Citation

19. Is Organic Really Worth It? A Narrative Analysis of the Organic Trade Association’s 'Organic. It’s Worth It.' Campaign

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

Recent research calls into question claims generated by the organic industry that tout its products as safer, more nutritious, and more environmentally friendly than its conventional counterparts. However, organic food is one of the country’s quickest-growing market segments. In this essay, we use narrative theory to illuminate how the Organic Trade Association has built narrative rationality for American audiences, particularly in the absence of a coherent counter-narrative.

Most Common Document Word Stems:

organ (176), narrat (74), campaign (61), worth (56), valu (42), food (42), brown (38), ota (33), product (31), 2009 (29), use (29), segment (28), messag (27), american (27), realli (26), fidel (25), fisher (24), also (24), may (23), audienc (21), 1997 (21),

Author's Keywords:

Organic, Narrative
Convention
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Association:
Name: NCA 96th Annual Convention
URL:
http://www.natcom.org


Citation:
URL: http://citation.allacademic.com/meta/p424994_index.html
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MLA Citation:

Tracy, Betsy. and Jerome, Angela. "19. Is Organic Really Worth It? A Narrative Analysis of the Organic Trade Association’s 'Organic. It’s Worth It.' Campaign" Paper presented at the annual meeting of the NCA 96th Annual Convention, Hilton San Francisco, San Francisco, CA, Nov 13, 2010 <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p424994_index.html>

APA Citation:

Tracy, B. A. and Jerome, A. , 2010-11-13 "19. Is Organic Really Worth It? A Narrative Analysis of the Organic Trade Association’s 'Organic. It’s Worth It.' Campaign" Paper presented at the annual meeting of the NCA 96th Annual Convention, Hilton San Francisco, San Francisco, CA Online <PDF>. 2014-11-27 from http://citation.allacademic.com/meta/p424994_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Recent research calls into question claims generated by the organic industry that tout its products as safer, more nutritious, and more environmentally friendly than its conventional counterparts. However, organic food is one of the country’s quickest-growing market segments. In this essay, we use narrative theory to illuminate how the Organic Trade Association has built narrative rationality for American audiences, particularly in the absence of a coherent counter-narrative.


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The Persuasive Power of Messages: An Interdisciplinary Analysis of Product Involvement and Values as Moderators of Public Relations Message Strategy Effects


 
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