking Junk Food
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Typeface(s) :Officina
Typeface(s) :Aleo
RETHINKING JUNK FOOD
Rethinking Junk Food
Typeface(s) : Memphis
Typeface(s) :Gotham
RETHINKING JUNK FOOD
RETHINKING JUNK FOOD
Typeface(s) :Archer
Typeface(s) :Enriqueta
RETHINKING JUNK FOOD
RETHINKING JUNK FOOD
Typeface(s) :Archer
Typeface(s) :Robotto Slab
RETHINKING JUNK FOOD
Rethinking Junk Food
PRODUCTION
C O M B I N I N G T Y P E FA C E S
Typeface(s) :Robotto Slab and PT Sans
Rethinking Junk Food
Junk food is a slang term for food that is of little nutritional value and often high in fat, sugar, salt, and calories with little protein, vitamins or minerals.
Typeface(s) :Robotto Slab and Open Sans
Rethinking Junk Food
Junk food is a slang term for food that is of little nutritional value and often high in fat, sugar, salt, and calories with little protein, vitamins or minerals.
Typeface(s) :Bitter and Source Sance Pro
Rethinking Junk Food
Junk food is a slang term for food that is of little nutritional value and often high in fat, sugar, salt, and calories with little protein, vitamins or minerals.
Typeface(s) :Roboto Slab and Puritan
Rethinking Junk Food
Junk food is a slang term for food that is of little nutritional value and often high in fat, sugar, salt, and calories with little protein, vitamins or minerals.
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F I N A L T Y P E FA C E S
A heavy heading font combined with a minimal body text. In this case a nice bold, un-complicated serif combined with an equally clean sans serif for the body text. A bold slab with a light sans-serif makes it clear that two distinct styles are present.The heading typeface has a lot of personality, secondary typeface has to be uncomplicated and take on a neutral role to avoid personality clashes among type choices.
Rethinking Junk Food
Junk food is a slang term for food that is of little nutritional value and often high in fat, sugar, salt, and calories with little protein, vitamins or minerals.
Typeface(s) :Bitter
Source Sance Pro
A "contemporary" slab serif typeface for text, it is specially designed for comfortably reading on any computer or device. The robust design started from the austerity of the pixel grid, based on rational rather than emotional principles.
Source Sans is a set of OpenType fonts that have been designed to work well in user interface (UI) environments, as well as in text setting for screen and print.
SOURCES PDFs
American Ethnologist Journal The Role of the Globalization in the Nutritional Diversity: Fast Food vs. Slow Food W. Oei Globalization of food systems in developing countries: Impact on food security and nutrition Food And Agriculture Organization Of The United Nations Advertising and Consumerism in the Food Industry Marlene Keller Johnson & Wales University Differences in perceptions and fast food eating behaviours between Indians living in high and low income neighbourhoods of Chandigarh Nutrition Journal
Intergenerational Influences on Brand Preferences: Consumables Vs Durables International Journal of Business and Social Science Knowledge Society and the Knowledge Gap Hans-Dieter Evers Dept. of Southeast Asian Studies University of Bonn, Germany Fast Food Nation: The Dark Side of the All-American Meal by Eric Schlosser KFC in India: Ethical Issues ICFAI centre for management studies Starbucks Coffee in America : Consuming the stimulated subculture of the Siren Leigh Novak
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Slowing_down_fast_food_corporate accountability international A Policy Guide For Healthier Kids And Families By Monica Gagnon And Nicholas Freudenberg
Profiling the Brand Personality of Specific Brands Annie Peng Cui, Paul J. Albanese, Robert D. Jewell, Michael Y. Hu, Kent State University, USA
Subcultures and Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das
Global value chains John Humphrey and Hubert Schmitz Institute of Development Studies, University of Sussex, Brighton
Virtuous Globalization:A Dialogue For The University Of New Hampshire Discovery Program Part I: Introduction Tom Kelly Director, Office Of Sustainability Programs What’s Wrong With McDonald’s? US McLibel Support Campaign
Impact of globalization on the food consumption of urban India Swarna Sadasivam Vepa
SOURCES BOOKS
FAST FOOD NATION Eric Schlosser’s In 2001, Fast Food Nation was published to critical acclaim and became an international bestseller. Eric Schlosser’s exposé revealed how the fast food industry has altered the landscape of America, widened the gap between rich and poor, fueled an epidemic of obesity, and transformed food production throughout the world.
OMNIVORE’S DILEMMA Michael Pollan Today, buffeted by one food fad after another, America is suffering from what can only be described as a national eating disorder. The question of what to have for dinner has confronted us since man discovered fire. But as Michael Pollan explains in this revolutionary book, how we answer it now, as the dawn of the twenty-first century, may determine our survival as a species. NOT ON THE LABEL Felicity Lawrence This is a shocking and highly readable expose of the state of the food production industry in Britain today. Felicity Lawrence will take some of the most popular foods we eat at home to show how the food industry in Britain causes ill health, environmental damage, urban blight, starving smallholders in Africa and Asia, and illegal labourers smuggled and exploited in Britain.
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SOURCES
F I L M S , D O C U M E N TA R I E S A N D F O R U M D I S C U S S I O N S
Fast Food World: The Global Food Chain Journalists Michael Pollan, Eric Schlosser and Vandava Shiva join Slow Food International’s founder Carlo Petrini for an assessment of the impact of globalization on food production. Event sponsored by the Graduate School of Journalism at UC Berkeley. Secrets of the superbrands-Presented by Alex riley With the help of marketeers, brain scientists and exclusive access to the world of the superbrands Alex sets out to find out why we buy them, trust them, even idolise them. Programme created by the BBC Fast Food Nation An ensemble piece examining the health risks involved in the fast food industry and its environmental and social consequences as well. Director: Richard Linklater Supermarket Secrets and Deception British documentary details a number of food deceptions used in supermarkets and food production to make foods look and taste better and fresher than it really is. Supersize Me While examining the influence of the fast food industry, Morgan Spurlock personally explores the consequences on his health of a diet of solely McDonald’s food for one month. Director: Morgan Spurlock Capitalism A Love Story Capitalism: A Love Story examines the impact of corporate dominance on the everyday lives of Americans (and by default, the rest of the world Director: Michael Moore
LEARNING This project proved very crucial in my academic growth in a number of ways. Letting the subject take its own course instead of forcing any partciular direction would have proved detrimental. The project strengthened my reasarch, analysis and my decision making process. Also dealing with production problems as to what works for screen displays and learning how something as simple as combining typefaces could make a big difference in terms of legibility and aesthetics.
ACKNOWLEDGEMENTS i would like to thank my project guide Rupesh Vyas and Shilpa Das for guiding me through this project and for their valuable suggestions. I would also like to thank my batchmate Sarita Ekka for the interesting disussions and different perspectives she shared with me during the course of this project.