Food for Thought : Audience Engagement with Sustainability Messages in Branded Content

Citation data:

Environmental Communication, ISSN: 1752-4032, Page: 1-16

Publication Year:
2017

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DOI:
10.1080/17524032.2017.1279202
Author(s):
Rebecca Swenson, Natalie Olsen
Publisher(s):
Informa UK Limited
Tags:
Environmental Science
article description
Branded platforms are a growing “gray-zone” of marketing and media messages, in which corporations and news journalists partner to create content that supports strategic corporate goals while aligning with a publication’s scope of editorial coverage. As corporations are key influencers of and contributors to environmental communication, this trend has the potential to change environmental dialogue. In this article, we closely examine messages about food and sustainability, created in partnership by Chipotle Mexican Grill and the Huffington Post news site. We illustrate how use of a branded platform expanded the scope of environmental topics, issues, and frames that Chipotle addresses, how frames identified here connect to frames in coverage of science-related issues, as identified by other scholars, and discuss how branded platforms allow corporations to draw attention to polarizing environmental issues while protecting stakeholder relationships and brand reputation.

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