Just Another PR Tactic?: Discourse, Expertise, and Social License in the “License to Farm” Campaign
Public Deposited- Resource Type
- Creator
- Abstract
Social license is the need for, and attempt to, garner and maintain public approval of industry/corporate practices. The License to Farm campaign responds to the public pushback regarding industrial farm practices, and claims to educate the public on Canadian farming. in I analyze the campaign to reveal the discursive reproduction of power in the campaign materials. I seek to answer: How are representations of expertise employed to legitimize industrial farming as the dominant agricultural practice? The project relies on the science and technology studies framework and draws on critiques of industrial farming. I employ a mixed methodology including critical discourse analysis and Actor Network Theory. The project uncovers how the License to Farm campaign is less about educating the public and more of a public relations tactic (an iteration of the social license approach) used to negatively portray the critical consumer, and positively the proponents of industrial farming.
- Subject
- Language
- Publisher
- Thesis Degree Level
- Thesis Degree Name
- Thesis Degree Discipline
- Identifier
- Rights Notes
Copyright © 2018 the author(s). Theses may be used for non-commercial research, educational, or related academic purposes only. Such uses include personal study, research, scholarship, and teaching. Theses may only be shared by linking to Carleton University Institutional Repository and no part may be used without proper attribution to the author. No part may be used for commercial purposes directly or indirectly via a for-profit platform; no adaptation or derivative works are permitted without consent from the copyright owner.
- Date Created
- 2018
Relations
- In Collection:
Items
Thumbnail | Title | Date Uploaded | Visibility | Actions |
---|---|---|---|---|
beaulieu-justanotherprtacticdiscourseexpertiseandsocial.pdf | 2023-05-05 | Public | Download |