Local Food Movement and a Narrative Design for Mass Communication: The U.S. Case

Abstract

The local food movement in the United States has evolved over the past 25 years. New
farmers and new consumers’ movements who are concerned about the environment and
the sustainability issues want to be active regarding what they produce and consume. At
the same time, new consumers in the U.S want to get informed about the ingredients in
their food. They are more active now than ever before and are asking for their consumer
rights. Furthermore, they want to know the undesirable health effects of industrial
farming and industrial food. There are many reasons to become involved in local food
movement. Among such reasons are eating healthy food, supporting local farmer,
increasing job opportunity and also advocating community rights to access good food.
Mass media helps to increase community consciousness about local food movement. In
order to increase the number of supporters of the local food movement, a documentary,
Ingredients (2009) is produced.